To what extent does digital distribution affect the marketing and consumption of media products in the media area you have studied?

Digital distribution affects the marketing and consumption of films within today's economy. Digital distribution is the use of techniques that deliver the content of a media product in a digital format. This means that things like the web 2.0 have become a more important factor in institutions and audience's lives when it comes to the way in which media is marketed and consumed. The marketing element is the action or business of promoting and selling products or services, including market research and advertising. By advertising to the targeted audience, more awareness is raised and therefore consumption is easier for the targeted audience. Consumption is defined as the way in which an audience watches a film. The consumption of a film can be the make or break of the profit given to be institutions.

Digital distribution has changed massively over the years. This is due to the fact that there are more possibilities for the audience to consume a film through a variety of different technologies. An advantage for institutions of digital distribution is the fact that it is a lot cheaper than traditional distribution. This means that a film's file can be created and given to cinemas or put on DVDs using one file compared to traditional methods of distribution where loads of roles of a film would have to be made and distributed separately. Although there is a profit to be made, it would tend not to be much. This is due to the fact that most people still tend to think that the web 2.0 is a free service and therefore don't tend to pay for films when watching online streaming. The problem with digital distribution is the fact that copies can easily be remade and due to the fact that the film is on a film, it can be hacked into and downloaded illegally. This download would then get put onto the web 2.0 where a lot of people watch it illegally. This means a loss for institutions as the distribution of their film is being distributed by someone else rather than themselves. DVDs are an important digital distribution as they can have a massive impact on the revenue of the film. This point is proven in the fact that The Hunger Games have sold over 5.3 millions copies since it's release in 2012. By digitally distributing their film through DVDs, there is a bigger chance of a profit due to the fact that people may not be able to attend the cinema during the timeframe which the film is shown and therefore buy it so they are able to watch it.

Digital distribution - DVDs, TV, VOD (Video on Demand), online streaming.
- Cheaper and quicker to do than traditional distribution.
- Disadvantage: higher chance of piracy (being downloaded illegally).

The marketing of a film through digital distribution can determine the success of reaching the intended target audience. The latest digital technologies allow for Institutions have an ability to be able to use digital distribution to promote their film. Digitally distributing a film is much more effective than traditional ways of promoting a film i.e by putting posters around the area. The audience is more likely to see the digital way of marketing due to the fact that in this day and age, most people have access to the internet. Institutions are market their film through technologies like TV and online. A benefit of using online services like social networking sites is that it's extremely cheap for institutions to promote their film and in return they can create a lot of interest of hype about the film. The Hunger Games was one of the few successful films to create a hype about the film before it's release in cinemas. A Facebook page and Twitter page where people could get updates, teasers and interviews with the cast members prior to the release. By doing this, they benefited massively as they gained a lot of interest from an audience who wanted to go and see the film. They also benefited in the fact that marketing using social networking is extremely cheap as costs are small. Currently, it is free to make a page on Facebook and Twitter and therefore it wouldn't of cost the institutions much. By releasing a trailer and teasers of the film, it encouraged people to go and watch it. This digital technology would not of been possible years ago and therefore the difference between the amount of people who were aware of a film through digital distribution marketing compared to those who were aware of the film through traditional distribution marketing is huge. Most of people's time is spent on their phone/on the interest. It therefore is hugely important for institutions to market their film digitally as the potential audience would be much higher than if it were to be traditionally marketed. Since the development of the TV, it has been easier to market films through TV adverts. Although this is an expensive option for institutions to fund, the amount of people who it reaches/attracts is beneficial towards the promotion of the film.  

Marketing - on the web 2.0: social networking sites, trailers, interviews and teasers online i.e. Youtube or Facebook helps spread awareness of upcoming films without high cost - setting up a Facebook page and Youtube account is free and therefore no loss is made on the marketing of a film. The audience are still made aware of the film with little cost.
- TV adverts: expensive to produce and continually shown but audience is reached on a bigger scale (wider audience).

Digital distribution through consumption allows for the audience to be able to view the film at their connivence. Audiences can now watch films through DVDs, TV and online.

Consumption - DVDS, TV, online, mobile devices etc.
- Easier.
- Home viewing.
- More convenient