Significance of proliferation in hardware and content for institutions and audiences

Proliferation is how technology has evolved and improvements have affected the ways in which films are made and distributed today. It also shows an understanding of how technological improvements have impacted the viewing experience, at home and in the cinema. Examples include 3D movies, special effects, Blu-ray, etc.

There have been several changes in technology in the past 20 years – from DVDs & flat screen TVs to cameras, cell phones, etc. Technology of western civilization is doubling every 18 months, which means that technology is getting more advanced every day. In film technology we are now able to produce computer-generated imagery (CGI) much better than we did centuries ago. It is the application field of 3D computer graphics (special effects) and this produces a more life-like feel to animation. Now we can also view films in 3D with 3D glasses, as well as being able to view it at home. It is also coming to our computer screens. An example of a movie that was released in 3D, at the cinema, was Tim Burton’s Alice in Wonderland. High-definition (HD) is another example of how technology has improved, it is an increase in display or visual resolution that has effected television, video, audio and the media in general.

The Digital Screen Network was created by the UK film council and Arts Council England. It was a £12 million investment that aimed to equip 240 screens in 210 cinemas across the UK with digital projection technology to give UK audiences a much greater choice. It allows audiences to have the chance to watch independent films that are not normally shown as they are hard to come by, as it costs too much to print film. Also, it gives more of a chance for the film to bring in different audiences. “This is England” is an example of a non-mainstream film that was screened across the country with DSN.

Technology comes at a price and this means small independent filmmakers may struggle with having considerably low budgets. Film technology can be extremely expensive and range from over millions of dollars, pounds, etc. Independent film, or indie film, is a feature film are produced mainly outside of a major film studio. This also refers to art films which differ noticeably from most mass marketed films. They are often distributed by subsidiaries of major studios. They basically do everything for themselves rather than have experienced companies help. Independent art houses are able to edit their own films. For example Monsters (2010) was edited using adobe zbrush. Small art houses make films using DV cameras as they cannot afford 35 mm and IMAX. Slumdog millionaire cost $1 million as DV cameras were used. Alice in Wonderland cost a huge £158 million to make and their budget was £200 million whereas “This is England” had a budget of £1.5 million.

Filmmakers are responsible for overseeing creative aspects of a film under the film producer. They decide pretty much everything to do with the movie, such as the script, the actors, financing, etc. As technology has improved since 20 years ago, and is still improving, it’s becoming easier to work in filmmaking. The use of computer animation, equipment, etc make it much easier for a person to learn quicker.

Issues raised in the targeting of national and local audiences (specifically British) by international and global institutions.

Market segmentation is the process of dividing a large market into smaller groups or segments on the basis of similarities. It is usually done to clearly define the target market and produce goods and services in accordance with the needs and wants of that target market. The result is higher profits in form of increased sales. Large media institutions divide the market on the basis of similar characteristics (such as age groups) makes production, marketing and distribution easier and cost effective. It is therefore essential to define the target audience precisely as it provides important objectives and aims to look forward to. To quote an example from my case study, the target audience of maze runner was the teenage group enthusiastic about science fiction.

The 6 major international media institutes are mainly US based which means that most of the Hollywood movies produced are in accordance with the US culture. However, there is a variation of cultures and traditions which are being followed around the globe and this comes out to be the first issue raised when global institutes target the British audience. There are many differences between the Hollywood production and the British production. British are mostly portrayed as civilized and superior than others through their classic accent and their royal attire by the British media institutions. The class system is often highlighted in the British films and a fine line is drawn between the upper class and the lower class. Moreover, ideas like drugs, violence, poverty and financial hardships, urban areas and fantastical locations are commonly seen in the British films and are generally accepted by the British audience as it reflects their culture. However, American films might portray a different picture and it might not receive much acceptance among the British audiences.

Another common issue which may rise for the international institutions is a lack of proper understanding of the local market overseas. Overseas markets are studied through an intensive market research. However, market research is an expensive and a time consuming process and ineffectiveness of it might lead to heavy loses for large production houses. Films should be produced keeping in mind what the consumers want to see so that they receive a positive response from the audience in form of higher profits. As profit is the main aim of production houses, it could only be achieved through a higher consumer satisfaction which is attained only when the content of the movies is in accordance with the media needs and wants of the consumers. Inability of satisfying consumer needs may ultimately result in losses. An example could be the expensive Peter Pan prequel starring Hugh Jackman which grossed only a 10th of its budget in its opening weekend, and stands to lose Warner Bros $100 million.

Targeting of British audience might also create issues for the British production houses which are comparatively smaller than the American media giants. The term ‘independent art house’ is used to define British production companies. An art house is a small scale production house which specializes in producing films that are artistic or experimental rather than merely entertaining. These art houses have a budget which is far less than that of global media institutions which means that they are in no way able to compete with the large conglomerates with billion dollar budgets. When British audiences are targeted by international institutions, the small local art houses are forced out of the competition as they could neither afford to have A star actors nor able to use the high technological instruments in their production; both of which enhances the quality of the film. This diverts the audience towards a greater film which is a product of one of the six media giants and is evidently better in terms of technology, ideas, special effects and visual effects. As a result, it is possible for small British independent houses to lose their target market to their competitors.

To conclude, I would say that targeting of British audiences by the international and global institutions would have a dual effect. Firstly, it will raise issues for the larger conglomerates in form of lack of local knowledge and the development of a gap between the media giants and the local British audiences by reason of cultural differences.  And secondly, it might force the British art houses out of the market due to a higher competition caused by complex budget and better technological equipment.

Importance of technological convergence for institutions and audiences

Technological convergence has become a very crucial component in the changes to the film industry. Technology has allowed us to develop and improve the quality of films, make them more complex and dynamic, whilst also helping making them easier to make and also access. Convergence is an inevitable result of our modernizing world and so the film industry relies on keeping up and competing with varying array of formats.

One of the key aspects of technological convergence is within the production of films. For years films have continually been filmed with the traditional use of film reels and very expensive large cameras; however, more recently films are being shot in digital such as ‘Superbad’ by Greg Mottola. One of the advantages of shooting in this format is the fact that it is considerably cheaper, as a traditional camera costs around £50,000 pounds whereas a professional digital one would be around £10,000. Saving money in this way then allows production companies to spend more of their budget on other aspects of the film, such as special effects which have also enhanced greatly over time. The development of CGI and other effects have meant for a far more exciting and diverse viewing experience for audiences and allowed directors to take their creations to a whole new level of film. For example in the film ‘Maze Runner’ by Wes Ball, an array of complex effects are used throughout the film to achieved an amazing display of graphics that perfectly depict his idea of a labyrinth. Without the same advances in technology such feats would not be achieved.

Availability of hardware means that it is cheaper, and therefore more companies can produce content. Big companies can also spend more money on their films as they too have more money that can be spent (such as The Dark Knight). Better technological resources means that they can produce films with more CGI. This allows them to also spend more on marketing. The overall cost of hardware is cheaper and therefore more people can produce content, such as the many films produced on the iPhones. However it can have certain disadvantages. There will be more competition in the market as more content is available and there is a limited audience. Also, it will be harder for independent companies as there is even more content available.

 

The exhibition of film has become a lot more diverse with technological convergence, and cinema audiences are being lost to this popular, cheaper and usually more illegal way to view. Nowadays it’s not only in cinemas that an audience is able to view a new film but also through streaming on internet sites and renting through TV boxes (e.g. sky and virginmedia). There is more hardware available meaning that companies can exhibit online using web 2.0, such as Netflix and LoveFilm. There is more hardware for media to be consumed on, meaning more exhibitors can view films. Due to hardware proliferation, projectors are widely available at a lower cost. Cinemas can also run more screens as they can have more projectors. However, the proliferation of hardware means that there are more ways in which consumers can watch films, and that exhibitors such as cinema owners are impacted. Exhibitors therefore need to improve their viewing experience and as a result spend more money.

The increase of digital ripping technology and the use of internet has meant for an increase in piracy. The impact this has on the film industry is a loss of profits with the reduction of ticket and DVD sales, which may mean in turn institutions have reduced funds for further projects. The point of reduced DVD sales is mainly due to the expansion of possible storage methods for our films nowadays. It has become far more simple and convenient for audiences to simply hold digital copies of their favorite movies and then watch them on the go, or whenever they want e.g. with smart phones, iPods, iPads and laptops.

 

Marketing is one of the most affected areas of film from technological convergence, and the leap in technology has actually been very beneficial to institutions attracting their target audience. For example with the film ‘The Maze runner’ a huge viral online marketing campaign was used, with the aid of the films website, where they were able to leak out teaser trailers and introduce the movie with the initial use of a simple game. From completing the game viewers were able to access exclusive clips and information and were able to begin spreading news of the film way before its release. The games were also available on online websites as well as Google Play store. With the modern age of technology and the increasing use of computers and internet the web page was easily passed about between people through social media websites like Facebook, Twitter and blogs. Whereas marketing used to rely on billboards and posters, today companies can use these as well as the technological approach and through doing so spread their films to a wider audience. Technological convergence has also allowed for targeting specific age groups or fan bases for a film. e.g. the film ‘Paul’ was tweeted about and advertised by Simon Pegg himself (a famous actor featured in the film whilst also a co-writer.) By doing this, the major fans chose to follow Pegg and were likely to research further, spread the news and then go and see the film.

 

The ease of distribution of film has greatly improved with technological convergence, relating back to the idea of filming in digital as opposed to film reels. Films like ‘Superbad’ instantly become easier, cheaper and faster to distribute to cinema as each cinema doesn’t require an entire film reel, and converting to DVD is almost instant.

 

Technological convergence has made it simpler for independent filmmakers such as Jake Wynne to expose themselves on websites such as Vimeo and gain professional feedback from real filmmakers whilst making their name. The technology available now allows amateurs to access quality equipment and programs that don’t cost a lot and produce professional quality features. The use of the digital format allows these short films to be easily attached to the beginnings of full length features in independent cinemas such as The Phoenix cinema in Leicester. And then in turn, cinemas like the Phoenix, advertise themselves online to attract a more substantial audience.

 

It can be concluded that technological convergence is extremely important for both institutions and audience. It allows both to progress in the variety of ways. Films are made and viewed and this just helps make film bigger, better and more well known. The negative of convergence, such as increased piracy and diversifying of formats is an insignificant price to pay in the scale of cinema as a whole. This is because technology will always converge and effect the film industry.

Importance of cross media convergence and synergy in production, distribution and marketing.

Film making is a business and every business has the main aim of earning profit. Every film produced therefore comes with the objective of earning maximum profits. The case study that I examined is on the Maze Runner which was released on 19^th September 2014. The film rights were purchased by “FOX” while the film studios were Temple Hill Entertainment and TSG Entertainment. It was directed by Wes Ball and adapted from the Maze Runner book by James Dashner. Cross media convergence and synergy has helped film making institutions such as 20^th Century Fox earn millions and billions of dollars. Maze runner made a debut of $ 32.5 million in its opening week with a budget of $34 million. This is always done by attracting the target audience towards the final product which is being produced by the production houses in form of movies and short films. Convergence and synergy plays its part here as it helps larger organizations and production houses such as “The 20^th Century Fox” or “Disney” in attracting the massive audience.

Convergence means the combining of different forms of media in order to make a single form of media (such as computers and televisions). Large production houses have been benefitting from this concept while producing movies. Cross media convergence helps improve the quality of films produced because of the emergence of a single software providing every editing facility such as sound, cutting, special effects etc. They are provided with greater possibilities of manipulation in editing. Hi-tech cameras could be used easily to enhance the overall excellence of the production leading to an increase in market share and thus profits. Visual effects contributed greatly towards the making of the movie The Maze Runner. Method Studios was the major visual effects vendor for The Maze Runner, delivering around 530 shots for the film. VFX supervisor duties were shared by Sue Rowe and Eric Brevig. Rowe led the studio team, visiting the set in Baton Rouge for crucial VFX sequence photography, while Brevig remained on set for the duration of the shoot.

Synergy is the interaction or the cooperation of two or more organizations, substances or agents to produce a combined greater product. It is an important aspect as it involves two media companies collaborating for the purpose of generating profit. This is important in production because when two media conglomerates come together they are better able to attract more consumers than a single conglomerate. This is because they are well known to the audience and will be in a superior position to encourage them to consume the product produced. The 20^th century Fox collaborated with methods studios and Sony Classic for the visual effects and the composition of the soundtrack for the movie. Combining of two production houses is known as vertical integration. News corp. is a vertically integrated organization which owns 20^th century fox, blue sky studios and shine group. News corp. also owns various music companies as well as television, magazine, publishing houses and various other companies. These companies work together in making products. Music production companies often work in conjunction with film companies during production. Studios owned by News corp. may also be involved in post-production and pre-production.

Vertical integrations help smaller production houses become large and this increase in size helps them control and dominate the market which as a result leads to higher profits. Large conglomerates are formed which take advantage from business cost cuts.

Cross media convergence and synergy allows production houses to distribute their films effectively to a wide range of platforms such as cinemas, Netflix, Facebook. Internet has allowed media giants to reach out as many customers as possible and raise their market share.

Marketing for Maze Runner was done with eleven character cards being released. The director one image from the film once a week. This raised the consumer interests. Posters, trailers and teasers were launched. The film’s first trailer was released on 17^th March 2014. Viral marketing campaign launched by 20^th century fox began in April. Internet was widely used. Online website with the domain “wckdisgood.com” was formed. Books were re-released by the film’s posters as the book covers. On July 29^th 2014, second trailer was released exclusively on Yahoo! Movies which helped the movie benefit from synergy and cross media convergence. As the target audience of the movie were the teens, many fan projects were created. Prominent ones include The Maze Runner chat, podcasts featuring news discussions and occasional cast interviews. Podcasts were produced by mazerunnerfans.com which was a popular fan website for the series. Facebook groups were also formed where discussions about the movie were held.

The 20^th century Fox also paired up with Nissan motors to promote the film globally with three Nissan models being formed which include Nissan GT-R, Juke Nismo RS and infinity Q5Q.

In this way, convergence and synergy are important for media institutions as they allow smaller organizations to grow and become large. Maze runner was the product of 20^th Century Fox which has been integrated vertically with various other production houses. All and all, it is owned by News Corp. which itself is a large conglomerate.