'The current revolution in technology is changing the way both producers and audiences think of film and the film experience.' How far do you agree with this statement?
Not long ago, films were either watched at the cinema or on a video. Now, as well as DVDs and the cinema, there is a revolution in the way films are being watched. This is because the internet provides people with a cheaper and more simple alternative than going to the cinema. People can even watch films through a games console. Also, new technologies that have been introduced to the film industry in the past decade are re-shaping the conventions of a film.
LoveFilm is a company that has become a sudden hit in the UK, as it allows people to stream and watch films via their computer or any other device connected to the internet. The recent trend in social networking sites and other internet trends has resulted in a vast amount of people using the internet all the time. By making films available for people on the internet, LoveFilm is reaching out to a huge audience. As well as being available via PCs and laptops, LoveFilm is able to be used on a PlayStation3, meaning that films that are streamed from the internet can be watched from the comfort of viewers' sofas in their living rooms, creating a cinematic experience.
Netflix is a company that has been successful by going for the same gap in the market as LoveFilm. In 2009, Netflix became available on the PlayStation3 after Netflix and Sony announced that this service would become available.
As of 27th October 2009, Netflix had 11,000,000 subscribers in the US alone, and by now, they probably have more than double that worldwide. The fact that it, like LoveFilm, has been a huge success is because of its availability to a wide range of internet-users and the fact that it can allow you to stream movies and watch them on your TV at home. The success of these companies mean that pretty much every film made now is available through these services, and it changes the way producers promote, market and advertise their films in order to draw in that huge customer-base.
Just 10 years ago, films weren't really advertised on the internet, but since then, technology has advanced, and the majority of people use the internet for some reason each day, meaning that it's a great way for films to advertise themselves. The internet allows the film companies to target people who go on certain websites. For example, someone who goes on Facebook and tells their friends about a certain action-adventure film is likely to see an advertisement for a film of that genre appear on their computer. This is just one example of viral marketing. Social networking sites are targeted a lot, as people can be targeted individually from what they say on them. People might then spread the word to their large amount of friends, and some of them might tell their friends, etc. This shows how film producers are dependent on word-of-mouth on the internet to promote their films. This also increases a film's ancillary revenue, as synergy is used much more. This is because there is a lot more advertising that's necessary on the internet because of the sheer number of potential customers.
Cinemas have started to show most films in 3D now, and almost all high-grossing films are available to watch in 3D. For example, Avatar was dependent on 3D and other recent technology such as motion capture - it was also the most profitable film ever made. This attracts an audience who are curious about this new technology.
3D TVs are now becoming more affordable and mainstream, meaning that people buying a new TV are likely to have a film with the capability to show 3D films. If someone buys this TV, they will feel that they should buy and watch 3D films on it, meaning that production companies will feel the need to make 3D films. This links in with companies like Netflix, as they offer their services with PlayStation3s, which means that they can be watched through TVs. This will make 3D TV manufacturers and companies like Netflix benefit from one another, and it completely changes the way in which films are marketed in the process.
In conclusion, I agree with the statement. Both audiences' and film producers' roles are changing due to the introduction of new technology and the wide community of internet-users on social networking sites and the progressive development of the internet.
