What significance does
the continuing development of digital media technology have for media
institutions and audiences?
For
this question I am going to be focusing on the film industry and the impact
digital media technology has had on it. I think it’s effect has been both
beneficial but also posed a threat to the industry. I will look at the 3 stages
of a films life independently and see how the technology has affected each
specific area.
The first stage in a movies life is
production. The development of digital media technology has affected production
significantly as it has allowed for film making equipment and editing software
to be more readily available and also at a lower cost. This is great for film
companies as it allows them to spend extra money elsewhere which will greatly
benefit British film companies as they have significantly lower budgets than
American companies. It can also have a
negative effect on the film industry. By having lower costs for devices and
software, it is now more common and easier than before for people to create
their own movies. This then forces the film companies to create movies that
cannot be created at home and will draw in an audience such as 3D and IMAX
which enhance the cinema experience for viewers. One film that did this was The
Dark Knight Rises; which filmed a lot of its scenes with IMAX technology and
created an IMAX experience with the movie. However, 3D TV’s are becoming more available
for customers to purchase but are still more expensive than regular TVs. Another
big improvement is the availability and effects of CGI. This gives the film
company an edge over home cinema but can be a disadvantage to the British film
companies as they may not be able to afford it unlike American companies.
The distribution of a movie has been
completely altered by the development of digital technologies. Many films have
taken to social media as main forms of advertising. Websites such as Facebook
and Twitter have become major platforms for movie releases and are also a great
way for actors to promote their movies to their followers and interact with
their fans to create hype for their movie. There is also YouTube; which
features official trailers for movies and also fan made trailers. There is also
the option of film companies using the Internet to help with the hype of their
films. One example of this is The Blair Witch project. They used Diegesis and created
a website with folk law and back story into their movie which gave the premise
that it was based on a true story and therefore excited the audience before the
movie was even released. Other movies such as Iron Man and Captain America are
involved in horizontal convergence where they released merchandise in other
areas than just the film. There are many toys and costumes available that are
linked with each movie; which appeals to kids and helps keep interest in the
movie whilst also producing more revenue for the company. There are also many
apps available for phones and tablets, which involves the audience and gives the
movie a longer hype life. One movie that did this was Despicable Me 2 which
created it’s own version of the popular game Temple Run.
Exhibition has also been affected by
the development of digital technology. Many people are now using the Internet
to illegally source their movies; which has a detrimental effect on the film
industry. There are also websites such as Love Film and Netflix; which allow
you to watch movies and shows whenever you want for a monthly subscription.
There are also Video On Demand services; which also allow you to watch the
latest movies for a price. This provides a more convenient watching environment
for the audience but is not necessarily a positive experience for cinemas and
therefore the film company.
In conclusion, the development of
digital media technology has both a positive and negative impact on the film
industry and a positive impact on the audience. The technology is allowing the audience to
become more involved and produce similar things to the professionals, however,
it is also helping the professionals stay ahead of the audience and create new
ways to keep the audience interested. I think the biggest issue the development
will cause will be the availability of movies through pirating as this will
cause the film companies to lose money and could eventually have a negative
impact on the quality of films they produce.
