I believe digital distribution has
increased change within the film industry, the experience the public receives with
home cinema and affordable offers/prices with cinema locations. There is a
paradign shift with the industry more distributers spend money on advertisement
of their film on popular websites such as Google, Facebook and Twitter, the
social network sites are most commonly used due to the mass usage and the diverse
age range who have access to it. With digital technology advancing these
websites open doors to the digital distribution their marketing campaigns are
done digitally this raises more awareness with films and new releases.
Production companies such as Warner
Brothers have joined with Netflix which release films digitally allowing the
public to download and watch such films, Netflix allows consumers to watch
these films online and to pay only a low price of £6 a month for this
experience. While other companies such as LoveFilm provide the public a range
of films to rent from, these films are distributed and once viewed they can be
returned by postage to LoveFilm. Options such as these drive the audience
towards digital use rather than the going on branded shops like HMV, however
due to more cheaper affordable deals from online shopping e.g. Amazon,
retailers such as HMV lose a large profit and have reduced sales at HMV to
critical.
During the release of ‘The Dark Knight’
campaigns were released online in relation to Harvey Dent almost making the
fiction immerses with reality. In New York audiences gathered and witnessed the
full trailer of the film projected onto the side of a building, the audience
herd of the event through the internet and the Batman symbol was projected into
the night sky, fans followed this sign just as the Cape Crusader would.
The use of convergence in the digital
distribution has merged advertisement and the increased technology within
phones and tablets to connect directly to the audience. With the release of
Sherlock Holmes: Shadow Games directed by Guy Richie (produced by Joel Silver,
Susan Downey and Dan Lin) posters were created in accordance to the theme of “Keep
Calm” posters were designed with phrases from the film “You know my methods”
these were placed on the internet and viewed by the public. Like other
distributers advertisement on the internet was most popular for releasing
information surrounding the films images, behind the scenes the trailers all
assisted in the marketing and consumption.
Piracy is a critical issue within the
film industry films screened in cinemas were vulnerable to piracy within the
audience and the use of digital technology. Now films are watermarked to
prevent them from being copied digitally although not all methods are effective
in preventing piracy. In Japan
manufactures have made infrared lights to rise against piracy in theatres,
these lamps are located behind screens and pulses create an interference to
hand held cameras hidden in the audience, these lights will not harm the
audience as they are invisible.
Video website Youtube allows the public
to view and upload their own videos, sharing with everyone around the world,
digital distribution is used in alliance with Youtube as there are a diverse
age range who have subscribed, created an account on Youtube. Consumer choice,
personalizing the individuals experience content choice and expensive capability.
Digital distributers use Youtube and other
internet sites as a form of advertisement as they are accessible to the public
through the increased technology of portable devices.
In conclusion I believe the digital distribution
has made a critical impact for the marketing of media products through the vast
range of media technology available to the public.
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