Skyfall technologies

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Skyfall technologies

  1. 1. Skyfall technologiesDigital technology = DTProliferation of hardware = POHTechnological convergence = TC
  2. 2. DT, POH, TC -synergy/cross media conv., audiences• Audience can purchase on online– Apple (iTunes)……Amazon instant video……..blockbuster………– Can rent or buy– Can rent/buy on either SD or HD– Watch on smart phones, tablets, computers(anywhere/anytime)(targeted for local & global but for audiences whouse new technologies, who are on the go, watchfilms in different platforms….)• Making it available to buy online (to online users) preventspiracy because there is good ACCESS to the film
  3. 3. DT, POH, TC – synergy/cross media conv., audiences• Connection to ‘Visit Britain’– Promote & Boost British tourism (bond themeadverts)– This was good timing with the Olympics!– Competition online = play game to unlock codes(you could win trip to UK with tickets to premiere)
  4. 4. DT, POH, TC – cross mediaconvergence, ownership, audiences• There was a computer/video game releasedcalled 007 legends– Released before film (marketing)– On PS3, xbox & wii – different platforms• Distributed by MGM Interactive (subsidiary ofMGM= vertically integrated)
  5. 5. DT, POH, TC – synergy/cross mediaconvergence, ownership, audiences• Audiences can buy/watch DVD– DVD = Range from £12-£15.00 pounds– Will also give you a code for download version aswell (more platforms)– Promotion (synergy) with Sainsbury’s = buy filmfor £7.00 when spending £30.00 or more– Can purchase on Amazon (to get DVD)• Steelback limited edition (exclusive toamazon) (around £32.00)
  6. 6. DT, POH,• Skyfall was shot using digital cameras called ‘Arri Alexa’ cameras.– The director can immediately watch back the footage (of full quality) straight after films– Offers excellent, crisp & clear projection onto the screen (a lot of digital cameras don’t offerthis– The cinematographer’s job (Richard Deakin) is to film and determine what the footage lookslike on screen – he chooses the cameras the film is shot on)……he traditionally shot on film(and was hesitant about shooting in digital as a lot of traditional cinematographers who usedigital technology don’t think the quality is as good as film– But he said ‘This camera has brought us to a point, where digital is simply better.” (WOW!!! –The technology clearly proved it was worthy……shows the growth/proliferation of hardwaretha digital is even outperforming old methods such as film.– This camera records a taller image, more immersive image (compared to other digitalcameras)• The disadvantage from using cameras that pick up on such extreme detail can bethat it can highlight filmmaking mistakes/bad skin/make up etc. and can also makethe film look synthetic (almost doesn’t look real)http://www.youtube.com/watch?v=GBvA1ChExAI&safe=activept 1http://www.youtube.com/watch?v=5Lh69p5g13Q&safe=activept 2http://www.youtube.com/watch?v=00OGyWADHyM&safe=active pt 3
  7. 7. DT, POH, TC – synergy/cross media convergence• Premiere in London (Royal AlbertHall)…….created buzz! October 23rd• (streamed live on youtube)http://www.youtube.com/watch?v=zYnt2prr_owpremiere
  8. 8. DT, POH, TC – all topics• Connection with Coke Zero– Bond theme TV advert– Viral video (the 007 in you) = real online video filmedin Belgium which captured real guys going to cokemachine and presenting a challenge to get to platformin less than 60 seconds (set up obstacles on theway)….if you got there successfully you won tickets topremiere!– Aimed at male audience• In 3 days the video was watched 3.5 million timesvia social networking
  9. 9. DT, POH, TC – all topics• The release of the film on various platformssuch as online purchase, DVD, Bluray, etcmeans it is widely available for differentaudiences– Different platforms appeal to different audiences= more likely to generate more money• If you make the film widely available the lesslikely pirating will occur
  10. 10. DT, POH, TC – synergy/cross media conv, audiences,• Audiences can buy/watch on Blu Ray (evenbetter quality than DVD)
  11. 11. DT, POH, TC – all topics• Adele’s famous Song for the film was a huge success!– Adele herself was the British golden girl (already veryfamous to gain large audience interest)– It was leaked online before the film (unclear if this was agenuine leak or this was a marketing strategy –regardless, created loads of buzz for films– Went to #1 on itunes 10 hours from being released– Also distributed by Columbia (subsidiary of SonyEntertainment = SONY (same distributor/owner as thefilm!)• She won Oscar for best song……She performed thesong at the Oscars and thanked Sony& MGM in herspeech (the film’s owners and distributors)
  12. 12. DT, POH, TC – synergy/cross media convergence, audiences• Has a website• Has facebook page• Has twitter page
  13. 13. DT, POH, TC – audiences, synergy/cross media conv• In October there were over 1.5 millionmentions in social networking of film (viatwitter/facebook etc) – below the lineadvertising!
  14. 14. DT, POH, TC• Skyfall a fair amount of CGI in it, (special effects)however it was not as much as other similar actionfilms.– The director demanded most of the effects were done bycamera (Alexa arri cameras)– Special effects mostly to do with changing backgrounds(green screen) …..(not CGI characters and such)– Daniel Craig did his own stunts– Some scenes were filmed with 1 camera (like a TV drama)• Some scenes (like the train scene) were filmed with 11camerashttp://www.youtube.com/watch?v=x2MYvexwPrs&safe=active director talking about CGI/stunts etchttp://www.youtube.com/watch?v=oMGxxsqMoRM&safe=active skyfall pre-production – wow!!!!
  15. 15. DT, POH, TC – synergy/cross media convergence, audiences• Audiences can watch film viaPPV (pay per view)– Synergy with Sky (setting upBond themes)• Purchase on demand fromservice provider such as Sky orVirgin
  16. 16. DT, POH, TC – audiences• There were 6 attempts to pirate the film incinemas, they were caught by cinemaemployees (they were awarded with cashrewards)
  17. 17. DT, POH, TC – all topics• Skyfall was the first Bond film to released in IMAXcinemas. It was huge successful as it had bestinternational non-summer/non-holiday opening inIMAX history.• But wasn’t filmed on IMAX cameras (but on theAlexa Arri digital cameras)
  18. 18. DT, POH, TC – all topics• IMAX details– With IMAX, you see 26% more image thereforemaking it more of a ‘panoramic’ view…….this meansthe audience is more fully immersed experience.– At first, the crew didn’t know the film would bereleased in IMAX (were using Alexa cameras prior)– The test footage showed in IMAX was not good butIMAX has their own ‘conversion’ software whichenhances the image (makes image looks better)• Film version of iMax (prints) is more grainylooking than the digital projection
  19. 19. IMAX…..• With IMAX, you see 26% more image thereforemaking it more of a ‘panoramic’ view…….this meansthe audience is more fully immersed experience.
  20. 20. DT, POH, TC – all topics• Skyfall has a film website which you can domany things– In different languages – appealing for a lot ofpeople globally– Watch videos (clips from film)• Integration with social media (mosaic andsharing photos etc)
  21. 21. DT, POH, TC – all topics• Connection with Sony Xperia– Used in the film– Special editition phone marketed to audiences• exclusive 007 ringtones preloaded• multiple james bond themes and screensavers• exclusive pre loaded images taken from production set(has info geo tagged so you know the location it wasmade)• makes buyer eligible for 007 legends videogame free of charge (conditions apply)
  22. 22. DT, POH, TC – all topics• Using social media…Audience = social media users– First Bond movie in the social media era (is that linked to the fact that it is the most successfulbond film yet??) (also has a main character who is a genius computer hacker who compareshimself to mark zuckerberg (owner of facebook)– Viral videos (Coke Zero)– Facebook page– Twitter page– Social media capabilities and posts via Skyfall website (shows tweets and can share/link/photos from website– Can download facebook cover pictures & twitter skins free on website– Can be part ‘of mosaic’ (a Bond picture made up of thousands of tiny pictures of fans) onwebsite– you can upload your photo, search it and then share it via social networking sites• Audience becoming advertisers! (all free!) (below the line)
  23. 23. DT, POH, TC – all topics (except ownership?• A lot of the films posters used digital technology– Online banners, some animated (banners online ……some webpop ups)• Digital posters in shopping centres and in the Tube (the TVscreens)…..these are animated and not just a still 2D poster• .

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