Proliferation,Convergence,Symbiosis and Exhibition

1. Proliferation, Convergence,
Symbiosis and Exhibition
EMILY CAPON

2. Proliferation
 Spread of film genres, CGI, new cameras, editing techniques etc
(the spread of the new!)
The growing interactive use of digital technology in the film industry
and media which enables people to share, consume and produce
media that was difficult or impossible just a few years earlier.
It affects:
 Production
 Distribution
 Exhibition

3. Proliferation
Use of new software to add special effects in editing; the use of blue-screen.
Using new types of digital cameras like the one Danny Boyle used in “Slumdog
Millionaire” (The Silicon Imaging Camera to shoot high quality film in tight
spaces)
Internet to download a film rather than go see it in the cinema
watch it on YouTube;
Special editing programs like Final Cut Pro to edit bits of a film
give it new soundtrack and upload it on YouTube;
produce illegal, pirate copies on DVDs from downloads and by converting the
film’s format;
Blue Ray DVDs with greater compression which allows superior viewing and
more features on the DVD;
distributors can use digital software to create high concept posters;
cinemas can download films to their projection screens and do not have to
depend on a van dropping off the film!

4. Symbiosis
Synergies – benefits in funding through various media outlets
during film promotion such as TV, radio, magazines, internet etc
When different companies work together to promote a range of
related products. E.g. High School Musical the film will enable
spin-offs like Happy Meals, Easter Eggs, & a % of the profits will
go back to the distributor.
An example of synergy from
Working Title Films….
DVD

5. Cross media convergence
In film looks at ownership issues & companies coming
together to benefit.
So Working Title make use of its parent company
Universal to gain access to bigger stars and a better
distribution network for their films.
WTF Universal $$$

6. Technical coverngence
 This is how internet, film & TV are converging with PC’s, gadgets, I phones
etc & crosses over with PROLIFERATION

7. Exhibition
Saturatio
n
• The most common release pattern, in which the film is released nationally in all markets.
• This is the pattern used by the major distributors, since this type of release pattern requires
a heavy investment in prints and national advertising is expensive.
• Revenues from DVD sales can also be realized faster from a quickly-executed theatrical
release (the shorter the time period between the theatrical release and the DVD release, the
greater the potential for DVD income).
Wide
Release
• The film will open in a few major markets and expand week by week to build
awareness and allow positive word-of-mouth reputation to develop.
• This type of release would initially be supported spot advertising (advertising in
a specific geographical area, such as a city) and may move to national
advertising once it expands to other markets.
Limited
Release
• limited number of screens, traditionally in large urban areas
• Based on favourable reviews and positive word-of-mouth, the film may move slowly to
additional theatres.
• This release pattern is almost always used for upscale 'art-house' or foreign films
•The film industry (according to experts) loses around £500- £700m a year to piracy
•The revenue gained from pirate DVD’s alone is approximately £278m pounds a year.

8. Exhibition
Definition: showing films in cinemas or on DVD.
Media attention through opening nights and premieres .How the audience
can see the film: in cinemas, at home, on DVD, through downloads,
through television, including premieres, the box office take in the opening
weeks; audience reviews which includes those of the film critics, ordinary
people, cinemas runs; awards in festivals, The Oscars, BAFTAS, etc.
The Boat That Rocked opened on wide release in over 400 cinemas in
April 2009.
The film flopped at the box office for a number of reasons: the critics'
reviews, poor weather putting off cinema goers, and perhaps the lack of a
strong female character. The film also flopped on American release in
November 2009.
However, young people & older people like the film: sales in Morrisons &
other supermarkets were brisk before Xmas as many are buying the DVD
as a present.