The document discusses the impact of developing digital media technologies on media institutions and audiences. For institutions, technologies have led to a rise in blockbuster films through advanced formats like 3D and 4D. However, this has negatively impacted independent films with smaller budgets. New distribution technologies through social media and online platforms allow major studios to heavily promote films, but independents can also use these low-cost tools. For audiences, digital media provides more convenient access to a diverse array of films through streaming services and online distribution across various devices. Overall, digital technologies are changing how both institutions and audiences interact with media.

1. What significance does the continuing development of digital media technology have for media
institutions and audiences?
Introduction
 Rephrase the
question
 Define any key
terms
 The continuingdevelopmentof digitalmediatechnologyhashada significant
impactuponboth mediainstitutionsandaudiencesinrecentyears.
 Digital mediatechnologiescanbe definedelectronictools,systemsand
devicesthatcan generate,store of processdatawhichinthe filmindustrycan
be meananythingfromthe cameras usedto produce the filmtothe social
mediausedtopromote it.
What impact has digital
media technology had
on institutions?
 You should
discuss the
impact upon
both
mainstream and
independent
institutions.
 Make at least 2-
3 points in this
section of these
essay.
 You need a
paragraph for
each point.
 Provide detailed
examples to
support each
point you make.
 Link back to the
question and
argue your
point.
PARAGRAPH 1
 POINT:The use of digital mediatechnologiesinproduction &exhibition has
had a profoundimpactuponmediainstitutionsbecause the inventionof
advancedtechnologiessuchas3D/4D andHD has ledtoa rise inthe
blockbustermovie.
 EVIDENCE:For example,the top10 filmsof 2016 were all blockbusterhits
whichincludedfilmssuchasStar Wars Rogue 1, Deadpool andSuicide Squad.
‘Deadpool’wasreleasedin February 2016 by 20th
CenturyFox ina varietyof
formatswhichincludedboth3Dand 4DX (inthe US) whichisa newformatof
exhibitingmoviessothataudiencesare able toexperiencethe full range of
senses(suchasmotion,wind,rain,fogandlights).
 EXPLAIN:These new waysof exhibitingmovieshashelpedkeepthe
mainstreamindustryafloatasaudiencesare continuingtovisitthe movie
theatresastheyare enticedby these spectacularexperienceswhichthey
cannot getat home.In turnthishad had a negative impactuponthe
independentsectoraslow budgetsmeanthattheycannotaffordto provide
the same experienceandsotheyare strugglingtogettheirownfilmsin the
cinemabecause theyare lessfinanciallysuccessful (forexample ‘20th
Century
Women’fromAnnapurnaPictures wasreleasedinOctober2016 in2D format
and lost1 millionatthe box office,eventhoughit wascriticallysuccessful and
wona GoldenGlobe forBestMotionPicture).
PARAGRAPH 2
 POINT:The use of digital mediatechnologiesindistributionhasalsohada
huge impactuponmediainstitutionsbecause the rise of the internetand
social mediahasmade it mucheasierformainstreamcompaniestosaturate
the marketacross many avenuesinordertoraise awarenessof theirfilm.
 EVIDENCE:20th
CenturyFox createda successful marketingcampaignfor
‘Deadpool’wheretheyreliedheavilyonsocial mediato create a hype inthe
leadupto the film.Partof that campaignwas the “12 Days of Deadpool”
whichincluded clips,emojis, postersandscripts beingreleasedeverydayona
differentwebsite inthe leaduptothe trailerrelease.Theyalsousedstar
marketingtoattract the audience,asRyanReynoldstweetedonhisown
personal Twitteraccountpicturesandcommentsaboutthe film. Aswell as
this,a seriesof clipswere releasedviaYouTube andSnapchatwhichhad
nothingtodo withthe plotof the film(suchas“How Deadpool spent
Halloween”) andtheyevencreatedaTinderprofile forDeadpool himself.
 EXPLAIN:These new waysof promotingfilmsonlinehave meantthatmedia
institutions canbe more creative inthe waysthat theyattract the audience
whichalsomeanstheycreate more of a hype aroundthe filmbefore itis
releasedasaudiencesgettoknow the characters.It alsomeanstheycan
saturate the marketmakingit more likelythatinformationabouttheirfilmwill
go viral as audiencesshare clipsontheirownprofiles. Thisobviouslyworks
because the filmgrossed$760 millionatthe box (withonlyabudgetof $58
million). New mediatechnologiesare alsoopeningupopportunitiesfor
independentinstitutionsassocial mediaisafree marketingtool. Forexample,
‘20th
CenturyWomen’hadan official webpage,FacebookandTwitterwhichit
utilisedinthe marketingof the filmalthougharguablynotassuccessfully

2. possiblybecause it’scampaignhad lessof abudgetandstars than Deadpool’s
inorder to be creative.
What impact has digital
media technology had
on audiences?
 Make at least 2-
3 points in this
section of these
essay.
 You need a
paragraph for
each point.
 Provide detailed
examples to
support each
point you make.
 Link back to the
question and
argue your
point.
PARAGRAPH 3
 POINT:The use of digital mediatechnologiesindistributionand exhibition has
alsohad a huge impact onthe waythat audiencesare able toconsume films.
The inventionof onlinestreaming,videoondemandanddownloadable
contenthave made watching filmscheaperandmore convenientfor
audiences.
 EVIDENCE:Netflix isanexcellentexampleof how online streamingischanging
the face of the filmindustry.For£6.99 a monthaudiencescanpayfor a
subscriptionwhichgivesthemaccesstoa wide variety of films whichincludes
bothmainstreamfilms(suchasThe Avengersand The HungerGames) and
independentfilms (suchasBoyhoodandBrooklyn).
 EXPLAIN:Accesstothese filmsviaonline streamingprovidesacheaper
alternative tothe cinemaandallow audiencestoaccessfilmswheneverthey
want,whichisbecomingincreasinglyimportantintoday’smodernlifewhichis
busyand full of demands. Itisalsoensuringthe audiencesare gettingamore
diverse range of contentasindie filmmakersare able togostraightto VOD and
bypassthe cinemarelease altogether (forexample,‘All GoodThings’produced
by Magnoliapicturesonlymade $500,000 at the box office butgrossed $6
millioninVODsales).
PARAGRAPH 4
 POINT:Followingonfromthis,technological convergence isalsooffering
audiencesmore varietyinhow theywatchfilms.Withthe inventionof smart
phones,tablets,laptopsandsmartTV’s,audiences are becomingmore diverse
inthe waythat theychoose to consume mediaproducts.
 EVIDENCE:Deadpool tookadvantage of thisbyreleasingthe film firstondigital
HD on April 26th
whichmeantthat audiencescoulddownloadthe filmviaapps
such as iTunesandGoogle Playbefore itwasreleasedviathe traditional
methods of DVDand Bluray on May 10th
. The filmwasthenbroadcast onSky
TV on BoxingDayinthe UK before itwasmade available exclusivelytoSkyOn
Demandand Now TV.
 EXPLAIN:Providingavarietyof platformstoview afilmonhasmade itmore
convenientforaudiencestoengage inmediaproductsanddoso ina way that
suitsthem.Thisisattractive to audiencesastheyare not limitedandtherefore
have more freedomwhenitcomestotheirchoice of entertainment.Thisin
turn benefitsthe mediainstitutionsastheirfilmismore likelytobe watchedif
it ismade available onavarietyof platformsforthe audience.
Conclusion
 Summarise the
key arguments
in your essay.
 What is your
opinion? What
might things
develop further
in the future?
 The continuing development of digital media technologies is without
doubt having a huge impact on both media institutions and audiences.
The opportunities new technologies provide institutions, such as social
media and 3D/4D formats is helping them to battle against new and
emerging systems such as online streaming and VOD which are
threatening to take over the industry.
 However, it is my belief that online streaming will eventually take over
cinema sales as the novelty of 4D wears off for audiences and 3D TV
make it even easier to have cinematic experiences at home for a
cheaper price. With Netflix and Prime placing more and more emphasis
on original films and series, it looks as though the future of the industry
leaves audiences and independent filmmakers the real winners in this
situation.