2.  Proliferation is the increase in the amount of
hardware and content available to both
audiences and institutions through the
emergence of new and old media

3.  iPhone is a big hit so companies learn that
consumers want a touch screen phone that
has lots of apps. Suddenly there are lots
(albeit lesser) smart phones with similar looks
and attributes = Proliferation

4.  Proliferation could occur from the
breakthrough in technology which allows a
lot of companies to enter the market
 For instance technological convergence
through the digital age
 Technological convergence = combining two
or more technologies (hardware)

5.  Emerged through the digital age
 Trend of technologies to merge into new
technologies that bring together a number of
different media
 E.g. Smart 3D TVs – 3D technology, Internet,
TV

6.  When it comes to distribution the digital age
has shaped how we distribute and receive
films from downloading, piracy, file sharing,
and even promotion of films using online
advertising
 Digital technology has improved things for
low budget film makers and distributors as it
is cheaper and easier to distribute.

7.  Today there is a proliferation in the way we
can consume the content through both old
and new media, and how these have
converged.
 i.e. TV, Newspapers are now converged
online with the use of the internet. Where
websites have video new and also people
writing on their blogs with their view

8.  Due to the proliferation of new media with
more options to communicate, more user
generated content people can now exchange
info about films
 Think about YouTube clips of films fans have
made, reviews on amazon, twitter

9.  Downloading – iTunes, iPod, Apple TV
 Digital Piracy – DVDs, File sharing
 Social networking sites – marketing and buzz
 Accessibility – EVERYWHERE
 Control – Industry AND Audiences

10.  Downloading from unofficial sources – Limewire,
YouTube downloader
 Piracy – DVD recordings of films in cinema
 Accessibility – everywhere and anyone had the ability
to so this because of convergence of technology and
affordability of this
 Control – moves from institutions to the audience. But
it is the smaller companies that are effected more
why?
 In what ways have institution tried to stop of halt this?
Think of the ways they have used technology to stop
this or initiatives e.g. cheap downloads
 Piracy is a major concern

11.  An improved overall experience as a result of better sound and
images reproduction
 A heightened emotional experience as a result of a stronger
sense of empathy with characters who in some way seem
more real
 Enhanced spectacle
 Improved ease of access
 New, easier and intensified ways of using film to pleasure
themselves e.g. IMAX
 Enhanced intellectual experience
 The chance for new, ever cheaper and more compact devices
to make films for themselves

12.  The chance to repackage and resell old products, esp
cult films, thereby establishing a new audience base
for an old product
 An opportunity to place products for sale in a new
‘window’ thereby lengthening the commercial life of
each film
 The chance to encourage multiple purchases of
essentially the same product
 A means of still managing to make profit on films
that initially perform poorly at the box office

13.  Discuss technological convergence and
proliferation in relation to
production/distribution/exhibition/exchange
of your focus film
 Think about if your focus films are benefiting
from new technology and proliferation?