An evaluation of what role digital technologies play in the marketing and consumption of products in the film industry.

1. By Owen Nettle
Evaluate The Role Of Digital
Technologies In the Marketing
And Consumption Of Products In
A Media Area You Have Studied

2. Chosen Media Area: Film
• As technology has progressed into being
more and more high-tech, so has film as
studios over the years have had to alter
their approach when promoting a new
release of theirs
• There have been a few
consumption methods in particular
which have come and gone over
the years in terms of how popular
they were with production
companies

3. YouTube
• Today, there are loads of
interviews consisting of film
stars which are uploaded
entirely to YouTube and usually
can’t be viewed anywhere else
• A good example are the WIRED
Autocomplete Interviews which
feature really popular actors
who are promoting their latest
projects
• 2 billion YouTube users in 2020
meaning the app has gained
studios’ trusts (10 YouTube
Statistics That You Need to
Know in 2020, 2020)

4. Trailers
• First theatrical trailer
was created back in
1912 by Nils
Granlund but was for
a performance and
not a film (The
History Of Movie
Trailers, 2020)
• Can often result in
being tremendous
hits on YouTube with
the two on the right
being good
examples

5. Digital Billboards
• 15 years ago, digital billboards became a
force to be reckoned with in the world
of distribution as they were placed in
areas of high footfall (Digital Billboards |
Billboard Advertising | Nov 2020, 2020)
and became an inevitability for film
posters to be promoted through
• They allowed businesses to keep the
information shown updated as well as
have them illuminate at night which
made them a spectacle to look at
• Are able to show trailers and TV spots

6. Posters
• Movie posters had a
greater influence on
the film’s whole
promotion in the past
than they do now as
cinemas used to only
be able to show one
film and so it would be
taken over completely
by that film’s
marketing all round
(The History of the
Hollywood Movie
Poster, 2017)

7. Posters In The Modern Age
• Posters are commonly
now done through the
use of Photoshop and
After Effects and has
meant that the likes of
Apple, Hp and Adobe
have benefitted from the
number of studios who
utilise their software
• They’re impact has
lessened though due to
modern day aspects like
multiscreen cinemas

8. DVDs
• Since being introduced in
1997 (Bergan, 2011) DVDs
were made to have more
storage, better picture and
audio quality and more
interactive features than
VHS tapes ever did (The
History of the DVD, 2020)
• This resulted in “lower
cinema attendance”
according to Ronald
Bergan and illustrates the
impact they had on the
industry

9. DVDs
• Since DVDs are in a phase of decline at
the moment, it has meant that it has had
an impact on other technologies such as
laptops which used to be fitted with DVD
players whereas nowadays they tend to
neglect the option
• This is due to there being less and less
need for audiences to leave home for
finding entertainment and DVDs have
lost out

10. Streaming Services
• Netflix and Disney+ were created for the purpose of
saving audiences having to leave their comfort zone
• They also provide a good amount of diversion for them
in relation to the uses and gratifications audience
theory
• Beneficial for everyone due to being able to access new
releases from the comfort of their own home and on
any of their devices from their laptop to their game
consoles

11. Social Media
• Social media is quite possibly
the most effective form of
marketing today where people
across the world are connected
through Instagram, Facebook,
Twitter and other apps
• An option no film director can
ignore when promoting their
latest work
• It really is no surprise that
many people these days learn
of recent newsworthy events
via something they saw on
their Instagram or Facebook

12. Online Newspapers
• Can receive plenty of readers
due to social media
• Still rank lower than social
media and streaming
services
• A similar scenario to DVDs where
news used to come in the form of
newspapers but now have online
websites

13. Critical Websites And Apps :
IMDb
• IMDb is a huge media
database which is entirely
audience-orientated
• Gives every film and TV
show released a score out
of 10 based on an average
rating from thousands of
users of the app of what
they thought the project's
score was worthy of

14. Critical Websites And Apps: Rotten Tomatoes
• Choose to show critics’ rating on the
film’s marketing sometimes proving they
are the opinion leaders
• Rotten Tomatoes are "the
world's most trusted
recommendation resources
for quality entertainment"
according to their website
(Rotten Tomatoes: About,
2020)
• A more accurate example of the
two-step flow audience theory due
to having a score based on critics
and audiences’ opinions

15. Conclusion
1. Streaming services
2. Social media
3. Trailers
4. Critical websites
and apps
5. Online newspapers
6. Posters
7. DVDs
• Physical technologies such as DVDs are looked
back on as a certain time period instead of a
modern technology
• In conclusion, the digital technology which evidently
engages the most in the marketing and consumption
of film products today are streaming services being as
you only require internet connection to access them
• Social media is the most critical in marketing alone
due to every film project needing an account to assist
awareness

16. Reference List
• 2017. The History Of The Hollywood Movie Poster. [video] Available at:
<https://youtu.be/1xWAr1lZCy4> [Accessed 24 November 2020].
• Bergan, R. and Bergan, R., 2011. The Film Book. New York: DK Pub.
• Billboardadvertising.org.uk. 2020. Digital Billboards | Billboard Advertising | Nov 2020. [online]
Available at: <https://www.billboardadvertising.org.uk/outdoor/digital> [Accessed 27 November
2020].
• Cover Addict - Free DVD, Bluray Covers and Movie Posters. 2020. Spider-Man Homecoming DVD
Cover. [online] Available at: <https://www.cover-addict.com/2018/05/spider-man-homecoming-
dvd-cover.html> [Accessed 4 December 2020].
• Didyouknow.org. 2020. History Of DVD. [online] Available at:
<https://didyouknow.org/dvdhistory/> [Accessed 4 December 2020].
• Oberlo.com. 2020. 10 Youtube Statistics That You Need To Know In 2020. [online] Available at:
<https://www.oberlo.com/blog/youtube-
statistics#:~:text=500%20hours%20of%20video%20are%20uploaded%20to%20YouTube,hours%2
0of%20video%20uploaded%20every%20day%20to%20YouTube.> [Accessed 25 November 2020].
• The Odyssey Online. 2020. The History Of Movie Trailers. [online] Available at:
<https://www.theodysseyonline.com/the-history-of-movie-trailers> [Accessed 3 November
2020].

17. Bibliography
• 2017. The History Of The Hollywood Movie Poster. [video] Available at:
<https://youtu.be/1xWAr1lZCy4> [Accessed 24 November 2020].
• 2020. [online] Available at: <https://www.amazon.com/Chinatown-Movie-Poster-24-
x36/dp/B00L9IVBSW> [Accessed 9 November 2020].
• 2020. [online] Available at: <https://www.mirror.co.uk/film/> [Accessed 3 November 2020].
• Amazon.com. 2020. Creature From The Black Lagoon Poster. [online] Available at:
<https://www.amazon.com/Creature-Lagoon-Vintage-Poster-inches/dp/B00F5BNIUS> [Accessed
17 November 2020].
• Bergan, R. and Bergan, R., 2011. The Film Book. New York: DK Pub.
• Billboardadvertising.org.uk. 2020. Digital Billboards | Billboard Advertising | Nov 2020. [online]
Available at: <https://www.billboardadvertising.org.uk/outdoor/digital> [Accessed 27 November
2020].
• Cover Addict - Free DVD, Bluray Covers and Movie Posters. 2020. Spider-Man Homecoming DVD
Cover. [online] Available at: <https://www.cover-addict.com/2018/05/spider-man-homecoming-
dvd-cover.html> [Accessed 21 November 2020].

18. Bibliography
• Desk, W. and Desk, W., 2020. The Human Attention Span [INFOGRAPHIC]. [online]
Digitalinformationworld.com. Available at: <https://www.digitalinformationworld.com/2018/09/the-
human-attention-span-infographic.html> [Accessed 28 November 2020].
• Digitaltrends.com. 2020. [online] Available at: <https://www.digitaltrends.com/computing/discs-are-
dying-how-to-live-without-a-laptop-optical-drive/> [Accessed 26 November 2020].
• Disneyplus.com. 2020. Disney+ | The Home Of Disney, Marvel, Pixar, Star Wars And National
Geographic.. [online] Available at: <https://www.disneyplus.com/en-
gb/welcome?gclid=b70ddd4ba3f510bb2a1b82ec75b31691&gclsrc=3p.ds&&cid=DSS-Search-Bing-
71700000065055513&s_kwcid=AL!%208468!10!78958813628403!78959092733934&msclkid=b70dd
d4ba3f510bb2a1b82ec75b31691> [Accessed 8 November 2020].
• iDownloadBlog.com. 2020. How To Type Apple Logo On Iphone, Mac, Apple TV, Windows & More.
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symbol/> [Accessed 26 November 2020].
• IMDb. 2020. Imdb: Ratings, Reviews, And Where To Watch The Best Movies & TV Shows. [online]
Available at: <https://www.imdb.com/> [Accessed 17 November 2020].
• Lifewire. 2020. Need To Get An ISO File On A DVD? Here's How. [online] Available at:
<https://www.lifewire.com/how-to-burn-an-iso-image-file-to-a-dvd-2626156> [Accessed 9 November
2020].

19. Bibliography
• Oberlo.com. 2020. 10 Youtube Statistics That You Need To Know In 2020. [online] Available at:
<https://www.oberlo.com/blog/youtube-
statistics#:~:text=500%20hours%20of%20video%20are%20uploaded%20to%20YouTube,hours%2
0of%20video%20uploaded%20every%20day%20to%20YouTube.> [Accessed 25 November 2020].
• Pinterest. 2020. Pin On Film & TV Shows. [online] Available at:
<https://nl.pinterest.com/pin/391883605073864754/> [Accessed 9 November 2020].
• Rotten Tomatoes. 2020. Rotten Tomatoes: Movies | TV Shows | Movie Trailers | Reviews. [online]
Available at: <https://www.rottentomatoes.com/> [Accessed 17 November 2020].
• Signbox. 2020. Outdoor Advertising Display Screens | Digital Signage | Signbox. [online] Available
at: <https://shop.signbox.co.uk/116/680/outdoor-digital-advertising-
display?msclkid=404ee324c3231248d7cdbc9bb6835925&utm_source=bing&utm_medium=cpc&
utm_campaign=SS%20%7C%20Shop%20%7C%20Search%20%7C%20Digital&utm_term=digital%2
0advertising%20boards&utm_content=Display%20Screen> [Accessed 26 November 2020].
• SlashGear. 2020. Toy Story 4 First Teaser Trailer Is Here (With A Bonus Poster). [online] Available
at: <https://www.slashgear.com/toy-story-4-first-teaser-trailer-is-here-with-a-bonus-poster-
12553457/> [Accessed 9 November 2020].
• Spinach. 2020. Spinach – Riddle Me This, Netflix: Why Partner With BARB If Not For Ads?. [online]
Available at: <https://spinach.com.au/news/riddle-me-this-netflix-why-partner-with-barb-if-not-
for-ads/> [Accessed 9 November 2020].

20. Bibliography
• The Odyssey Online. 2020. The History Of Movie Trailers. [online] Available at:
<https://www.theodysseyonline.com/the-history-of-movie-trailers> [Accessed 3 November 2020].
• The Verge. 2020. Youtube For Xbox One X Updated With 4K Support. [online] Available at:
<https://www.theverge.com/2017/12/11/16761314/youtube-xbox-one-4k-support-update>
[Accessed 25 November 2020].
• The Washington Post. 2019. Which Top Oscar Contender Had The Best Movie Poster. [online] Available
at: <https://www.washingtonpost.com/graphics/2019/entertainment/oscar-nominees-movie-poster-
design/> [Accessed 17 November 2020].
• Vancouversun.com. 2020. Star Wars 40: Epic Released On This Day In 1977, But Not In Vancouver |
Vancouver Sun. [online] Available at: <https://vancouversun.com/news/local-news/star-wars-at-40-
space-epic-was-released-on-this-day-in-1977-but-not-in-vancouver> [Accessed 25 November 2020].
• Ventureharbour.com. 2020. [online] Available at: <https://www.ventureharbour.com/ultimate-guide-
marketing-films-tv-shows-
online/#:~:text=%2017%20Inspiring%20Marketing%20Strategies%20For%20Your%20Film,one%20of%
20the%20most%20forward-thinking%20digital...%20More%20> [Accessed 9 November 2020].
• YouTube Community Guidelines and policies - How YouTube Works. 2020. Youtube Community
Guidelines And Policies - How Youtube Works. [online] Available at:
<https://www.youtube.com/howyoutubeworks/policies/community-guidelines/> [Accessed 24
November 2020].

21. Thanks For Listening