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1. Evaluate the role of digitaltechnologies in the marketingand
consumption of products (your films)
Alana QuerinO-Busby
Digital technologies in the marketing and consumption of products are an important
aspect to have within the film industry. For my case studies I have researched the films
Fast and furious 7 by Universal studios and The Suffragette by Ruby Films production.
When looking at the processes of the digital technologies in the marketing of both of
these films it is clear that both films have a wide fan base within the industry meaning
that their way of marketing would be more advanced than smaller production
companies and their way of marketing. It is imperative that the film productions use
these technology marketing techniques as a way to sell the film to their target
audience. often their products can resonate more effectively as contemporary cultural
issues can be better explored by institutions that originate from the same culture that
they are presenting to a specific audience. In addition to this, it is often beneficial for a
global audience to experience the true culture, in an 'honest' and informed light - one
could argue that this can only be done by a less global institution.
When looking at the different marketing techniques for Fast and furious 7 it is clear
that they have had a bigger budget when creating the film as they were able to release
film promos and they also released a numerous amount of trailers for the audience to
watch. However, at first these trailers were only released onto the official website.
When looking at The Suffragette, it is a smaller production therefore would be unable
to release more advanced researches. Between the two case studies, Fast and Furious 7
was able to trend within social media due to the death of Paul Walker. The film had a
big release date and was released digitally as well as in the IMAX as a 3D film. As the
film had a large release it also meant that it had a big percentage of pirate downloads.
The largest being 578,000 downloads in India. However, even with the illegal
downloads the film was still able to produce $147,187,040 within the first opening week
of the films release. With The Suffragette it was released that there were also illegal
downloads for this film too, although it has not been specified on how many
downloads it had and although it earned a good amount of money being $76,244 in its
opening week of being released. However, wasn’t as big as the money produced from
fast and furious 7. With both films they both had top actors and actresses starring in
both films which would also allow the film to sell well as they would have their fans
going to see their favourite stars in the films. For example, Meryl Streep and Helena

2. Bonham-Carter in The Suffragette and Vin Diesel, Paul Walker and Dwayne Johnson in
Fast and furious 7.
Fast and furious have a special website, dedicated to the films throughout the series
which meant that for the marketing side of the film, people would know where to go in
order to find out any information on the film’s release. Whereas with the Suffragette
they didn’t have a website so it meant that the public would have to wait for public
announcements on the release dates and wait for trailers to be released and so on. Fast
and Furious 7 is the last of the movie sequel being released on April 1st 2015. The
budget for the making of the film was £190 million. However, when released into the
cinemas the box office reached £1.5 billion. During the pre-production of the film they
cast certain actors to reprise their roles such as, Vin Diesel, Paul Walker,Michelle
Rodriguez and Dwayne Johnson. Vin Diesel announced that the film would be release
on the 10th of July 2014. the technological marketing was astounding in the media as
the tributes were made towards the star. Trailers and posters were released as well as
websites being made and merchandise song, sung by Wiz Khalifa was sold . Even a
tribute song was made for the star and made into the theme
On April 1st 2015 the premiere of the film happened in Hollywood before being
released worldwide in the first week of April. After the film was released streams of
illegal downloading occurred before being released on DVD. The film was sponsored
by Xbox and Khabi airlines for using their filming location in Abu Dhabi. All of these
technological features helped sell the movie to the public and turn into a top selling
film.
Fast and furious also created a numerous amount of video games which would have
appealed to further target audience members, moreover to teenage boys which would
have again increased the likelihood of the movies selling point. Another good selling
point for The Suffragette would be that it is based around real historical culture which
would have appealed to school students learning about this period of time, or even
people with an interest of the protests. Within the 21st century, technology is
becoming more and more advanced so it now important for these films to be able to
release certain marketing techniques that can appeal to the public through, social
media, trailers, adverts, websites and video games as this is what is most approachable
and day to day life for the public.