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Digital
Portability
Convergence
High Definition
Revolutionised the modern world (not
just film)
 Revolutionising production, distribution,
marketing, exhibition (consump...


NDT has allowed audiences to become
„produser‟ – producers/users of media



“Conventional research methods are replac...
Active users of the media
 Audience „Fragmentation‟ – this makes it
hard to reach everyone (360 degree
branding is to sur...


Cross Media Convergence and The
Hobbit
› How did „convergence‟ come together for

the Hobbit?
› Find out what different...
The relationship has changed
 Rather than keeping the audience
together institutions are trying to „trigger
engagement
 ...
Proliferation is media spreading out – in the
past there was „old media‟:
• Old-style TV
• Radio
• Movie studios
• Music s...


Media has proliferated through new media
– accessible through interactive power of
computer and communications
technolo...










New technology used in Avatar
The Hobbit?
Digital Cameras – cheaper, cleaner, easier to
manipulate
HD – ...


In media economics, synergy is the promotion
and sale of a product (and all its versions)
throughout the various subsid...
Digital Distribution will transform the film
industry more than any other
technological advancement
 Key Point


› Cheap...








Digital Data Files can be
broadcast/downloaded by satellite (fast)
Via satellite reduces the risk of film pr...
Audience attitude to the internet being
„free‟ (think Napster, LimeWire, BitTorrent)
 Marketing becomes way more importan...
The use of NDT in marketing has made a
huge difference to society.
 There are now viral advertisements to
promote product...






Better quality of image because it is digital
(???)
More flexibility for Exhibition and for the
audience
Cheape...
Impact of digital technology on audiences and institutions
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Impact of digital technology on audiences and institutions

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Impact of digital technology on audiences and institutions

  1. 1. Digital Portability Convergence High Definition
  2. 2. Revolutionised the modern world (not just film)  Revolutionising production, distribution, marketing, exhibition (consumption of film)  Films are now cheaper and easier to make, cheaper to distribute, and DCinemas are enhancing the viewing experience 
  3. 3.  NDT has allowed audiences to become „produser‟ – producers/users of media  “Conventional research methods are replace – or at least supplemented by new methods which recognise and make use of people‟s own creativity, and brush aside outmoded notions of „receiver‟ audiences and elite „producers‟.” › Gauntlett  What is NDT from an audience point of view? › Web2.0 › Social Media
  4. 4. Active users of the media  Audience „Fragmentation‟ – this makes it hard to reach everyone (360 degree branding is to surround us with the produce across all form of media – eg)  The need to use convergence –  › A) - technologies coming together, eg, a mobile phone › B), media industries are diversifying so they produce and distribute across several media eg newspaper
  5. 5.  Cross Media Convergence and The Hobbit › How did „convergence‟ come together for the Hobbit? › Find out what different technologies were used to connect people to The Hobbit › Find out what other forms of media were connected to the film (eg video games) › What impact did new media technologies have on this film?
  6. 6. The relationship has changed  Rather than keeping the audience together institutions are trying to „trigger engagement  Push Media vs Pull Media  Push = institutions push media at us  Pull = we choose want media we what and in what form  Long Tail 
  7. 7. Proliferation is media spreading out – in the past there was „old media‟: • Old-style TV • Radio • Movie studios • Music studios • Newspapers • Magazines • Books BUT now there is NEW MEDIA and there is more proliferation……
  8. 8.  Media has proliferated through new media – accessible through interactive power of computer and communications technology, computer-enabled consumer devices and most importantly the Internet.  Media industries are diversifying so that they produce & distribute across several different types of media (i.e. a newspaper with an online version & podcasts OR video games linked with films), accessible on these converged devices
  9. 9.         New technology used in Avatar The Hobbit? Digital Cameras – cheaper, cleaner, easier to manipulate HD – higher quality 3D – spectacle, hard to pirate, hard to produce at home, new Imax - spectacle, hard to pirate, hard to produce at home, new CGI – achieve the impossible, exciting, creative Synthespians? (term coined by Randle and Culkin – used for extras which are costly)
  10. 10.  In media economics, synergy is the promotion and sale of a product (and all its versions) throughout the various subsidiaries of a media conglomerate, e.g. films, soundtracks or video games. Walt Disney pioneered synergistic marketing techniques in the 1930s by granting dozens of firms the right to use his Mickey Mouse character in products and ads, and continued to market Disney media through licensing arrangements. These products can help advertise the film itself and thus help to increase the film's sales. For example, the Spider-Man films had toys of webshooters and figures of the characters made, as well as posters and games
  11. 11. Digital Distribution will transform the film industry more than any other technological advancement  Key Point  › Cheaper › Quicker › Simultaneous global release (cuts down piracy) › Great Potential and Great Danger
  12. 12.       Digital Data Files can be broadcast/downloaded by satellite (fast) Via satellite reduces the risk of film prints „going astray‟, reduce piracy Film stock is heavy, hard to work with and fragile Film needs specialist handling, digital does not Quality remains consistent over multiple screening Multiple copies for the price of one!
  13. 13. Audience attitude to the internet being „free‟ (think Napster, LimeWire, BitTorrent)  Marketing becomes way more important  Quality?  The „Experience‟  Production Companies are always one step behind technology so could they lose total control of their product? 
  14. 14. The use of NDT in marketing has made a huge difference to society.  There are now viral advertisements to promote products.  Apps on phones for games or latest information – the possibilities are endless  The internet- you can find anything.  http://www.youtube.com/watch?v=EPNj WWQqWCA  http://www.youtube.com/watch?v=R55 e-uHQna0 
  15. 15.      Better quality of image because it is digital (???) More flexibility for Exhibition and for the audience Cheaper to run Disadvantage – change over to digital, 3D, HD, Imax is very expensive!!!! The Digital Screen Network is helping British cinemas change over

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