This document discusses how technologies have changed different levels of the film industry in recent years, including production, distribution, marketing, and exhibition. It provides examples of how production has transitioned to digital filming and editing, making the process faster, easier and cheaper. Distribution has moved from film to digital files that can be quickly distributed worldwide. Marketing now heavily utilizes social media and viral campaigns. Exhibition has expanded through 3D, IMAX, online streaming services, and live broadcasting of events, changing how consumers experience films.

1. T H E T E C H N O L O G I E S T H A T H A V E B E E N
I N T R O D U C E D I N R E C E N T Y E A R S A T T H E
L E V E L S O F P R O D U C T I O N ,
D I S T R I B U T I O N , M A R K E T I N G A N D
E X C H A N G E .
A N N A A N D K A T I E

2. P R O D U C T I O N
• Movies previously recorded on film, processed
in a lab, edited by hand. A time-consuming,
difficult, expensive process.
• Now: filmed & edited digitally. Faster, easier,
more cost-effective process.
• Printing: digital - £950 cheaper
• Proliferation: indie companies catch up with
conglomerates. Anybody can produce a film -
mobile phones, editing softwares easily
accessible.
• EXAMPLE: Iron Man 3 used Adobe After
Effects for VFX - accessible from home
• DAVID GAUNTLETT (2007): lines are blurring
between consumers and creators.

3. D I S T R I B U T I O N
• No longer on film - easier to
distribute.
• Finished films transferred into
digital files - distributed via hard
drives or servers. Quicker and
easier.
• Digital Cinema Package (DCP):
collection of digital files containing
digital cinema audio, video and
data streams.
• DCPs - worldwide standard - ability
to screen alternative content.

4. M A R K E T I N G
• EXAMPLE: The Blair Witch Project (1999). Extremely
successful viral marketing campaign. Budget: $25,000.
Earnings: $250 million
• Film’s website had fake police reports, timeline of the
legend of the Blair Witch etc.
• Established uncertainty as to whether story was real or not.
• “First mainstream film to tap into the potential of the
Internet.”
• SOCIAL MEDIA - lucrative for movie marketers. Measure and interact with
target audience easily. Two-way street of communication.
• UK: Twitter - 15 million active users; FB - 31 million; Instagram - 14 million
• Viral Marketing: online media that is spread from person to person and
becomes a sensation.

5. E X C H A N G E & E X H I B I T I O N
3D and IMAX
• 2013: 43% of digital screens in UK were 3D capable
• 39 IMAX cinemas in the UK
• Number of 3D films released increased by UK film distributors
Online Streaming - Netflix, Amazon Prime,
iPlayer etc.
• Netflix: £6.99 per month, access to
thousands of movies.
• DVD sales dropping by 20% each year.
• Uptake of online streaming services rose
by ~20% (2013) and expected to rise
further in 2014.
• Returning the “power of choice” to
consumers.
Live Broadcasting/Event Cinema
• Gained loyal following amongst fans (typically
older demographic and more educated).
• Explore new genres and experience different
types of entertainment (e.g. theatre
productions).
• Working with other companies (e.g. National
Theatre) to raise profile of cinema.
• Value of Event Cinema industry by 2017:
$1bn