Analyzing the effects of technological advances on movie culture

1. FILM 240 Media & Culture
Sharleen Rayner
March 3, 2017

2. While the advances in
digital technology could
have sounded the death
knell of its traditional
format, in fact the industry is
surviving and thriving,
as movie lovers have
instead adopted various
platforms by increasing
their film library,
establishing lasting
connections, and enhancing
their appreciation for all
forms of film.

3. For decades after their introduction, movies
represented a popular entertainment choice of the
paying public. Movie houses, stars, and production
houses influenced the celebrity-focused culture that is
still prevalent today.

4. Elaborate movie
palaces sprung
up all over North
America, as
architecturally
beautiful inside
as they appeared
on the outside.
Movie audiences
lined up for a
glimpse of their
favourite stars.

5. Small television screens began to take the place of the
grand screens, and audiences withdrew from the
ornate movie palaces into their own homes to watch
“the flickers”.

6. An "on-demand
culture” emerged;
one that provided
viewers new forms
of immediate access
to movies and
television shows.10
Enjoying movies
became less of a
social experience
and more of a
fragmented,
individualized
experience.10
Movie technology continued to evolve – nitrate film was replaced by
non-combustible filmstrip. Film projectors were replaced by VHS
recorders, DVD players, Blu-Ray, and digital recordings. The evolution
spawned a new film aficionado – one who embraced the new
technology, but appreciated the history of the old – and sought social
connections around their interests.

7. New modes of access - whether online streaming services such as YouTube
or Netflix, digital downloads at iTunes, the Redbox kiosks at nearby
grocery stores, tablet computers, iPhones, set-top boxes such as Roku
players or gaming systems such as the Playstation 3, or movie theaters
offering digitally projected 3D movies - are all engaged in redefining how
audiences access and consume motion picture entertainment.10
Film lovers
purchase copies
of personal
favourites, often
collecting multiple
versions on each
emerging
platform.
In addition, they
supplement their
film collection
with related items
such as books,
musical scores,
and posters.

8. Large chain theatres vary their strategy in order to
stay abreast of distribution trends. Cineplex plans to
test "a new distribution model" for movies with two
horror films that will be made available for digital
purchase at home just 17 days after their theatrical run
- much sooner than the typical three-month window.1

9. The very idea of the film text, in
particular, is transformed in the
digital era, turning a tangible
artifact - a filmstrip - into digital
code. As David Bordwell bluntly
reminds us, "films have become
files.”5

10. Digital distribution raises new questions about how, when, and
where we access movies and what this model means for
entertainment culture. This is described as part of the “digital
sublime”- the idea that the internet would level all boundaries
that limit access and participation, thereby democratizing culture!5

11. Instead of a single comprehensive service,
the future of digital TV and movies is
destined to be fragmented across several
services, at least for the next few years.
But exclusivity breeds fragmentation. The
more companies we have creating
exclusive content, the more different
services you're going to have to choose
between or pay for.5

12. Cineplex has been responding to the rise of digital
streaming entertainment by attempting to position its
theatres as an experience that people can't get at home.
With their slogan "see the big picture" - a kind of
rebuttal to "Netflix and chill" - they are also a push to
reinforce movies as a social experience, and even as
quality time. 3

13. However, the fragmentation of the individualized
experience has spawned a new collaboration of minds,
and a love for the original format of cinema. Through
social media such as Facebook, Twitter, and platforms
like YouTube, film fans have come together once more
to embrace the social experience of experiencing a
movie together. Independent theatres have begun
showing fan favourite titles in 35 mm format.

14. This collaboration perfectly expresses the
seven themes of uses and gratifications of
social media:
1. social interaction - “meet people with
my interests” and “keep up with what
is going on”
2. information seeking - to seek out
information or to self‐educate
3. pass time - to occupy time and relieve
boredom
4. entertainment - to provide
entertainment, enjoyment, escapism
5. relaxation - using social media to
relieve day‐to‐day stress
6. communicatory utility - communication
facilitation and providing information
to share with others
7. convenience utility - providing
convenience or usefulness to
individuals.11

15. Original filmstrips from the turn of the century may take
years to restore. Nitrate film on explosive stock cannot be
run on the projector without disintegration. Once restored,
these films can be shared with the world and added to our
collective history.
Maytime6 – a recently restored “lost” film from 1923:
https://www.youtube.com/watch?v=Qc5kcfZJmgs
Technology has
influenced many
aspects of
rediscovery. Film
restoration has
introduced a new
generation of
fans to films once
considered
“lost”.
Found footage
has surfaced in
such odd places
as in the estate
of an Australian
movie buff7, junk
shops, and old
barns. However,
restoration takes
money, and
skilled
tradespersons.

16. Legions of fans now come together to experience
festivals, screenings with special guests, or a tour of
movie locations from their favourite films.

17. Specialized TV channels
have sprung up to attract
niche viewers. Channels such
as TCM, British Pathe, and
Silver Screen, who cater to
those interested in classic
film.

18. Facebook groups such as
TCM Fanatics! (A
Celebration of
Hollywood’s Golden Age)8
currently has over 4900
members since its recent
creation in May 2016.
Administrators describe
the purpose of their group
is to provide a forum for
more critical, in-depth
discussion of classic films
shown on the Turner
Classic Movie channel,
providing context and
deeper understanding of
the films. Members of the
group conduct these
discussions without fear of
censorship by anyone
connected to TCM, either
directly or indirectly, while
following the forum rules.

19. The Hollywood Museum9
Hollywood Heritage Museum2
Madame Tussaud’s Wax Museum4
Museums dedicated to all
aspects of film heritage have
become a staple tourist
destination in the Hollywood
landscape, such as:

20. In conclusion, theatres and movie culture are
enjoying a revival, largely due to the technological
advances that have increased audiences, created
connecting platforms through social media, and
educated many through a wealth of accessible
knowledge.

21. References
1. "Cineplex and the summer of super sequels." Globe & Mail [Toronto, Canada],
14 Aug. 2015, p. B1. Canadian Periodicals Index Quarterly,
go.galegroup.com/ps/i.do?p=CPI&sw=w&u=queensulaw&v=2.1&id=GALE%7CA42
5351594&it=r&asid=90242b3a967f1f0bbc601042b50ebe16. Accessed 4 Mar.
2017.
2. "Hollywood Heritage Inc.". Hollywood Heritage Museum, 2017,
http://www.hollywoodheritage.org/.
3. Krashinsky, Susan. "Captive audience: With few rivals, Cineplex gets emotional."
Globe & Mail [Toronto, Canada], 16 Dec. 2016, p. B1. Canadian Periodicals Index
Quarterly,
go.galegroup.com/ps/i.do?p=CPI&sw=w&u=queensulaw&v=2.1&id=GALE%7CA47
4042841&it=r&asid=091cab5171be536b5f1fb87fd93da7c7. Accessed 3 Mar. 2017.
4. "Madame Tussauds Hollywood - Top LA Attraction". Madametussauds.Com,
2017, https://www.madametussauds.com/hollywood/en/.
5. Manjoo, Farhad. "Why Movie Streaming Sites So Fail to Satisfy." New York
Times, 27 Mar. 2014, p. B1(L). Academic OneFile,
go.galegroup.com/ps/i.do?p=AONE&sw=w&u=queensulaw&v=2.1&id=GALE%7CA
362906275&it=r&asid=5d1c4134647eb3af43727411866d1760. Accessed 3 Mar.
2017.

22. References
6. “Maytime (1923)". 2016, https://www.youtube.com/watch?v=Qc5kcfZJmgs.
7. Reid, Mark. "Picture perfect: Vancouver film restoration wins two history
awards." The Beaver: Exploring Canada's History, Dec. 2009, p. 9. Canadian
Periodicals Index Quarterly,
go.galegroup.com/ps/i.do?p=CPI&sw=w&u=queensulaw&v=2.1&id=GALE%7CA2
27182610&it=r&asid=611b5d9e0682183ebe7e5bb4d3bc54c8. Accessed 3 Mar.
2017.
8. "TCM Fanatics! (A Celebration Of Hollywood's Golden Age)". Facebook, 2017,
https://www.facebook.com/groups/1216229405055909/.
9. "The Hollywood Museum - Your Day In Hollywood Starts At The Hollywood
Museum". The Hollywood Museum, 2017, http://thehollywoodmuseum.com/.
10. Tryon, Chuck. On-Demand Culture. 1st ed., New Brunswick, N.J., Rutgers
University Press, 2013.
11. Whiting, A. and Williams, D. (2013) ‘Why people use social media: A uses and
gratifications approach’, Qualitative Market Research: An International Journal,
16(4), pp. 362–369. doi: 10.1108/qmr-06-2013-0041.