Proliferation is the increase in the amount of hardware and content available to both audiences and institutions through the emergence of new and old media
iPhone is a big hit so companies learn that consumers want a touch screen phone that has lots of apps. Suddenly there are lots (albeit lesser) smart phones with similar looks and attributes = Proliferation
Proliferation could occur from the breakthrough in technology which allows a lot of companies to enter the market For instance technological convergence through the digital age Technological convergence = combining two or more technologies (hardware)
Emerged through the digital age Trend of technologies to merge into new technologies that bring together a number of different media E.g. Smart 3D TVs – 3D technology, Internet, TV
When it comes to distribution the digital age has shaped how we distribute and receive films from downloading, piracy, file sharing, and even promotion of films using online advertising Digital technology has improved things for low budget film makers and distributors as it is cheaper and easier to distribute.
Today there is a proliferation in the way we can consume the content through both old and new media, and how these have converged. i.e. TV, Newspapers are now converged online with the use of the internet. Where websites have video new and also people writing on their blogs with their view
Due to the proliferation of new media with more options to communicate, more user generated content people can now exchange info about films Think about YouTube clips of films fans have made, reviews on amazon, twitter
Downloading – iTunes, iPod, Apple TV Digital Piracy – DVDs, File sharing Social networking sites – marketing and buzz Accessibility – EVERYWHERE Control – Industry AND Audiences
Downloading from unofficial sources – Limewire, YouTube downloader Piracy – DVD recordings of films in cinema Accessibility – everywhere and anyone had the ability to so this because of convergence of technology and affordability of this Control – moves from institutions to the audience. But it is the smaller companies that are effected more why? In what ways have institution tried to stop of halt this? Think of the ways they have used technology to stop this or initiatives e.g. cheap downloads Piracy is a major concern
An improved overall experience as a result of better sound and images reproduction A heightened emotional experience as a result of a stronger sense of empathy with characters who in some way seem more real Enhanced spectacle Improved ease of access New, easier and intensified ways of using film to pleasure themselves e.g. IMAX Enhanced intellectual experience The chance for new, ever cheaper and more compact devices to make films for themselves
The chance to repackage and resell old products, esp cult films, thereby establishing a new audience base for an old product An opportunity to place products for sale in a new ‘window’ thereby lengthening the commercial life of each film The chance to encourage multiple purchases of essentially the same product A means of still managing to make profit on films that initially perform poorly at the box office
Discuss technological convergence and proliferation in relation to production/distribution/exhibition/exchange of your focus film Think about if your focus films are benefiting from new technology and proliferation?