T H E T E C H N OLOG I ES T H AT H AV E BE E N IN T R O D U C ED I N R E C EN T Y EA R S AT T H E L E V E L S O F PR O DU C T I O N , D I S T R I BU T IO N , M A R K ET I N G A N D EXC H A N G E .

AN N A AN D KAT I E

PR 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.

DI 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.

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.

E XC H A N G E & E XH I B I T I O N3D 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