Date post: | 16-Jul-2015 |
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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 D-
Cinemas are enhancing the viewing
experience
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
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)
The need to use convergence (flow of content
across multiple media platforms) –› A) - technologies coming together (doing
mulitple things)
› B) - media industries are diversifying so they produce and distribute across several media egnewspaper (printed and online) but you end up in the same ‘place’, getting the same info
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?
› Find out about the Dark Knight and how it used
convergence
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
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……
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
New technology used in Avatar
The Hobbit? Frozen?
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)
In media economics, synergy is the promotion and sale of a product (and all its versions) throughout the various parts/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.
These products can help advertise the film itself and thus help to increase the film's sales.
Frozen merchandise
The Hobbit merchandise
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=EPNjWWQqWCA
http://www.youtube.com/watch?v=R55e-uHQna0
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
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!
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?
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