How has the Internet had How has the Internet had an impact on the Film an impact on the Film

Industry?Industry?

How has the Internet had How has the Internet had an impact on the Film an impact on the Film

Industry?Industry?

Aimee RobinsonAimee RobinsonAimee RobinsonAimee Robinson

Section One: Section One: Media In The Online AgeMedia In The Online Age

Section One: Section One: Media In The Online AgeMedia In The Online Age

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Convergence & Synergy - What are Convergence & Synergy - What are they?they?

Convergence & Synergy - What are Convergence & Synergy - What are they?they?

Convergence is the unification of different platforms or groups that were originally separate.

Convergence deals with new media technologies, whereas Synergy deals with companies.

Both Convergence and Synergy affect the Film Industry in many different ways and across many different areas.

Convergence is the unification of different platforms or groups that were originally separate.

Convergence deals with new media technologies, whereas Synergy deals with companies.

Both Convergence and Synergy affect the Film Industry in many different ways and across many different areas.

Convergence & Synergy in the Film Convergence & Synergy in the Film IndustryIndustry

Convergence & Synergy in the Film Convergence & Synergy in the Film IndustryIndustry

Technological SynergySmart phones are affecting the film industry in the way that films are being distributed. People are now

able to purchase films online in order to watch them on their smart phones - for example buying films from

iTunes to watch on iPhones.

DisneyPixar is an example of Horizontal Synergy within film. This is because the companies Disney and

Pixar were originally separate, but have collaborated in order to gain more money from shared ideas and

shared price.

Games Consoles have also come around to the Film way of thinking - as most consoles such as the X-BOX

and PS3 can stream films online and have the ability to play films on them.

Aardman Productions and DreamWorks is another example of this. This is because Aardman and

DreamWorks are two companies that collaborated in the same way that DisneyPixar did in order to create

films such as Wallace and Gromit.

The Internet itself has recently been working on film rental online - as you are now able to watch films

online from subscription - for example LoveFilm.com who charge people to watch and rent films online.

The Harry Potter Series is another example of Horizontal synergy. This is because they were originally

novels, which have been adapted into films, hence Bloomsbury (and JK Rowling) have collaborated with

WarnerBros in order to create the films.

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New Media TechnologiesNew Media TechnologiesNew Media TechnologiesNew Media TechnologiesNMT’s (or New Media Technologies) have had a huge impact on the film industry and how it is distributed. With new technologies being pumped out at an almost industrial rate, films have had to adapt to satisfy viewers needs and wants. Films now can be released on Blu-Ray, for example, or bought on iTunes for people to watch on their smart phones or tablets anywhere and whenever they want to. Also because of new media technologies such as new disk types, producers have had to adapt their methods in order to reach a wider audience and wider amount of playing methods - which as therefore effected the way that films have been produced, both in their pre, production and post production, for example using 3D technology for your film or formatting it to be compatible with a Blu-Ray disk.

A 2010 study shows that 48% of smartphone users watch video (including films) on them - and I have reason to believe that this figure has increased since then, with the advent of digital copy releases. This is a disk that is often sold in 3 disk editions of films (DVD, Blu-Ray and Digital Copy) which enables the buyer to purchase the film on iTunes for free, as you have bought the license to own a digital copy when you buy the 3 disk edition.

NMT’s (or New Media Technologies) have had a huge impact on the film industry and how it is distributed. With new technologies being pumped out at an almost industrial rate, films have had to adapt to satisfy viewers needs and wants. Films now can be released on Blu-Ray, for example, or bought on iTunes for people to watch on their smart phones or tablets anywhere and whenever they want to. Also because of new media technologies such as new disk types, producers have had to adapt their methods in order to reach a wider audience and wider amount of playing methods - which as therefore effected the way that films have been produced, both in their pre, production and post production, for example using 3D technology for your film or formatting it to be compatible with a Blu-Ray disk.

A 2010 study shows that 48% of smartphone users watch video (including films) on them - and I have reason to believe that this figure has increased since then, with the advent of digital copy releases. This is a disk that is often sold in 3 disk editions of films (DVD, Blu-Ray and Digital Copy) which enables the buyer to purchase the film on iTunes for free, as you have bought the license to own a digital copy when you buy the 3 disk edition.

The Long Tail TheoryThe Long Tail TheoryThe Long Tail TheoryThe Long Tail Theory

The Long Tail Theory - Anderson (2006), can be applied to the Film industry. The theory states that people are moving away from high street stores and towards niche markets - specifically online independent retailers.

It also states that it is better to split up products into smaller chunks rather than one big ‘blockbuster’ product.

http://thelongtail.com/about.html

The Long Tail Theory - Anderson (2006), can be applied to the Film industry. The theory states that people are moving away from high street stores and towards niche markets - specifically online independent retailers.

It also states that it is better to split up products into smaller chunks rather than one big ‘blockbuster’ product.

http://thelongtail.com/about.html

The Long Tail Theory - The Long Tail Theory - Applied Applied

The Long Tail Theory - The Long Tail Theory - Applied Applied This theory can be applied to the Film

industry in a few different ways. The first is films that split themselves into two parts to be shown at the cinema. Reasons for this could be for higher content for a higher quality film, but mainly for a higher profit gain. This is relevant as splitting the film into smaller chunks will match or overtake the popularity and profit of keeping them as one huge blockbuster - as long as the timing of release is suitable - within a couple of years of the first.

This theory can be applied to the Film industry in a few different ways. The first is films that split themselves into two parts to be shown at the cinema. Reasons for this could be for higher content for a higher quality film, but mainly for a higher profit gain. This is relevant as splitting the film into smaller chunks will match or overtake the popularity and profit of keeping them as one huge blockbuster - as long as the timing of release is suitable - within a couple of years of the first.

The Wikinomics TheoryThe Wikinomics TheoryThe Wikinomics TheoryThe Wikinomics TheoryThe Wikinomics Theory - Tapscott & Williams (2006), can be applied to the Film industry. The theory states that five key ideas need to be followed in order to have the ‘perfect’ business online. These are:

The Wikinomics Theory - Tapscott & Williams (2006), can be applied to the Film industry. The theory states that five key ideas need to be followed in order to have the ‘perfect’ business online. These are:

Idea What does this mean?

PeeringFile sharing - Cheap to run as distribution costs are cut - However it is easy for people to take your material and

change it without your permission.

Free CreativityYou cannot stop people from taking your material and

changing it without giving you credit - unless copyright or subscription/purchase laws are enforced.

Democracy Democracy states that anyone can have a say online - ordinary people as well as professionals.

Thinking GloballyGlobal communication - target your materials worldwide as

well as just nationwide for a wider audience that can be reached with the internet.

Perfect StormTechnology (Web 2.0), demographics (young people -

technology natural and instinctive) & economics result in perfect storm. In the nations difficult economic situation, targeting products online and worldwide is the best way.

Many people disagree with this theory, however. Most sceptics believe that the wikinomists have ignored inequality that this theory suggests - that the vast majority of the world’s population do not have access to broadband and therefore cannot be connected.

Wikinomics Positives - Wikinomics Positives - AppliedApplied

Wikinomics Positives - Wikinomics Positives - AppliedApplied

In the film industry - these five points can be applied. Peering - There are many legal and illegal file sharing sites that allow people to share files - for example LoveFilm and iTunes, or MegaVideo.

Free Creativity - ‘Prosumers’, a new term which means that the consumers of a product are also becoming the producers - as they have free creativity to make what they like. An example of this is when people remix films to make shorts such as ‘Titanic in 5 seconds’. The internet gives people the freedom to express themselves by interpreting films in their own ways using blogs or social networking sites - and also they are given the chance to express their thoughts and opinions of films on sites such as IMDB or RottenTomatoes. This links in with the third point -

Democracy - Which gives anyone the chance to say whatever they want without worrying about other people taking it off and respecting everyone else’s opinions.

Global Thinking - The internet is giving people the opportunity to reach out to other cultures - for example Bollywood or Asian films being marketed to British audiences. This is shown in Manga film adaptations - as these are very popular in the US and the UK - and the internet gives fans of these the chance to watch and have these films when and where they want to - and similarly the other way around British and US films are able to reach audiences in other places.

Perfect Storm - iTunes is an example of this as you can find many different films from many different countries around the world that have been marketed Globally, with options on these films such as which language you would like to watch it in or whether or not you would like subtitles, and if so, which language you would like them in - showing that the film industry has widely marketed online in order to connect the mass audience.

In the film industry - these five points can be applied. Peering - There are many legal and illegal file sharing sites that allow people to share files - for example LoveFilm and iTunes, or MegaVideo.

Free Creativity - ‘Prosumers’, a new term which means that the consumers of a product are also becoming the producers - as they have free creativity to make what they like. An example of this is when people remix films to make shorts such as ‘Titanic in 5 seconds’. The internet gives people the freedom to express themselves by interpreting films in their own ways using blogs or social networking sites - and also they are given the chance to express their thoughts and opinions of films on sites such as IMDB or RottenTomatoes. This links in with the third point -

Democracy - Which gives anyone the chance to say whatever they want without worrying about other people taking it off and respecting everyone else’s opinions.

Global Thinking - The internet is giving people the opportunity to reach out to other cultures - for example Bollywood or Asian films being marketed to British audiences. This is shown in Manga film adaptations - as these are very popular in the US and the UK - and the internet gives fans of these the chance to watch and have these films when and where they want to - and similarly the other way around British and US films are able to reach audiences in other places.

Perfect Storm - iTunes is an example of this as you can find many different films from many different countries around the world that have been marketed Globally, with options on these films such as which language you would like to watch it in or whether or not you would like subtitles, and if so, which language you would like them in - showing that the film industry has widely marketed online in order to connect the mass audience.

Wikinomics Negatives - Wikinomics Negatives - AppliedApplied

Wikinomics Negatives - Wikinomics Negatives - AppliedApplied

Peering - A negative that comes with peering in the film industry is that people can take your files and use them without your permission and/or not credit you for them. This can be applied to film in the form of Piracy. Piracy is a huge problem for the film industry as it leaves producers asking how much money they will actually earn from their films - as people continue to illegally download films for free online.

Free Creativity - A negative that comes with Free Creativity in the film industry is people that breech Copyright laws. People that have the film and distribute it themselves in different places such as YouTube - without crediting the producers or anyone involved in creating the material comes as a difficulty to them as it loses them money.

Democracy - A negative that comes with Democracy is that people’s opinions have a big impact on how well a film does in the Box Office - if one person gives the film a bad rating to their friends, they will not want to see the film and the opinion will spread, losing the film viewers. Another negative is that Blockbusters that have high popularity may swamp other films and make them seem unimportant - and therefore the film will not do very well due to it’s release time.

Thinking Globally - A negative that comes with Thinking Globally in films is that although it is great to get the largest audience that you can with your product, but it can be difficult, because of social or cultural differences, for example, to break through and become popular in other countries. For example a small-scale Sweedish film may never take off in America, or similarly a British film may never take off in China. Also, because of these cultural differences, producers have to be careful when Globally advertising their film not to offend anyone.

Peering - A negative that comes with peering in the film industry is that people can take your files and use them without your permission and/or not credit you for them. This can be applied to film in the form of Piracy. Piracy is a huge problem for the film industry as it leaves producers asking how much money they will actually earn from their films - as people continue to illegally download films for free online.

Free Creativity - A negative that comes with Free Creativity in the film industry is people that breech Copyright laws. People that have the film and distribute it themselves in different places such as YouTube - without crediting the producers or anyone involved in creating the material comes as a difficulty to them as it loses them money.

Democracy - A negative that comes with Democracy is that people’s opinions have a big impact on how well a film does in the Box Office - if one person gives the film a bad rating to their friends, they will not want to see the film and the opinion will spread, losing the film viewers. Another negative is that Blockbusters that have high popularity may swamp other films and make them seem unimportant - and therefore the film will not do very well due to it’s release time.

Thinking Globally - A negative that comes with Thinking Globally in films is that although it is great to get the largest audience that you can with your product, but it can be difficult, because of social or cultural differences, for example, to break through and become popular in other countries. For example a small-scale Sweedish film may never take off in America, or similarly a British film may never take off in China. Also, because of these cultural differences, producers have to be careful when Globally advertising their film not to offend anyone.

Harry Potter and the Deathly Harry Potter and the Deathly Hallows: Part 1Hallows: Part 1

Harry Potter and the Deathly Harry Potter and the Deathly Hallows: Part 1Hallows: Part 1

As a case study I decided to study Harry Potter and the Deathly Hallows: Part 1 (2010) in order to look at how the internet has effected this film’s distribution and how the internet has impacted it’s marketing methods.

As a case study I decided to study Harry Potter and the Deathly Hallows: Part 1 (2010) in order to look at how the internet has effected this film’s distribution and how the internet has impacted it’s marketing methods.

HP.. Part 1HP.. Part 1HP.. Part 1HP.. Part 1

Budget: $150,000,000

Gross: $294,980,434

The first 45 minutes of this film was leaked online immediately before it’s release, hence creating an impact on how the film did at the Box Office. This film benefitted from the leak, as the 45 minutes proved to be good enough to make the people watching to go and see the rest at the cinema. Not all films are this lucky - X-Men Origins: Wolverine was leaked online two weeks before - and it suffered at the Box Office.

Budget: $150,000,000

Gross: $294,980,434

The first 45 minutes of this film was leaked online immediately before it’s release, hence creating an impact on how the film did at the Box Office. This film benefitted from the leak, as the 45 minutes proved to be good enough to make the people watching to go and see the rest at the cinema. Not all films are this lucky - X-Men Origins: Wolverine was leaked online two weeks before - and it suffered at the Box Office.

OnlineMarketing Methods of HP.. Part OnlineMarketing Methods of HP.. Part 11

OnlineMarketing Methods of HP.. Part OnlineMarketing Methods of HP.. Part 11

Amongst other marketing methods, the producers at Harry Potter used the internet as a way of advertising for the first part of the last instalment of the series. These are:

The official website was used in order to advertise the film. The trailer was played as the opening for the website. On the front page, the plot synopsis was explained. Alongside a list of things the website contained for the movie were stills and posters, interview videos, soundtrack downloads, and links to social networks.

Edit yourself posters are also used - websites which allow you to edit yourself into the Harry Potter Undesirable No. 1 poster.

MuggleHub was used for advertising also - MuggleHub is a multimedia site for the movie, contains all which the website does, plus a countdown clock and various skins for social networks and free online games.

There are also, on these websites, advertisements for Smartphone applications of games and special features.

And lastly, Social Networking is used to promote and cross-promote the movie and the website. Twitter and Facebook both have Harry Potter pages in order for fans to get together and create hype about the release of the movie.

Amongst other marketing methods, the producers at Harry Potter used the internet as a way of advertising for the first part of the last instalment of the series. These are:

The official website was used in order to advertise the film. The trailer was played as the opening for the website. On the front page, the plot synopsis was explained. Alongside a list of things the website contained for the movie were stills and posters, interview videos, soundtrack downloads, and links to social networks.

Edit yourself posters are also used - websites which allow you to edit yourself into the Harry Potter Undesirable No. 1 poster.

MuggleHub was used for advertising also - MuggleHub is a multimedia site for the movie, contains all which the website does, plus a countdown clock and various skins for social networks and free online games.

There are also, on these websites, advertisements for Smartphone applications of games and special features.

And lastly, Social Networking is used to promote and cross-promote the movie and the website. Twitter and Facebook both have Harry Potter pages in order for fans to get together and create hype about the release of the movie.

Summary of my findingsSummary of my findingsSummary of my findingsSummary of my findings

Section Two: Section Two: We Media & We Media & DemocracyDemocracy

Section Two: Section Two: We Media & We Media & DemocracyDemocracy

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What is it? We MediaWhat is it? We MediaWhat is it? We MediaWhat is it? We Media

The term ‘We Media’ has been around since the early 2000s. Dan Gillmor’s book We The Media: Grassroots Journalism by the people, for the people (2004) - states that audiences are becoming ‘prosumers’, consumers becoming producers through means such as the internet using Web 2.0 to create and share. They also have the power to filter out things that they do not want - for example Negroponte (1995) predicted that people would have the power to choose the news they want to read as opposed to things they do not want. Gillmor also states that in the past, big media companies controlled who got to produce and share media - but the internet (specifically broadband) has ensured that ordinary citizens are using blogs to share news and information. This is known as Citizen Journalism.

The term ‘We Media’ has been around since the early 2000s. Dan Gillmor’s book We The Media: Grassroots Journalism by the people, for the people (2004) - states that audiences are becoming ‘prosumers’, consumers becoming producers through means such as the internet using Web 2.0 to create and share. They also have the power to filter out things that they do not want - for example Negroponte (1995) predicted that people would have the power to choose the news they want to read as opposed to things they do not want. Gillmor also states that in the past, big media companies controlled who got to produce and share media - but the internet (specifically broadband) has ensured that ordinary citizens are using blogs to share news and information. This is known as Citizen Journalism.

What is it? DemocracyWhat is it? DemocracyWhat is it? DemocracyWhat is it? Democracy

The word Democracy, when split into two words (Demo Cracy) creates the meaning of people power, or power to the people. This sums up democracy’s meaning - that we as people have the control and power - that our say counts and that we all have a right to share our opinions. This links with We Media as again the consumers have the power to create and share what they want to.

The word Democracy, when split into two words (Demo Cracy) creates the meaning of people power, or power to the people. This sums up democracy’s meaning - that we as people have the control and power - that our say counts and that we all have a right to share our opinions. This links with We Media as again the consumers have the power to create and share what they want to.

TimelineTimelineTimelineTimeline

Year Event1837 Invention of the Telegraph

1945 President Franklin Roosevelt’s Death

2001 9/11 Attacks, Wikipedia Launched

2003 Columbia Space Shuttle disaster, Iraq War

2004 Asian Tsunami, MySpace Launched

2005 7/7 London Attacks, Facebook Launched

2008 Barack Obama Elected

2009 Death of Michael Jackson, Swine Flu, Geneva Atom Split

2010 New UK government elected, Haiti Earthquake

2011 The Arab Spring uprisings, Eurozone Crisis and London Riots

2012 London Olympics