Technology

Proliferation

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

Example

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

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)

Technological Convergence

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

Digital Technology

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.

Exhibition

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

Exchange

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

Proliferation through technology

Downloading – iTunes, iPod, Apple TV

Digital Piracy – DVDs, File sharing

Social networking sites – marketing and buzz

Accessibility – EVERYWHERE

Control – Industry AND Audiences

Proliferation and Negative Distribution and Exhibition

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

New technologies and the consumer

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

New technologies and the film industry

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

Task

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?