Technology in Media

Above is an image of all of the different technologies used in media, under the different categories of: exchange, distribution, production and exhibition. We did this mind map in class in our groups.

Technology in Media Essay

Technology plays a large role in the production, marketing and consumption of products as media and film making would not be able to survive without it. For example, in film production, technologies such as: 3D printing, red digital cameras, synchronised sound, green/blue screen and digital cameras are used and without technology, processes such as post production editing would not be possible. Marketing a film would also not be achievable without technology such as tablets and smart phones where the target audience are able to see advertisements for the film through social media and the online world. Technology also plays a big role in the consumption of product because they supply things like: cinema, DVD, apps (such as Netflix and Amazon Prime) which makes the film accessible to the target audience.

There are many different types of technology used in media in the modern day which are used in film production, distribution, marketing and consumption. Without technology it would be extremely difficult, if not impossible, for film making to exist as plays a large role in its success.

The process of film production relies heavily on technology as new inventions such as: red epic digital cameras (which were used in all three of The Hobbit films), 3D printing, CGI and synchronised sound, help make films that include animation look cohesive with real life actors or scenes. Without the heavy influence of technology, things like post production editing would be impossible. This shows how the significant role which technology plays in production is extremely important because if it didn’t exist, or it was not as well developed as it is today, then the quality of film making would stagnate and then die out altogether as no progression in the industry would take place.

Technology also plays a large part in the marketing of films to engage their target audience and make the film look exciting and find inventive and unique ways to advertise it. The development of social media has played a large role in marketing as it allows people to watch the videos or find campaigns about the film and occasionally the video may go viral, reaching a wide audience and making the film known across the platform. A range of different technologies were used in the 'Carrie' campaign which was staged in a cafe with a young girl acting as if she had supernatural powers. This is because lots of preparation went into this marketing campaign due to wanting to make it look as realistic as possible.

The consumption of products is also massively down to technology as the audience would not be able to watch the film without it. Exchange is the platform which the audience is viewing the film and it plays a large role in audience consumption as it includes: the cinema screenings, television, DVDs and online screenings where the audience can watch the film through subscriptions with websites such as Netflix and Amazon Prime Instant Video. The evolution of technology has made viewing films and television shows a lot more accessible as people do not need to go to the cinema to watch a film as they can just search for one online. Exhibition however, is the digital process of how the film is physically shown to its audience and without technology, things like: cinema screens, DVD, Blu-ray, HD, 3D, 4D, 5D and digital film projectors would not be available. These have had a huge influence on film consumption as the quality of the film is altered specifically to suit the appropriate film.

In  conclusion, the role of technology plays a huge part in the production, marketing and consumption of film because without it, the film industry may cease to exist. There are many positives that come with the huge influence of technology, such as the availability of film so it is accessible to almost everyone and also the physical quality of films has improved due to the development of cameras and other filming equipment. But along with the positives, also come negatives. This is because we may be too reliant on technology in the film industry and overthink the film by including too many special effects which many people do not like. Some may argue that we are becoming out of touch with classics by making our films too extravagant. But overall, technology has massively influenced the film industry, both positively and negatively.

Distribution

What is film distribution?
Film distribution is the process of making a movie available for viewing by an audience. These films are distributed by companies such as: Walt Disney Studios, 20th Century Fox and Sony Pictures etc.

What is the distributor's role?
The role of a distributor is to make the film widely available to their target audience as well as promote the film they are distributing.

What is a distribution plan?
A distribution strategy is a plan created by the manufacturing department of the company which outlines how they are aiming to make their film available to the consumers.

What is a P + A budget?
A budget is the sum of money allocated for a particular purpose and the summary of intended expenditures along with proposals for how to meet them

What is the average distribution cost for a big six film?
On average a big 6 film would cost between 100-200 million dollars/pounds to distribute.

What does the distribution budget include?
A budget is typically divided into four sections: above the line (creative talent), below the line (direct production costs), post-production (editing, visual effects, etc.), and other (insurance, completion bond, etc.) Film financing can be acquired from a private investor, sponsor, product placement, film studio, entertainment company, and/or out-of-pocket funds.

What is a simultaneous release?
Simultaneous release is the name given to an experimental new method of making movies available to consumers. Traditionally, movies are released first in cinemas. A DVD release follows some months later. 

What are some main distribution companies?
20th Century Fox, Walt Disney Pictures, Sony Pictures, Universal Studios, Paramount and Warner Bros. Studios.

What do you think the link is between audience and distribution?
I think that the distributor links with the target audience who want to watch a specific type of film, for example, Walt Disney Pictures is associated with children as the majority of the films that they distribute are cartoons or animations.

Define target market audience. What is audience positioning?
A target market audience is the ideal audience that the marketing company have chosen to aim their film towards. Audience positioning is the interpretation of mass media texts by social groups.

Why is a release date crucial?
A release date is crucial because the companies want to release the film at a time where they are most likely to get the most amount of views within the opening weekend. Release dates differ depending on who their target audience is, for example, if a distributor wanted to release a children's film then a good time to do it would be in the summer holidays when the kids have a lot of free time.

What is self distribution?
Self distribution is when the film maker distributes the film themselves without using a distribution company.