Digital

Portability

Convergence

High Definition

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