Piracy

• Technology has bought many advantages to the film industry, but also bought some negatives.

• Push Media – in the past all media products have been pushed at us

• Pull Media – modern technology involves the audience – they can ‘pull’ the media.

• Write down examples from your knowledge of marketing– Push?– Pull?

Web 2.0

• Web 2 is the development of internet technology.

• Technology is now passes two ways – uploaded and downloaded.

• The audience are no longer just consumers from the net, but producers too

• Prosumers.

Digital technology has reduced the cost of film making…

• Anyone can be a film maker.• Produce, market and distribute on-line.• Convergence of media through digital

technology creates new opportunities for distributing and exhibiting.

• Technology has made it easier for low budget film makers and distributers– Possible to reach a potentially wide audience

(short films only)• UK film council• The UK Media Desk• BBC Film Network• Big Film Shorts• Film’s London PulseHost of short film festivals all of whom have online

submission.

The Positive Effects

• Equal playing field for Distributors.– Costs of reels - hardware– Digital distributions - software

• Low Budget Film Makers

The Negative Effect

• Piracy – The recording of film illegally, digitally recorded in poor quality and distributed either on hardware or software to countries the film has not been released in yet.

Proliferation and negative distribution and exhibition

• Downloading from unofficial sources i.e. Limewire, Youtub, Grabber and also other digital piracy including file sharing and technology to rip DVDs use new technology to do this.

• Piracy – DVD’s recording films in cinemas• Accessibility – everywhere and anyone has

ability to do this because of convergence of technology and affordability of this.

Piracy: how institutions fought back

• Control – moves from institution to the audience. But it is the smaller companies that are effected more?

In what ways have institutions tried to stop or halt this? Think of ways they have used technology to stop this or initatives i.e cheap downloads.

Piracy is major concern for industry see case study Disney and Alice Wonderland

http://www.filmstalker.co.uk/archives/2010/02/disney_pays_for_alice_in_wonde.html

Piracy

• Piracy is a major concern of all the film distributors.

• Hollywood investors claim a 10% increase each year in revenue lost to illegal distribution.

The Impact

• Small production companies are hurt more by piracy that multinational conglomerates.

• It can mean the difference between making a profit and not; being independent or not.

• Indirectly reinforces Hollywood’s dominance of the industry.

• Control and Security• Most piracy is a result of a cinema-goer with a

camcorder distributing a poor quality version to parts of the world where it has not yet been released (because prints are currently somewhere else)

• Simultaneous global distribution via the internet will put an end to this ‘time gap’ and thus its ‘pirates’

• Outline in note form the impact that web 2.0 has had on the distribution sector of the industry.– Define it– Advantages (marketing, independent film

producers access to target audience)– Disadvantaged (piracy)– Conclude.