Technology in Film

Film and New Technology

As with any business, the film industry relies on technological advances to

facilitate production and distribution of the product. Digital technologies and the convergence of communication and

information technologies promise to play important roles in marketing and

exhibition. Digital technology is literally changing films themselves, as well as circumstances of their consumption

Early film exhibitors created beautiful movie places for audiences to watch movies in high style

Now a days exhibitors have embraced the old and new technologies from 3D and IMAX to DVD and blu-ray, to cable TV and streaming.

Until the advent of TV in the 50’s and VHS in the 70’s the cinema was the only place you could watch a Hollywood film

In 1946 the average American film goers saw 29 films a year – in 2007 that had dropped to 8

Studios have learned how to diversify and capitalize on each new development by selling network broadcast rights to their films and repackaging them for DVD and Blu-ray.

In 2009 DVD market accounted for 65% of the major film companies revenues

Theatrical release accounted for 35%

The Numbers in a nutshell

Home viewing technology entered the digital age in the 1990’s.

DVD’s allow studios to sell film multiple times: at the theater, with the

initial DVD release and with any subsequent releases of collectors

Editions that include bonus features.

Blu-Ray

Officially designated as the successor to the DVD

Blu-ray uses a blue-violet rather than a red laser to record data (hence the name)

The blue laser shorter wavelength offers more precise focus allowing the data to be packed more tightly and can hold up to 6 times more than a DVD.

Blu-ray has better sound and visual quality than the DVD but also offers greater interactivity.

In 2007 ‘Cars’ allowed viewers to play a game called ‘car finder’ where players spot various makes and models of cars which appear throughout the movie

In 2009 Universal announced that upcoming releases will be able to use the iPhone as a remote and keyboard and update facebook and twitter through their blue-ray players.

For and Against DVDGood points for DVD & Blu

Ray

• Sales go up• More scope to sell a film

multiple times• Can re-sell collectable

items• DVDs hold hours of data• Better interactivity• Greater quality at home• Greater home experience

Bad points for DVD & Blu Ray

• Viewers think of DVD as collectable items in connection to celebrated personalities

• Force directors to compromise

• The film ‘experience’ is being compromised

Film and digital technology

Digital technologies have transformed the film business, from production to distribution to exhibition

In 2007 Slumdog millionaire became the first film shot in predominantly digital format to win an Oscar for best cinematography

Moreover new technology has allowed for the resurgence of 3D which has proved to be extremely popular.

In terms of Home exhibition DVD players and Television are no longer the only hardware to view films. Personal computers provide an array of viewing experiences . Beyond playing DVD computers grant access to trailers and full length films on the web

Initially the internet was used as a marketing tool for films but its role in film culture continues to evolve.

The Blair Witch Project was one of the first films to capitalize on the Internet

The quality of new technologies are allowing web users to download full length films as digital files making the quality just as good as in the cinema

Film corporations have responded to the treat of digital piracy by raising technological barriers against duplication and by pursuing legal action against unauthorised downloading

Piracy is one of the reasons behind shorter periods between theatrical release and DVD sales.

The digital era has transformed many aspects of film culture. Hollywood had one of the most profitable years ever in 2009, but the tension surrounding theatrical release verses Blu-ray and DVD, not to mention live streaming will remain.

Technological debate

Does technological change drive film style or does it work the other way

around

How to answer the questions

Refer back to the very beginning

Sound film came about in the 1920s with a film

called the Jazz Singer (this brought about a new

experience for film goers.

Colour film also came about in the late 30s –

Wizard of Oz is said to be one the first truly

coloured film using sepia and coloured tones

Theater was an experience

TV came about in the 1950s in black and white

onlyColored TV

VHSDVD Blu-Ray

Internet

New versions of 3D and surround sound