As the filming industry changes over time, so has the way
people view films. Viewing movies has grown domestically and digitally, due to
the way people want constant flexible access to content and the mobility of
screens. Watching films in the movie theatres has been fixed but the
practice of viewing has gone beyond the big screen. It has now been more
integrated and successfully applied to digital, internet, and mobile media
which could be equally relevant in the distribution of the film. This allows
different media platforms to promote the film and offers advantages to film
companies through audience consumption.
The marketing of products in the film industry has changed
drastically due to the use of new technologies. Social media platforms and the
internet such as Facebook and YouTube have made marketing film digitally successful.
It is was a game-changer for how films can be advertised which influence the
gains of the film. The distribution of film has now become digital. This gives
consumers easier access to content and promotes the profit of film companies.
For example, Fantastic Beast was mainly distributed by Warner Bros. Pictures
but can be watched on multiple digital streaming sites such as YouTube, Amazon
Prime and iTunes. This made the film more accessible and encouraged people to
watch it so they would not have to watch it in theatres which increased sales. It
was also advertised by AT&T and Google which also promoted the film by
making sure that screening of Harry Potter was shown often to make the film
more desired. This also created synergy between AT&T and Warner Bros.
Pictures as they teamed up to boost the marketing campaign and promote the film
to make more profit. This was almost the same for the film Jurassic World since
it also was part of a franchise. Just like Fantastic Beast, Universal Studios
had released old movies of the Jurassic Park Franchise. However, they had the
original Jurassic Park film air on NBC, USA, and the Sci-Fi Channel in special
which were hosted by the main actor, Chris Pratt, and the filmmaker, Steven
Spielberg. This was a huge promotion for the film as it was not only seen on
television but also on the internet and the television network apps. There was
also cross-promotion between television companies like NBC with Universal
Studios to run earlier movies of the franchise so the audience could feel
nostalgia and gain interest in the movie before its release.
Films also have special screenings and availabilities for
consumers throughout their launch. Black Panther had a special screening in
January 29,2018, of their film before its original release, February 16, 2018, to
promote the film more to critics so the film will be more likely to be a
success. Nearly all films are digitally sent to cinemas in this day and age.
With this, films can be more wildly distributed. The film Black Panther was
sent digitally as it premiered in 2D, 3D, and IMAX. Black Panther also has its
own website which contributed to the distribution of the film while also providing
promotion of pre-sales and merchandise. Beauty and the Beast which was
distributed by Walt Disney Studios had marketed with Apple where they had a
cross-media convergence where special iMessage stickers were made for the
movie. This promoted the movie and showed more digital marketing. While the
movie was viewed in cinemas on March 2, 2017, it only took a month for the
movie to be distributed for sale digitally and for home exhibition. It was
released on Blu-ray, DVD, and Digital HD, and ‘On Demand’ on June 6, 2017. It
was also released on ‘Netflix soon after but was taken off after some time. The
reason for this was because it was a recreation of a famous Disney and already
had a fan-base to rely on.
Cinemas are overshadowed by the new methods of digital
distribution as it benefits the film industry and gives more accessible
content. Digital distribution has enormously affected the filming industry as a
whole to where nearly all films are distributed digitally. It does impact
cinemas negatively with the lack of people who are pay to go out and watch
films, but creates profit for the film industry as people are willing to pay to
be able to access their content from anywhere which promotes sales.
