Audience and Institutions Essay

To what extent is digital distribution vital to the media area you have studied?

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.