Write an illustrated essay outlining all the ways possible to consume and produce films, with advantages and disadvantages. 

In the world's modern day society, the latest technology allows people to consume and produce films in a variety of ways using a range of methods. Technological convergence, which is the combining or merging of more than one piece of technology into a single device, is an example of how the platforms in which films can be consumed is proliferating. For example, the modern technology has developed to create phones which introduce cameras to this software, allowing people access to filming with the camera and viewing it over on the screen of the smartphone. This is a perfect example of the Proliferation of Hardware, The rapid increase in the number of available technology. The Proliferation of Hardware allows films to be consumed in various ways such as phones, laptops, tv's etc.. which are all available within the comfort of the calm environment of home. Both increasing the availability and consumption of films.

 Previous generations weren't able to view films consistently as they were required to wait until the film comes out in the cinema and if they wished to watch it again they would have to visit the cinema repetitive times. However eventually the DVD was introduced in 1995, which allowed constant film availability. Gradually, Technological convergence developed further as devices were introduced that allowed DVD's to be played. Initially DVD player's and then progressing to games consoles and PC's. Advantages of these devices is that the experience of consuming films was improved as they were then continuously available in better quality within home comfort.  However, the down side to this is that there is still a period of time to wait for the availability of DVD's as they're release a while after the initial viewings of the film. Films are also available on the internet through websites that steam or display or provide illegal downloads for new films closer to there release date, reducing the initial issue with having to wait a long period of time to watch a film again. Also these are usually free of charge which is considerably convenient to the viewers but this will then cause a struggle for distribution and exhibition companies as people will be seeking the different methods with a lower cost. Devices such as Phones and computers allow people to watch films anywhere at any time as long as they have connection to the internet. However the viewers are partaking in a risk when watching illegal downloads as they then could be prosecuted due to this activity. To prevent this risk legal websites such as Netflix were introduced to provide audiences with similar outcomes, however the downside to these sorts of websites is that a membership needs to be allocated which requires a monthly payment in order to gain access to the provided services.  Also networks such as iTunes, Apple's digital store or even Sky Box Office sell a wide range of movies, priced cheaper than DVD retail prices. However, the negative aspect of this technology is that the majority of the films provided will  rentals and can only be viewed consistently over a specific period of time. 

It is commonly implied that due to the proliferation of hardware the interest in cinema's has declined. However, this is misleading as statistics illustrate that over the past years, cinema admissions have been rising. The cinema still gains huge interest through the overall experience of the cinema, including the extremely large screens and good quality sound systems. Making the audience feel as close to the action as possible. This approach has been enhanced through the introduction of 3D and 4D screenings where the viewers seats move and vibrate accordingly to the events taking place on the screen. However, the downfall to this approach is that the increase in ticket prices could in fact repel some interest. Interest could also be effected by the introduction of 3D TV's and DVD's which could be considered to provide similar satisfaction. Unlike cinemas, by using DVD's and websites on these adapted TV's, the latest films can be viewed at come at minimal cost through methods mentioned earlier in the essay.

The technological convergence of smartphones can be considered as seemingly convenient in recording media. However the majority of smartphones don't have very good quality cameras. Due to this the creation of a digital or DSLR camera has improved the ability the successfully record media. Cameras allow users to capture media very well and can be made to withstand a tougher conditions than smartphones. New digital cameras provide tthe element to film in full 1080p HD quality, therefore producing a very high quality film. Other cameras have also been modified with the availabilty of wifi, therefore leading to internet connection and allows the producers to share their work with others through the use of social networking sites such as Twitter, Facebook, Instagram ect.The main downfall to these cameras is that the professional devices can be bought but at a very expensive cost.

Disney

The Walt Disney Company, other known as Disney, is an American multinational mass media corporation which was founded on October 16, 1923, by Walt Disney and Roy O. Disney as the Disney Brothers Cartoon Studio. The company produces a variety of media and physical products such as films, TV shows, music, theme parks and radio products.  It is now the world's second largest broadcasting and cable company in terms of revenue, after Comcast.

Disney was founded by 'The Disney Brothers Cartoon Studio' other known as the brothers Walt and Roy O. on October 16th 1923. Walt Disney began creating an animated series, named 'Alice Comedies', along side with the help of Ub Iwerks who was also an animator. As the popularity of this series faded, Walt ad Iwerks invented a new animated cartoon character Oswald the Lucky Rabbit which was immensely successful in 1928 which was a pivotal moment as they had the rights stolen off of them, minimising any profits. Only until 2006 Disney managed to regain the rights to this character. Following this, Walt designed two unique mouse characters which were name Micky and Minnie. The film 'Steamboat Willie' featured the charater of Micky and was released in 1928 through Pat Powers distribution company. Disney furthered their progression started pushing the boundries  with the first production of an animated feature length film in 1934. The film took 3 years to make and 'Snow White and the Seven Dwarfs' first screened in December 1937 and became highest-grossing film of that time by 1939. The film was released through RKO Radio Pictures.  After a period of development and success the couple, Walt initiated the Disney Brothers Cartoon Studio with his brother. Establishing itself as the leading American animation company before dividing into live-action film production, television and theme park. After various name changes in 1986 The Walt Disney Company was assigned to the company after Walts death and still remains a major successor in the modern day.

In 1954 Walt conceived the idea of Disneyland through his desire for a location suitable for both children and parents. The first Disney attraction theme park was built and created in 1955, in California, accompanied by a live television broadcast. Followed by other theme parks being built worldwide in places such as Paris, Florida, Tokyo, Hong Kong and Shanghai which is the most recent, built in 2015. Disneyland has the most substantial cumulative attendance worldwide, summing to over 650 million visitors since it opened. However, Walt Disney never saw the majority of these theme parks finished as he sadly passed away in 1966, and Roy O. Disney took over as chairman, CEO, and president of the company. 

An aspect of Disney which was successfully introduced was television. They were allocated their own channel called 'The Disney Channel' which was first screened in 1983. Initially, Disney Channel was mainly aimed towards family audiences, however they adapted and widened their marketed audience in the 1990's to suit more youthful viewers and later suiting teens. Additional channels such as Disney Channel Junior was used to satisfy its viewers around the ages 2-7. Disney XD was also introduced in order to cater for their slightly more mature audiences targeting children around the ages of 7-14. In doing so, gaining a wider audience as and an even interest with each channel and leading to more success. The most successful featured programmes in terms of feedback and ratings are Even Stevens, That's So Raven and The Suit Life of Zack and Cody.

Another aspect which Disney is dominantly know for is family movies, which are seemingly educational as they're engraved with life teachings and morals for younger audiences whilst still remaining entertaining for older generations.A staggering 492 titles has been created and many have resulted in high gross. A recent example of this is the release of Frozen which was created by Walt Disney Animation Studios and released by Walt Disney Pictures in 2013.  The film has a gross of $1,279,852,693 and was amazingly successful, however many companies collaborated with Disney in order for this to happen. An example of this is Youtube as the official trailers were released and advertised through YouTube and the music video for the song 'Let It Go' featured in the film had over 350 million views. Another company that has contributed the popularity of Frozen was therefore partly responsible for its huge income and interest was Apple through the use of it's iTunes store, containing 800,000,000 customer accounts. The film Frozen involves several songs throughout its narrative but the most  famous being 'Let it Go'. Disney granted iTunes permission to sell, advertise and distribute a number of these song which were successful in raising the awareness and popularity of the film. 'Let It Go' accumulated over 3,000,000 and reached the top end of the music charts worldwide. 

Furthermore, one of the most important forms of marketing used to promote the film is merchandise. Disney collaborated with major retail companies such as Hasbro, selling the rights to the company to make the frozen toys. Now producing a range of dolls created based on the characters from the film. They have even produced costumes that the characters wear in the film that can be purchased in the store of online. Apart from Disney promoting and advertising their ow products they also collaborated with Japanese company 'Secret Honey' by 'Honey Bunch' to create Frozen themed clothing ranges. This consisted of casual wear as well as replica dresses from the film that can be purchased online or in store. 

Ill Manors - Marketing and Promotion

Ill Manors is a British crime film written and directed by the music artist Plan B. It was released on June 6th 2012; budgeted at and estimated £100,000 and was surprisingly successful despite its significantly low budget. The films overall box office income reached a total on £451,000, multiplying the original budget by a staggering four times. The film relied significantly on the marketing and promotion techniques in order to gain the immense success it eventually received.

The film was seemingly unique in relation to the amount of publicity it received before it was actually released. Plan B, being as musician, was an established artist and had secured large fan base who followed his music. Before the film was created, he released an album named Ill manors which reach the UK's no. 1 in the charts for a period of time. This was also very convenient in presenting aspects of the upcoming film as the music video for his songs where filmed and created in the same locations as the film. The album was later complimented by the film which also provided further promotion for Plan B's album as it featured throughout. This supplied a platform for the film and an astounding quantity of attention to the film even in the early stages of production as the awareness rocketed due to the already established popularity of Plan B. This was also very effective in attracting a specific audience of people who were interested in his music. 

Social media, networking and websites were very influential in promoting the film, as due to the very low budget of £100,000, a small portion would be available for marketing and promotion. So the social media were very effective as despite the fact that they have no cost to make and run, they result in a significant increase in popularity and awareness worldwide. Networking such as Facebook, which gained 31,609 likes and Twitter which credited 3,668 followers were used as well as their unique introduction of the film website www.illmanors.com to display the posters, trailers and exclusive context and gain access to fan/audience interaction. Allowing them to answer and questions and queries in regards to the upcoming film. Also competitions were used on their pages to increase the popularity as people would enter to win a chance to tickets to see the film. Additionally, by using social networking, it is much more success to contact and reach their main targeted audience of young adults and receive responses and feedback from them. Resulting in the film to recognise the strong aspects and weaker aspects of the film, allowing them to alter and editing any specific parts which cause any queries. Therefore suiting the film to this particular audience.

Another promotional technique which was attributed to the film was the use of posters which were published in order to raise the awareness and profile of the film. This technique is seemingly effective as despite its subtle production, it provides the audience with a limited insight and understanding of the nature and context of the film. Overall eight posters where produced, illustrating an urban location/theme of a city and also displaying one of the main actors holding a gun which conveys the genre very effective providing a gritty/grime feel. These posters also encapsulated reviews of other companies, allowing the audience to gain knowledge of the success of the film. The result in this technique is that a much wider audience is reached as the poster were distributed from billboards in central  London to magazines, visible to millions of people per day.

In May 2012, another technique was used through the release of the films trailer which lasted one minute 45 seconds. The trailer is a very effective technique in providing further insight to the context of the film including clips form the film. Throughout the trailer a soundtrack is used which is recognisably Plan B's music. The trailer provides a clear overall feel/perspective surrounding the film, exploring themes of drugs, crime and violence. The main characters (assumed) are displayed in the trailer to be located in an urban location of a city, causing a presumptuous atmosphere surrounding the film due to paradigms of society in London. The trailer also has a specifically persuasive element as it included several reviews from a variety of credible sources.

The film also entered several film festivals which once again has minimal cost and also boosted the awareness of the up coming film further. It featured in festivals all around the world, entering prestigious festivals such as the Toronto International Film Festival 2012 Official Selection Vanguard, Festival do Rio 2012 Official Selection, Stockholm Film Festival 2012, Zagreb Film Festival 2012. Ill manors also triumphed in other specific competitions, deserving the awards of being winner of Prix Coup de Coeur Award Dinard Film Festival 2012 and winner of The Technicolor Award for Best Cinematography Dinard Film Festival 2012. On May 30th 2012, Ill Manors premier was released in London, where the film's actors and countless celebrities such as Alesha Dixon, Tinie Tempah and Ed Sheeran were interviewed and walked the red carpet and in time viewed the first official screening of the film. This resulted in great publicity and attraction as many press and critics travelled to London in anticipation of their reactions on the film, later publicised the following day.

Furthermore, despite the films very low marketing budget, many effective marketing and promotion techniques where used that had either low cost or free of charge. Despite the insufficient budget, the film was successfully promoted and gained great publicity, awareness and popularity through the social media which was encouraged by Plan B's original fan base.