To what extent does digital distribution affect the marketing and consumption of media products in the media area you have studied?
In the modern film industry, films are now distributed digitally, meaning that they are now being delivered to the exhibitors electronically. This has been developed from the previous method of distributing film physically which was considerable expensive and time consuming to distribute the 35mm film. Digital distribution is therefore much more effective as it is free of charge and can be delivered quickly. It effects the distribution and exhibition companies both positively and negatively as well as the audiences.
Firstly, films can now be marketed digitally through Web 2.0 free of charge, meaning that they can direct more of their budget to other aspects of the product such as the production. This allows low budgeted films to be marketed successfully. Companies are beginning to using social media campaigns excessively as it provides advertisement worldwide to anyone with access to Web 2.0. For example, Ill Manors wouldn't have been produced without these low cost marketing techniques. They creates a Facebook page which accumulated 31,000 likes, demonstrating the wide range of people reached through social media. On this page they posted posters, trailers and other exclusive content which contributed to the 'buzz' and interest of the film. Distribution companies also use Youtube to present any trailers or insights to the upcoming films. Revolver entertainment posted their official trailer for Ill Manors which reached 740,990 views. Also Sony Pictures Entertainment posted their official trailer which accumulated 23,019,136 views along side with their teaser trailer which gathered 9,355,431 views. These statistics symbolise the masses of viewers reached through posting insights on social media, epitomizing the success in advertising and publicising the product. Adverts have also made there way into social networking with pop ups on the screen which provide links to watch trailers on Youtube. Both of the aforementioned films had websites made such as www.illmanors.com and www.skyfall-movie.com which once again provided further insights to the film.
Additionally, due to digital distribution, exhibitors and audiences have benefited significantly. It has provided platforms for companies such as Netflix to actually have the services to operate. Netflix works 100% digitally and without digital distribution it would receive films to display, therefore meaning that they would have no interest and would not exist. Also if Netflix was not available, audiences wouldn't be able to watch films at any internet connected location. Digital distribution, also allows the audience to view films on TV or on demand where some of the latest films can be viewed. Films can also be bought/rented digitally on box-offices which would not e available without digital distribution. Another advantage of this type of distribution would be that films are now available on DVD or Blu-ray which allow the audience to watch films wherever they want on devices such as computers, TV's and gaming consoles. All in all, digital distribution provides many more platforms for the audience to consume media other than attending the cinema which are all accessible in the comfort of their own home. However, there is also a down side of digital distribution. This is that there is an increased risk of piracy which leads to the establishment of illegal unlicensed websites which stream movies for free.
Furthermore, cinemas have also been affected accordingly. They are now able to gain much needed consistency within their viewings. This is because before,when cinemas exhibited films by running a film reel, the film gradually deteriorates due to the constant viewing and therefore the quality of the film also deteriorated. Digital distribution eliminates this issue as the viewing remain of the same quality from the first viewing until the last viewing. This also effects the audience massively as they will be provided with an excellent quality regardless of the time which they attend the viewing. However, exhibition companies now face much more competition in attracting audiences and will feel the need to introduce new technologies such as 3D/4D screenings, high quality sound systems. bigger screens and new improved D-Box seating in order to do so. There are also modern companies such as Netflix which rely fully on digital distribution and only operate digitally. These websites are also very appealing to the audience as it supplies them with the opportunity to consume film within the comfort of their home.
Ultimately, digital distribution allows films of a low budget to still be marketed successfully through social media campaigns as mentioned above, therefore allowing more money being spent elsewhere on the product. Also it increases the quality of the viewings to the audience as they are now of a higher consistency and also available within the comfort of their own home.
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