New digital technology

1. Digital
Portability
Convergence
High Definition

2.  Revolutionised the modern world (not
just film)
 Revolutionising production, distribution,
marketing, exhibition (consumption of
film)
 Films are now cheaper and easier to
make, cheaper to distribute, and D-
Cinemas are enhancing the viewing
experience

3.  NDT has allowed audiences to become
‘produser’ – producers/users of media
 “Conventional research methods are replace – or
at least supplemented by new methods which
recognise and make use of people’s own
creativity, and brush aside outmoded notions of
‘receiver’ audiences and elite ‘producers’.”
› Gauntlett
 What is NDT from an audience point of
view?
› Web2.0
› Social Media

4.  Active users of the media
 Audience ‘Fragmentation’ – this makes it
hard to reach everyone (360 degree
branding is to surround us with the produce
across all form of media)
 The need to use convergence (flow of content
across multiple media platforms) –
› A) - technologies coming together (doing
mulitple things)
› B) - media industries are diversifying so they
produce and distribute across several media eg
newspaper (printed and online) but you end up
in the same ‘place’, getting the same info

5.  Cross Media Convergence and The Hobbit
› How did ‘convergence’ come together for the
Hobbit?
› Find out what different technologies were used
to connect people to The Hobbit
› Find out what other forms of media were
connected to the film (eg video games)
› What impact did new media technologies have
on this film?
› Find out about the Dark Knight and how it used
convergence

6.  The relationship has changed
 Rather than keeping the audience
together institutions are trying to ‘trigger
engagement
 Push Media vs Pull Media
 Push = institutions push media at us
 Pull = we choose want media we what
and in what form
 Long Tail

7. Proliferation is media spreading out – in the
past there was ‘old media’:
• Old-style TV
• Radio
• Movie studios
• Music studios
• Newspapers
• Magazines
• Books
BUT now there is NEW MEDIA and there is more
proliferation……

8.  Media has proliferated through new media
– accessible through interactive power of
computer and communications
technology, computer-enabled consumer
devices and most importantly the Internet.
 Media industries are diversifying so that they
produce & distribute across several different
types of media (i.e. a newspaper with an
online version & podcasts OR video games
linked with films), accessible on these
converged devices

9.  New technology used in Avatar
 The Hobbit? Frozen?
 Digital Cameras – cheaper, cleaner, easier to
manipulate
 HD – higher quality
 3D – spectacle, hard to pirate, hard to produce at
home, new
 Imax - spectacle, hard to pirate, hard to produce at
home, new
 CGI – achieve the impossible, exciting, creative
 Synthespians? (term coined by Randle and Culkin –
used for extras which are costly)

10.  In media economics, synergy is the promotion
and sale of a product (and all its versions)
throughout the various parts/subsidiaries of a
media conglomerate, e.g. films, soundtracks or
video games.
 Walt Disney pioneered synergistic marketing
techniques in the 1930s by granting dozens of
firms the right to use his Mickey Mouse
character in products and ads.
 These products can help advertise the film itself
and thus help to increase the film's sales.
 Frozen merchandise
 The Hobbit merchandise

12.  The use of NDT in marketing has made a
huge difference to society.
 There are now viral advertisements to
promote products.
 Apps on phones for games or latest
information – the possibilities are endless
 The internet- you can find anything.
 http://www.youtube.com/watch?v=EPNj
WWQqWCA
 http://www.youtube.com/watch?v=R55
e-uHQna0

13.  Digital Distribution will transform the film
industry more than any other
technological advancement
 Key Point
› Cheaper
› Quicker
› Simultaneous global release (cuts down
piracy)
› Great Potential and Great Danger

14.  Digital Data Files can be
broadcast/downloaded by satellite (fast)
 Via satellite reduces the risk of film prints
‘going astray’, reduce piracy
 Film stock is heavy, hard to work with and
fragile
 Film needs specialist handling, digital does
not
 Quality remains consistent over multiple
screening
 Multiple copies for the price of one!

15.  Audience attitude to the internet being
‘free’ (think Napster, LimeWire, BitTorrent)
 Marketing becomes way more important
 Quality?
 The ‘Experience’
 Production Companies are always one
step behind technology so could they
lose total control of their product?

16.  Better quality of image because it is digital
(???)
 More flexibility for Exhibition and for the
audience
 Cheaper to run
 Disadvantage – change over to digital, 3D,
HD, Imax is very expensive!!!!
 The Digital Screen Network is helping British
cinemas change over