Digital distribution has many advantages to the marketing of a film. Firstly it gives the companies the opportunity to advertise the films on many different platforms ranging from social media sites to on the TV reaching far more potential audience members than when they could only advertise with posters. The companies can easily create trailers by editing parts of the clip most likely to bring in the audience. With films made on reels they have to physically be cut up and stuck together making the process far more complicated, time consuming and expensive. By advertising on social media sites such as Facebook and twitter this also advertises by word of mouth as if interested in a film one person is likely to tell another and so on. With digital distribution the companies can easily achieve 30 degree marketing because they can fully surround the audience with images, music and trailers to the film. This also allows the companies to make many other digital forms of the film for example video games and soundtracks.
Digital distribution also has many advantages when it comes to the consumption of a film. Firstly the quality that the audience consumes the film at the cinema is likely to be far better quality than if the film was from a film reel as once a film reel has been played once it starts to get damaged and deteriorates every time its played. Although the digital quality is never as high as the first showing of a film reel the digital copy maintains the same quality throughout the whole time it is exhibited. Digital distribution also allows the audience to experience new forms of viewing for example 3D and 4D. Even with home cinema the quality of consumption is improved through the use of digital distribution. Firstly films such as 'Home Alone' would have originally been released on video where as now they are produced digitally on DVD and with the proliferation of DVD players people can easily and cheaply watch DVD's which are far higher quality than videos. DVD's also allows the audience to consume special features like deleted scenes and directors commentaries which were never available on video. Although its expensive the home cinema audiences can also view films in 3D although the experience would differ from that at the cinema. Blu ray allows the audience to consume the film in even higher quality than on DVD but is slightly more expensive.
Digital distribution also creates a bigger audience for a film by making the film available on so many different platforms. When films were only exhibited in the cinema a lot of people were restricted by travel and cost of attending a cinema showing. Most audiences are likely to have a computer and the internet at this point so therefore have the resources to watch the film on film sites such as Netflix or own a TV and DVD player so can by the DVD when it comes out.
A disadvantage of digital distribution is that piracy is made very easy due to it being easy to duplicate a digital file and copy it many times at a high quality. This would lose the companies money as people who would have originally bought a DVD may be tempted to buy a pirate copy if it is offered at a cheaper price.
Case studies and digital distribution
The film Skyfall (2012) surrounded the potential audiences with adverts, images and music and from the film and localisation in order to advertise it. Fish tank (2009) only used translation as it was a smaller production and the difference between the profit from each differed greatly with Skyfall making over one billion dollars and Fish tank making nearly three million dollars. The advertising that was used for Skyfall would not have been possible without digital distribution as before this only a trailer and posters were available. This is also because Fish tank was aiming at a smaller more precise audience that were at a film festival than Skyfall which was aiming at as many people as possible.
With Plan B's film 'Ill Manors' which contained music that would be popular with the intended audience, they released the soundtrack before the film in order to advertise the film. This use of cross media convergence would not have been possible without digital distribution as a CD is a digital file. This gives the distribution companies more opportunity to make a bigger profit as they have more products to sell. Making nearly six hundred thousand.
The company Disney uses synergy to advertise and make bigger profits. For example they will release a film and then in the Disney store will sell a toy or a t-shirt which makes more profit and advertises the film further. They may even have an ongoing television program with characters that feature in the film making them more money. This would once again not be possible without digital distribution as for T-shirts and other similar products digital printers and computers would be needed to print off the characters and images from the film.
Distribution
Marketing
Consumption
A disadvantage of digital distribution is that piracy is made very easy due to it being easy to duplicate a digital file and copy it many times at a high quality. This would lose the companies money as people who would have originally bought a DVD may be tempted to buy a pirate copy if it is offered at a cheaper price.
Case studies and digital distribution
The film Skyfall (2012) surrounded the potential audiences with adverts, images and music and from the film and localisation in order to advertise it. Fish tank (2009) only used translation as it was a smaller production and the difference between the profit from each differed greatly with Skyfall making over one billion dollars and Fish tank making nearly three million dollars. The advertising that was used for Skyfall would not have been possible without digital distribution as before this only a trailer and posters were available. This is also because Fish tank was aiming at a smaller more precise audience that were at a film festival than Skyfall which was aiming at as many people as possible.
With Plan B's film 'Ill Manors' which contained music that would be popular with the intended audience, they released the soundtrack before the film in order to advertise the film. This use of cross media convergence would not have been possible without digital distribution as a CD is a digital file. This gives the distribution companies more opportunity to make a bigger profit as they have more products to sell. Making nearly six hundred thousand.
The company Disney uses synergy to advertise and make bigger profits. For example they will release a film and then in the Disney store will sell a toy or a t-shirt which makes more profit and advertises the film further. They may even have an ongoing television program with characters that feature in the film making them more money. This would once again not be possible without digital distribution as for T-shirts and other similar products digital printers and computers would be needed to print off the characters and images from the film.
Distribution
- How a film gets to the exhibitors.
- Responsible for marketing the film.
- Chooses the release date for a film.
Marketing
- Advertising
- TV
- Cinema
- Posters
- Buses
- Bilboards
- Electronic bilboards
- Social networking sites
- Pop ups
- Merchandise
Consumption
- how films are watched
- TV
- Cinema
- Dvd
- Phone
- Laptop
- Netflix
- 3D
Translation - Using what was already there - Trailer and Poster
Localisation - Using the new things available - Twitter, Facebook etc.
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