Digital distribution is when films are transferred to the cinema digitally by a computer file, this makes the marketing process of film a lot easier as it allows the film to be advertised via YouTube, Tv, Online film websites & pop ups. The consumption of film is also affected in a positive way because digital distribution means the film will stay at the same quality, no matter how many times the audience consume it. Whereas a print on a reel of film will decrease in quality every time they are consumed. Digital distribution also allows the audience to consume the film in a variety of different ways as the digital files can be shown on many platforms, such as Computer & Tv.
360 degree marketing is achieved due to digital distribution because the files being digital allows marketing to keep up with technology. Therefore films can be advertised by showing trailers, small teaser clips of the film rather than having posters in the newspaper where people will no longer look because of new technology such as, online, YouTube. Meaning the audience is more likely to see the advertisement of the film, creating a bigger audience and a bigger profit.
The marketing of film being done digitally via the internet, for example Trailers, the audience is more aware of new released films because more people use the internet, therefore gaining a bigger audience for institutions.
CaseStudy:
Skyfall was released in 2012, gaining a massive audience due to the advantages they had from the marketing of the film because of the budget they had, a film trailer was released along with a sound track, known as Cross Media Convergence. This would not have been possible without digital distribution. However Fish Tank that was released in 2009 did not have this advantage from their marketing, therefore they didn't have a worldwide audience because of their budget and many people did not even know about the release of the film. This is due to the fact that Fish Tank was made by a independent British company. Sky Fall made a Profit of over 1 billion dollars whereas Fish Tank only made a profit of nearly 3 million dollars.
Ill Manors was released in 2012, the director and writer was Plan B. Plan B's sound track was also released at the same time, using synergy (using a singer as the director and his sound track to promote the film) to create a bigger audience for the film. This is because Plan B will already have his own fan base, meaning people who like Plan B will want to watch his film. Therefore this marketing technique increases the number of people that consume the film.
Disney uses a variety of different marketing techniques to advertise their films. For example:
Digital Distribution:
Distribution is the process of getting/transferring films to the cinemas/exhibitors. Films are distributed by computer files/digitally. The distributors will choose the release date for the film depending on up coming film releases.
Marketing:
Marketing is done by distributors, it is the process of advertisement for film to raise awareness of new released or up coming released films. Marketing can be done in a variety of different ways. For example:
Consumption:
Consumption is the way films are consumed by the audience. For example:
The marketing of film being done digitally via the internet, for example Trailers, the audience is more aware of new released films because more people use the internet, therefore gaining a bigger audience for institutions.
CaseStudy:
Skyfall was released in 2012, gaining a massive audience due to the advantages they had from the marketing of the film because of the budget they had, a film trailer was released along with a sound track, known as Cross Media Convergence. This would not have been possible without digital distribution. However Fish Tank that was released in 2009 did not have this advantage from their marketing, therefore they didn't have a worldwide audience because of their budget and many people did not even know about the release of the film. This is due to the fact that Fish Tank was made by a independent British company. Sky Fall made a Profit of over 1 billion dollars whereas Fish Tank only made a profit of nearly 3 million dollars.
Ill Manors was released in 2012, the director and writer was Plan B. Plan B's sound track was also released at the same time, using synergy (using a singer as the director and his sound track to promote the film) to create a bigger audience for the film. This is because Plan B will already have his own fan base, meaning people who like Plan B will want to watch his film. Therefore this marketing technique increases the number of people that consume the film.
Disney uses a variety of different marketing techniques to advertise their films. For example:
- The Disney store
- Disney Land
- Disney Characters
- Disney Books
- Disney Films
- Disney Channel
Digital Distribution:
Distribution is the process of getting/transferring films to the cinemas/exhibitors. Films are distributed by computer files/digitally. The distributors will choose the release date for the film depending on up coming film releases.
Marketing:
Marketing is done by distributors, it is the process of advertisement for film to raise awareness of new released or up coming released films. Marketing can be done in a variety of different ways. For example:
- Trailers
- Teaser trailers
- Posters
- Interviews
- Pop ups
- Posts via social networks
- Merchandise.
Consumption:
Consumption is the way films are consumed by the audience. For example:
- Cinema
- Tv
- Internet
- 3D
- Netflix
- Lovefilm
- YouTube
- X-Box
- Sky Box Office
- Social Networks
- Downloading
- Tablets
- IMax/3D Cinemas
Translation:
Using what was already there. For example:
- Trailers
- Posters
Localisation:
Using new technologies available. For example:
- Internet
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