Role of digital technologies in marketing and consumption of products

Evaluate the role of digital technologies in the marketing and consumption of products in the media area you have studied. 

Amblin acts in partnership with distributors including Paramount, Warner Bros., Universal, and Disney, who work with Spielberg on individual projects. Known for its blockbuster films, Amblin is also a leader in the field of marketing and promotions. The company's merchandising and licensing team, headed by Brad Globe and Mark Levy, are known for their industry firsts and partnerships with promotional tie-ins.

Digital technologies are important in the consumption of the product, as many members of audiences would use it in order to view the product. On June 4, 2015, the first trailer for the film was released online, with an appeal for relief for the April 2015 Nepal earthquake through Oxfam America in the coda.

As part of the exhibition of ‘Jurassic World’, it was released in October 2015 on DVD, Blu-ray, 3D Blu-ray and was available for digital download, also in the UK, Universal is releasing a 3D double pack of Jurassic World and the original Jurassic Park. This meant that the audience members, mainly male and female aged 12 and over, would be able to view the film in a way that appealed to them, as they could download it from iTunes, and provide digital technologies they couldn’t do so to consume the film, illustrating the role to be very important. In addition to this, Digital technology allows for apps for phones and tablets to be created and downloaded, as part of marketing the media product. This is extremely beneficial for both institutions and audiences.
 The app for Jurassic World meant a greater audience was being targeted and the role of digital technologies in marketing and consumption is extremely vital in generating awareness and creating an appeal.

Working Title Films is a British Film Production Company, based in London and owned by Universal Studios. It produces feature films and several television productions. Working Title films produced the successful independent British film ‘Everest’.

An image of the set of Everest was released February 2014, meaning fans could spread the picture and publicity for the film was being created, establishing a fan base to which could grow rapidly. On June 4, 2015, the first trailer for the film was released online, with an appeal for relief for the April 2015 Nepal earthquake through Oxfam America in the coda. This targeting a wide audience and allowing support to ongoing issues, promoting ‘Everest’ and Working Title Films in a positive light allowing a greater reputation in the film industry and further success for the upcoming film. In January 2016, Everest also released the film on DVD, Blu-ray, 3D Blu-ray and was available for digital download. This meant that the audience members, also mainly male and female aged 12 and over, would be able to view the film in ways convenient and suited to them.

In the distribution stage, it is faster and more efficient to distribute your movie by digital means rather than by film reels. This also allows for more places to show your movie and for your movie to get a better review and promotion by the best method of marketing – word of mouth. Digital distribution also helps to get your movie out and exhibited on a deadline that is specified. Not only does this mean that you receive praise for not delaying the films exhibition, but you also can arrange special previews which boosts your marking.

Online media/ technology is another key element of producing a successful film. Media platforms online allow a much wider target audience to be reached. The internet provides a whole new way to promote upcoming films and products for all types of films, including Jurassic World and Everest. Reaching different audiences through social media is extremely beneficial. Social media allows the world to engage through minimal effort. This minimal effort allows potential consumers to feel at ease when faced with upcoming movies etc. Trailers are also promoted and shared much faster than through other forms of media, allowing thousands more viewers and again increasing target audience. Social media is also a free method of promoting, which is extremely beneficial to both Jurassic World and Everest when promoting their movie online.

Finally, the exhibition is the part that confirms if the movie is successful or not. Usually, reviews are given via cross-media purposes but opinions on the film are also created through word of mouth. The proliferation of cross-media formats has made it easier for people to see movie reviews on sites such as rotten tomatoes, IMDB and the like. These also have apps, twitters and other forms so it is available on mobiles. People will be able to see whether a film is worth watching while at the cinema. Films can also be exhibited on websites like Netflix or Lovefilm – so doing premiers on such sites may further increase the movies popularity.

It is evident the role of digital technologies has a large impact on the marketing and product consumption in my media area as the proliferation of technologies has now become so advanced that people are affected by this on a daily basis, making promoting products and film easier.

Disability Clip Analysis

The clip focuses on the issue of disability, presented through camera, mise-en-scene, sound and editing.

An establishing aerial shot is how the clip begins, this showing binary opposition. The audience is immediately presented with two contrasting individuals, Ben and David, this evident through further use of mise-en-scene. The bedroom demonstrated David’s isolation, his side of the room being smaller and dull, reflecting his mood and loneliness, allowing the audience to empathise with his character. In contrast to this, Ben’s side of the room has bright colours and toys, presenting Ben as a child-like character, the two completely contrasting each other.

Following this the audience is presented with a series of close up shots, establishing the two characters. David being shown with panning shots, suggesting he is a more able character, whereas Ben is presented through still close ups, suggesting his is less able. In the same scene, close ups of Ben eating show him to be a rather selfish character and close ups of David demonstrate his frustration and further allows the audience to empathise with David.

Further along the clip during a flashback of the two characters, David is up in a tree from a high angle shot, looking down upon Ben at a low angle shot, this clearly demonstrates David’s power and superiority over Ben. Within this shot, there is a kite stuck in a tree with David, this signifies David as being trapped with his constant companion, Ben, and even enjoyable activities do not seem enjoyable to David.

Focusing on the aspect of mise-en-scene, within this same scene, the audience is presented with a low angle shot of Ben smiling and eating an ice-cream. This immediately presents Ben as a childlike character who relies upon his brother to resolve situations due to his disability, here the audience empathises with David and is understanding to his frustration upon the situation that he has no control over.

During the montage of Ben and David at the bus stop, it is evident that the bus stop is dirty and boring, this having clear connotations of David’s dull mood, in contrast to his brother who seems to be oblivious to the environment around him as long as he is entertained, further presenting him as a character who needs to be looked after and have constant attention.

The role of empathy is switched later in the clip. The audience is presented with a scene to which David abandons his role of looking after his brother and Ben is left to look after himself. During this scene, use of close ups on Ben highlight his distress, this causing the audience to empathise with Ben. Following from this scene, the audience is presented with a mid-shot of Ben on his journey home to which he is holding on to the bar, signifying his inability to feel safe and secure, in complete contrast to the young school children behind Ben within the shot, fighting and very able to vent for themselves.

Throughout the whole clip, there is a narrator, David, who engages the audiences and brings them to further understanding through the use of voice over. The voice over causes the audience to further empathise with David as a character as they are able to understand the situation to which he is in and how he feels about it. There is use of contextual sound, this being jolly music in situations where David is frustrated, contrasting the story.

Focusing on the aspect of editing, there is constant use of continuity editing throughout the clip. The audience is also presented with a montage of Ben, showing his dependency on David and highlighting David’s frustration.

Mark Kermode Film Industry Notes

Section 1:

- There are lots of complications with making a movie including media threats from the press.

- The film industry has to basically re-invent itself every year.

High-risk, high-return business.

- Hollywood Studios are conglomerates and look to produce movies and work with brands that will spread worldwide.

- British film industries are like service providers for the American conglomerates. 

- Screen writers are the basis to all films.

- Screenplays will be re-written thousands of times before they are perfect.

- Actors and directions all come and go during the process of pre-production.

- Development is a long process as trends and ideas are constantly changing.

- Warner Bros. paid £10 million each to the actors of Spider man Lives which, in the end, the movie was never made.  

- Movies must have a good script in order to be successful. 

- Directors have list of actors that desire to be in their film, however the financial team don't always agree depending on the budget and how much the actor requires to be in the film. 

- Fixed ideas of actors from the director is always a mistake, for example if they can't afford that actor they won't be as involved in the film.

Section 2:

- All audiences are different, some go with the current trendy films whereas others prefer originality. 

- Sequels are risky as they could let the audiences from the first film down.

- 7/10 highest grossing films in 2012 were sequels.

- Independent films in the UK are paid for through companies like the BFI. 

- Timing, marketing, audience and distractions all effect when a film comes out.

- UK government give a percentage a film took in back to it. 

- Aside from tax credits, a crucial part played in the financing of the film is by the sales agent who sells the distribution rights.

- Films are made by production companies and screened by cinemas but the two are linked by distributors.

- Independent companies have to have many distribution deals which are done by the sales agent who estimates the distribution rights and assess the risk with distributing a film.

- Raising funding for an independent film company or first time director is hard as they need help to fund their film and produce it all.

- The public also help a film to make money eg. if they buy tickets to view it in the cinema the production company or director can make money.

- Now an everlasting list of investors that are financing some of the best independent films e.g. American Hustle financed by Megan Ellerson. 

- Buyers who want action films don't see women as good directors which is why women struggle to get films financed more. 

- Cinemas will show whatever sells and most people want to see Hollywood films.

- 91% spent at box office goes to the studios.

- 300 million dollars in China alone, Transformers 2014

Section 3:

- Movies are normally judged on their opening weekend.

- Production is now part of the promotion of the film.

- Some films are so talked about it influences more people to go and see it even after the opening weekend just so they can be involved in these discussions.

- Getting the stars on magazine covers and talk shows helps to make the film more of an event so it makes it seem that you can't miss this film.

- Every single other distributor is competing against one another and are trying to do the same thing.

- The trailer of a movie can be an event on its own.

- Some people think that all the funny jokes or endings are in the trailer which can ruin the film for the audience or draw them in even further.

- With a rapidly expanding cinema audience, China is now the 2nd largest box office in the World.

- Transformers was the biggest sold movie in 2014 because it targeted this audience as it was filmed in Hong Kong and some extras were picked up from a Chinese reality show. 

- 15-35 year olds are the most common cinema audience.

- Window of release, time from America release to English or cinema to DVD.

- Video on demand challenges this as you can stream movies on the same day as it's theatrical release and watch it in the comfort of your own home.

- Some people think if a DVD came out the same day as a film came out in the cinema, the cinemas would be completely empty. 

- The effort of marketing really matters to promote films.

- Britain try to make original content not compete with Hollywood.

- When it comes down to showing films, the future is simultaneous distribution with audiences choosing when, where and how they watch their movies.