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.