Digital distribution has affected the marketing and consumption of media products in films in many different ways. Each of the institutions involved in the film have been affected by digital distribution.
Digital Distribution has had a large effect on distribution companies because there is now less of a need of them as films can now be distributed far more easily. Distribution companies have now had to change the way they distribute films because now they can be distributed quickly and easily over high speed internet or through hard drives. This has affected distribution companies because they used to have to deliver the reels of film to each exhibition company however this no longer needs to happen because of the new way in which films can now be distributed meaning that distribution companies have had to change the way in which they work because of the different demands placed on them by the production and exhibition companies. Digital distribution has made the job of distribution companies change massively because now they have to find ways in which to safely distribute the film without anything bad occurring due to the fact that the film is being shared over high speed internet or on a hard drive that could become corrupted and this means that the companies have had to come up with new way to make the sharing of the film.
Marketing of films has changed due to digital distribution because distribution companies have had to change the way they market films. They now market films through social media and websites, this allows the distribution companies to keep the audience of the film up to date with what is going on with the film. Marketing through social media means that the distribution company can draw interest to the film from early on in the process. This gives the film more time to gain viewers and people who have a real interest in the film. Ill Manors benefited highly from this way of marketing because it was a low budget film it meant that the company didn't have lots of money to spend on the marketing of the film so being able to use social media such as Twitter and Facebook meant that Ill Manors was able to get some good publicity for the film without having to pay much money towards the marketing process. Another website used to promote Ill Manors was YouTube they used YouTube to promote the film by posting trailer and getting the trailer out there this was good exposure for the film because it allowed the film to be promoted without using any of the films £100,000 budget.
Digital distribution has change the way in which films are consumed because now films are not only distributed through the cinema they are now distributed through websites such as Netflix and Amazon Prime. This means that distribution companies have had to adapt to the demands placed on them by the chances in the way films are consumed. There are more exhibition companies meaning that the way films are consumed has changed. Films can now be consumed at home through the internet of the TV meaning that distribution companies have got to keep up to date with the changes with the ability to consume films within different environments.
The changes in the consumption process have had a large effect on the audience of the films. There are now multiple different ways in which to consume a film due to the development of digital distribution. Now film no longer can only be viewed in the cinema they can now be viewed via the internet on sites such as Netflix. This means that the audience no longer have to travel to the cinema to watch film and this also means that experience of consuming a film has become much more personal because the person can watch the film within the comfort of their own home without having to worry about going to the cinema to watch the film. Home consumption of films may benefit certain people because it means they watch the film when they want rather than having to watch it when the cinema says they are going to play it, this new form of consumption will benefit people who work strange hours or who don't have the time or flexibility to view films at specific times and have to view them when they get a chance.
The changes in marketing have also affected the audience because they can now keep up to date with the information about the film and through the use of social media which is now widely used by many people to keep up to date, by being able to keep up to date with all the information about the film it means that the audience are more likely to want to watch the film as they know so much about it. With the development of smartphones it means that audiences can now keep up to date with the film anywhere and this means that the audience could watch the trailer and video about the film anywhere thanks to the YouTube app which can be downloaded onto most smart phones. This marketing will have benefited Ill Manors because it allowed them to keep the audience for the film up to date with what was going on and allowed new audience member to catch up with what was going on with the film as all the information was already on the social media page. It also was easily accessible to new people learning about the film because social media is something used by many in modern society meaning people are more used to using it.
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