The way we produce and consume films has changed in many
different ways in recent year. This change has occurred because of the
proliferation of hardware. Proliferation of Hardware refers to the increase at
a rapid rate of which technology is changes, it refers to technology such as
digital cameras, 3D cameras, iphones and ipads, it can also refer to the
internet and the increase in social networking and interactivity due to the
fact that the internet is now a built in features on all smart phones. With these
chances came a large change in the number of platforms that films can be viewed
on in the old days you had to wait and watch a film at the cinema before
waiting and watching them at home, there was no instant access to films and
films had to be watched at home. There are multiple different ways in which
films can now be viewed both at home or on the go, these vary from mobile phone
to HD films on the internet to illegally downloading films.
The proliferation of hardware has brought many positive and
negative effects. The positives are that more people can access films on of
different platforms, this means they can be watched whenever they are wanted.
The proliferation of hardware has also brought new opportunities for
distribution and exhibition companies. The negatives of the proliferation of
hardware is there are growing problems with piracy and this causes loss of
revenue, there is also a loss of control on audiences by film distributions and
exhibitors.
In 1967 the first IMAX opened at an expo in Montreal with
Kroltor’s film ‘in the labyrinth’. The advantages of the Imax was that it was
able to immerse the audience in the film by using high quality image technology
along with 6 channel surround sound that was arranged in such a way that every
member of the viewing audience could hear every sound that was heard within the
film, the IMAX also acts as a blocker to piracy as it is a unique experience
for the audience. One disadvantage of the IMAX is that it is such an expensive
way for a consumer to view a film with tickets to the IMAX costing around £20
per ticket.
In 1976 came the development of digital video cameras which
lead to the disuse of video cameras that used film. Digital video cameras are
incredibly cheap compared to the original 35mm method. This was a good
development for both wealthy production companies and indie production
companies. Digital cameras also removed the need for film prints to be
transported therefore saving the production companies money. Digital cameras
removed the need for a toxic process that was required to manufacture films,
the toxic process was extremely harmful to the environment. They also allow for
technological convergence with hardware like sound equipment to make the whole
process cheaper. However digital cameras also have a huge disadvantage to film
industry as they can be used to pirate films from inside a cinema.
In 1979 HD was
introduced which allowed production companies to develop and deliver a higher
quality of film it also gave the diversity into how the audience views a film.
HD was seen as a success until Christopher Nolan argued that it is lower
quality than the traditional 35mm method of creating films.
1982 saw the introduction of the Internet, the internet provides
increased exposure changes for both large and small production companies. The
internet also provides more support for up and coming film makers with
competitions such as Virgin Media Shorts, there is much more creative effects
as seen in Lost’s viral alternative reality games ‘The Lost Experience’. The
internet also means that viewing audiences can download and watch content far
easier thanks to services like Iplayer, Netfilx and Itunes. The internet also
means prosumers can market their own content through sites such as Youtube and
Vine. The internet can mean that word about your film can get around a lot
faster through the use of forums, this can be both an advantage and a
disadvantage. One disadvantage of the Internet is that it allows for a mass
sharing of film torrents.
In September 1989 Tablets were introduced as a new
technology, Tablets offer practical on the go viewing compared to the small
screens on smart phones, however they can reduce the effects of the film on the
large audiences as the films aren’t created to be viewed on such a small
screen, they are meant to be viewed on large and more encompassing screens
where they full quality of the film can be appreciated.
CGI was brought in, in 1991 and created a completely new
kind of film where production companies are able to display effects and
different visual aspects with verisimilitude that would be difficult or even
impossible without CGI. With the use of CGI anything can be shot for a less
money by using a green screen and editing software this is a benefit for both
small and large production companies, however this may be a push out for indie
film makers because they don’t have the funds or the equipment to make the
films that use CGI and this means that if they don’t use CGI audience wouldn’t want
to watch them as they get more used to watch films that use CGI.
1993 saw the introduction of the Smartphone, smart phones
support the prosumer as they can make high quality videos on their phone for example
Pan Chan Wook shot a whole film just using his smart phone. Smartphones also
support the choice of watching films on the go as most people have a smartphone
and they normally have their smartphone on them at all times meaning that they
can watch films where ever they go. However smartphones are also impractical
for watching films on as even the bigger smart phones only have a 5 inch screen
and this can again, like tablets, reduces the effects of the film on the
viewing audience.
Video on Demand or VoD was first introduced in 1994. VoD
gives the consumer complete control over when and where they watch films as
they can be viewed at any time. VoD also gives a cheap solution to piracy
because there is less need for piracy if the film is constantly available and
it supports the creation of new content. However VoD has also destroyed shop
services such as blockbuster because there is no need to go to a shop and rent
films when it can be done at home while sitting on the sofa and the film can be
instantly viewed. VoD services have also cause a significant drop in DVD sales because
VoD is so popular.
1998 was the introduction of the Digital Video Projector
which offered a cheap solution for exhibitors as they don’t have to spend a lot
on a reel film and they don’t wear out
like the traditional projectors however they do detract from the traditional method
of using a reel of film.
DVD’s were introduced in 1991 which was a far cheaper method
of distributing films to consumer as it is far cheaper method than VHS it also
gave consumer more control in terms of when they want to watch the film. However
on major downside of DVD’s is that it is a far cheaper platform for people to
pirate films off of compared to VHS.
In 2002 Blu-rays were introduced giving consumers the option
of watch the film in high quality compared to the quality of DVD’s. Blu-rays
also support the film restoration movement. Blu-rays also have a major downside
where they force consumers to update their existing technology as its rendered
archaic by the production company.
To conclude the proliferation of hardware has effected the
way we produce and consume films because the way we produce and consume film is
constantly changing and adapting to the changes in modern technology. Every change
in modern technology both benefits and hinders the film industry as they all
have advantages and disadvantages.
