Past Paper

What significance does the continuing development of digital media technology have for media institutions and audiences?

 DIGITAL TECH
 1. Production
 2. Marketing
 3. Distribution
 4. Exchange


Production
Important for institutions and audiences.
Institutions - because of mass and independence (like Vertigo).
Mass media - because of 3D (Avatar).
Independence - because its cheap to have digital cameras (Monsters) and cheap to have digital production and it is also cheap to have a smaller crew. Locations are more diverse.
Audience - because of 3D, high definition, bigger screens, home cinema.
Break down audience into cinema (3D, HD, bigger screens) and other outlets (home cinema).

Marketing
Institutions:
- Social websites (Hunger Games)
- Internet
- Blogs
- Trends
(Cost and Saturation)
Saturation in marketing is that everybody gets to see the campaign.
Audiences:
- Fandom (follow, react, interact, communicate)
SYNERGY.
Creating hype through books, websites, social networking sites etc.
People really get into characters and want information on them. They want to know the background of them etc.

Distribution
Digital prints vs. 35mm.
Digital prints are cheaper to transport, copy etc.
Future may be satellite streaming (cinemas).
Home market (VHS - DVD - Blueray - LoveFilm)
                       (TV - Satellite - On Demand)
Internet - need good technology for streaming so it does not keep buffering.
Avatar distributed in 3D and digital print.

Exchange
Cinemas need to keep up to date with production companies, no point in filming in HD or 3D if the quality is no good.