IN WHAT WAYS HAVE IMPROVEMENTS IN HARDWARE AND
CONTENT AFFECTED AUDIENCE AND INSTITUTION?
The
improvements in hardware and content have affected audience and institutions in
many ways. This has led to the film makers in thriving to produce better
quality movies. Due to the advancement in technology, the audience have
different ways of approaching and viewing the movies. This means that the
industry would need to keep up to date with the technology as the ways in which
the public watch movies are changing drastically.
One of
the ways in which hardware and content have affected the audience and
institutions is better graphics. CGI (Computer Generated Images) is the application
of computer graphics used for creating scenes or special effects in
films and television. This has affected it, as movies can be produced in a much
higher quality; meaning that the audience will then have a higher expectation,
as they know that we have the technology and ability to produce hi-tech movies.
This raises the bar higher, as the film industry have a pressure in having to
reach the audiences expectations. Therefore, creating competition between film
industries in who can make the best movie that will appeal to the audience. The invention of iMax has impacted the
audience the most as it has created more of a realistic experience, when being
viewed on the big screens in the cinemas. The effect that it has on the
audience when being viewed in the cinemas, encourages people to go and watch it
due to the quality of effects. As more people go to the cinema, purely for the
iMax experience, this will increase the income and publicity of cinemas.
Although, there will be a rise in viewings in the cinema, the cost of each
camera is ludicrously expensive, meaning that only big companies who can
actually afford this equipment are able to possess these cameras. Due to the
complications in using these cameras, institutions may need time to get used to
this, which means that they will be using the camera longer than needed.
Consequently, this will expand their budget and they will have to pay more than
anticipated.
Initially, movies could only be viewed in the cinemas, in
limited number of screens; not giving the audience much of choice as if they
missed out on a movie they missed out completely. Nowadays, you can purchase
movies on Blu –Ray DVDs, 3D, 2D and even HD. This gives the audiences more a
diverse range of which they can view the movie in. Audiences, now, wait for the
movie to be released on DVD or Blu –Ray as they find it to be cheaper. This
leads to a decline in cinema viewings as people nowadays would rather stay at
home and spend £10 on a DVD rather than £30 + on popcorn, drink and however
many tickets they need for that night. This means that there will be a rise in
the usage of the internet, through online streaming or film/ TV specialized
apps such as Netflix or LoveFilms. So the institutions will need to make their
money in a different way, rather than cinemas; this is to charge the users of
these apps monthly in order for them to be able to watch the movies. Due to the rise in people buying DVDs and Blu
– Rays, TV companies have developed 3D TVs as they are aware of the fact that
people want to view movies in 3D; but not at the expense they have to in the cinemas.
This all affects the audience and institution as they will need to keep in date
with the needs and requirements of the audience. If they don’t, then the audience will go
elsewhere and seek other companies, who have pursued their needs.
All of this would lead to the technical convergence of
media. Mobile Phones, Laptops/Computers and inevitably TV’s will all come
together, as they will need to be able to play the movie on every single device
possible. This is when the Internet plays its biggest part. It is vital, as
nowadays everyone connects over the Internet; meaning that apps like Netflix or
LoveFilm will become more and more popular as time goes by. This is because the
industry has acknowledged that the Internet is getting used to an extent that
people from across the globe can contact one another; therefore the hardware
and content will have needed to be fitted to the audience’s desires.
Consequently, this would affect the various areas of film
production. During the production process, there will be competition between
markets, as audiences can consume films from numerous platforms. Meaning that
more money would be spent on advertising and the move on the technology of the
film (3D, Special Effects, CGI). During the distribution process, again
advertising would be mainly focused on. Also, they will use synergy more
effectively such as Video Games, DVDs, CDs, and Books. A development in more
web interactivity coincides with the fact that people are using the Internet
more than ever. Also, there will be competition with small companies that use
the Internet.
The advantages to technical convergences are that more
people will have access to watch films from different platforms. Also, they are
able to watch the film whenever they want. Most importantly, it creates
opportunity for distribution. However,
the disadvantages are that there will be growing problems of piracy and
revenue. Additionally, there will be less control on audiences by film
distributors.
Exhibition will play a vital role in how hardware and
content affects audiences and institutions as this dictates on how audiences
are able to watch the film and how that is changing at a rapid rate. They get
to choose to watch films at cinemas, on DVD, Blu Ray, VOD/ Download Films. This
produces an increased pressure on the target audiences. They want to show that
the cinema has a greater viewing experience (iMax, 3D, Possibly 4D and Live
Music/ Sport); to encourage people to spend their money and enjoy the
experience of watching.
Overall, hardware and content is changing rapidly, all to
fit with the purpose of the audience. The institutions are doing everything
they can in order to fulfill their purposes. This will constantly change as
people are becoming more and more lazier. Personally, I think that (if they
continue to release new ways of watching movies), there will be a time when
there will be peak in people going to the cinemas; then it will decline. It
would just be a vicious circle and the institutions would just be keeping up
with this.
