REVISION G322 DIGITAL TECHNOLGY

How digital technology has impacted on production, distribution and exchange of UKfilm,  with particular reference to your case study. 

Begin with brief intro.... eg ‘Digital technology has had a significant impact on the UK film industry in all aspects of the process of film making and consumption. There are numerous advantages as well as disadvantages that can be identified when researching micro and macro examples. I looked at Working Title/Vertigo/Disney (insert your own example) films and in particular, looked very closely at the production, distribution and exhibition of Iron Lady... (insert your own example) .  

Work through the question chronologically. The question follows the process of film making, so it makes sense to write in this order as well. You must always try and be as clear as possible when responding. This includes your layout. Leave clear gaps between paragraphs. Underline key terms.

I suggest the formula of intro advantages, disadvantages, implications for the future, conclusion.

Digital is not necessarily better quality than film; films are still mostly recorded on film, then transferred to digital for editing / postproduction than transferred back onto film reels for distribution. Try and include some theory: Gauntlett-making is connecting, DT has democratised media; Naughton-new ecosystem, audiences no longer passive, gone from push to pull. Digital Screen Network. £12 mill=240 screens in UK, the indie ones not only screen but also encourage community involvement,education & digital art, eg FACT in Liverpool.White Bus, Leigh film society, Southend Film festival.

Use UK/£ statistics and be specific. Refer to actual film companies,films & websites. When using acronyms, always use the full name the first time you mention them. eg FACT (Federation Against Copyright Theft) BFI (British Film Institute) After the first time you can then use the abbreviated version. 

Get the time spans for your case study & reflect on their significance. Although digital tech makes global synchronised exhibition possible, they may want the stars to appear at the premieres, particularly in Europe and US, so not always possible for really big releases. Text UK cinematic/theatre release and/or premiere US cinematic/theatre release (global if different) Illegal download how soon? DVD/Blueray release are these the same? Legal download release/pre-order 

The focus for this unit is Institutions and Audiences, so for any question you need to consider what is the impact on both of these? What is the demographic of the target audience? How will this effect the distribution and exchange points?

There has been a proliferation of hardware and software that has affected all aspects of the film process. It has made films cheaper and easier to produce, distribute and exhange. How? Production, digital cameras, handheld, phone cameras, flipcameras, longer battery life, no longer need expensivefilm or tapes. More mobile & flexible.editing software, imovie, available on domestic level computers and even iphones, windows movies maker,Sony Vegas etc. cheaper & easier than big crowd scenes. On a pro level, CGI, 3D, SFX, stop motion animations,much more cheaply available. A lot of expertise in the UK in this field. Aardman Animations (Dreamworks). Can improve quality of film & make piracy harder.

Distribution Internet Amateurs: can upload and share, via, You tube, Vimeo, Myspace, Facebook, digital natives V immigrants. Prosumers: short film sites and online festivals/ competitions. Professionals: can use the digital tech for the actual movement of the film to the exhibition stage, and the marketing. Use your own case study, how was it distributed/ marketed? How much use did they make of dt?

So, due to digital technology, distribution is now,cheaper, quicker, the quality is retained and it is more secure than shifting costly film reels that will deteriorate after every screening, across the globe.Who does it benefit most? Big institutions or indies?

ExchangeSome of you need to define this more clearly.What was your experience of consuming the film? Exchange is the point at which the audience comes into contact with the product the institution is exhibiting. What has been the impact of digital technology on this?

In terms of marketing the cinematic release DT helps us know about it.We can find out about it on the internet, reviews,timings, book online.It can be distributed digitally to smaller, art house/independent cinemas. So niche audiences can potentially have more choice.Although you will find the industry is still dominated by blanket distribution of mainstream films to multiplexes,eg Southend Odeon.

Negative exchange-piracy home/personal consumption/exhibition- the proliferation of hardware and software has led to a much greater choice and flexibility in how and when we can consume media & films. We can watch a film phone, PSP, internet site, buy, rent, illegally download etc You should give some UK statistics about the advantages/disadvantages/financial impact & the work of bodies such as the BFI & FACT.

To conclude, again, refer back to the question and consider the implications for the future? Will DT ever be good enough to allow home exhibition to be on a par with the ‘cinematic experience’. The big institutions want this to continue due to profit to be had from merchandising, drinks, popcorn, etc, all extra profit to be had. Will the current disadvantages be solved? (piracy, download bandwidths? How will the UK film industry in particular, move with digital technology?