Section B Exam Preparation

To what extent does digital distribution affect the marketing and consumption of media products in the media area you have studied?

(Film)

Digital distribution has been revolutionary to the modern method of both marketing films and then consuming them. Why?

• Advance of capabilities of the internet and the popularity of the internet
• People watch films on VOD and special streaming services now, unlike in the past
• YouTube and trailers
• Website advertising
• Social media as a form of marketing

-Plan for essay-

[Introduction]

“Digital distribution has been revolutionary to the modern method of both marketing films and then consuming them-”

Case study of “A Field In England” 5th July 2013

– Released on VOD, iTunes and Virgin Media in a simultaneous release model, unlike the standard hollywood model of release.

-Small budget of £316,879 so advertising mainly through internet and social media including Twitter. Trended #1 on the day before release which built up the hype.

-Relatively small number of cinema screenings in the UK (17), so watching A Field In England online was even more successful due to the increased demand to view, in one platform or another.

-Rentals on iTunes to see A Field In England were over 3,000 in the opening weekend, which is decent profit for a low budget film

Case study of “The Infidel” 9th April 2010

– Initially released in cinemas, although slightly more like the standard hollywood model of release, with 29 UK cinema screenings (as opposed to just 17)

-Extremely low budget of £30,000 – very successful even for lower online rentals

-Support of YouTube as advertising – at least 30% of the budget was spent on P&A spending to make a good effort to get consumers attention

-Approximately 1,000 rentals online to see the film (Less successful)

-Took longer to come out onto VOD – lost hype over time, could have been more successful earlier

Case study of “Avatar” 17th December 2009

-Standard hollywood style release

-20th Century Fox – 8.8% market share – $273,000,000 budget (big)

-P&A spending was a large proportion of this

-Advertising on TV, radio, internet, trailers at cinema

-3D appeal – at the time 3D wasn’t a big thing – people felt the need to see it at the cinema -> less success on VOD

-Still could be cheaper to see Avatar on VOD than cinema

-Special editions available on iTunes to promote consumption which included a directors cut at more expense ($20)

-Conclusion-

“Digital distribution has significant impacts on both marketing and consumption of different media products in film-”