Digital Technologies

Evaluate the role of digital technologies in the marketing and consumption of products (your films) in the area you have studied.

The role of digital technologies in the marketing and consumption of products are important of the film in general. Universal pictures 2015’s Jurassic World, directed by Colin Trevorrow and Working Title Films, The Theory of Everything also released in 2015 and directed by James Marsh demonstrate why this is and how it is used in modern cinema.

Digital technologies refer to the computerization or digitalization of hardware or software. These therefore include that of projectors, computers, internet and mobile phone. However, in relation to film it is argued that digital technologies have and will further shape the future of the film industry. I believe this to be plausible and argue for due to how technology like that in cinema has made such a dramatic advance in the past 20 years, that it would be very unlikely for it not to just stop.

In the film Jurassic World digital technology has made it become one of the most modern and outstanding pieces of modern cinema. All of which leading to it becoming the top grossing film of 2015 at $1.6 billion dollars but also spurning another 2 more films to complete another trilogy. The director and producers of the film decided on filming it all in provision and 2:00:1 camera, in order for the film to ultimately be able one shown in IMAX cinemas and also in 3D. This would lead to a higher satisfaction rate as these features are very popular in today’s cinemas and also add to the profit, with both of them costing more to watch in the cinema. This is possibly how the film was such a large success as although it was a sequel to a hugely successful trilogy, its visual and technological features would’ve added to it. 3D is now a must have in order to create a block buster film especially that of an A American Conglomerate. With original 3D films coming to light in the 80’s and early 90’s, it wasn’t till 2009, with James Cameron’s Avatar that it became the necessity it is today for cinema. The film itself became the highest grossing of all time with $94 million made just in the UK alone.  This therefore led to the film industry changing its outlook on technology, with IMAX shortly following, creating a digital and technologically controlled and dictated industry all together, with it Improving the sound, and visuals of movies. The Theory of Everything, although not shown in 3D or IMAX, and being wildly successful, with its claiming academy award wins and nominations as well as a reasonably good $150 million box office, therefore argues that digital technologies are not re shaping the industry, as a film could be just as successful without having to use all the new mediums and aspects that big blockbusters use. However, I ultimately think this is due to how the target audiences differ between the two, with the Theory of Everything having a much older audience and Jurassic world although relevant to all mostly focusing on younger adults and teens. Showing how the digital advances could just be relevant to younger audiences and therefore not re shape the industry just know but in future films it will do in order to please future generations.

Another digital technology includes that of CGI which was used vividly throughout Jurassic World. The CGI and also animatronics in this film were used in order to create the dinosaurs which were the main feature of the film itself as well as adding to the landscape and overall look and sets. The animals themselves were also created using performance capture, previously used in films such as that of The Lord of the Rings Trilogy. The CGI in this film however was critical to make the dinosaurs themselves, therefore linking to the previous films but also differing from them by adding much more modern visuals and animation. This made the film more believable and realistic as well as adding to the overall tone, by making the movie much more ‘scary’ and ‘thrilling’. CGI itself has added to the re shaping of cinema since the 1980’s, with films like ET, Avatar and Star Wars, all of which being the most successful films of the early 21^st century and 20^th century and gaining significant box office profit. However, it could be argued that films like The Theory of Everything and previous films which did not use this technology or any real digital technology altogether being successful means that its success is not limited due to its lack of modern aspects. Pyrotechnics however were used in the film.

Both films were released on DVD and Blu-Ray. This therefore adds to the cinematic experience and films popularity, through it be accessible out of the cinema and in audience’s homes whenever they want it. Differing from Video casets in the 20^th century, DVD gave a new and more efficient way for films to be viewed, with Blu-Ray being introduced later on with higher quality and colour of the film itself. Also DVDs and Blu-Ray also gives audiences access to behind the scenes and extras involving the film with it also including advertisements to other films. All of which adds to the digital technology in cinema.

Finally, social media is a significant aspect to the success of a film. Both films used the basic promotional methods like trailers and poster, both of which were displayed throughout social media and the internet, either on the side of pages as adverts or as short videos of the trailers which social media users could ‘Like’ and ‘Share’, therefore showing how ‘word of mouth’ and ‘word of mouse’ are equally as important to a film’s success. Jurassic World itself, being a blockbuster created its own interactive, realistic website for the park featured in the film. This made the film connect to a younger, teen audience. The Theory of Everything although being broadcasted on social media, is no extra ordinary in its marketing attempts. This is possibly due to its older targeted audience and therefore those targeted would not necessarily use social networking apps, like twitter.

Overall we can see how digital technologies are important and a significant factor in the film industry and how they are re shaping modern cinema. Jurassic World is a prime example of this and demonstrates how features like IMAX, 3D, CGI and emphasis on social media can lead to a popular and successful film. However, this is argued by The Theory of Everything, which although sing some effects and social media features was not as involved in digital technologies however was still successful overall. Therefore, showing, however digital technologies although in majority being important are not always necessary is significant amounts.