The development of digital technologies for media institutions and audiences plays a significant role in the marketing of films. Social networking sites such as Twitter, YouTube and Facebook make a major impact in the distribution and marketing of any film. These websites, as well as other forms of technology such as iTunes, Smartphones and game consoles have all helped revolutionise the way media has been distributed.
Although these new technologies are only available to the companies that have a big enough budget to include them in their films. For example big six companies such as Universal are able to take advantage of the technologies such as 3D as films as they have the money to invest in them and as they are a big company, they have the ability to make a profit. An example of this is the Disney movie Frozen (2013).
The film industry is constantly changing and adapting in order to find new ways to distribute their product. For instance, in recent years companies have been introducing an online streaming platform, such as Netlix or LoveFilm, which gives the viewer the option to purchase the movie and stream or download that film directly to their computer at home, or even to their smartphone or device. This has saved distributors millions as instead of sourcing materials for packaging for a large fee, then going through the production stage of creating the actual media disc, they can just send out a single file from a computer and still release and sell their product to the same amount of people as they would off with a physical Digital Disc release.
Large companies like Disney can use websites and social networking to significantly impact the marketing of upcoming films. The internet can be used to create games and quizzes as well as making it easier to share interviews or 'extras' such as behind the scenes footage. As the company is already well known, potential audiences will look at Facebook, twitter and YouTube pages as well as the official website of Disney and see news about films that will be released in the near future, this gives Disney the ability to create an audience for an upcoming film before even a trailer has been released. Disney Pixars Monsters Inc (2001) prequel Monsters University (2013) had an immediate audience of a range of ages as soon as the making of the film was announced. Disney's online promotional methods included games, videos, character profiles and even the opportunity to apply to monsters university! Through the help of fantastic marketing and distribution, the film made $82,429,469 on it's opening weekend made a gross profit of $268,488,329, proving that the marketing (which is heavily influenced by new technologies) has a massive impact on profit made on films as Disney made an extortionate gross profit on a film the critics described as 'flat in both the visual invention and gag departments.'
Smaller production companies such as 'Sixteen Films' do not have the privilege of using newer technologies to a full capacity as they do not have the recognition that Disney have to easily distribute their films nor the money that Disney has to spend on the production and marketing of upcoming films such as The Angels' Share (2012). Although the film made a gross profit of only $6,867,152, a minuscule amount in comparison to Monsters University; The film competed for the Palme d'Or at the 2012 Cannes Film Festival and Director Ken Loach won the Jury Prize. The Angels' Share has been met with critical acclaim. Film review aggregator Rotten Tomatoes reports that 88% of critics gave the film a positive review, based on a sample of only 28 reviews, with a rating average of 7.2 out of 10.The film was nominated for the Margritte Award for Best Foreign Film in Coproduction. The Angels Share is a prime example of a film with little marketing that managed to make a substantial profit as well as please the critics.
In conclusion, the development of digital technologies significantly influence media institutions and audiences to a large extent however they do not solely control the financial outcomes of films. Larger production companies can make better use of developing technologies due to their 'eternal' budgets and connections within the industry. However smaller companies who produce equally as successful films prove that the industry still depends on the quality of the film itself.
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