How Are New Technologies Affecting The Film Industry?

How Are New Technologies Affecting The Film Industry?

New technologies are advancing constantly at a fast rate. Ten years ago camera phones didn’t exist, and now they create thousands of videos a day and are shared world wide via sites like YouTube. So it is only natural that they will be affecting the Film Industry also.

Firstly an example of changes to the Film Industry is 3D cinema. Between 2006 and 2012 the percentage of screens given to top 3D movies across the country jumped from 3.4 right up to 44.2 and peaked in 2010 at 75.4. There was one main reason for this and that was the release of Avatar in 2010. Avatar did so well that cinemas invested heavily in 3D screens to attract more audiences. This is an example of The Film Industry changing due to new technologies because before Avatar the 3D was poor quality with the red and blue glasses. But the new 3D worked much better and therefore was a greater success as well as new special effects making the Avatar movie an even bigger success. This has helped and hindered the cinema because for the while it was new; it generated a lot of audiences. However now 3D is available as a home entertainment system people aren’t attracted by 3D systems at cinemas now because 3D televisions are available; however all of this is very beneficial to the films them selves.  

Secondly Video on Demand has changed the way people view film completely. Now that the VoD market is around people can view any film they want whenever they want wherever they want. Since it’s birth in 2002 as TV rental it has grown from a value of 62.6 million pounds, to 101.4 million with the introduction of internet VoD, to where we are today at 243 million pounds. This has affected the film industry positively as it has allowed more films to be viewed by a wider audience more often, making the films more money. However a negative of this is that people no longer need DVD’s as it is cheaper to join a company like Netflix than buy a new dvd. Therefore the film industry is losing money in DVD sales.

Thirdly the development of different platforms has changed the film industry, as there are now more ways to see films than ever before. Theatrical, Film on TV and VoD have increased over the past 8 years. Theatrical and TV have increased by roughly 25% and VoD by 75%. However in comparison to this; rental and retail video has dropped as VCR players are dated and VoD is quicker and cheaper. I predict this to happen to DVD’s in the future as VoD and Digital viewing takes over. This has affected the film industry by adding to the number of ways that people can choose to watch films and making them cheaper and easier to access; however it is killing off video on demand completely putting things like blockbuster and choices out of business for video rental.

Also the age groups going to cinema have been affected by modern technologies because modern piracy and VoD have made going to the cinema irrelevant even too see new films unless you want to go for the cinema quality. For example in 2002 35% of 15-25 year olds went to the cinema and now that has dropped to 25%. However it has risen in the 45+ section from 18% to 36%. This is probably due to the younger generation being able to use these technologies where as 45+’s will have the money and time to go to the cinema where as 15-24’s will prefer the cheaper option. This has affected the film industry as it means that younger audiences are targeted much more on the Internet with adverts on YouTube and Facebook. Where as cinemas will be advertised to older people for example 18+ lounges that serve alcohol before you go and watch the film.

Film marketing has been affected as it now uses different media forms more and others less. Improved technology has increased the amount of money spent on TV and Internet, where as press and radio aren’t used so much these days so less money is spent on them. For example in 2007 4.7 million pounds were spent on Internet ads and in 2012 8.5 million was spent. This has affect the film industry by creating more ways to advertise bringing in more money as the ads reach more people and are played more often. However it isn’t helping radio, as the radio isn’t making as much money due to loss of advertising money, which could be killing old media like radio and press.

Digital cameras have had a very big impact on the film industry, as it is now much easier to create different angles and shots in film with much more ease. Also much more film can be shot and stored in comparison to old traditional film used. Film production has grown by 408% between 1996 and 2012. Also film and video distribution has grown by 33.8 % in the same time. This shows affect on the film industry and it is able to make and distribute more films much quicker and more effectively meaning they can make much more money. However some people will feel that it has taken away the true art of film making with old film. However I don’t really see any other downsides to this than that.

In conclusion new technologies have affected the film industry mainly by making film more accessible from home and much cheaper to view and find. The internet has made things nearly entirely digital and has made the process of making, finding and watching films a lot easier and cheaper, which will please a lot of people and it is currently revolutionizing the world of film.

Some will argue that things such as radio are being destroyed by new technologies. However the main sufferer at the hands of new technologies is definitely cinema. With new films easier to find on the Internet and it being much cheaper to find them on the Internet some will say that the cinema can’t compete and is dying.

Luke Keeler