Media 2.0

Media 1.0 celebrates key texts produced by media moguls and celebrated by well known critics.
Vague recognition of internet and new digital media, as an "add on" to the traditional media.
VCRs, posters, newspapers.

Media 2.0- interest in the massive "long tail" of independent media projects such as those found on youtube and many other websites, mobile devices and other forms of DIY.
DVDs, blu rays, TV.
Everything online is very free, there a comparison made between the internet and the wild west because of the freeness

Digital Revolution first draft

`Digital Revolution/ Audience theory. What impact has the digital revolution had on the film industry?

The digital revolution has enabled the film industry to grow. This has happened through; advertisements, new platforms and many more.

The digital revolution has helped many films become more recognised for example, “X men day of future past,” the digital revolution has helped this film gain publicity in many ways, for example  it was advertised on a lot of websites such as “Buzz Feed,”  it was also advertised in cinemas and on TV. This growth of advertisement has enabled the movie to gross $233,921,534. Katz and Lazarfeld’s audience theory suggests that the advertisement is made to appeal to 18 year old males as they are considered opinion leaders.

Stuart Hall’s audience theory suggests that people may form 3 different opinions/ reading of what is being advertised; preferred, negotiated and oppositional. An example a preferred reading for “X men days of future past” is that it is a brilliant film with good effects, good story line, good actors and a good director (Brian Singer). A negotiated reading may be that although the effects and the CGI on the film is very impressive, the story line is unrealistic and the film is overrated. However, an oppositional reading would be that the film is completely awful and the actors and directors are bad etc.

The digital revolution has also enabled films to be released on different platforms rather than just on VCRs the ways it used to be. For example, “Xmen days of future past” was released in cinemas both 3D and non 3D, in IMAX, on blu ray and DVD and is soon going to appear on TV. Independent films like; “A Field in England” also uses different platforms to release the film, for example “A Field in England was released on TV (film 4), on DVD, in some cinemas and on video on demand. However independent films have different ways of being advertised, for example, most independent films are not advertised as frequently on TV as mainstream films, “A Feld in England” was not advertised at all on TV, although a lot of advertisements were done online on sites such as “Rotten Tomatoes”.

Many reviews have also been made for “A Field in England” for example; the Guardian and the Times, However reviews for this film are more oppositional then reviews for mainstream films like “Xmen days of future past.” This is due to the fact the movie does not have big production and the actors are unknown along with the director therefore it has no reputation.

Main stream films also tend to be more popular  than independent film s  due to the budget, the budget is usually a lot bigger with main stream films, for example, “Xmen days of future past” budget was $200 million whereas  the budget for “A Field in England was £300,000.   

Integrations

Vertical integration
This is when the production company has ownership of the means of production, distribution and exhibition of the film by the same company, because of this they receive all the profits.

Horizontal integration
This is where a production company expands into other areas of one industry. this means that the company can develop in a particular area of production or they can buy out another company that deals with these areas.


Independent films are usually horizontally integrated whereas mainstream films are usually vertically integrated.

Synergy
Synergy is when films use products to promote and advertise there film, for example, the film skyfall used synergy when they teamed up with Heineken to advertised both the brand and the film.

Cross Convergence
This is when two different mediums join together to promote one another

Avatar

the film Avatar originated from the idea of the middle east, this is shown from the fact that there are on-going disputes over oil and land in the middle east which mirrors the on-going fights between the Na,ve and the marines in the film. James Cameron (director) also wanted to create an environmental film based on nature. James Cameron came up with the idea of avatar in the late 1990s but in 1999, when he wanted to start making the film, The technology to produce the film was very new and would have cost him $400 million to produce, which was of douse too expensive. the project ended up costing $325 million

Avatar used cross convergence to advertise the film. they did this with the theme tune which was sang by Leona Lewis, this benefited both mediums.

Avatar teamed up with McDonald's and "coke zero" for extensive promotions

Audience Theories

Theories
Shannon Weaver 1949- basic communication model
Galtung and Ruge 1965- Government sends messages that are injected into us.
Blumer and Katz 1974- Gate keeper/editors inject messages into us. certain people control the flow of information. uses and gratification, states that there is 4 reasons why we watch thing; diversion, personal relations, personal identity and surveillance

Two step flow model by McQuail 1986- Opinion leaders control what people watch.