How has new technology influenced production, marketing and exhibition in the film industries in the last 30 years?

How has new technology influenced production, marketing and exhibition in the film industries in the last 30 years?

New Technology has become increasingly better in the past 30 years and has a huge influence on the way films are produced marketed and exhibited. New techniques and increased computer technology has driven the film industry foreword but it does have its drawbacks.

The production of films have been able to be more impressive due to great effects that can be used with great ease. This allows the producer and director to be more ambitious with their films. For example Star Wars and Lord of the Rings, there recent films have huge impressive fight scenes with huge high action. The proof is in the 1st films and the last. Star Wars first was first around in the late 70s and for the times had great special effects which one many awards such as best visual effects and best special effects. George Lucas produced another trilogy starting with ‘The Phantom Menace) in 1999 which had much improved visual qualities. However this biggest improvement came from Lord of the Rings which was directed by Peter Jackson. The first film (The Fellowship of the Ring) came out in 2001 and within 2 years to the third (The Return Of the King) dramatic improvements were made. This shows the greater improvement of technology recently in a smaller period than in the 20 year period before in star wars.
The development of techniques such as ‘green screens’ has been increased and is being used very effectively in films. Using green screens allows you to mix to images or frames together while erasing a background colour. This has been used effectively in films such as Indiana Jones. They had a big boulder rolling after a character and to avoid making the actor run from a boulder they used a green screen. It is also used to create locations, the TV series Doctor Who features the characters going to all different places so instead of using up money the locations can not only be shown up with the characters on but can be edited in any way wanted. For example having a location set in Victorian times which you wouldn’t be able to do if you went over to the place and filmed.

Marketing of films has become easier with the increase of technology because of the different ways to advertise a film. The Internet is now one of the best ways to market a film. Trailers can be put out all over the Internet on sites such as Youtube. Reviews on websites which could advertise a film depending on the review, however could have a negative effect on the film. The Dark Knight created its own websites with forums which built up the film and created a massive hype for the film.
‘Itunes’ is also another new way of marketing a film. Films are sold through ‘Itunes’ which is a programme made by the American company Apple which allows people do download podcasts, music, TV series and films. Distributors sell the film to Apple who then sells them onto the customers which renovates money to film. 10 years ago all of this wasn’t around without the Internet you get none of it. However, film piracy is a huge problem for the film industry and the Internet is the main problem many websites feature illegal copies of films which can be watched by anyone with the internet. There has been ways of trying to stop this or at least reduce it but it seems to be to big to control.
Exhibition in the film industry has become also better because of the new ways of producing a film. 30 years ago films came out onto VCR in a cardboard case but now there are allsorts of variety. DVD is the most common format of a film you will see which can be played on games consoles as well as DVD players. There is also the new Blu-ray, which allows the viewer to see the film in a much higher quality or definition (HD). These new formats are also a lot more reliable compared with VCR. Not only have these new formats been made available and more reliable but also the majority of films now come with bonus disc. This may include things like Outtakes, ‘the making of the . . .’ or deleted scenes. So you no longer just watch the film which adds to the entertainment. Also the increase in technology helps create a better DVD cover a more eye catching and effective picture compared to the older less exciting pictures found on videos. As marketing has a problem via the internet exhibition also have small similar problems such as fake illegal copies of a DVD which can be made with the right software.