Exam Practise - Digital Media Technology

Published on June 2016 | Categories: Topics, Art & Design | Downloads: 29 | Comments: 0 | Views: 522
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Jess Pardoe

AS Media Mock Essay

What significance does the continuing development of digital media technology have for media institutions and audiences? (June 2010) The main company I will focus on in this essay is Working Title as I have done the most research around them, but I will use comparisons to Warp Films and Hollywood to show the difference between them. Working Title is a conglomerate institution beneath Universal Studios whereas War p Films is an independent UK company so their budgets and limitations are very different; Hollywood however have enough money to choose to produce their film in any way they can afford to, for example Tim Burton¶s remake of µAlice In Wonderland¶ was one of the first productions filmed by a 3D camera rather than it being edited into 3-Dimensions in the post-production stage. The development of digital media technology includes the advances in new technology; this is only fully available to film institutions with enough money to give the film a budget to include these technologies. For example Hollywood companies such as Universal, 21st Century Fox and many other well known large institutions could use extravagant new technologies like 3D cameras providing the highest quality of 3-Dimensional cinema and expensive editing software to create animations. The most recent example of an expensive budget for a film is James Cameron¶s µAvatar¶, this film required 24 different editing software programmes, including Weta Digital and Giant Studio, to create the perfect animated world mixed with real settings and people as well. In comparison to this, Working Title have only produced one film using 3D editing, µNanny McPhee and The Big Bang¶, this is the sequel to the first µNanny McPhee¶ film and the hype about it being in 3D made it extremely successful. The use of digital technology for a company like Working Title is not as easily accessible as Hollywood as their budgets are generally lower as they are a conglomerate company underneath Universal studios, an American Hollywood institution. As the new technology used made the film more popular and the gross interest increase, this meant that the audience were attracted by the use of it so Working Title would try to recreate the same reaction by using 3D again in future. Warp Films however have not looked at using new technologies or any advanced technology yet as their budgets are too small to be able to use a well known actor and have special effects tied in. As their funding comes from various UK charity companies such as UK Film Council or NESTA funding, they are limited as a company on the types of film they make which is why they focus mainly on adult thrillers and violent films. This differs to Working Title who manage to attract a four-quadrant audience consisting of young, old, male and female; the reason they can widen their audience is due to the variety of options they have for making animated children¶s films, romantic comedies or adaptations of novels. Due to the change of the 35mm camera film to digital camera film, it means films can be sent across the globe to spread the word worldwide, this is an advantage for companies such as Warp Films as they are not necessarily known worldwide. A film being distributed globally means that more film festivals will hear about the releases and could allow premiere showings of the film to take place at the festivals which creates hype around the film. Warp Films would benefit from this as their hig hest rated film was µThis is England¶ directed by Shane Meadows in 2006, the film was a big hit among young adults as it is set in the 1980s around the mob, skinhead era. This film managed to open in 112 cinemas, so for Warp this was very successful, the film then became a TV series which was aired in 2010 so this then reminded the audience of the film originally made. As the digital media has expanded and produced Blu-Ray DVDs, this is a new type of disc that has caused original DVDs to have been recreated in high-definition to sell more of the same DVD. So now that Blu -Rays DVDs and Players have been marketed, the audience have gone into shops to re-purchase their favourite DVDs again in high-definition; this is excellent for the profit of the film company as they now have all the re-sale money from a film that could have been brought out years ago. This hype has come along and overridden normal DVDs; however the originals are still being sold along with additional soundtracks and merchandise linking to the film.

Jess Pardoe

AS Media Mock Essay

Digital Media also includes the internet and e-mail services, these have caused film sales to increase a lot as the word-of-mouth or viral promotion of films has been taken to a new level, there are social networking websites which have special µpages¶, µlists¶ or µgroups¶ belonging to film companies, and on Facebook in particular if someone you know µlikes¶ a film on their profile, this could spread the word for someone else to go and see it at the cinema. Along with this idea, Working Title¶s rece nt film, µPaul¶, has its own blog and website; a blog can be filled with previews of the film, sound clips, podcasts, images or text posts about their film, this is what Nick Frost and Simon Pegg did in the run up to the release of µPaul¶. The only website that Warp Films has that is devoted to one film is for µThis is England,¶ this shows just how successful this film was compared to others produced by Warp. The audience benefit from the developing digital media technology also as they can have the experience of watching films of better quality or including special effects and animation; it is a definite selling point to the public and target audience particularly in this time period if a film is in 3D. However this will continue developing until industries create a new level of high-definition or they manage to put 4D film effects into cinemas globally, as opposed to there only being a small number of 4D cinemas currently. Hollywood will be first to hear about this if it happens as they have a high enough budget to experience this type of post-production editing as first-hand information.

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