Final Project: Digitisation and the Film Industry
// Posted by Nicola on 11/14/2014 (2:02 PM)
Now that my final project idea has been approved, I must somehow try to narrow my area of interest (the changing nature of film and television in the digital age). I think that the best way to do this is to focus on just the film or television industry. I’m leaning towards the film industry but I am still conflicted…there have just been so many radical changes to the nature of television within the past several years!
Also, it was suggested that I chose a few key case studies examples to analyse in relation to my topic. Perhaps I could look at some cases involving huge Hollywood blockbusters, some that were successful and others that weren’t and see why this was the case? Or if I was to focus on Television then I could choose a few key shows that demonstrate how social media helped to generate a huge following or how the very nature of how they are made and released is a result of digitalisation.
Hopefully as I continue to research this area my ideas and approach will become clearer!
Below are a few articles discussing box office that have proved useful in providing an idea with the current state of the industry.
And a slightly different perspective from acclaimed film critic Roger Ebert:
It was interesting to note in the article that, “Silicon Valley is eager to prove it can help. Google, for example, released a study last June that found that searches for movies — and especially trailers — can help predict box-office performance with 94 percent accuracy.”
23rd of November 2014
Below are a few more articles I have found pertaining to the impact of social media on the entertainment industry. At the moment, I am trying to narrow my focus, but it is easier said than done!
->“Independent filmmakers who are looking to produce low budget films can utilize social platforms like Twitter, Facebook, LinkedIn, YouTube and Instagram not just to promote films, but also to cast, staff and fund projects.”
->“In the Video on Demand forum, emphasis was placed on utilizing social media in every stage of the filmmaking process – pre-production, during filming and in post production as a means for independent films to stand out from the studio films that dominate 80% of views on VOD platforms like Netflix and Hulu.”
-> “…with a savvy social media strategy, it isn’t just the studios who can build a massive following for films.”
‘By the Numbers: Social Media’s Impact on the Entertainment Industry’
The influx of big, blockbuster films and sequels is by no means coincidental. Hollywood studios are deliberately placing greater time and effort into producing these types of films. In fact, not only are these films now a mainstay, but there is also a growing scarcity of original stories coming from Hollywood. I’m sure we’ve all seen a preview and asked ourselves, “Another sequel?” “Another superhero movie?” And yet it’s still staggering to take a step back and see just how dire the situation has become.
In order to assess why these changes have taken place, I’ve posed the following question:
Q. What is the role of digitization in determining the types of studio films being made?
In response, I will argue that:
A. Digitization plays a crucial role as the advent of social media has made word of mouth much more of a decisive factor than it ever was before.
In order to support my argument, I’ve decided to focus on two fairly recent case studies. The Lone Ranger reveals the impact of negative social media buzz in determining box office success. The film failed to generate buzz and given the now immediate judgement of a film, it lost an incredible amount of money. Conversely, I will look at another Blockbuster (and a superhero film) The Guardians of the Galaxy to highlight that if used effectively, social media plays a crucial role in determining a film’s box office success. Even a less familiar idea like that of Guardians, if it gets the right buzz and anticipation (and generates a big initial weekend), can be a huge success. Moreover, I will assess the manner in which studios are now attempting to hedge against the threat posed by social media. Namely, the marketing strategies they employ. This will include the role of the actor, who has become paramount in generating buzz for a film. In order to keep my paper focussed, I will use Vin Diesel as an example given that he was extremely active in promoting The Guardians of the Galaxy.
After my presentation/pitch I was provided with some useful feedback. For instance, Dr. Rosatelli suggested looking into consumer theories to support my argument, which I intend to do. Several of my classmates also inquired into areas of this topic that I had begun to consider. For instance, the impact that online streaming is having on the film industry was one issue raised. While I did consider discussing this shift in my paper, I’m not sure whether I will have enough time to do so. I may just briefly mention it as a factor, but I will primarily focus on social media as playing a greater role. Moreover, the resulting impact that digitization is having in terms of the actors and their salaries was also mentioned. There are articles being written at the moment discussing the future of the enormous star salary (i.e. paying an actor $50 million for a film) and whether is needed in the digital age with the advent of social media. While this is an interesting question, I do not think it is imperative to the line of argument I am making. Rather, I will focus more time on the current role of the actor in assisting with generating buzz for their film.
Everyone loves a survey!
I decided that the best (and simplest) way for my peers to assist me was by taking a survey. I created the survey in order to find out what draws the target demographic of Hollywood (18-29) to see a film. Is it reviews online, such as those in the New York Times? Do you go and see a movie based on the trailer and marketing? Is it the result of word of mouth? And if so, is that in person, or digitized via social media? By doing so, I hoped that role of social media would become more clear. While many did not adhere to the norms that were reported in a recent poll conducted by The Hollywood Reporter, their responses were nevertheless interesting. Only one affirmed my thesis, stating that the online reviews/buzz via social media are the most decisive factor in why they going and see a film in the cinema. The same individual also was prone to using their phone while watching a film, namely to look up a films imdb page while watching.
Perhaps most telling were the responses I received to the following questions:
- What type of film you most likely to see in the cinema and why?
Interesting (but not surprisingly), of those surveyed it was the men that preferred to see the larger budget, blockbuster films. For instance, Joe (20) noted, “… if I am going to spend my money on a movie ticket when I could easily see it free online in a few weeks, I want a real movie experience that is can only be experienced at the cinema. Brendan (20) echoed these sentiments, “Mostly high budget films that make use of sound, and grand visuals the most. I watch most films outside the cinema, so when I go to see a film, the cinematic setting should have contribute substantially to the experience of viewing said film.” These responses further support my claim and the growing trend that given Hollywood’s desire to target this core demographic and thus reap financial gains, they are producing more of the same. In other words, blockbuster films, sequels of those films and so forth.
Aside from now bringing my argument together, I still think that I could strengthen my theoretical framework. Whether that means extracting more information from social media theorists such as Danah Boyd or finding other sources (such as consumer theories) I will have to see. I will also continue to draw some conclusions from the surveys I received to assess whether any of the responses will be of use or shed new light on my paper topic.