Proliferation of Technology

The Key Argument Does the proliferation (mass increase) of technology level the playing field or does it maintain the status quo? This is the argument I would present in each main paragraph. Probably pulling on the heartstrings by saying that digital could be the saving grace of the world and then declaring that it’s simply not the case

Production - Digital is a fraction of the expense of analogue - Allows filmmakers to shoot more at little expense (should benefit the little guy) - No environmental damage - Although TIE was not shot is digital the sequels were. For TIE This limited the amount of footage that could be shot due to expense - Current digital standard vs traditional analogue film very little difference - However, Avatar utilized advanced digital cinematography created by Cameron – Fusion Camera System in Stereoscopic 3D - 3D shot footage can be converted to 2D in post to allow for maximum coverage - CGI was also used by 20th Century Fox (at great expense and manpower hours) which the little guys don't have. Each minute of Avatar was 17GB of memory - Small companies can use some CGI and/or green screen but it’s an additional cost and wouldn’t have benefitted the social realism of “This is England” Analogue filming can be converted to digital in post The status quo has been maintained

Distribution - Digital distribution via broadband internet levels the playing field - Although This is England was shot on analogue, thanks to the UKFC it was able to be upgraded (downgraded?) to digital (film reels costs £1500-£3000) - This cut down costs on analogue film reels, shipping costs (film reels are heavy) and environmental waste - This also allows for ease to distribution on formats such as VOD or YouTube - This also allows independent filmmakers to submit short films online to various film companies - However, it still assumes that there's a market for for independent film on a national scale - This can also aid in global distribution of the film for simultaneous release dates (hopefully curing part of the problem with The Boat That Rocked) Part of the success of Avatar was the idea that all elements of the film hit the world globally with wide distribution in all areas across a variety of platforms (2D/3D/3D IMAX) The status quo has been maintained

Exhibition - UK Film Council begins the Digital Screen Network in (Year?) - Part of the deal is that small cinemas receiving this funding had to show a quota of independent films - The argument is that this should allow the independent filmmaker/smaller distribution companies a foothold in UK Cinema - However, it is quite clear that this isn't working as the market share of the top 10 distribution companies has actually increased since the digitization process has been completed (GBR is virtually entirely digital) - Over 80% of Avatar's cinematic revenue came from 3D viewings, despite these screens only accounting for 1/3 of the market - 2009 (449 3D screens in UK), 1067 by 2010. It's clear that Avatar was a pull. 3D projector costs £50-70k to buy/install - The pull of advanced technology (which comes at a far greater cost) only increases the likelihood and pull of the advanced technology) reinforces the status quo - The move to 3D televisions allowed for partnership deals with panasonic for exclusive rights over the 3D Blu Ray. This advanced technology within the home again puts big budget blockbusters that can take advantage of these new parameters at a greater advantage over smaller films. Avatar is the best selling DVD/Blu Ray of all time The status quo has been maintained

Marketing - This Is England (above the line media released virtually taking advantage of internet to compensate for a lack of funding for traditional marketing on a significant level ) - The Boat That Rocked/Pirate Radio - Spotify (not quite worked out the niches of the technology within their target audience) and tried some things in old media British cinema less likely to use electronic marketing as well as their US counterparts – may explain the limited success of TBTR Website was practically entirely push, as was their facebook page – no interactivitiy Everything about Avatar’s online presence was interactive At least TIE had the soundtrack of the film up on the website - Avatar Day Video game trailer, IMAX footage, apple.com website crashes, Fox releases trailer early by mistake to great effect - Coke Zero (pull media) & McDonalds experiences (Avatar version of yourself) Web 2.0, while allowing independent filmmakers to find an audience, it’s also full of reaction videos, tweets, parodies, and comments on films Viral statistics for Facebook and Twitter - Sysomos The status quo maintains itself

Piracy - The Boat That Rocked (UK DVD release date led to piracy) It’s going to happen with disparate release dates globally but especially with ones where the UK DVD is out before the US Cinema relesase) - Increase in quality of footage from cinema grabs thanks to advanced and cheaper filming technology for the public - Streaming & Torrent Sites (low accountability in the UK for downloaders) - Anyone with a laptop can rip a DVD and put it on the net with a little knowhow - However, 3D is harder to pirate in theatres - Avatar is still the #1 film of all time at box office and in piracy (despite exclusive deals, global release dates and 3D) - Film financial success seems to be unaffected if wide release globally - Encryption needs to improve digitally as Sony's servers were hacked for more recent films - Large studios are largely unaffected by piracy while smaller companies can be severely hampered The status quo is maintained

Conclusion/The Future - Sean Parker (previously of Napster) wants to release films on VOD the same day as in theatres (Day and Date distribution) - Independent films are seeing much shorter theatrical release windows as VOD exhibitors/distributors like Netflix clamp them up and release them there - Big studios are fighting this new model? Will they win or be left behind (I think big studios continue to win) - 3D appears to be on the way out or at least diminishing (is this going to level the playing field), and it never caught on for home viewing (especially considering how much less we're gathering around 1 tv thanks to advancements in CPU/Tablets/Phones/etc (the audience is fragmented) - 4k viewing (4 times the pixels) Universally loved and costs 11 times as much to store (not to mention upgrading the equipment to the new standard) - The status quo will continue to remain