THE DIGITAL

REVOLUTION

35 MM FILM DIGITAL
FILMING
Film stock expensive so lots of pressure to get the Directors can shoot as many takes as they like. Some
shots you need in few takes even shoot rehearsals to capture inspired moments.
Only a certain number of cameras used as film so Multiple cameras can be used to capture the shots.
expensive.
Cant immediately review footage so directors have no Directors can review footage immediately.
idea if they have got the shot. Film stock is
converted to digital, reviewed and then converted back
to film for shipping once its edited.
Heavier Lighter especially important for projects where size
matters. Slumdog Millionaire shot on digital as space
in the crowded streets an issue.
Film stock expensive so lots of pressure to get the Directors can shoot as many takes as they like. Some
shots you need in few takes even shoot rehearsals to capture inspired moments.
Only a certain number of cameras used as film so Multiple cameras can be used to capture the shots.
expensive.
Cant immediately review footage so directors have no Directors can review footage immediately.
idea if they have got the shot. Film stock is
converted to digital, reviewed and then converted back
to film for shipping once its edited.
Heavier Lighter especially important for projects where size
matters. Slumdog Millionaire shot on digital as space
in the crowded streets an issue.
35mm cameras always considered better quality. Attack of the Clones first big budget action film shot
Major studios owned camera companies or had shares entirely on digital. They spent $16,000 on 22ohrs of
in camera companies so it was cheaper for them to digital whereas this would have cost them $1.8mill on
use these cameras. film = CHEAPER FILM PRODUCTION
British producers couldnt afford to shoot on 35mm so
the look was considered inferior. Now that idea is changing. With advances in digital
technology, it is thought that audiences cant really tell
the difference between digital and film.
HD

No formal training required allows new talent. Shane

Meadows maker of This is England has no formal
training. Anyone can literally pick up a digital camera
and be a director.
Cameras used dont HAVE to be expensive. Whole
sections of The Avengers were shot on Canon digital
cameras which cost $900 to buy.

EDITING
35mm film had to be converted to digital before it Editing quicker and easier.
could be edited OR old fashioned film lab type set up.
 DISTRIBUTION
Distribution costs high (costs $1,500 to produce and Digital movies are basically big computer files shipped
ship one print. Multiply this by 5,000 prints for a big on a hard drive.
film = $75m).
This meant that distribution companies would be wary
about where a film would be seen i.e. how many prints
made.
To save on print costs, the film would open in different
territories at different times so that the same print
could be used again in a different country.
This increases the risk of piracy people sat in cinema With digital, no need for this type of piracy as films
filming the movie and then sharing it. open everywhere at the same time.
BUT illegal downloading is still an issue. Films like to
stay in the cinemas for a while to increase profits so
still the risk of people filming & sharing before it has
come out of the cinema.
Piracy costs the film industry $1.22 billion.

EXHIBITION
Wear & tear scratches on the film reel. Doesnt scratch
Expensive for cinemas to install digital projectors
indie cinemas cant afford to upgrade to digital
projectors.

The BFI Digital Screen Network was set up to fund

cinemas to go digital. 12 mill investment 240
digital screens in 210 cinemas IF they agreed to show
British films.
 WHAT IS THE
IMPACT OF NEW
TECHNOLOGY ON
THE FILM
 PRE IPHONES: films PRODUCTION: DIGITAL CAMERAS
CAN RAISE FINANCE PRODUCTION: can be shot on (See the 35mm VS digital handout).
on line (Kickstarter - Digital phones! A film made on a digital camera can be
Zach Braff & Wish I storyboards made without any training, edited at
was Here)without Directors are home & then streamed on line.
having to pitch to more accurately Shane Meadows, maker of This is
production companies. able to visualise England had no formal training
shots. whatsoever.

DIGITAL CAMERAS: Attack of the Clones

was the first big budget action film
shot entirely on digital. They spent
$16,000 on 22hrs of digital whereas this
would have cost them $1.8mill on film.

PRODUCTI
ON 3-D:

CGI & SFX: Editing programmes available on home

computers Hi- Def cameras: Star Wars was shot on hi-
def cameras that cost more than $100 mill.

CGI & SFX now a major division of the film industry.

WETA (worked on Avatar & Prometheus for 20th Century Fox): Peter Jacksons company created
technology needed to bring Gollum to life in LOTR. Ground breaking SFX from these major players
Gollum & Avatar.
On April 24, 2013, director Zach Braff launched a Kickstarter campaign for his comedy film Wish I
Was Here, aiming to make $2 million to boost the project, based on a script he co-wrote with his
brother Adam J. Braff.
On 15 May Worldview Entertainment stepped in to gap finance the project, which at that point
had raised over $2.6 million. On May 24 the campaign ended, having raised $3,105,473 from
46,520 people.
https://ncraf
ts.wordpress.
com/unit-g322
-key-concepts
-section-b-fi
lm-industry/
INDEPENDENT INTERNET BASED FILM MARKETING & TECHNOLOGICAL
COMPANIES can use the internet to by-pass the CONVERGENCE: New technology allows a film
major studios by streaming films straight into the to marketing via synergy on many platforms :
home. Below the line marketing (on the internet free) now
a major part of advertising campaign.

DISTRIBUT
ION

SYNERGY (CROSS MEDIA CONVERGENCE): New

technology allows many related products to be released
DISTRIBUTION: Printing & shipping costs of like video games & soundtracks all accessible from one
the film greatly reduced. device (because of technological convergence)
COULD DIGITAL PROJECTORS IN CINEMAS: BFI Digital Screen network set up: paid for
CHANGE THE cinemas to have digital projectors (too expensive for some cinemas to do on their
DAY TO DAY own). In exchange, they agreed to show more British film.
USE OF Trying to combat Hollywoods dominance BUT 210 cinemas converted much of an
CINEMA: Big impact?
sporting events
could be THREATS: New technology like multi channel TV & on-
shown in line streaming are a threat to cinema attendance.
cinemas
because its
possible to
plug a set top
box into a EXHIBITION COMBATING THE THREATS:
digital MARKETING of the film makes it seem like must
projector.
/ see / an
CONSUMPTI event.

ON
3-D: 3-D TVs are coming but at the moment, 3-D
TECHNOLOGICAL films
CONVERGENCE & are something you can only experience at the
MEDIA cinema.
CONVERGENCE:
As consumers want to
watch products on a MULTIPLEXES AND MEGAPLEXES make attending
range of platforms, PIRACY: BUT illegal the
institutions make the downloading is still an issue. cinema a night out.
product available on Films like to stay in the REDUCES PIRACY: To save on print costs, the film
many platforms dvd, cinemas for a while to would open in different territories at different times so
Blu-ray, Cinema, TV, on increase profits so still the that the same print could be used again in a different
line. risk of people filming & country.
sharing before it has come This increases the risk of piracy people sat in cinema
out of the cinema. filming the movie and then sharing it.
Digital release means can open in all territories at the
same time.
Impact of piracy 1.22bn really damaging,
especially for an indie film
PROSUMERS: People who PROSUMERS & HOMAGE: People pay homage or parody
consume AND produce media a media text and then this goes viral.
products. People blog about, rate, write reviews about films on-line

EXCHANG
E TECHNOLOGICAL CONVERGENCE &
MEDIA CONVERGENCE:
As consumers want to watch products on a
range of platforms, institutions make the
product available on many platforms dvd,
Blu-ray, Cinema, TV, on line.
THE TECHNOLOGY QUESTION: WHAT YOU COULD TALK ABOUT
PRODUCTION:
OTHER WAYS OF FUNDING MADE POSSIBLE BY TECHNOLOGY: KICKSTARTER
PRE PRODUCTION: Digital storyboards
DIGITAL CAMERAS: No training required & cheaper
HI-DEF CAMERAS
CGI & SFX
FILMING ON IPHONES

DISTRIBUTION:
INDPEPENDENT INTERNET BASED FILM COMPANIES
MARKETING & TECHNOLOGICAL CONVERGENCE: Marketing on many different platforms
CROSS MEDIA CONVERGENCE: Spin off products like games & sound track
DIGITAL: PRINTING & SHIPPING COSTS

EXHIBITION/ CONSUMPTION:
DIGITAL CHANGING THE USE OF CINEMA
DIGITAL PROJECTORS & THE DIGITAL SCREEN NETWORK: Impact?
THREATS CAUSED BY TECHNOLOGY TO THE CINEMA: Technology at home
HOW THESE THREATS ARE COMBATED BY NEW TECHNOLOGY: Marketing the film, 3-D, D-Box chair,
Multiplexes & megaplexes
THE THREAT OF PIRACY CAUSED BY TECHNOLOGY: Being able to film in the cinema and download it for
sharing
HOW DIGITAL HALPS COMBAT PIRACY: Releasing in all territories at the same time
TECHNOLOGICAL CONVERGENCE & MEDIA CONVERGENCE: Easy access to film on a choice of
EXCHANGE:
NEW TECHNOLOGY: Means audiences now rate, tag and share increases popularity viral
Audiences able to be more active parody, homage goes viral and increases popularity
CAN RAISE PRE PRODUCTION: PRODUCTION: DIGITAL CAMERAS (See the 35mm VS digital
FINANCE on line Digital storyboards handout).
(Kickstarter - Directors are more A film made on a digital camera can be made without any
Zach Braff & accurately able to training, edited at home & then streamed on line.
Wish I was visualise shots. New talent doesnt have to be trained. Shane Meadows,
Here)without Easier to pitch ideas maker of This is England had no formal training
having to pitch to to producers to get whatsoever.
production funding. More emerging talent rather than just Hollywood
companies trained. Compare this to how clique Hollywood is
More variety of Ridley Scott trained James Cameron (who went on to
DIGITAL CAMERAS: Attack of the Clones
films being make Avatar)
was the first big budget action film
made
shot entirely on digital. They spent
$16,000 on 22hrs of digital whereas this
would have cost them $1.8mill on film
Cheaper production made possible by
IPHONES: films can digital cameras benefit indie and
be shot on phones! PRODUCTI Hollywood.
The film Night
Fishing shot ON Though some directors still prefer the
3-D: of
look Filming in 3-D is more expensive &
film - ATB
entirely on iphone. need to train technical staff it added
Despite critical $3mill to budget of Prometheus BUT
acclaim, it didnt makes the film more of an event & 3-D
perform well at the ticket prices are higher so leads to
box office = limited bigger profits in the long run. 54% of
audience CGI & SFX: Editing Prometheus ticket sales were 3-D
More creativity and programmes available on Hi- Def cameras: Star Wars was shot on hi-
variety out there home computers means def cameras that cost more than $100 mill.
than just anyone can create SFX The look of the film is superior to amateur
Hollywood but fails ATB had some SFX and cameras audiences want this look
to reach a major some old fashioned
audience. methods: the guy in the
alien of
CGI & SFX now a major division suit
the film industry.
WETA (worked on Avatar & Prometheus for 20th Century Fox): Peter Jacksons company created
technology needed to bring Gollum to life in LOTR.
Ground breaking SFX from these major players Gollum & Avatar.
People now expect this standard, especially in the sci fi genre.
INDEPENDENT INTERNET BASED FILM MARKETING & TECHNOLOGICAL
COMPANIES can use the internet to by-pass the CONVERGENCE: New technology allows a film
major studios by streaming films straight into the to marketing via synergy on many platforms :
home. No need for a film to get any other form of Below the line marketing (on the internet free) now
release. a major part of advertising campaign.
People choosing what they want rather than PROMETHEUS
having it dictated to them by the major - Montage of scenes for Prometheus shown
distributors (who have filled up all of the on VUE cinema
cinema screens with their big budget block screen
busters)being made. - AMC theatres (megaplex) aired trailer on
their own website, plus social media
- After trailer shown on TV, twitter comments
in next ad break
- Verizons website allowed people to unlock
exclusive content
- Bumebox Qs live to actors on red carpet
DISTRIBUT - Zeeboz
- Ted- YouTube conference clips
ION ATB:
- Empire magazine
- Urban radio
- Facebook Protect your block campaign
- Twitter #Trust
- Official website
Still Hollywood that uses social media /
DISTRIBUTION: Printing & shipping costs of technological convergence better more
the film greatly reduced. companies interested in synergy because of
SYNERGY (CROSS MEDIA CONVERGENCE): New
Easier for an indie film to pick up popularity?
technology allows many related products to be released
distribution because the cost of
like video games & soundtracks all accessible from one
distributing it is less so less risk. Also,
device (because of technological convergence)
less risky to open it in more cinemas
Realistically, the more companies that become
because theres no need to pay for a
involved in marketing a film, the more well known
separate print of the film.
the film will become and its still only the
Blockbuster films benefit as well.
blockbusters that attract this kind of interest.
Would have ATB picked up distribution in
Prometheus comic
America if not for digital?
Prometheus sound track
COULD DIGITAL PROJECTORS IN CINEMAS: BFI Digital Screen network set up: paid for
CHANGE cinemas to have digital projectors (too expensive for some cinemas to do on their
THE DAY TO own). In exchange, they agreed to show more British film.
DAY USE OF Trying to combat Hollywoods dominance BUT 210 cinemas converted much of an
CINEMA: impact?
Big sporting Also, the big chains could afford to do it themselves and will still go on showing the
events could Hollywood blockbusters on most of their screens
THREATS: because they
New technology bringchannel
like multi the most
TV &people
on-line
be shown in in most profitable. streaming are a threat to cinema attendance.
cinemas Less people need to go to the cinema because
because its home entertainment systems are so good.
possible to
plug a set EXHIBITION
top box into
a digital / COMBATING THE THREATS:
MARKETING of the film makes it seem like must
projector.
CONSUMPTI see / an
ON event.
Only the big 6 have the budget to achieve
this.
TECHNOLOGICAL 3-D: 3-D TVs are coming but at the moment, 3-
CONVERGENCE & MEDIA D films
CONVERGENCE: are something you can only experience at the
As consumers want to cinema.
watch products on a range Higher ticket prices = bigger profits but
of platforms, institutions only the big budget films can afford to film
make the product available PIRACY: BUT illegal in 3-D.
on many platforms dvd, downloading is still an MULTIPLEXES
REDUCES PIRACY: AND MEGAPLEXES
To save makethe
on print costs, attending
film
Blu-ray, Cinema, TV, on issue. Films like to the in different territories at different times so
would open
line. stay in the cinemas for
that cinema
the same a night
print out.
couldD-Box
be usedchair - Prometheus
again in a different
No bad thing (except for a while to increase They fill most of their screens with
country.
cinema attendance) as it profits so still the risk
This Hollywood
increases theblockbusters.
risk of piracy people sat in cinema
increases the ways they of people filming & AMC
filming the&movie
Prometheus
and then sharing it.
can make profit from sharing before it has
Digital release means can open in all territories at the
one film. come out of the
same time.
Problem for indie films is cinema.
Impact of piracy 1.22bn really damaging,
that companies like This is because
especially for an indie film
Netflix will only buy in EVERYONE now has
PROSUMERS: People who PROSUMERS & HOMAGE: People pay homage or parody
consume AND produce media a media text and then this goes viral.
products. People blog about, rate, write reviews about films on-line
New technology makes it easier All free publicity for the film.
to make films and they can post Beneficial for audience as they are involved instead
on sites like YouTube people of passive.
DO get famous/fans but not the Good marketing campaigns recognise the audiences
same type of massive audience need to become involved and encourage it in their
as Hollywood blockbusters. marketing campaign (interactive elements like
unlocking content on the official websites by
participating, Prometheus tweets aired on CH4 after
the trailer)

EXCHANG
E