Section B

What significance does the continuing development of digital media and technology have for media institutions and audiences? You should focus on FILM but you may reference to other media such as music, newspaper, radio, magazines or video games.

The continuing development of digital media and technology has had a massive significance on the film industry. This is because the film industry is discovering and finding out new ways to develop there technology in order to find easier ways to distribute there product. For example there is a new technology called 'Online streaming platform' this gives the audience who are purchasing this film to download it straight to there computer or even there smart phones or other devices. This has saved distributors a lot of money because the money they would spent on putting the film on a digital disc and packaging it they have saved. Furthermore with the development of new technology distributors also save money on releasing the film to the exhibitors. This is because where in the past they would of had to process a reel of film they now only have to send the production file from computer to computer. This saves time and money which shows how successful the development of technology is. This is showing that old digital discs are being less popular and downloading is becoming very popular.

Media and technology has made it easier for people to access new technology this is because of the marketing of it as almost everywhere you go there are banners, posters, advertisements on TV and radio. Also big companies like Universal, Pixar and Disney have the money to invest and develop  there films from 2D to 3D. This has allowed the consumption of the film at the exhibitor more thrilling and exciting to watch. There technology has adapted and developed as it began with the drawing of the animation on paper and now they are animating on new software's on the computer. Both Disney and Pixar have developed there technology and are a clear form of convergence as Pixar will benefit from Disney's developed distribution and Disney can benefit from Pixar's finical and successful content of there releases. The new technology of 3D films can also be seen in your own home. This can happen by owning the technology of a 3D player, 3D digital disc and 3D glasses all these technologies listed are very expensive and not many people have these therefore out of the two exhibitors the cinema and imax are the most popular and are where the most profit is made.

All though the development of technology has been success in film it also has been a success in other products for example the internet has hugely developed to allow people to access latest news about films by web pages, watch trailers, watch parts of films and special clips on YouTube and many more. Technological convergence is where different technologies come together YouTube is an example of this as the technology of youtube shows the distribution of a trailer this is affective for audiences because they can access trailers via the internet. It also is affective for the institutions because this gives them another technology where they can market there film. Also you can view this from your smart phone, Ipad and tablet this is so that you can access all this information about media products while commuting or at work. This creates more popularity knowing that you don't have to be in the comfort of your own home to access media films you can also access it when you are out.

Imax is one of the biggest leading entertainment technology companies. Imax shows motion pictures come to life and look as if its appearing right in front of your eyes. This new developed technology is significant to its audiences as it interacts and connects with them. Imax is an exhibitor however it also impacts the production because the imax disc is needed to release films into the imax this will cost a lot of money therefore the company will need to invest in a lot of money. Imax's aren't just used for 3D films its also used for 2D films the difference with consummating the film in a imax to a cinema is the screen of the imax is a lot bigger and can show higher quality motion picture. 3D films are also a new technology that can involve CGI which stands for computer generated imagery and shows the 3D computer graphics to special effects. CGI is a way to animate movies without having to use actors/actresses and physical props. Shrek is the fifth film released using CGI ever to the cinema. Shrek was made in 2001 was directed by Andrew Adamson and Vicky Jenson. The productions involved in this film were Dream works animations, Dream works pictures and Pacific data images. This film was 100% made using the computer and the impact that it had on its audience is that they found it astonishing to watch as each detail that went into this film took 10 years to make and three of these years was the CGI this shows how complex and time consuming this new technology takes to create a stunning movie. Lastly another new technology is green screen this where there will be a green screen as a back drop and this will allow different scenarios to be behind the actors/actresses. For example the back drop could transform to the sky this will show the characters flying this new technology is part of the production of the film and makes certain scenes look more realistic so when the film is sent to the exhibitors the people consuming the film believe the film is real and they aren't just sitting in a cinema.

In conclusion  I feel that the development of technology has been a good affect on audiences and for institutions. This is because for the audience it allows them to watch the films any where they like via a range of technology and for institutions it allows more publicity for there film and greater success through the new technology that is very successful and popular.