section B

To what extent does digital distribution affect the marketing and consumption of media products in the media area studied you have? Candidates must focus on one of the following media areas: Film 

Digital distribution is a new technology that is the process of delivering the film content digitally to an exhibitor. This has had a big impact on the film industry because it is a much quicker and easier way to deliver a film which makes the release of the film much quicker. This is done by a small and compacted hard drive. These are the advantages of digital distribution however the disadvantages of digital distribution is that because their is so many copies of the one film it makes it easier for people to copy the film this is known as piracy. An example of this is Sky Fall this was the first ever James Bond film to be filmed digitally therefore piracy is a key element that Sony had to deal otherwise the profits of this film would decrease.

Marketing is the advertising of a film this can be done online as a film could create their own website where consumers can watch interviews with the main stars, watch teaser trailers and get a better understanding of the film. Companies can also advertise the film on billboards, posters located on bus stops and train stations however this wouldn't be as successful as online marketing because their is a wider audience online then there is in individual area. Sky Fall is an example of 360 degrees marketing this is because Sony marketed the film globally to gain a wider audience. Sony did this by advertising the film online forming a fan base this is known as localisation and is a website that anyone can access by the internet. The company Sony also used cross media convergence to advertise the film because the singer adele released a song that was in the actual film which advertised two different medium contributing to their profit.

Consumption is a way that consumers view a film this can be done by going to a cinema, waiting for the DVD to come out, online for example netflix or illegally by piracy or illegal websites. 

Digital distribution affects the marketing and consumption because if the film was being distributed to netflix then the marketing and advertisement would be aimed online