Web 2.0

Web 2.0 refers to the “second” version of the internet which, due to its greater technical capabilities, allows its users to enjoy a higher level of interactivity with the services available online (thus users can now both create content and distribute it to others). Before Web 2.0, the levels of user-inclusion within the internet were comparatively low; there were few pictures, almost no videos, and the very idea of forums was not yet conceived. The gradual emergence of this new web model meant we, as consumers, could ourselves post videos, pictures, opinions and other things, becoming at least partially self-sufficient in terms of our entertainment. Websites that best utilise 2.0 include modern online giants such as Facebook, YouTube, Spotify, Twitter and Tumblr.

These sites now greatly affect the film industry, mostly through their capacity to either increase or lessen the monetary value of movie releases depending on the situation. For instance, films can now be advertised easier if the company, for example, puts up official teasers and trailers on popular sites, not only building up the audience’s enthusiasm in advance (and thus consequently increasing sales), but also opening the floor for pre-emptive discussion about the upcoming picture. No matter which of the above sites information about the film is posted on, it lends to greater exposure of the piece. Furthermore, users themselves become a form of free advertising when they begin to talk about and analyse the content of the film (whether it's using screenshots, short clips or looking at the whole thing after its initial distribution). However, the existence of sites such as YouTube undoubtedly also increases competition for traditional film-makers in the sense that non-professional users are churning out new content all the time, regardless of quality. This has even caused some new filming talents to emerge, although increasingly less so than simply allowing the pirating of already-existing products to flourish.  

This of course is outstandingly useful to film audiences who don’t want to pay more than necessary (or pay at all) for products. Not only that, but the emergence of Web 2.0 means that users feel more like part of a community when it comes to the internet – a fact that poses great problems for companies when a subject like net neutrality is brought up. Net neutrality refers to the fact that, currently, there is a largely similar internet connection speed for everyone, and yet in most recent years big cable companies are effectively attempting to overturn this. The fact that web users feel an increasing sense of togetherness in regards to their personal internet space means that some laws (such as the one attempting to take away net neutrality to allow companies to make even more money), are more vehemently resisted by the public than if the internet had remained the largely impersonal space it initially was. The chance to voice one’s opinion on the internet and be a part of online groups that have similar interests – in regards to film or otherwise – is thus exceptionally beneficial to web users all over the world, be it psychologically or commercially.       

DY