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.       

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The Rise and Fall of Myspace

At its peak in 2008, MySpace had 75.9 million visitors a month and represented the most diverse social networking site of its time. Indeed, it was the pioneer in the new era of online information sharing, as in its ever-expanding scope it included not only pictures and messaging, but moving stickers and, perhaps most importantly, music. As a consequence of these features, MySpace very quickly gained popularity amongst the younger generation; the majority of its users were between 16 and 25, which is considered the key demographic to reach when it comes to online media. The initial popularity of this site is owed to not only the sheer fact of the ease of communication which it presented, but also the trend of discussing one’s interests using forum posts and the eventual decision of unsigned upcoming artists to post their music on the site (such as the Arctic Monkeys in 2005). The platform allowed its users to buy music using PayPal, which also greatly boosted its user base. As a result of the extensive amount of facilities available as part of MySpace, it soared to popularity quickly and yet almost just as quickly lost its users, causing the number of visitors per month to drop to just 3.3 million by 2010.

The reasons for this loss of popularity are numerous, but in the end MySpace was crippled mostly by two things; the rise of its greatest competition, Facebook, and by the naturally-occurring shift in its age demographic. Every website inevitably ages unless it adapts to attract the next generation, and MySpace failed to do just that, surrendering the majority of its users to the more advanced and newer social networking site, Facebook, which started up in 2008. This also clearly correlates with the steady decline in its user base since its aforementioned peak year. MySpace simply did not have the vision or funds to keep up with Facebook, which already had the advantage of being drawing the public eye just by being new. However, when most of the younger population of MySpace left for a more advanced platform, they were also leaving due to the fact that MySpace had become mundane enough to society to draw middle-aged users. As a rule, younger people refuse to share their space with those who are of the same age demographic as their parents, and the fact that MySpace had become so integrated meant that the younger users were even more eager to leave.

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The Problem with Prints

For film companies, there are many benefits to the development of D-List cinema. For instance, the production of digital prints rather than physical reels is ten times cheaper. This also means less money is spent on transport; the reels require a significant amount of space, whereas simple discs do not. The lessened cost additionally means that independent companies will be able to show their work on significantly more screens, heightening their revenue and thus increasing the incentive to film more independent pieces. Similarly, less money has to be spent on storage, as even maintaining reels in working order is strenuous, whilst discs need little to no care. For cinemas, the consequent availability of newer equipment may allow other things to take place in the auditoriums when screenings are not scheduled, including musical or sports events. All this is likely to earn them more money and expand the variety of their audience.

Equally, D-List cinema is also advantageous for consumers. The increased availability of copies of films released by smaller-scale companies means there will be a much greater variety of entertainment for the audience. Additionally, D-List discs afford a much higher picture quality, as well as having a much longer lifespan than a reel, as physical film is prone to wearing down over time no matter how well it’s looked after.

However, there are also significant disadvantages to this new technology. The lowered cost of distribution means that film-makers may feel encouraged to further cut corners to decrease their expenses and heighten their profit, causing the overall quality of released films to go down. Furthermore, as the storing of the films becomes largely digitalised, recently released films become significantly easier to pirate, whether via stealing them in their physical form or via hacking.

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Convergence and Synergy

Convergence refers to both the utilisation of several types of media within a company or project and to the combination of more than one type of technology within a single product. This phenomenon presents the proverbial double-edged sword for the film industry for a variety of reasons. The pros of convergence are that it allows the economic development of the world of film; for instance, creating a video game based on a well-received movie is sure to earn the company significantly more money. It also causes the film’s fanbase to widen, encompassing different generations of viewers with varied interests. Thus, for instance, the official website for “Edge of Tomorrow” includes three different types of games in an attempt to appeal to the target audience of the film; teenagers. On a more basic level, the fact that movies can now be streamed online means that they are easier to sell – thanks to outlets such as Netflix, consumers don’t even have to leave their house in order to enjoy a movie that has just been released on DVD. It also means that films can be sold internationally much easier; physical copies don’t have to be shipped or flown over in order to be sold, as they can simply be distributed via the internet. Conversely, convergence has greatly furthered the problem of film piracy and copyright. Piracy in particular is an increasingly huge problem, especially for independent titles which already have less money behind them to begin with. For such films, convergence and consequent illegal downloading essentially increases the possibility of any future financing being taken away.      

The effects of convergence on the film audience of the UK is much the same as on the rest of the world. Convergence is incredibly convenient for consumers, for the reasons mentioned above, but also presents a temptation in the form of illegal downloading or streaming. Additionally, despite giving an opportunity to reach a wider world audience, it leads to certain challenges in terms of financing models, as well as problems with increasing the quality of broadband across the UK in order to ensure the ever-growing needs of the internet age can be met. 

Synergy signifies the collaboration of more than one company when working on a particular media-related venture. This is good for film institutions mainly due to the fact that, if several companies pool their money into a particular movie, it is possible to create a better overall product and thus ensure a greater revenue. The increased competition roused by finer creative pieces being made can also become a catalyst for the overall improvement of the quality of films the industry releases. On the other hand, if a lot of money is invested in a certain picture and yet the movie fails to at least earn it back, any small companies involved in the venture are likely to crumble, and large companies will feel their reputation has been marred and possibly refuse to collaborate with those particular companies in the future. Finally, even if the film is well-received, the involvement of too many people means the percentage each party involved gets is cut down the more companies are involved, which, again, is cause for concern especially for smaller companies.  

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Audience Fragmentation

New forms of media have allowed the film industry to attract more audiences in a variety of ways. The most important of these is, of course, the internet. Via the menagerie of different websites, it has become possible to reach a significantly more diverse set of people than previously. The online traffic from a social media site will consist of different people to that of a newspaper webpage or a TV streaming service, meaning the film industry (and, of course, others) now know exactly when and where to advertise. Not only does this increase their revenue, but it also increases the income of advertising companies, as well as the websites themselves (as the so-called “Cost of Free” is at least partially covered by money earned from people clicking on ads).

The internet and television also collaborate in this case to form not only increasingly more niche audiences but also as a unifier for more intimate consumer communities, such as through forums and blogging platforms dedicated to certain works. Film makers now attempt to create so-called cult cinema; films and franchises thereof that inspire a solid, unwavering fan base. This technique usually works best if the film being released is based off another medium (as with movies centred around Marvel and DC comics) or when the plot of the film revolves around a separate world (fantastical or otherwise) that especially avid consumers can get lost in. One of the most successful and innovative marketing  campaigns of all time, prior to the release of “The Dark Knight”, thus caused the film to earn the most in the entire industry that year by launching a viral online marketing campaign that encouraged fans to get involved both online and in the real world.

This creates a completely different environment than before, not only for film-makers but for other mediums such as newspapers. The companies of the world now have to greatly struggle for the audience’s attention, not only because the film industry continues to release more and more content each day (including amateur productions), but because audience fragmentation has created a climate in which the viewers can pick and choose what truly interests them. Therefore, despite being undoubtedly useful to the film and other industries, new forms of media and audience fragmentation have also created a new type of more critical, discerning viewer who is harder to interest and please.

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Prezi on Synergy

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