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Jenny Mann

PROLIFERATION: THE FILM INDUSTRY

Proliferation is the increase in the amount of hardware and contact available to both audiences and institutions through the emergence of new and old media.
e.g. tablets (iPads), smart phones, laptops.
Proliferation could occur from the breakthrough in technology which allows a lot of companies to enter the market.
Watch this video here and another here

• I am studying the film industry.
• By proliferation, I understand...
• I intend to use as case studies to support my points...
• Hollywood  targets not only international but global audiences in a number of ways
• The Hollywood 'Big 6' offer examples of proliferation as regards both the audiences they reach and the kinds of film they tend to make. Through synergistic methods of attracting and addressing audiences (distribution methods), they aim to recoup their vast financial outlays in order to make a profit. Synergistic methods used when distributing Iron Man /Skyfall / Avengers included...
• Audiences have increased because of the ease of digital technologies. Although cinema audiences figures are down, the other platforms used by audiences continue to increase, such as smart phones, ipads, tablets...Audiences are increasingly reached through digital means such as film websites, Facebook and Twitter, with interactive attractions such as games, ringtones, wallpapers. An example is... 
• Realising that younger audiences tended to watch film on their laptops, Peter Jackson attempted to get younger audiences back into cinema theatres by...
• Big studios take advantage of merchandize tie-ins and can afford to make TV ads that increase audiences and also increase the number of platforms through which audiences access their products: Heinneken / Skyfall; Iron Man / Audi R8; Skyfall / Adele
• Big Studios maximize audiences by careful choice of release dates eg Xmas for run up to Oscars
• Merchandise tie-ins eg Avengers
• Second biggest market -China- targeted  by Iron Man through a variety of ways such as..
• Films available on DVD, BluRay, internet
• Netflix, Amazon, YouTube: RELATE the info we covered to this topic!
• HOWEVER there are issues to take into account as far as indies / art house /niche films, whose producers cannot access the so-called 4S megafranchize model (Dalecki).
• These producers can struggle to bring a film to audiences at all even after it is made, even if the audiences are there. For example, Tortoise in Love used the power of social media - its Facebook page - to alert audiences but could not find a distributor until.... It clearly met a need because it succesfully attracted rural audiences...
•  Similarly, Shifty with a minute budget used social media to reach large audiences by... Eran Creevy went on to make....in Hollywood
•  Winter's Bone is another niche product competing for audiences, one which handled its need for a production then a distribution budget by...