In this essay I am going to be writing about how companies such as Working Title market and promote their films through digital technologies. Digital technologies can be defined as: 'electronic tools, systems, devices and resources that generate, store or process data.' Examples of these with specific regards to Film include social media, Websites and even advertisements on T.V. These examples are very effective in todays society based on the fact that Digital technologies are not only used globally but are used on average in every home in the developed world. This is therefore the most effective as it enables the companies to promote these films to a wider audience increasing knowledge of its release and therefore possibly improve popularity of the film which in turn is beneficial in a variety of ways such as potential increasing the revenue provided and the reputation of the film companies involved such as distributors and production companies.
I have closely followed a study of a typical successful film: Star Wars: The force awakens.
This film uses digital technologies to its advantage to help publicise the film and make the general public of the uk aware of its presence within the film industry. Star wars have had clips go viral starring a new and controversial star: John Boyega. John is a black male from Peckham, London who some have seen as not being suitable of a film of this nature. Because of this Star Wars have been able to channel this acknowledgement into making everyone aware of the film through social media sites such as Facebook and Youtube. The debate over social media to whether the star is suitable or not has been an advantage to them in the sense that it has increased awareness of the film and due to many people siding with Star Wars on the star selection has also increased popularity. Star Wars has used many digital medias such as advertisements on t.v and radio, also the their overall presence on social media sites has given them an advantage from a marketing perspective. Because star wars: the force awakens is the 7th movie in the star wars trilogy, digital marketing did not have to be heavily funded due too the existing awareness of star wars being one of the most renowned trilogies to date. Therefore other people have blatantly unconsciously aided their marketing campaign to achieve their own financial gain, which in turn is a win win situation for the films awareness.
Budget
$200,000,000 (estimated)Opening Weekend
$247,966,675 (USA) (20 December 2015) (4,134 Screens)€2,420,122 (Netherlands) (20 December 2015) (190 Screens)
€936,080 (Portugal) (20 December 2015) (161 Screens)
Another film which I have closely analysed is a very contrasting sinister comedy by Warp Films called 'Four Lions'. As this film is produced by Warp it is immediately clear hat the budget in comparison is very different to that of Star Wars. Four Lions did therefore blatantly not invest as much money into its promotion and marketing due to the small scale of the film. Four lions however was more successful than intended at the box office due to its taboo nature and the boundaries in which is ventured over. This film like many over indies, promoted it's film via means such as: Trailers – Four Lions has one trailer that has been carefully thought out showing the best, funniest and most exciting bits of the film. Media Advertising – Trailers, Internet social media such as Facebook and Twitter.
Opening Weekend
$41,512 (USA) (7 November 2010) (8 Screens)£608,608 (UK) (9 May 2010) (115 Screens)
In terms of customer consumption both films are viewed in similar ways, they are/will both be available on DVD, they have also both been in cinemas despite Star Wars having a showing in pretty much every cinema in the world. This clearly demonstrates the contrast between the two companies.
In conclusion to this essay I have found that digital technology is used a lot for the advantage of increasing awareness and promoting the film itself
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