In my experience the advertising of film affects my viewing of films. I use Youtube to view trailers that people have told me about. I also use sites like IMDB to find out about new films.
I mainly view films at home either on DVD or TV, i enjoy going to the cinema but it is expensive. The internet has allowed me to buy DVDs from niche markets that are not always available in highstreet retailers, such as old Hammer Horror or anime. I also view viral advertising, visiting websites of new films and loooking at the content.
Tuesday, 13 December 2011
Chris Anderson- Long Tail Theory
Chris Anderson's long tail theory states that there is a small amount of the popular mainstream content, in relation to the huge amount of niche content.
Businesses can make a large profit by selling small amounts of hard to find items to a large market rather than only selling large volumes of a reduced number of popular items. The internet has facilitated this as it has allowed small businesses to offer a niche market a certain product. This has made competition for the large businesses such as HMV they only sell the popular products meaning people will go elsewhere for certain products. The internet has given access to a huge amount of niche market content, that would not be avilable in traditional retailers, this need for a niche product allows these online small shops to prosper. Even the larger internet companies, the most succesful I tunes and amazon, use this theory selling niche products I tunes sells many genres of music covering some obscure fan bases, and amazon sellers can sell anything covering niche audiences.
New technology is also accessing this market, such as the new Kindle these E readers allow all manner of books to be accessed with little or no publishing costs new authors that would not have benn able to get published and sell their books in highstreet chains such as waterstones, can sell to their niche audience.
Businesses can make a large profit by selling small amounts of hard to find items to a large market rather than only selling large volumes of a reduced number of popular items. The internet has facilitated this as it has allowed small businesses to offer a niche market a certain product. This has made competition for the large businesses such as HMV they only sell the popular products meaning people will go elsewhere for certain products. The internet has given access to a huge amount of niche market content, that would not be avilable in traditional retailers, this need for a niche product allows these online small shops to prosper. Even the larger internet companies, the most succesful I tunes and amazon, use this theory selling niche products I tunes sells many genres of music covering some obscure fan bases, and amazon sellers can sell anything covering niche audiences.
New technology is also accessing this market, such as the new Kindle these E readers allow all manner of books to be accessed with little or no publishing costs new authors that would not have benn able to get published and sell their books in highstreet chains such as waterstones, can sell to their niche audience.
Internet and Film Distribution
The internet has totally changed the way films are marketed
Pre internet Films were marketed in a very different way. In the golden age of hollywood the 40's and 50's film was marketed in print media as tv's were not widely available, when tv became a house hold commodity and advertisment on tv became available films were advertised on tv allowing them to reach a very widespread audience.
When the internet was developed and became available in households, it allowed films to advertising to target a huge global audience. Films started to use it in innovative ways, the first hugely succesful internet advertising campaign was 'The Blair Witch Project' this low budget film used a viral ad campaign including an elaborate mystery website which drew people in and involved them with the story. This made the film a huge amount of hype causing it to make a very large profit. Films can also be advertised due to the fact trailers are readily available on video sites such as YouTube this giant global network can distribute film to a global audience. A more recent example of a viral advertising campaign would be 'The Dark Knight' this film also had an elaborate website but it also developed into a huge global treasure hunt. people could figure out codes then find locations in the real world. They even used mobile phones hidden in cakes that when you rang a certain number found on the site would play a message from the joker. Even simple trailers now have a web address at the end for consumers to go to and find out more about the film. This level of intricate advertising shows how the internet has totally changed the view on advertising no longer is it a simple barrage of information it is some thing we as consumers are part of we have become prosumers of advertising
Pre internet Films were marketed in a very different way. In the golden age of hollywood the 40's and 50's film was marketed in print media as tv's were not widely available, when tv became a house hold commodity and advertisment on tv became available films were advertised on tv allowing them to reach a very widespread audience.
When the internet was developed and became available in households, it allowed films to advertising to target a huge global audience. Films started to use it in innovative ways, the first hugely succesful internet advertising campaign was 'The Blair Witch Project' this low budget film used a viral ad campaign including an elaborate mystery website which drew people in and involved them with the story. This made the film a huge amount of hype causing it to make a very large profit. Films can also be advertised due to the fact trailers are readily available on video sites such as YouTube this giant global network can distribute film to a global audience. A more recent example of a viral advertising campaign would be 'The Dark Knight' this film also had an elaborate website but it also developed into a huge global treasure hunt. people could figure out codes then find locations in the real world. They even used mobile phones hidden in cakes that when you rang a certain number found on the site would play a message from the joker. Even simple trailers now have a web address at the end for consumers to go to and find out more about the film. This level of intricate advertising shows how the internet has totally changed the view on advertising no longer is it a simple barrage of information it is some thing we as consumers are part of we have become prosumers of advertising
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