What significance does the development of digital technologies have for media institutions and audiences?

- The Hollywood movie is competing a lot better than a UK movie, especially uk indie film as they don't have as much money, technological advances and funding to produce the standard of American movies, this makes the Hollywood movie already at an advantage.
- Movies can use social media to create a buzz around a film during the stages of pre - production. They can do this by using social media websites such as You Tube and Twitter.
- Another way they can create a hype for a movie is to have a big name star in the movie, this was the case for my major English movie, Skyfall.
- For my Hollwood movie they used CGI to create special effects to make the World look like it was ending, in my Indie UK movie this wasn't done as there wasn't enough funding. It was more of a verisimilitude style movie but this also helped attract a niche audience as the stereotypical Welsh lifestyle in the movie attracted a large American audience.
- Skyfall didn't get made into a 3D movie but was produced as an IMAX movie too, this is a big step for an Enlgish movie so shows that there is a large demand and importance for improving digital technology.
- Digital distribution can be done nowadays using things like digital screen network, so the exact same thing can be broadcasted in a lot of cinemas up and down the country, this is helping the film insudustry and as this is improving the interest in theater is declining.
- The use of social media can be used to help promote and hype up a movie like major stars and musicians in all of my case studies have done. Alex Turner helped promote Submarine by his soundtrack. Major film stars in my major movies did this too. James Franco used a hoax on Instagram to pretend to be sending messages to a 17 year old to get publicity as this is what his new movie was about and this got people talking about a small, indie film.
- A soundtrack was brought out for all my case studies, a game was also released for Skyfall so these are examples of cross-media convergence.
- Merchandise was also brought out such as action figures, Skyfall themed popcorn buckets at the cinema and Skyfall themed Coca-Cola cans were released so these are examples of Synergy.
- Prosumers have a large role in this as social networking can help promote movies by the use of hashtags, retweets and interaction with movie stars. You Tube can also be used to share interviews and movie trailers too.

Overall the development of digital technology has a huge impact on the film industry and it's mainly a positive one too. It really helps create a buzz leading up to the movie, helps make the quality of the film better overall and gets the audience interacted a lot more easier too.