Film Industry processes and tech

 Film production 

  • The cinema has evolved from black and silent films edited by physically cutting film strips to 3D digital content spliced together on computers . The digital age has allowed better quality, colour, sound and even CGI
  • The rise of streaming platforms changed how films are watched and consumed 
  • Demand for diverse content including more minorities and underrepresented groups, LGBT narratives, different languages etc
  • Increased investment in original content 
  • Shift in release strategies 
  • Social media 
  • Marketing films on social platforms 

Traditional film industry marketing 

  • Adverts in the print media (newspapers and magazines, posters, billboards)
  • Interviews with stars of the film in the print media (newspapers and magazines)
  • Feature articles about the film
  • Press release announcing the production of the film
How has advertising changed?
  • Traditionally the P&A spend a movie received was around 70% on top of the film budget
  • In the last 10 years, some films have switched it around. Films like the purge and Insidiou had production budgets under $5million and marketing budgets over $20million
  • Recently, bigger films have huge marketing spends, avengers endgame spent $200million on top of its $356million budget
'New' methods of film marketing 
  • There is now less distinction between 'above the line' marketing and word of mouth 'below the line' marketing 
  • Digital technology has changed the game 
  1. Social media adverts 
  2. VR experiences 
  3. Live events 
  4. Teaser trailers and multiple trailers 
  5. Influencer partnerships 
  6. Brand partnerships 
  7. Local advertising for global films 
BARBIE 

The marketing budget for Barbie cost $145million with the production budget at $150million

Streaming wars 
  • The rise of streaming platforms has meant that people can access films at home 
  • Straight to streaming releases
  • Filmmakers feel betrayed as they designed movies to be seen on a big screen, to be experienced in a theatrical setting
  • Going to the cinema is now an event rather than just going to see a film
  • Increase of ticket prices 
  • IMAX, 3D, Superscreens are attempts by cinemas to keep the experience exciting for consumers 
  • Talent agencies are fuming as their clients are potentially left out of back-end film earnings - what the industry call 'residuals'
Historical and economic context
  • Historically, the film industry hasn't always struggled in times of economic crisis. In fact, the escapism of going to the cinema has meant sometimes it has done surprisingly well in hard times
  • But the pandemic was different as cinemas were literally closed and it was a hit like no other
  • Admissions dropped by 76% and cinemas lost more than £1bn in ticket sales compared with the previous year. Suddenly films couldn't come out in cinemas and were forced to delay
  • Distributors needed to be creative and find new methods of releasing films. As we were just out of lock-down, Warner Bros released Wonder Woman 1984 in cinemas and HBO Max, its streaming platform, this 'hybrid release' was unheard of as the film industry has always relied on cinema takings 
  • COVID was thought to have accelerated some customer behaviour 
  • the revenues from cinema are expected to be less than half what streaming services get by the end of 2024
  • Total Cinema revenue = $73b Total Streaming revenue = $233b
  • in 2023, the writers guild of america strikes in Hollywood were the latest challenge for the film industry - films weren't being made 





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