Rewrite of digital technologies essay

Evaluate the role of digital technologies in the marketing and consumption of products (your films) in the area you have studied.

In this essay I will be evaluating the role of digital technologies in the marketing and consumption of products, which are Jurassic world and Kingsman: the secret service.

Digital technologies have a significant role in the marketing and consumption of film media products such as Jurassic world and Kingsman: the secret service as it appears to the target audience of that product and creates awareness for the product. Jurassic world had a number of teaser trailers and showings of the official trailers, which were more prominent than Kingsman: the secret service as Jurassic world had a box office of $1.67billion whereas Kingsman: the secret service had a box office of $414.4million. This is due to the fact that Kingsman: the secret service did not have that many showings of their trailer.

Also, Jurassic world had more publicity as they were featured in newspapers and on the news as Jurassic world is the sequel to Jurassic park, which was made after 20 years. This created a big hype for audiences to see the film. Also, after the film was distributed, Jurassic world was made into a video game product, which was Lego Jurassic world and then later made into another game for androids called ‘Jurassic world: the game.’ This is known as synergy, which allows both media products to combine and get recognition. Digital technology plays an important role as many people use them in this day of age as technology is becoming more advanced in which Jurassic world uses cross media convergence to promote the film by creating an interactive website, which can be viewed on many devices such as mobile phones, iPads, laptops and so on. Furthermore, another way that digital technology has impacted on marketing and consumption is through TV as Jurassic world has made TV appearances such as the premiere of the film, which is a form of publicised advertising; free form of advertising in which these appearances usually air on music channels as they know that the target audience of the film would normally watch music channels. Also, Jurassic world has been featured on empire magazine, which can be viewed on the internet on many devices due to digital technology. This allows both the film and the magazine to get recognition. The trailers were aired many times compared to Kingsman: the secret service, however, director Colin Treverrow felt that the trailers were revealing too much of the film. Also, the fact that the trailer was leaked before the actual viewing emphasises how digital technology has played a negative impact on the film industry. This could have a negative effect on the audience as some people may not like to see too much reveal of the film in a trailer. Jurassic World was released on DVD, Blu-ray, and Blu-ray 3D on October 20, 2015. 

Kingsman: the secret service has embraced digital technology as they have also used cross media convergence to create their own interactive website, which can be viewed on multiple devices. However, Kingsman: the secret service did not do as well as they had fewer showings of teaser trailers and their official trailer compared to Jurassic world, which in turn gave Kingsman: the secret service a lower box office. Kingsman: the secret service has made TV appearance based on their premiere, which featured interviews with the actors. This is a form of free advertising, known as publicised advertising. Kingsman: the secret service have been featured in various magazines, which are not well known compared to Jurassic world as they were featured in Empire as they are a Hollywood blockbuster whereas Kingsman: the secret service is an independent British film. The film was released on digital HD on 15 May 2015 and on Blu-ray Disc and DVD on 9 June. Kingsman: the secret service has not done much in the digital technology side of marketing compared to Jurassic world, but they have launched a clothing line based on the outfits they wore in the film in which it could be argued that the clothing line could be marketed using digital technology by them using cross media convergence to launch an interactive website based on purchasing the clothing line and the clothing line could be advertised on TV to get recognition. However, the advertisement for the DVD of Kingman: the secret service as it has been featured in Sky movies adverts to feature the films that can be purchased in Sky stores. Due to new technology, it has made piracy easier for people to get the film before the film is completed in the exhibition process. This is known as exchange. This costs the film inndustry millions as the sales have been taken by someone else. 

Overall, the use of digital technology has a huge impact in marketing and consumption for the film industry as this allows the film industry to communicate with the target audience of that film through many media products such as radio, TV and for magazines and Newspapers as they can also be viewed on the internet on many devices such as mobile phones, iPads and tablets. It is important for film companies to embrace digital technology as new technology is being introduced and becoming more advanced, which many users are using these days, which film companies need to use in order for them to communicate with the target audience of that film. Due to the fact that digital technology is becoming advanced, for consumption in digital technology trailers and films can be viewed in different ways such as applications for example ‘YouTube,’ which allows the user to watch a trailer and they can also purchase the film to watch, which can be viewed on many devices such as mobile phones, which are convenient when people are on the go as they can watch the trailer or film on the train on their way to work, especially now the fact that people do not have the time to go and purchase a DVD as they can be viewed on apps such as Netflix and Lovefilm, which allows the user to download or stream the film that they want to watch. However, the disadvantage of this can be that the film has not yet been through the exhibition process, which does not allow the film to be featured on these apps in which the audience may consider illegally watching the film, which is known as exchange.