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Film Technology EssayLesson Objectives: To be able to

answer an exam style question evaluating the effects of new

technology on the film industry.

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PICTURE

START

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Essay Question

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Assessment Criteria

To achieve an A grade you need to:

•Demonstrate excellent understanding •Use relevant and accurate facts•Develop a clear argument•Relevant to question•Frequent, detailed, relevant examples•Refer to your own experience•Use Terminology

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ARGUMENT

EXAMPLES

EXPERIENCE

TERMINOLOGY

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Structure

• Introduction – state focus and argument.

• Piracy – effect of online piracy.

• Production - 3D, digital filmmaking, CGI.

• Distribution – digital projection, digital distribution.

• Marketing – viral marketing, social media.

• Conclusion – sum up argument, relate to own experience.

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Introduction

• Relate to question, introduce argument, identify focus.

The continuing development of digital technology has significant implications for both film producers and audiences. New technology has lead to many changes in how films are produced and distributed, which offer both benefits and disadvantages. It is my view that these technologies are generally beneficial, though the emergence of online piracy presents a major challenge to film studios.

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Piracy

• Development of high speed broadband internet has led to internet piracy.

• Motion Picture Association of America (MPAA) estimates piracy costs film industry $20 billion annually.

• DVD sales declined dramatically in late 2000s, with studios reporting big decline in home entertainment revenue.

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Piracy• MPAA figures have been questioned – some suggestion

piracy costs could be closer to $500 million.• How many viewers who watch pirated films would have

bough the DVD anyway?• Avatar was the most pirated movie of 2010, being

illegally downloaded more than 17 million times. Still became the highest grossing film of all time earning $2.8 billion worldwide.

• Include your views on piracy.

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3D

• Increase in films being shot in digital 3D in late 2000s.

• Seen as a way of tackling piracy – explain why.• Success of Avatar encouraged other studios to

produce 3D films.• Popularity of 3D films at UK box office peaked in

2010, then declined. Include statistics.

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3D – Tron: Legacy• Shot using a Pace Fusion two camera rig.• Director of Tron: Legacy said that "The Pace–Cameron

F35 system is a very cumbersome beast on the set. It's such a large animal. It really informs the way you shoot." As a result, he went for longer, more static shots.

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3D – The Hobbit• Filmed in 3D using RED cameras.• 3D technology had developed to allow for more

lightweight 3D cameras – including handheld and steadicam 3D cameras.

• Create a more ‘immersive experience’ for the viewer according to director Peter Jackson.

• The Hobbit Video Diary• Pirates of the Caribbean 4 also used lighter 3D camera

rigs in production.• Include your own examples as well.

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Evaluate 3D

Film Studios

• Way of tackling piracy.• More expensive.

Audience

• More immersive experience.

• More expensive.• Give your opinions/relate

to your experience.

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Digital Filmmaking• Film industry moving towards filming in a digital format.• Most filmmakers have moved to digital production.• Some filmmakers, e.g. Christopher Nolan, Quentin

Tarantino argue digital is not of the same standard as celluloid.

• Success of films like Avatar have boosted digital filmmaking.

• The Hobbit shot on digital camera – recorded on memory cards.

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Digital Filmmaking

Advantages

• Cheaper• Can film for longer

periods of time.• Lighter cameras.• Easier to add CGI.• Democratises filmmaking

process.• Can shoot in digital 3D.

Disadvantages

• Quality of image?

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Special Effects

• If you have time you could also discuss the use of special effects such as CGI, and motion capture.

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Film Distribution

• Digital projection– Move from distributing films on film reels to digital

distribution.– Digital distribution is roughly one-tenth the cost of

releasing a film on 35mm film.– Success of Avatar in digital 3D lead to shift from film

to digital projection.– Paramount will no longer distribute films on 35mm.– 92% of US cinemas are digital.– Digital Screen Network – UK Film Council scheme

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Evaluate Digital Projection

• Saves studios money.

• Should allow low budget independent films to be released on more screens – more choice for viewer.

• Digital projection facilities allow cinemas to use satellite links to other events, e.g. plays, opera, etc.

• Costly for independent cinemas to convert.

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Film Distribution

• Home Entertainment– Some films using day and date release –

examples, benefits/disadvantages.– Shortening distribution windows.– Early electronic sell-through.– Proliferation of digital platforms/devices.– Rise of Video on Demand sales.

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Evaluate Digital Home Entertainment Formats

• More convenient

• Wider range of platforms (Ultraviolet)

• Helps tackle piracy

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Marketing

• Examples of viral marketing campaigns– The Dark Knight– Toy Story 3– UK Film Council (Infidel, Girl With the Dragon

Tattoo, etc.)

– Give one/two specific examples – discuss benefits and disadvantages.

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Conclusion

• Review benefits/disadvantages of new technology to film industry – review argument.

• Relate to your own experience.

• I have demonstrated that digital technology offers significant benefits to the film industry by…

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Key Tips

• Refer to your argument throughout – is digital technology having a positive or negative effect.

• Make sure you use specific examples.• You need to discuss benefits and/or

disadvantages to both film studios and audiences.

• Relate your discussion to your own experience as a film consumer.