Media Convergence

New changes in technology and media are being called deep media convergence and have encouraged movie-lovers to move en masse from traditional screens to Internet connected devices for several reasons. Firstly, there’s the convenient, cool looking and similarly so named iPads and Androids etc.

Multiplatform Marketing Media Convergence

But  it’s not merely the gadgets that have been converting viewers en masse;  technology companies have increased bandwidth and screen quality (HD is now the norm) while the amount of material being digitized, not just new stuff but classic movies and archives of historical interest, is mind-boggling. The history of film is in the palm of your hands as well as the future.

Some call this supermedia – viewers have an almost unlimited access to all new and all motion picture, TV, radio, music, photography and user-generated c content, on all devices, virtually all the time.

Add to that deepened global person-to-person proximity, shared perspectives, the merging of global communities and global communication, and the sharing of information, art, politics and commerce is as close as the Internet.

Import and export duties have also been relaxed with deregulation some time ago and global trading is legal and accessible in new ways.

Consumers are supporting Open Source enterprises like none other. Open Source refers to initiative and developers believe all technology, art and information should be available and free to all in cyberspace. Craigslist, Wikipedia, Google and Firefox are such examples. Companies that have tried to charge and keep such innovations exclusive have been burned and died in recent years.

Open Source is consumer driven and office loyalty to those who embrace it and use it well.

For producers not only has an online presence  become easier, cheaper and open to more possibilities, but also that film has the potential to reinvent itself or evolve in the new sphere. For example, traditionally a movie is less between 1.20 minutes and 3 hours. This is the maximum amount of time an audience is prepared to sit in a cinema and the minimum to be value for money.

TV shows are designed to fit in 30 minute or 1 hour slots. With new media, a view can start watching a film at home on a flat screen TV and finish watching it on a mobile device on the train. This will allow some more flexibility to film makers.

An example of a producer testing the waters  online is a British film maker who, in 2010, created a website and offered downloads of her movie inexpensively, but included two links to other sites where it was available for those who had the money to support her or just wanted the extras. She posted the entire budget for the film for viewers’ interests and also the income from sales.

She made back her money in about a month.  This is not necessarily a recommended pathway but rather a novelty that is unlikely to work again, but it’s an example of the new world of distribution.