A Summary of Technologies

The film industry is centered around technology. Initially the film industry revolved around making movies, which in their first form were black and white, and silent. Traditional careers centered around the making of the film, with actors and Directors, cameramen and lighting technicians onset and costumers and set designers involved earlier. Post-production people completed the process prior to distribution to the movie theatres. Advertisements were sold as part of the movie preview package.

The invention of new technology such as sound, and colour film allowed the industry to create more and better films. This expanded the movie industry and developed a bigger market for it so more film companies could enter the expanded market. Further improvements in film itself such as a move towards animation beginning in the 1930s led to a further expansion of the film market particularly targeting children. That further added a career for people in voice-over work. It also created opportunity for graphic artists and a separate group of individuals specializing in the art of animation. More opportunities existed in the larger overall market.

Later technological advancements such as VHS tapes and, from that, DVDs, have changed the way the movie industry is forced to do business. Similarly with the advent of the Internet.

These new technologies have expanded the “movie” industry to include a host of retailers now considered a part of the business – distributors such as Blockbuster and Rogers, pay-per-view specialty channels, DVD vending machines, DVD mail clubs, etc.

They have also pushed the motion picture industry to consider other options, such as IMAX theatre and 3-D film that encourage the consumers’ return to the theatre.

A Detailed Overview of a Specific Technology

BETA technology, replaced by VHS, was the start of a whole new period in the motion picture arts industry. This technology allowed full-length movies to be mass-produced, inexpensively, in cassette form for viewing in the home.

Previously, movies were only available to be seen in cinemas. Each and every time you wanted to view the film, you were required to pay to do so.

The creation of VHS tapes changed how the consumer watched movies. It allowed the viewer to stay at home and prevented the need to travel a variety of distances to watch a particular film. It reduced the cost to the consumer of viewing. It allowed the consumer to re-watch the movie repeatedly at no or little additional cost. It allows the movie to be viewed at the individual’s convenience. It further allows the watcher to eliminate the advertising attached to the movie

Although it shifts the focus away from the movie theatre, it also expands the market for these films. It has, however, required the film industry to address the need to change the way they do business.

A study by “ABN AMRO” in the year 2000 showed that 26% of Hollywood movie studios’ worldwide income came from ticket sales, 28% from television, and 46% from the sale of VHS tapes and DVDs.

This is obviously quite different than profit figures prior to the advent of this new technology.

The expansion of the VCRs development to DVD technology, pay-per-view purchase and Internet viewing has just further advanced the flexibility of the consumer in movie viewing.

 Currently, major motion picture studios are trying to enter into the Internet environment, joining forces with already established internet-based companies to find a new and more profitable way to distribute their product.

Assessment of the New Technology

As previously referenced, the invention of the VCR has changed how consumers watch movies. From the consumer’s perspective, it has been of huge benefit. It allows the viewer to remain at home and it eliminates travelling to the theatre. It is a less expensive alternative for the consumer. It provides flexibility in the time and place of viewing and the number of times a movie can be viewed. It also allows the viewer to avoid any attached commercials.

More current trends to Internet viewing, and pay-per-view movies have given the consumer even more opportunity to avoid the pitfalls associated with movie going.

The downside to the consumer has been a move to less of an overall movie experience. It is now a more individual experience as opposed to a large group one. It is perhaps, overall, just not as much fun.

This same technology has also been detrimental to the motion picture industry. It has taken away from movie-going revenues and it has reduced the effectiveness of those advertisers who pay to attach their advertisement to a particular film.

 However, technology has also created an even bigger market opportunity. Currently, major motion picture studios are trying to enter into the Internet environment, joining forces with already established internet-based companies to find a new and more profitable way to distribute their product. They are also finding new ways to achieve advertising revenues by adding product placement to their features.

A move to 3D film, presenting an experience that cannot be duplicated in the home and the introduction of IMAX technology have also helped to lure viewers back to the theatre.

A Futuristic Vision of Career & Technology

A futuristic view of the industry requires expansion of the current movie experience in order to draw back the lessening market that now have access to other viewing options. This includes such new technological advances as 3-D film, IMAX, and the addition of sensory experience such as scent and touch.

Although 3D movies have been around for years, they are becoming more common. These types of movies help the viewer experience the same feelings that they would if they were in the situation the actor is in. They can provide thrills and excitement or even discomfort. They enable the viewer to become involved in the movie. 3D movies usually cannot be shown in regular theatres. Currently, only 1040 of the 38,000 movie screens in the U.S. and Canada are set up to play 3D movies.

 There is also a plan to join forces with Internet based companies to release movies this way. By releasing movies online, movies will be able to be accessed by a much broader audience. People will not have to leave their homes to see a movie, providing both comfort and flexibility to the viewer and saving time. This is a good benefit for the movie industry to be able to offer.

Right now movie companies are competing with video store rentals. As well, they are faced with the ability of their potential customers to use pay-per-view from local cable stations. This is a much less expensive option when taking into account ticket prices, gas prices, and food costs. Students who aren’t old enough to drive do not need to call a taxi or get a friend to drive them, and can just watch the movie at home. Tapping into the Internet and into a younger, movie-going audience that will grow with them, will most likely provide an opportunity to recapture some of the profitability lost to the new technologies.