Essay on Online Movie Marketing

There are basically six technology-driven threats to the traditional rental model: (1) Cable companies offering Video on Demand (VOD), (2) online movie downloads, (3) online movie rentals, (4) disposable DVDs, (5) illegal movie downloads and DVD copying, and (6) Digital (or Personal) video recorders (DVR). (Jackson) One could also consider traditional pay-per-view (PPV) as and additional substitute. Only one of these seven, online movie rentals has proven to be a major competitive substitute for traditional movie rentals. All other areas, except traditional pay-per-view are expanding rapidly, but some face significant challenges.

In the digital era of convergent media, the most obvious about the change of cinema is the storage which rely on celluloid that you can touch in the past. Now, however, it is stored as electronic packets of 1s and 0s which is virtual. The changes of the cinema is not only about the film storage, but also the production，post-production, exhibition and distribution which is the main part of the film industry structure. In the era of celluloid, the four steps of movie is relatively independent and has its sequence. In digital movie, whereas, the connection and integration among four parts of industry structure are ever close.

Occasionally, people use to go out and rent DVD’s to watch a specific movie from rental stores. Advancement in technology has brought a sufficient change in customer’s behaviors, today DVD rental stores have almost gone. Moreover, by time we saw enormous increase in channels being provided by cable providers, but today even that has been replaced by streaming media devices, thus my time, role of cable providers might also disappear due to the introduction of devices such as Netflix, Apple TV etc. “DVD sales have also been hit. The Los Angeles-based Digital Entertainment Group estimates DVD sales in 2008 fell 8% to $21.6 billion from a year earlier, while DVD rentals were flat.” Charny, Ben. "Viewers Tap Free Web Content." Wall Street Journal, Eastern

36). The cinema industry is being affected by the fast turnover rate of movies playing at the theatre to online releases, the increasing trend of online streaming of movies, and adopting sustainable practices. Cinemas are facing a more competitive environment due to the growing accessibility of home theatres and evolving consumer preferences. However, the major issue within the industry is the presence of online movie streaming becoming more popular. Canadians are presented with many platforms on which they can access content on numerous devices as well as at home. As the market and media platforms continue to evolve, it is important that each company in the cinema industry understands how to keep up technological developments and engage with their

Motion pictures are a key driver of the market for entertainment products, one of the largest export markets in US. Motion picture industry consists of three stages: studio production, distribution, and exhibition. The studios produce the lifeblood of the industry, the films that are its content. The biggest players at this level are the majors, big studios which integrate production and distribution, as do the slightly smaller mini-majors. The next stage is distribution. Distributors are the intermediaries between the studios and exhibitors. Distribution entails all steps following a film’s artistic completion including marketing, logistics, and administration. Distributors coordinate the manufacture and distribution of

is growing outside of the USA. This kind of growth includes the large countries that previously specialised in film production. For countries such as China and India, the annual release of films has grown progressively for the past decade, followed by a forced growing purchase power and investments in cinemas (Lorenzen, M. 2008). The American film industry must, in a way, watch its back. Especially when the amount of small film countries, such as Denmark and Switzerland, has grown. The smaller countries have attracted attention by not only up-scaling their production, but also winning market shares from Hollywood. Other new filmmaking countries are also on the rise, with Korea, Mexico etc. joining the market, who bring cheaper production technologies to their advantage (Lorenzen, M. 2008).

Entering and transforming the video rental industry was a large undertaking for the start-up company. The first marketing objective the company undertook was the process of building a brand. Netflix’s identity was crucial to future growth and success. Without a strong brand, competitors with deep pockets could have easily duplicated the company’s business model. Secondly, leveraging technology was critical to establishing the business and infrastructure growth. The consumer base was the final objective Netflix sought to achieve. Retaining and growing subscribers were fundamental to revenue and marketing goals.

The film industry has continuously changed since its inception due to rapid technology advancements. Camera technology has been a key factor that has influenced the growth of filmmaking. The first motion picture in the world was produced in the early 1880s, and the first public screening occurred ten years later. It didn’t take long for the quality of films to improve as new filmmaking equipment emerged. Ever since the first movie was produced, the film industry has been continuously changing in response to emerging filmmaking technology. Introduction of digital photography and digital data storage along with the development of internet significantly influenced the film industry (Barsam, 2015). These technologies contributed

A market analysis was first taken out on Reading Courtenay; one cinema under the Reading brand name situated in Wellington. From this analysis, it became apparent that the Internet was one of the company’s largest competitors. Upon further research, the problem revealed to be at such a large level, one single cinema would not be able to control it alone. The view for the marketing plan had to be changed and instead would now support a company-wide view.

As independent films gained a foothold in the 1950’s, Hollywood was struggling. This is when Hollywood looked towards Blockbusters, a term used in theater which is a film that is anticipated to make high revenues, but uses a large amount of money and resources to achieve this. This is the antithesis of the independent film where it was often difficult to secure funding, they needed to rely more on their story and the videography more than on wow factor or high paid actors to draw crowds in to the theaters. Independent films struggled until the 1980’s where it got a boost thanks to some talented filmmakers that made people want to watch the films

Even though it grew mainly due to the strategies and innovative ideas it developed in this industry, the fact that there was an absence of substantial competition also helped propel its success.

Today, digital technology and the Internet are deeply reshaping the motion picture industry with a trend toward the digitalisation and disintermediation (Zhu, 2010). Media streaming services are an example of this current restructuration. Providing an access to a wide collection of entertainment online at a cheap price, they have penetrated the monopoly that cinema once enjoyed (Herberg, 2017). A significant example can be found in the US company ‘Netflix’, source of nearly a third of all North American downstream internet traffic at peak hours (Hallinan & Striphas, 2016). Once a small DVD subscription service created in 1997, it offers today to its subscribers to watch its own produced movies and shows as well as content of other

Film Industry has been expansively affected by the changes in technology. The mechanical and digital innovations give cause to the influence of equipment, distribution and the way in which films are made and consumed. New trends shape directors and filmmakers to expand creatively towards telling stories in motions. The film industry has developed to one of the most important tools of communication, it's cause so powerful affecting the way individuals and societies think, act and behave. Among the new Era approaching film, and seeing celluloid film fade is that of the Digital Era and a camera that saw celluloid films passing hastened.

Content marketing began as a simple concept; one simply wrote blogs and articles related to specific products and/or services and promoted them; however, content creation in 2018 has come full circle. Businesses today have tried to keep up with content trends and have used different tools to promote content in 2018.

Many businesses are currently using various online platforms to promote and marketing their products. With the advancement of technology and increased access of the internet by people, the business have taken the opportunity to reach their potential customers through the internet. There are various advantages that accrue to a business entity that uses internet as a marketing tool. The internet marketing has tremendously increased and the businesses that have not embraced internet marketing are missing out on great opportunity (Schibrowsky, Peltier & Nill, 2007). The importance of using internet as a marketing tool is as explained below;