On film, technology and business…
"The art challenges the technology, and the technology inspires the art." — John Lasseter
We are in the golden age of film! Acting has never been better, movie stars have never been bigger, film studios have never been richer and the stories have never been as good or more diverse. Not only has the quality of film improved, the mediums by which the content is consumed is more convenient for the audience than it has ever been. The traditional delivery methods of film content remain but they are quickly losing ground to on demand streaming services on smart TVs, laptops and mobile devices. The union of film and technology in this regard has been quite impressive but so has the use of technological innovations to improve story telling. From the early silent films in the late 19th century to the use of computer generated imagery today, technology has shaped the way stories are told. The continued influence of technological innovations in the film making and distribution process has improved film content, made creatives and distributors richer and most importantly made audiences happier and more engaged.
Steady improvements in animation and widespread use of 3D & iMax technology has enabled filmakers to tell stories that people of all ages connect to on a visceral level. These improvements have seen animated movies continually draw larger audiences and a higher demand for movies shot in 3D. It's no surprise that the majority of the top grossing movies in recent years have been either animated, adventure or action movies. Superhero franchises, in particular, have taken full advantage of these technologies and flooded movie theaters with blockbuster 3D movies and a sizeable number of animated movies and shows. This abundance of quality content has led to an increase in their fanbases and has encouraged innovation in various forms of story telling; for example: The Amazing Adventures of Spider-Man at Universal Studios and Justice League: Battle for Metropolis at Six Flags.
Not to be forgotten in this discussion of the positive effects of technology on film is the impact the rise of digital cinematography has had on the film making process. The cost of shooting has been greatly reduced without compromising visual quality. This has proven beneficial to all film makers, regardless of budget size, and has helped foster the creativity in indie film making.
The next big thing in film making will probably be implementing virtual & augmented reality. The introduction of VR will make the movie going experience much more immersive and engaging for the consumer, and will allow for new kinds of stories to be told. Audiences will be right there in a story, have multiple points of view of a single scene and could also interact with certain parts of a story. Further development of these technologies could expose viewers to granular details of a scene, which could be very useful in documentary and educational films. Subjects and locations we've only been able to imagine, like the refugee journey to Europe or the geography of the moon, will be presented to us in unprecedented detail. I look forward to experiencing developments in this next chapter of the union of tech & film making in the near future. You can read up on an exciting project in this regard by the BBC here.
The advent of 3D technology and on demand streaming will significantly change the business landscape at all stages in the movie industry, from content creation to distribution. Companies, from movie studios to theaters, will have to adapt their business strategy. For instance, to attract business in the face of stiff competition from on-demand streaming, movie theaters will have to market going to the movies as more of an experience akin to going to a theme park. This means more 3D iMax/blockbuster action or adventure movie type showings (because those draw larger audiences); smaller screening rooms with better seating so everyone gets a good view and is comfortably seated; and more diverse and gourmet meal options so 'going out to dinner and a movie' becomes just 'going to a movie'. More and more boutique theater chains are following this model and the bigger chains (AMC and Regal) will have to follow suit or they'll lose market share as people go to the movies less regularly and expect a great experience when they do.
As ticket sales for blockbuster movies increase, studios will greenlight and market more blockbuster movies to exploit demand. This cycle will negatively affect other movie genres (like drama and comedy) that aren't as successful in the box office. Rather than waste marketing resources and pit these movies against the blockbuster movies at the box office, studios should bypass the theatric release and stream these movies on demand. Studios should licence these movies to streaming services and have them market the movies to their customers. This model should be a win for everyone involved because studios are more likely to make a profit as they have little to no marketing responsibility; streaming services have quality content in their library and marketing to customer is more targeted and smarter; and the customer can watch quality content whenever and wherever they want. This, however, may mean higher monthly subscription prices for the big streaming services (Netflix, Amazon and Hulu) because they have to pay to license more content and produce more original content.
Film studios and businesses at the intersection of media and technology will continue to thrive in the near future but the big winner in all of this is us: the film buffs, the TV show addict and the-bored-9-to-5'er-on-a-slow-Sunday. Whatever direction the industry goes, one thing is guaranteed- we'll be able to binge on quality film for the foreseeable future.