"Audiences are changing the way they want to consume." In the following essay, i will be discussing the ways in which audiences preferrences are changing, in that the ways in which they are currently consuming films, in comparison to the ways they have done so historically.
When films were first introduced in the late 1800's, there were little ways in which audiences could consume films. The introduction of the cinema in 1905 meant that the general public had access to newly released films (which were still a rarity), and this was used as their only means of film consumption, as no other technologies that allowed digital film viewings were accessible (including televisions, which were made available in 1927.) Even after the TV's introduction, film showings were very rare and when shown would be unreliable, meaning that there may have been excessive interruptions throughout the viewing experience. Due to this, cinemas remained the most frequented means of film viewings, with a steady amount of people using them throughout most of the 1900's. Cinema attendance figures spiked between 1960 and 1980, as audiences were keen to view the new generation productions, made with new technologies and (at the time) advanced film making techniques. Around this time, the cinema was the only way in which a good quality production could be consumed, but soon after this was no longer the case as new devices were made readily available for film consumers, leading a slight decline in cinema attendees, reaching a large depression in the modern day, with a comparably small demographic still attending the cinema to watch film.
In the late 70's and 80's, the analogue VHS (Video Home System) was introduced. This was a device that allowed the storing of video footage i.e films on large cassette-style tapes that could be placed into a VCR system which is connected to the TV. This system meant that consumers could view their purchased film as whenever as they pleased, which is hugely convenient for them, as they would not have to adhere to cinema screening times which can sometimes be restricting. Furthermore, they can watch the films as many times as they wish. In most cases, this would mean that they are receiving better value for money than what a cinema offers, with a purchase of a ticket meaning that you can only have the viewing experience once. Following this, the DVD was made available in 1999. A DVD (Digital Versatile Disc) in principle works similarly to a VHS, however it is digital rather than analogue. Also, by 1999 technology had advanced further, meaning a better quality version was being offered, making for a better film experience for the viewer as the picture appeared more realistic. Subsequently, this made the VHS almost made redundant, as this became one of the audiences' most preferred means of film viewing along with cinema as these two offered the best quality screening. After this, Blu-Ray films were introduced in 2006. Films shown on Blu-Ray disc are in high-definitition, meaning the film quality is more improved than the DVD, due to the sharper image, stronger detailing and surround sound. However, the Blu-Ray disc is only compatible with HD ready television systems, meaning the amount of consumers who this would be an option for would be limited. Furthermore, the Blu-Ray is more expensive than the DVD, meaning that although the viewing experience will be better, less people are willing to spend their money on them.
The way in which these types of technologies allow unlimited access to films for consumers is hugely detrimental to exhibition companies, such as Cineworld Cinemas, and distribution companies as often customers will prefer to take the more cost-effective alternative of buying a DVD rather than a cinema ticket. However, this issue has been combatted to some extent, as DVD's are not released until cinema screenings of the film are over. This means that the cinema will still gather customers who are most eager to view new films. In contrast however, I feel that production companies are likely to benefit from the introduction of re-watchable film technology such as DVDs as they are likely to receive a prolonged intake, rather than a substantial amount from exhibitors immediately after the film release, followed by nothing. On the other hand, it is likely that DVD sales would be of a similar trend as customers would make the most purchases after the initial DVD release, and sales would then decrease following this.
In the modern day, DVD sales are now on the decrease, as many other film viewing methods have been made available. These are technologies such as online streaming sites that have made film viewing more convenient still and sometimes cheaper suiting the viewer even more so. An example of one of these sites is Netflix, where consumers pay a small monthly fee (smaller than the cost of the average newly released DVD) and therefore get unlimited access to a number of films that the website hosts. In today's society, there are a variety of platforms that enable consumers to have internet access, meaning that films can be viewed on these sites through a multitude of devices, such as computers, smartphones, games consoles and tablets. Due to this convenience offered by online streaming sites, they have proven to be one of the largest platforms for film consumption in the modern day, as users can watch unlimited films when and wherever they please, even 'on-the-go' on internet-accessed smartphones and tablets. I feel that the rise of online streaming sites will be hugely detrimental to all production companies, as often they are paid a relatively small fee for unlimited use of their product, when they could be earning more from selling the film rights to exhibitors that offer film cinema screenings and DVD production.
In addition, another popular means of film consumption is through illegal file downloads. This means that a film that would usually be paid for is downloaded and then watched at no cost, from an illegal website. For consumers, this is extremely cost-effective (as it's free) and also relatively easy. Once the file has been downloaded, they can be spread across all of their modern smart devices also, meaning that the actual film viewing can be viewed across a variety of platforms, making it once again hugely convenient for the consumer. However, people that are partaking in this activity are running a risk, as the process in illegal, and can result in prosecution (very uncommon). I feel that this method of consumption will not grow in the future, as firstly consumers feel guilty about acting unethically and secondly, because it is becoming increasingly more difficult to illegally download, as the law is being stronger enforced. All producers, distributors and exhibitors will suffer from customers illegally downloading film, as none of them are generating any revenue from the consumer, making it harder for them to generate a profit when their costs are accounted for.
Although, all of these new technologies have been introduced that allow convenience and low costs for the consumer, I believe that there will always be a market for cinema film screenings. I think this for many reasons. Firstly, there are no better film viewing experiences than what modern day cinemas offer. This is due to the large high-resolution screen and good quality sound system that is available. These make the audience feel more involved in the film, as it appears more realistic. Furthermore, some cinemas now even offer VIP and premium seats, where customers can enjoy more comfortable seating at a higher cost. Also, some cinemas are beginning to introduce a '3-D' and even a '4-Dimensional' viewing experience, where audience members are seated in chairs that move, vibrate and provide physical effects to match onscreen visuals and audio. This further enhances the images onscreen, one again making for a better quality film viewing experience for the consumer. Although, each of these are priced higher than regular tickets, consumers are able to experience films that they are unable to view in an at all the same way that they are in these types of cinemas, making the extra value added worthwhile.
Due to the small decrease in figures that some cinemas have been experiencing, there have been many attempts to regain viewings, in order for larger profits to once again be generated. Some large brands have used synergy to work with exhibition companies such as cinemas. A good example of this is the phone service provider Orange, who have used their reputable brand image to offer a deal on cinema ticket prices every wednesday, offering consumers reduced ticket prices. This means that they are less likely to be deterred by the high ticket prices of tickets and are more likely to watch at the cinema, which could lead to repeat purchases if they enjoy the experience. This also benefits Orange, as some customers may only use this provider due to this offer that they provide. This has been successful on the whole over the past years, however, cinema attendance figures have not increased to a level where large profits are being generated. Due to this, the Orange Wednesdays scheme has now been scrapped.
In conclusion, I agree with the statement that the ways in which audiences are consuming is changing, due to the introduction of new technologies that allows convenience and cost-effective film viewing. However, i believe that the cinema experience cannot be beaten, and due to this, there will always be a market for cinema.
