Development in software and effect on audience and institution

Technology is constantly being developed and improved, and this is what allows major film companies to create films that push the boundaries of what is all ready possible with film making. However, film makers do not always take into perspective the effects that this could have on an audience and institution. The development of software and cinematography technology has in some ways allowed film makers to explore techniques that have never been used, but this is not always  successful as some audiences prefer tradition.

The access we have to watch films in modern times has completely altered due to the rapid development in technology. The ability to steal and pirate movies online is becoming more accessible all over the world, and this has a negative effect on the film industry as people can access them for free, causing a loss for the film makers. The the development in ways we can view a movie now gives people an alternative to just watching it via DVD. Things like HD and 3D TV's, Blu-ray players allow people to watch a film in a different perspective. HD Televisions are graphicly superior to standard pixilated TV's, it also allows the viewer to alter the dynamics of the sound through improved systems, and bring the precision of a cinema screen to home. By engaging the audience more effectively with such detail in both sound and vision, this encourages cinema goer's to swap the big screen for the top of the range TV, causing a loss for the cinema's. These detailed TV's allow you to do everything a cinema can, but just on a much smaller scale. The time taken for a film to go from the cinema to DVD had decreased and become a lot  faster allowing viewers to only have to wait a month or two before they can buy the film for a lot cheaper and a lot less hassle. With the invention of 3D TV's in 2010, the public brought them as they became a novelty trend, but this soon changed as they were not what people first thought. To watch any kind of film of programme you required specially made glasses, these however were not cheap, and made it more costly for the consumer if lost or broken. Samsung and Sony both created these large screens with added 3D in an attempt to compete with the modern cinema. The development of modern televisions over the past couple of years have caused cinemas to loose out on large amounts of money, as they can not keep up with the demand for new develop technology. As devises become more advanced, the demand will continue to rise, making it more difficult for the cinema brand to compete with such advanced technology. If there is no longer a future for cinema, this will destroy the concept of IMAX filming s there will be no need for it any more. Along with the need for cinemas to keep up with the advancing technology, they must constantly update the equipment within the establishment. If this does no happen, they will have no choice but to raise the admission prices in order to fund this development, which will only force people away even further and eventually force people to use 'Home' entertainment.

With the invention of the IMAX camera, that standard to which people could watch a film increased dramatically. With such a big screen to view the blockbuster on, the graphics were like nothing ever seen before, giving the cinema a unique edge. When shooting a film with an IMAX camera, it is filmed in the largest scale possible, adding to the realism of the film and also boosting ticket sales. However in order for an institution to hire the IMAX camera, they must pay $3,200 just for a day of filming. For larger productions, the amount of camera required would be a lot larger, an this required a large sum of money. With only the larger film companies being able to afford this, they had a advantage. Without a large budget, the IMAX cameras would not be affordable and not beneficial for the films production. With the lack of graphic quality, the film would eventually flop as audiences were not drawn towards it. The IMAX camera allows film makers to film in 2D, 3D and HD, each with slightly different graphic features, however the number of camera lenses determines the overall quality of the film. The IMAX camera was nt always practical for the director as it is on a continuous reel, and this means the director can only see every frame he had taken until the end of the day. This was restricting in regards of the production time. With this problem, the hire time for each camera would be a lot longer than planned causing the  films budget to be stretched even further to afford each camera.

With the development of devices such as the Blu-ray player, companies like Sony maker large profits from selling an up to date version of a DVD. The overall better quality and resolution of Blu-ray DVD's give's it a greater selling point over other DVD players. With a red laser being used in standard DVD player, the blue laser used by Blu-ray allows information to be stored at a greater density, allowing more features to be stored within the disk attracting a wider audience. By adding special features, this allows institutions to to charge extra money for un seen footage and interactive features. However, with Sony having all the rights to the Blu-ray design, they gain all of the profit, causing the institution to loose out on money overall.

In order for cinema's to become profitable institutions, they work closely with companies like orange mobile network  to create deals such as 'orange Wednesday', which allows 2 viewers to watch a film for the price of one. By promoting offers like these, both companies make a gain and profit. his example of synergy is useful for both institutions as they can promote each other, resulting in a higher income for both companies. This collaboration not only allows an audience to view films for affordable prices, but also consider changing their mobile network and WiFi to gain extra customers.  By working synergistically both institutions benefit from the extra gain in trades, and use it to create an image that not only benefits both companies, but also benefits the consumer.

As time develops so will the technology that allows audiences to access films globally. With the rise in sales of smart phones and android phones, these are a primary source for watching films online and streaming them straight a mobile. Stores such as Itunes allow the consumer to download a film straight to the phone, and  even allows people to illegally download films from the web. These illegal downloads prevent DVD and Blu-ray sales and this causes the certain institution to loose out on sales. Furthermore, this access to illegal films reduces sales at cinema's as the access to them from a mobile is so simple. his then goes on to effect the distribution, production and marketing foundations of a film, as it is not making the sales that it has the potential to. On the other hand, the quality of pirated movies does not meet the standard to what you would receive at a cinema, and they pose a threat to the profit margin of film institutions.

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