In early March 2017, the trailer for 'Get Out' a psychological horror was released and soon became a big hit on social media. It has been said to be one of the best trailers of its time and due to this gained a mass following due to the enticing nature of the Audio Visual Promo. What with the film containing some graphic content, it was classified by the BBFC as a 15 which meant that the target audience were mainly digital natives who presumably would have access to some form of social media account. The original promotional trailer for the film featured the hashtag '#GETOUT' which was used all over the world to spark a conversation about the film, Twitter users in particular used the hastag as a way to express their views across a multitude of other social media outlets. With thanks to technological convergence it has become all the more possible for audiences to access social media through smartphones and other devices making this form of marketing one of the most successful in the 21st century. Alongside the actual audio visual promotion video itself came an online craze recreating some of the footage from the trailer which then meant spanning onto other online streaming sites such as YouTube - this helped promote the original film as to understand the reasoning behind the recreative piece you must first have seen the video trailer.
Online content is highly regarded by young people in particular which means that when marketing a film aimed at this age range, it is important for it to be distributed heavily where the captive audience would be exposed. It is firmly believed that the success of the film is down to how it has been promoted online , the 435,815 Facebook likes have translated to 252.2 million at the box office.
The new and interactive phase of the internet has been so popular with media consumers for a variety of reasons, the most prominent of these being that it makes media consumption free , easy and fats. The majority of the target audience for the film 'Get Out' mentioned beforehand will have access to a piece of black box technology which we have Web 2.0 and the age of technological convergence to thank for - this makes it all the more possible for them to interact with media products , advertising and video on demand services - this means that media producers find it much easier to reach their intended audience through strategic advertising techniques such as the 'get out challenge' which involved fans recreating a popular scene from the film using their phones and creating viral videos with the relate hashtag which drew further attention to the advertising and release of the film.
Video on demand services such as netflix have made it all the more easier for audiences to consume media products which alonside other technological convergence has changed the way we enjoy media products, it has been said by theorists , in particular Sonia Livingstone (1999) that because of the multitude of media we now have access to on demand we are failing to watch broadcasted content which could lead to 'the death of the schedule'. VOD means that now multiple users within one household , using black box devices can access a variety of shows at the click of a button - this has led to fragmented viewing with houses and a loss of the social element of evening viewing. The advantages of these services are that they are accessible on almost every device available on the market at present and can be used at any time to either download or stream content- Downloading content means that viewers have unrestricted access to that media without internet connection, making it possible to watch missed shows on the go. Web 2.0 has made this a possibility as the new phase of the internet allows users to tune into what they have missed and even set online scheduels for the recording of programmes.
Black box devices have made a great impact on how we in society view media products, which in turn means that TV has become less of a sociable affair. Almost everybody we know has access to some form of smart device whether that be phone, TV or smart watch which has revolutionised the way we work , this also has had an effect on how we access media products as they are simply at our fingertips at any given point. Web 2.0 has also made it a possibility to access the same type of media on two different platforms , also known as simulcasting - an example of this would be the ability to watch a radio presenter online whilst also listening to them on the radio . This adds extra interaction with audience from content creators whilst also providing the listener with a visual aid, not long ago was this not a possibility. Although some on demand softwares such as Netflix and Now Tv are membership only, we as audiences are willing to pay fees to have access to content that would otherwise be restricted such as Netflix original series 'Orange Is The New Black' , these any time access episodes fit perfectly into a modern lifestyle as there is no requirement to watch them when they are aired as they are archived.
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