Mobile Cinema, Social Marketing and the Hollywood way

Appologies that I haven’t posted in a few weeks, being extremely busy. But finally I managed to find time to write this little post.

The subject- mobile filmmaking- is a part of the module I study but I’ve extended my research to the issues of social and technological changes that occurred in the last decade. Along with the web 2.0, an interactive, social tool that replaced the static Web 1.0, we now have You Tube, Flikr, Vimeo, and many, many other platforms that allow users to generate their own content. We are getting used to watching shaky films recorded on mobile devices. Promoters, marketing agencies and big labels alike learned to use the social tools to their advantage. The ‘client experience’ the way we ‘consume’ content is changing. People expect the freedom and involvement provided by the internet. They expect more then just being spoon fed new products, new films, new music. The people want to get involved, make a difference, create or just have their voice heard. It changed the way we perceive products and companies. Client generated reviews have more credibility, on the web, then expert advice. Even the adverts have changed. Marketing rules apply to music, film, and tooth paste in exactly the same way: the advertising campaigns are changing and are now being designed to be run by the real client experience.This video explains it a bit better:

Now an example of advertising campaign by Honda:

 

The Film Industry noticed those changes too. There’s a great example of how the film promoters try to improve the film watching experience:

http://www.cultureunplugged.com/film_festival_TV/documentary_ipad/

 

So, basically, the film festival comes to you now, whereas before you’d be getting yourself into the cinema theatre, miss at least two festival days due to work, burn £30 worth of petrol and spent at least two hours in the traffic. Now you can watch the documentaries on your iPad, on the train, on your way to work. What a time saver!!

On the other hand films on portable devices are just a different kind of cinema. I cannot find any justification to compare the art of filmmaking with this emerging new mobile film art. It is dissimilar on so many levels that discussing it would make a whole new post. Let’s get down to the films themselves then. Shot on the handheld, portable devices, mainly on mobiles, those films have a sense of ultimate truth and sincerity. When big budget production takes weeks or months of preparation the mobile film is shot on the spot, at the very moment the events are occurring. There are creations that have been planed but even those mobile films scream ‘authenticity’. Here’s my favourite mobile film. The idea behind it is simplistic but genius.

 

New ways of thinking and new creative ideas emerge from new forms of expression. Democratisation of the film gives us, the viewers, a chance to be the creators. But the approach to democratisation of the filmmaking business has it’s dark sides too. Some people believe the film industry, especially big Hollywood Studios, have been beyond public scrutiny for too long. Their publishers and PR bosses have been controlling the flow of information for their own, business gains for centuries and not everybody agrees it should be allowed. Haktivists. That’s what they are called or how the press calls them. And as some of them are just a new breed of celebrity stalker, the others believe in freedom of information and that control of information flow should not be allowed, no matter how much money is involved. To find those groups you will need to do your own search online as I will not be posting links to websites involved in criminal activities. Even though, on some level, I agree with their attitude.

Mobile Cinema, Social Marketing and the Hollywood way

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