The significance is that sci-fi action films are becoming more popular, this could mean that certain audiences will feel alienated as they may not want to watch these types of films. Digital media can be beneficial to a film as it can develop a film and make it more successful because film producers can include special visual effects, CGI characters and CGI sets. Institutions like Warner Brother's and Universal Studios will also become more successful as they will be making good films that will make large amounts of money.
Mad Max uses all of these aspects to create effects. In the car chasing scenes, an edge arm was used to film a sequence that they wouldn't have been able to film without it. The edge arm could shoot 5 shots in a sequence scene from a close up of Max, a medium shot of nux, to a medium long shot of nux and the war boy, then the camera pulled out to a long shot of the men in nux's car, and finishing the shot the camera pulls out to a wide shot of 180 cars and the war ring all in one sequence shot. This could not have been doable with a traditional camera. Mad max also used real stunts in their film, 80% of effects were real. To film the war boys jumping from car to car, pole cats were used from the circus, the cameras were then used at different angles to film them jumping. When editing the film, they had to cut out the wires that were attached to the men to make it look real. Ex Machina used CGI, when Ava was pulling the skin off of her robotic body. In a the scene where Ava goes into the wardrobe, she puts on clothes, this was done so it would be less money for the producers as they didn't have to CGI. In editing rotoscoping was used to film Ava doing an action more than once and edit parts of her body out to make her look more robotic. This was done to make the audience view her as a future robot.
The development of digital media technology has been influenced on how films are being distributed and shown. Both Mad max fury road and Ex Machina were films that were successful at the box office. Mad max was shown on 16,700 screens in 68 countries, it was distributed on a lot of screens because cinemas knew that the film would be popular to audiences as it is a sequel. It also was popular like most blockbuster films as it has a lot of action and explosions in, which is what the audience who watched It would expect to see. Ex Machina had a different approach to releasing their film. Ex Machina had a smaller target audience than Mad Max. To start off distribution of the film, they had to target film buffs as these kind of people were into sci-fi films, as The Avengers was released at the same time, so a majority of people went to see that film. So, Ex Machina was released on only 15 screens in US, but after waiting for The Avengers to have been seen by people, it was put on over 2000 screens. This meant that more audiences saw it as film buffs had reviewed it.
Since being screened on cinemas, both films have now developed onto more digital media technology like Netflix. Netflix is a website that requires people to sign up to a monthly membership to pay to watch films online for a small cost. Ex Machina is being shown on a site similar to Netflix, this means not only are more people able to view films for cheap, but it is still taking in money from having to pay a membership. Without the development of using digital media technology, illegal downloading could have had a negative impacts on cinemas as they wouldn't make as much money. Sky movies is also very popular to watch film on rom your TV, which also has a box office option to watch the latest films without having to go to the cinema and pay double. DVD's and Blu-Ray are still being used by people who don't have access to the other types of digital media, however this is a smaller percentage of people, and DVD's and Blu-ray are slowly becoming less popular. Overall, digital media technology has developed for media institution by making them more money and helping to provide a wider variety of audiences.
The development of digital media technology has made a big significance of how films are being marketed. Ex Machina was very clever with the way they marketed their film, they used social media. By using social media, it is a good way of advertising as lots of people use it and have access to it. Ex Machina used sites like Instagram and Tinder which are popular with young people, this can help to bring a wider audience to look at the film. As Ex Machina only had a small budget for their film, they needed to keeps costs low, and by using social media to market their film, it was free so they could spend money on other areas of the film. Mad Max had a different approach to marketing their film, as they had a larger budget, they could afford to spend money on advertisement to larger audiences. They used television adverts and YouTube adverts by showing the trailer of the best and most exciting parts of the film. People who will see the trailer will have an insight of the film and be drawn to see it as they know to expect large explosions and lots of action. Trailers are a development of digital media technology as producers can now show the film in different ways with the help of technology.
Overall, the significance of continuing development of digital media is shown in both Mad Max Fury Road and Ex Machina as they are both successful box office films which made money and the Institutions have also made a lot of money from making these films. The audiences of these films may have expanded and more people are seeing sci-fi films, so they are becoming more popular from the way they have been marketed like Ex Machina which has had the help from digital media technology becoming more advanced.
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