Film and Advertising

Branding is an item made by a specific company under their name. Branding can be services, religion, people.  This relates to films as when it is advertised, it usually has a name which is used to increase the audience's trust into believing that it's a good film. It pushes people to watch something. Also, branding is used to show the expectations and their ideas of the film. For example, when we see a movie with the company logo of Disney, the audience immediately knows that it's targeted towards children. Branding was originally used by farmers where they use a hot cast iron to burn their cattle with a specific logo. However now it is developed into a different use. Films are also advertised through the internet (web 2.0). The audience is usually persuaded to watch a certain movie through information from the web. It can be reviews, trailers or any other platforms to boost the films expectation. Through web 2.0, more people can consume which means watch the film but also share their ideas about the films through reviews and videos or post it on social media which is prosume. Whereas before with the previous web, people could only consume as it was not fully developed. As technologies are all emerging together (technological convergence), more people have access to see their product, which means more profits. Using Jenkin's Convergence Theory, the technological convergence has become more of a cultural process and the film industry relies making new products on the response of the consumers. But as web 2.0 can cause piracy websites which is stealing films and making it available to more people, this causes a loss for the film industry so they created the idea of streaming their films such as Netflix and Amazon Prime. This helps both film industry and the audience as they can see  the film immediately and the film industry gets the money from the monthly subscriptions from streaming.