Step Three: Task 6

How have the audience responded to the changes?  Is there more customer choice?  Is there evidence of a more pluralistic model?  What evidence do you have to support this?

The changes in the marketing of film has contributed to a vast variety of ways in which institutions advertise their films. This provides them with greater platforms to distribute to their audiences due to the changes in new and digital media. The changes in new and digital media has also provided audiences with more customer choice when it comes to film. This is because there are now so many ways in which audiences can consume film. This can be through the traditional way of going to the cinema or online on sites such as Netflix. Audiences can now also view films on smartphones by downloading them. It could be argued that due to the changes in new and digital media there is a more pluralistic model in society. Audiences aren't just passive receivers when viewing films because through social media and smartphones they've become more active audiences. An example of this is the illegal acts constantly done at the cinema. There's often some people who record an entire film on their smartphones to distribute it online. The camera phone has led to many people recording films to consumers who are willing to download them online rather than pay for it at the cinema.

New and digital media has also led to discussions on certain films via social networking sites. From just a few clicks online audiences can find all kinds of information on certain films. This provides audiences to have the needed knowledge on certain films before making the investment to watch it. It wasn't like this before where all audiences had to judge a film was from the trailer and poster. Audiences can now also search the internet on the issues being narrated in the film. New and digital media has provided audiences to have an all round knowledge on the films they watch.