Step Three: Task 3

What impact has there been on how the media institution now has to produce the texts and the way in which the texts/ products are distributed and exhibited?  This should involve a detailed textual analysis of at least 3 texts to demonstrate the point.

My case study is based upon new and digital media's impact on the marketing of film. Media institutions now produce several texts to reach as many audience members as possible. These could be websites, viral videos and obviously trailers. A prime example of this is the marketing campaign used to advertise the Batman Dark Knight film. They ensured that they had the most complex, thought through and most realistic campaign ever used. The campaign consisted of small clues online, destinations where audience where led to go, to get different clue about the film. 

Another way texts are distributed to audiences is through social networking sites. The latest trend for films is to have Twitter trends on their posters or trailers to get audiences to speak about the films. An example of this is the latest film Movie 43 which used the trend 'what is movie43' which resulted in countless people tweeting  which created a buzz online that made people want to go and watch the film. 

Thirdly, the distribution of film has evolved over time as they are now beginning to distribute their films through sites such as Netflix. This allows viewers to stream films online whenever and wherever they feel like. This has brought about a huge opportunity for institutions as they know audiences demand more and more films on that website, so to take advantage over that opportunity is to supply audiences with films to make them profit from those views.