How digital technologies are used in marketing and consumption (Film 4 and non Film 4)

Film 4:

Marketed a lot through the internet and various digital technologies, uses social media such as Twitter or Facebook and websites presenting special features as an effective form of marketing their Media product. The website is interactive and may contain a interesting factor within it. For example, for the film "Spirit of '45" contains a mini quiz where you fill out some information and it tells you what your life would've been like in 1945 during the war. The use of Twitter is so that cast members are able to personally communicate and/or interact with the audience or viewers to further their cause and alternatively allow the film to gain more publicity, increasing the likelihood of more people going to see it. They are generally consumed on all platforms so that the viewer has free range of how they would like to view the product, again increasing it's popularity by allowing its audience to view the film however they wish.

Non Film 4:

When speaking about a movie that isn't made by Film 4, I'm taking about films with higher budgets that were made by a major studio in America. The example I chose was "The Dark Knight Rises" which was released in 2012. Movies such as this use the same marketing techniques as independant films made by Film 4 e.g. Social Media, Twitter, Facebook. but along with their much higher budget it means that they could expand their marketing even further by increasing it's publicity through things such as adverts and bill boards which cost money. Twitter and Facebook on the other hand are free where you can choose to make the page more famous if wish to which would cost money. Adding on to that, it presents you with the option to follow them on Twitter or Facebook which if people do with publicise their product even further. On their website, the same factors are contained within it but it is much more interactive as it doesn't only contain special features but also a gallery, the soundtrack, things you can download and many more. So they've quite clearly created this marketing campaign to the best of their ability because they have more range to do so than Film 4. With consumption, majors usually work like this. The first platform that the product is released on is the cinema. And then after the film has stopped being watched by everyone and not had as much publicity as it used it is eventually released onto DVD and VOD and in some cases TV where viewers can view it for free.