I remember when I was a kid (yeah, it was some time ago now!) being fascinated when 3D films came out. I got a pair of those flimsy cardboard glasses with red and blue lenses and thought I was super cool! They were pretty high-tech in those days!
So were VHS video players and walkmans. Mobile phones, meanwhile, were not even in the realms of my imagination!
How times have changed…and how media has changed too, thanks to the digital revolution we have been living through these past couple of decades. Technology has of course always had a huge impact on the way we produce and consume media products.
Before vinyl records, gramophones and radios, for example, music and sports were purely live entertainment mediums. Similarly, the advent of cinematic technology meant that we could suddenly tell and ‘read’ stories not only through books, plays and dances, but also through re-playable moving images. (By the way, check out the website
Early Cinema and/or this
Wikipedia entry if you’re interested in learning about the fascinating early development of cinema).
But even by these standards, the media world is currently changing at a manic pace thanks to the digital revolution. Can you imagine a world without ipods, iphones and mp3s now? Of course not, and yet Apple only released the first ipod in 2001, less than 10 years ago!
And cinema is no different. The digital age is literally changing things before our eyes. On the production side, computer generated imagery (CGI) has meant that sets and characters can be digitally created. This gives filmmakers greater flexibility and creative scope, as highlighted in a recent article in The Guardian on the release of James Cameroon’s
Avatar (
Vision of The Future, The Guardian 20/08/09)
Avatar is being touted as the film that will signal the coming of age of 3D cinema. Also known as stereoscopic cinema, 3D has not until now taken off in the way it was meant to. The technology wasn’t quite right back in the day to give us the illusion of reality necessary to make it work. That is all changing, however, and digital technologies are the heartbeat of these changes as they provide not only the means of production, but also the means of distribution and exhibition.
3D films like Avatar can only be shown on digital screens. What does that mean then? Well, for most of cinema’s lifetime films have been shown using projectors and 35mm celluloid films, called ‘prints’. Film distribution companies produce a few prints of their films and these are transported from cinema to cinema. Obviously, bigger companies can afford to make more prints and so their films can be shown at a much greater number of cinemas. This is one of the reasons why it can be hard sometimes to see small, independent films, except at only a handful of art cinemas.
Digital copies of films are far cheaper to produce and distribute (the cost is around one tenth of a celluloid print according to the
UK Film Council) and so allow many more copies to be made and sent to cinemas. The drawback here of course is that not all cinema screens are digital yet; in fact, the cost of installing digital projection equipment is high and smaller cinemas may be unable to cope with this cost.
To address this situation, the UK Film Council set up the
Digital Screen Network, which aims to provide cinemas with the money for digital screening equipment. Why does this make a difference? Basically because digital screening means we don’t need to use 35mm prints anymore and so a film can be shown at more cinemas at the same time. The idea is that more independent and alternative films will be shown on UK screens, thus giving us a wider choice of cinematic experiences. It’s certainly a worthwhile initiative in my view and means that the art of cinema can move with the digital times.
Some of my favourite cinemas in London have already been equipped with digital equipment thanks to the Digital Screen Network.
The Curzon Soho on Shaftesbury Avenue always has some excellent screen offerings and is a ‘real’ cinema, not only because of the quality and range of its films, but also because of its artsy atmosphere and really laidback cafĂ© and bar. I really recommend checking it out.
Other favourites of mine include
The Renoir in Russell Square and the
Everyman Cinema Club in Hampstead. For all you discerning cinemagoers out there, these cinemas provide a welcome relief from those overcrowded, shopping centre screens where the small popcorn and cokes are the size of my house!!
In other words, these digital projects are allowing the old school appeal of the cinema to survive in the brave new world we live in. Of course this doesn’t mean that the big film companies won’t benefit too. Cheaper production and distribution costs mean that blockbusters can show at more screens worldwide, so the big fish in the film industry will still be swallowing up audiences!
It’s a fascinating time right now for cinema. And of course we can get involved too. Relatively affordable digital cameras and editing software has made it easier for amateur filmmakers to produce and exhibit their films. Platforms like YouTube give us a potential audience to show off our creative talents too.
Our media students here at Bellerbys are already using these platforms to show their coursework films. They’ve produced some great stuff! Check out some of their
short films on YouTube. Can you match them?! Come and join the digital revolution!
ReferencesCreeber, G. & Martin, R. (2009)
Digital Cultures: Understanding New Media. Berkshire: McGrawHill.
McDougall, J. (2008)
OCR Media Studies for AS, 3rd Ed. Oxon: Hodder Education.
Brooks, X. (20. 08. 2009)
Vision of the Future. The Guardian.