How has the expansion of digital media been an improvement for audiences?

The shift from 'push media' to 'pull media' is an improvement for audiences as it allows them much greater control over what products are produced. This links in to the rise of prosumers, audiences now have the technology to produce and distribute their own products easily. This not only creates audiences, like that of Be Kind Rewind, which is about people remaking (or Sweding), films, but also expresses what films they are interested in and gives producers an idea of what consumers want to see. The film industry has changed from being a value chain to being a social network, consumers and producers are now mixed up.

The expansion of digital media allows niche audiences to have an intimate network within their audience and be able to discuss with each other and advise each other about their film interests. These smaller, niche audiences are what Csigo (2007) describes in his theory of audience fragmentation; bigger audiences have now fragmented and fallen together into smaller audiences with similar, specific interests. As their interests are more focused than others that may have a wide range of film preferences, social networking is key, it allows them to easily find media products that comply with their interests. Before the expansion of digital media, this social networking would have been a lot more dificult.

Due to the expansion of digital media, 360 degree branding has come into effect and is used by a large amount of filmmakers to help raise the awareness of their film. The broader range of media allows audiences to experience their film in many ways. It also allows them more choice to experience it when and where they want. For example, they can download an App for their iPod and play it when travelling; no longer constrained by the lmited digital media.

Audiences now have a lot more freedom and ability to conduct price comparisons between film distributors. With a computer they can navigate to and from various websites to decide where the best place would be to buy their product. This saves money for the audiences.

One of the biggest technological advances in the film industry is the introduction and development of 3D films. This provides a greater experience for audiences when they watch a film.

Digital cinemas now present an opportunity for audiences to view films in a far greater resolution. Digital projectors capable of 2K resolution began deploying in 2005.

Home cinema is a very big improvement for audiences. Previously, the cinema was by far a better way of viewing films, it still is but the gap has decreased. For example, we now have Blu-ray films and surround sound systems which immerse us in films far better than a mere DVD.