The advent of digital cinema, the rise of streaming platforms, and the increasing interest in international content are just a few of the recent developments that are reshaping the industry. The industry is evolving rapidly and everything from how the audience consumes content to the marketing of a film is changing quick.
The deal reached between SAG-AFTRA and AMPTP revolved around the use of AI and the talents’ concern about duplicating their likeness. In the agreement, performers must consent before a studio can use their likeness and must be compensated.
It’s pretty much common knowledge that Netflix isn’t the only game in town. Filmmakers and studios have more outlets and platforms than they have ever had to market a film. Often, the big studios won’t fund smaller films like they did in the past and producers are finding a way to get indies made.
Expanding Influence of Independent Cinema
Distributing and promoting indie films has become easier with the advent of streaming platforms as well as digital advertising and social media marketing campaigns.
This provides filmmakers with alternatives to the traditional theater route. By leveraging these tools, indie filmmakers can reach a wider audience without relying solely on traditional distribution methods.
Another emerging trend that may become more prevalent is the hybrid model, where films receive a limited theatrical run alongside or before online distribution.
More partnerships are expected in the future in which Amazon and Netflix can influence the shift in Indie film distribution, especially in an unforeseen time in which studios are producing less films.
There has also been a resurgence of short films in the market. Viewers’ attention spans have notably decreased and there has been a demand for quick, compelling cinema. Shorts are gaining popularity throughout the film festival scene as well.
Many of the films being released continue to have social or environmental awareness themes. Indie Short fest In L.A., an international short film fest showcasing short films from around the globe, Hollyshorts Film Festival and Palm Springs International Shortfest are just some of the festivals dedicated to showcasing short films as the genre and demand grows.
Focus on Premiumization in Movie Theaters
Major cinema chains are investing heavily in premiumization, as they compete not just with each other, but also with home entertainment systems and streaming services. Theater chains will continue to focus on immersive, unique experiences that simply cannot be replicated at home.
Movie theaters are continuing to invest in state-of-the-art technology to provide a better experience for viewers where fantasy and reality is blurred, and you are more immersed in the film. This includes IMAX screens, 4D cinema, and high-quality sound systems.
Although Indie Films are being consumed more frequently, the tent-pole and major films such as “Top Gun: Maverick”, “Avatar” and Martin Scorsese’s three and a half hour “Killers of the Flowe Moon” were obvious indicators.
After the pandemic, people wanted to return to watch film on the big screen Upscale amenities and luxury is a trend that is on the rise as people return to the theater.
A.I. has the Potential to Revolutionize Film
AI in Hollywood is controversial and a major focal point. When WGA and SAG-AFTRA went on strike l 17,000 jobs were lost in August alone.
Right when movie theaters and the entertainment industry were bouncing back after a pandemic and inflated economy, Hollywood was in a precarious state. With the new agreements in place, SAG-AFTRA as well as the studios seem to have found common ground.
The key is using it as a tool to enhance the filmmaking or marketing of a film, not replace the workforce.
A.I has the potential to be instrumental in streamlining film production, enhancing audience engagement, and pioneering new storytelling techniques.
On the marketing side of film, studios are leveraging AI algorithms to analyze movie trailers for patterns correlating with box office success, as well as to predict audience preferences, thus influencing their investment decisions in film projects.
AI is also driving advancements in visual effects, enabling more sophisticated and realistic imagery. The integration of AI in the film industry showcases a trend towards more tech-driven, analytically informed, and better cinematic experiences.
The way the industry proceeds with A.I is still in its infancy and the future is mostly still unknown but it is safe to say a revolutionary tech disruption of that sort is here to stay. Pushing forward, unions and studios’ goal should be drawing a framework and outline how it should be used in the industry.
It is pivotal for the entertainment industry to push forward, without damaging the industry as a whole.
The Growing Popularity of International Film
European cinema and foreign films, notably, has been successfully stamping its footprint in the American market. Even though the U.S. is recognized as one of the toughest markets for European and foreign films to break into, they have nonetheless established a distinctive space for themselves.
The surge in the global reach of the film industry, coupled with the impact of streaming platforms, is primarily responsible for this trend. Digital media’s ascendance has profoundly altered how audiences consume content. As of October 2020, it was reported that 35% of viewers had engaged with a premium video on demand (PVoD) release.
For instance, the success of non-English language productions like “Parasite,” “Squid Game,” and “Money Heist” suggests a growing appetite for foreign films and series among American audiences.
Once again digital media and streaming come into play, catalyzing the rising trend.
The rise of digital media platforms has made international content more accessible to American audiences, further increasing their consumption. The shift towards digital consumption is likely to continue, driven by both the diversification of content and the convenience offered by these platforms.