Trends in Modern Indie/Independent Filmmaking - Coursework Example

Trends in Modern Indie/Independent Filmmaking Trends in Modern Indie/Independent Filmmaking Development of new technology has contributed to new trends witnessed in the film industry. The film industry keeps changing its approach to the market. In many cases, response of a product in the market contributes to innovative approaches that aim at enlarging the market share. For instance, in the film industry, approach taken in the past is not the same approach applied today. History of film industry provides chronology of events taken by industry in adopting modern techniques of marketing the industry. The approach incorporated the use of aesthetic innovation, gradual development, relative stasis, and refinement of existing techniques (Levy, 2001). The film industry keeps adopting innovative approaches that aim at making the industry viable. Independent filmmaking is a situation where filmmaking takes place outside major film studio. This research paper explores micro niche marketing, a trend adopted by the filmmaking industry. Micro niche marketing is a case where marketing strategies adopted by a particular business aim or target a specific market (Shelby, 2011). For instance, in the filmmaking industry, production of films outside major studio is a trend that aims at a specific market. The idea behind micro niche marketing is to maximize the profit of the business. Research conducted on independent filmmaking trends indicates that market strategy is a major factor that contributed to strategies developed by the industry in introducing their products in the market. Studio production had several implications on the film industry since it dictated the when and the quantity of products the filmmaking industry presented to the market. Further, research reveals that artistic touch in the filmmaking industry is another factor that influenced the independent filmmaking trend. Factors such as geographical distribution, costs of production among other factors have promoted independent filmmaking. Filmmaking industry has evolved over the years to become what it is today. Techniques used in early filmmaking industry have no place in the industry today. For example, lighting techniques used in the past promoted still photographs. This is quite primitive compared to filmmaking industry today. Photographs used in the past did not allow the usage of artificial lighting system thereby influencing the films produced during that time. Design of early film studios relied on natural source of light thereby influencing film production. In addition, filming of various artworks took place at the main studio due to primitive technology. Evidently, modern technology has ushered new trend in the industry, which allows for flexibility of the artists (Foundation for Independent Video and Film. 2005). In the same regard, modern technology has influenced management approach of the studios because technology provides for a wide range of products that the industry can offer to the artists. The amount of products that filmmaking industry is able to present in the market would influence management approach that it would apply. For instant, modern filmmaking trend dictates that studio products must be available wherever the artist wish to shoot their movies. Flexibility of the artist in the production is another factor that is evident with the innovative technology approach adopted by the filmmaking industry. Large video cameras play an important role in taking photographs of the artists in various locations. This helps in expanding consumer demand for the film products across the globe. Filmmaking industry has recognized a shift in consumer demands cultures, which make use of marketing niche. Concerning this issue, independent filmmaking uses an approach that would make its products viable in the market. In many cases, consumer consumption trends would influence the approach that the marketers will take in introducing the product in the market (Jesse-Cooke, 2009). For instance, if still photographs do not please large number of consumers, marketers in filmmaking industry would devise an innovative technique that would accommodate the demand for the consumers. Historically, film industry did not give African Americans an opportunity to participate in the industry as content writers or producers. The advent of black filmmaking practices corresponded with cultural, political, and economic currents. Research reveals that Africans had limited resources, which influenced their participation in the industry. It is important to note that technological expertise is vital element that influences production of film industry (Wilkerson Daily Corp. 2006). Arguably, resources influence production in any business field. Historically, segregation practices as a major contributor to the trends in filmmaking industry. For instance, Hollywood productions excluded Africans from playing any role, thereby ushering the integration in the industry. Consumption of the race movies was another factor that influenced the consumer demands of the filmmaking industry. Further, economic factor is another dominant factor that influenced filmmaking trends in the 21st century. Players in filmmaking industry argue that economic trends in the society influences the quality of entertainment that an individual would opt to choose. Notably, many people would go for entertainment, which are cheap. It is arguable that an individual would not go for a product that he is not able to afford. Such calculative choices influence film production. Distribution channel is a factor that closely relate to marketing response. Research on independence in the filmmaking industry argues that independent filmmakers use social networks such as face book to market their products (Goldsmith, et. al. 2010). The same report argues that many artists have made huge sum of money following the distribution method adopted i.e. social network. Selling products directly to consumers make the filmmakers and artists to make a lot of money. Change of policies in the filmmaking industry provided a room for the emergence of modern trends. Early legislations influenced production of films (Hollywood and other renowned studios) had the authority of producing and distributing movies. This approach dictated the number of players in the filmmaking industry. Following the adoption of new legislation, filmmaking industry promotes liberal practices, which give rise to new dimension in the market. Naturally, policies that restrict production usually influence the number of players in market. Business executives believe that free market has several players who influence price of commodities in the market. A single player enjoys monopolistic advantages, which hamper competition in the industry (Sickels, 2009). For instance, Hollywood enjoyed early movie production thereby influencing market share in the industry. Management in the filmmaking industry has changed in response to new trends. Global marketing trend require a marketing approach that would cater for the needs of the ever-changing market. In response to the global market trends, management in the filmmaking industry has to devise approaches to would lead to commanding large market share (Benyahia et. al. 2006). The approach adopted included direct production by various artists. Artists have had an opportunity to market their products to their clients. Another notable approach to management, which is common to marketing niche in the filmmaking industry, is the market segmentation. Filmmakers produce products, which intend to satisfy a particular market. This approach aims at meeting the demand of unexploited markets. Research reveals that popular culture industries ignored some market segments especially the blacks in the past. Further, marketers of the film products undermined economic status of the blacks. Independent filmmaking has led to secondary pricing system in the industry. The production cost in the secondary system is much higher than the revenue earned from the sale of the products. Managers in the movie industry view this system as a set back because it leads to loses. Largely, secondary pricing system influence the amount of film products presented on the international markets (Biagi, 2011). Managers have a daunting task of deciding which approach their have to take when producing products for the international market. The system promotes concentration in the domestic market since the producers are able to make profit at the domestic level. Increase in distribution channels is a noticeable effect of independent filmmaking trend (Dewdney & Ride, 2006). As the number of distribution channels increases, viewers get an opportunity to make a wide range of choice. In essence, they have large number of products to choose. Market fragmentation that results from product demand influences the approach taken by mainstream filmmakers. High profile actors attract high market since mainstream filmmakers would wish to associate with them in order to make huge sale of the products. Analysts in the movie industry argue that meeting the demand of the niche market increases cost of production in the film industry. It is important to note that small produces have to make adjustments in the market in order to respond to the changing demands. An alternative approach is to target small audience for their products. That would call for distribution channels that are short and effective. Market analysts in the movie industry believe that increased concentration of ownership has resulted to barriers, which restrict entry into the global market (Parks, 2007). Filmmaking for global market requires a strategic approach that aim at attending to different market demands. Many governments dictate media products in the global markets. Some governments may impose barriers, which would make entry into the global market very difficult. Producers concentrate a lot of cost in producing films for specific market thereby making it difficult to meet the market demand of other markets. The process of identification and developing strategic market approach for the new markets would be expensive. Pirating of film products in the global market is a major challenge that independent filmmaking has to tackle. Some people who do not wish to buy film products from authorized distributers pirate film products. This act hinders the producers from earning revenue from their productions. Attempt to control film pirating does not bear any fruit in the international scale. Domestic approach provides measures, which control the content of film product that an individual can acquire. The same does not apply on the international scale. Although internet technology make distribution of movie products on the international market easy, it may be difficult to control pirating of the film products. Globalization determines the extent to which a specific movie product can penetrate the market (Shaw, 2009). Largely, policies that influenced production to major production studios hindered the expansion of the film industry. For instance, policies that restricted production of black movies dictated market penetration. The paper recommends further research on the independence filmmaking in order to establish further impact of the trend to film production. Integration and collaboration among producers would help in dictating movie pirating (Levy, 2001). When producers develop policies that aim at protecting film products on a global scale, the problem is likely to reduce. Besides, market niche promote distribution to a target market, which is easy to control. Further, this report recommends that independent filmmaking should employ an approach that balances relationship between players in the industry. This approach would improve competition in the industry. In conclusion, development of independent filmmaking led to market segmentation in the filmmaking industry. Consumer demand trend is a major factor that influences the kind of products presented in the market. Independent filmmaking provides an opportunity for developing products that aim at satisfying the needs of a particular market. Niche marketing aims at maximizing the income of the film industry while providing the demanded products in the market. Independent filmmaking promotes flexibility of the artist because it provides a chance for production according to the market demand. Distribution channels in independent filmmaking promote the interest of particular artist in a particular market. Global trends have influenced management approach taken by the players in the filmmaking industry. Notably, management approach aim at meeting specific markets contrary to approach applied in the past. Advent of new technology promote independent filmmaking because the modern machines provide an opportunity for artists to produce their products in unrestricted regions as opposed to studio production which required shooting at the studio. Change of policies in filmmaking industry provided opportunity for devising approaches that aim at meeting the needs of market segments. Economic factor define the kind of film products that presented in the market. References Benyahia, C. S. et. al. (2006). As Film Studies: The Essential Introduction. New York: Taylor & Francis Biagi, S. (2011). Media Impact: An Introduction to Mass Media. Mason, OH: Cengage Learning. Dewdney, A. & Ride, P. (2006). The new media handbook. New York. Taylor & Francis. Foundation for Independent Video and Film. (2005). The independent film & video monthly, Volume 28. Foundation for Independent Video and Film. Goldsmith, B., et. al. (2010). Local Hollywood. Queensland: Univ. of Queensland Press. Jesse-Cooke, C. (2009). Film sequels: theory and practice from Hollywood to Bollywood. Edinburgh: Edinburgh University Press. Levy, E. (2001). Cinema of Outsiders: The Rise of American Independent Film. New York: NYU Press. Parks, S. (2007). The insiders guide to independent film distribution. Amsterdam: Elsevier. Shaw, S. (2009). Independent Filmmaking. California: Buddha Rose Publications. Shelby, B. (2011). Scotland For Dummies. New Jersey: John Wiley & Sons. Sickels, R. (2009). The Business of Entertainment: Movies. California: ABC-CLIO Wilkerson Daily Corp. (2006). The Hollywood reporter. Read More