1. TECHNOLOGICAL
CONVERGENCE AND
PROLIFERATION OF
HARDWARE AND
CONTENT
TINA HARTNELL

2. PROLIFERATION
Dictionary definition: Rapid increase
in the number or amount of
something.
To increase or spread at a rapid rate.

3. PROLIFERATION OF
HARDWARE ON AUDIENCES
DVD players – The proliferation of DVD players
means that the audience can buy A DVD player and
DVD’s and watch them anytime repeatedly and
lend them to people.
- If people do not have access to the
cinema or do not have time to go and see
a film while its there they can still watch it
at home if they own a DVD player and buy
a copy of the DVD when it comes out.

4. PROLIFERATION OF
HARDWARE ON INSTITUTIONS
DVD Player – The proliferation of DVD players means that there
are more potential people to buy and watch the DVD’s making
the institutions more money.
- Proliferation of DVD players also loses the
institutions money because it means that people
can lend and borrow each others DVDs so only one
person actually pays for it when a lot of people can
watch it.
Video Cameras – The proliferation of video cameras means
anyone can buy one making the barrier for film making lower.
This means that there would be more competition for the
institutions as people may choose to watch prosumers videos
for free lowering the audience for the institutions films.

5. PROLIFERATION OF CONTENT
ON AUDIENCES
Proliferation of content – This means that the
audience has a choice about what film they want to
see. Because the cinema is expensive it also means
that people are unlikely to go and see more than one
movie at a time so may miss out on seeing all of the
releases that they want to see.

6. PROLIFERATION OF CONTENT
ON INSTITUTIONS
Proliferation of content – This means that the
institutions have to be careful what date they
release their film on as they will have competition.
This also means that they have to work to make
their film the best like by releasing it in 3D so that
it beats the competition. If films are released
around the same time this means that the audience
would be split between all of the films.

7. FILM RELEASES
When you look at films such as Skyfall which was
released on 26th October 2012 other films released
on this day such as the re-release of The Rocky
Horror Picture Show, Stitches and The Tempest are
not as well known and did not do as well as Skyfall
did. Skyfall made $88,364,714 in its opening
weekend where as The re-release of The Rocky
Horror Picture Show only made $21,243. The
reason for this is because the institution for Skyfall
will have carefully planned the release date not to
coincide with other big films. The film also has a
well know cast helping to secure an audience.