With the launch of social media, Facebook, Twitter and YouTube (just to name a few) social media has become a major leveraging tool in helping up and coming film’s or TV show’s gain popularity and notoriety. Although in contrast, with a negative response these two major platforms can also have damaging repercussions. We are all aware of how the effect of word of mouth can have on popularity, and these social media platforms provide a soap box to stand on and for people to voice their opinions, these public perception’s can have such drastic results.

With social media being reasonably new we are still gaining experience in the understanding the effect it has on businesses particularly ones based the screen industries. This brings us to ask the question’s “What has been the impact of social media on the film and tv industry?” and “Has it impeded or propelled the growth of television programs and films?” and “How is the use of social media shaping the industry?” and “What does the future hold for social media, surrounding the screen industries?” We shall be focusing our attention to these specific questions and learning more about their outcomes.

To help us get a better understanding of the impacts of these social media sites and their impact on the screen industries we shall be looking a both academic and valid industry resources. Our first academic resource will be Burgess, Jean and Green, Joshua’s 2009 book Titled “Youtube : digital media and society series” published by Polity Press. In this resource they discuss the disruption to existing media business models from the new platform YouTube, and how the site is more of a “Free-For-All” and a playground for amateurs, as opposed to regulated more professional studio system. The second of academic resources will be coming from the book titles “Status update: celebrity, publicity and branding in the digital age” by Marwick, Alice E published by Yale University Press in 2013. This book talks about the emergence of social media, particularly at a time when the US economic crisis was hitting hard and unemployment numbers plagued much of the country. But in silicon valley things where very different with the big tech companies full steam ahead, working on this new thing called social media and their young employees and even CEOs where set to start a new trend and whole way of life with social status.

For an non-academic source I will be looking at Variety’s article “Social Media Buzz: Return of ‘Godzilla’ Commands Attention at Box Office” by Bauckhage, Tobias from May 16, 2014. This article follows a specific case study of Edwards, Gareth 2014 film “Godzilla” and its use of social media, implementing hashtags, and Youtube and Vine videos to reach out to its audience in where it acts to engage its audience and get leverage on its competing films “Spider Man” and ‘Captain America”. The article also looks at an opposing drama by Gillespie, Craig (2014) called “Million Dollar Arm” and its engagement on varying social media sites. The second source that we will be looking at is the article on Digital America named “How social media is changing Hollywood” by Nicola Freedman. This article directly targets the effects of social media in the film industry and especially the paramount film location known as Hollywood. The article as an example studies Verbinski, Gore, 2013 Disney film, “The Lone Ranger” and how this film’s total misuse, understanding and their lack of social media understanding really help drive the nail in the coffin for this film and particularly its opening weekend.

To help reinforce our argument we shall be looking at six additional resources, giving both supporting and opposing perspectives. Our first resource will be Chris Anderson’s video on Vimeo named “Social Media Faux Pas”. This small basic animation video sets the rules for social media’s do’s and don’ts specifically regarding a brand. The video specifically helps novices on how to build a stronger media presence with their brand. A second article is from “Critical Studies in Media Communication” by Elana Shefrin named “Lord of the Rings, Star Wars, and participatory fandom: mapping new congruencies between the internet and media entertainment culture” In where Shefrin talks about two of the most biggest films in recent years and their use of the internet.

Brian Solis web article named “Meet Generation C: The Connected Customer” talks about “Generation C” where as your generation doesn't refer to the year that you where born but more C representing connectedness. Solis explains that 92% of US children have an online presence by the time they are 2 years old, Solis also explains the data, and effects this social media habit is having on society. our fourth complimentary source will be Jonathan Rosenthal’s article from 2015, “Social Media: The New Home for Film and Television Advertisement”. Rosenthal talks about how traditional media of watching broadcasted media is moving to streaming and online and the benefits of how advertising companies are reaping the benefits from this. Our next supporting article is from Brent Lang on Variety titled “‘Batman v Superman’ Embraced on Social Media Despite Reviews”. In this article Lang looks at how although the film got bad reviews by critics, social media was abuzz with support for the film, which was also reinforced by box office success. Our sixth and final supporting article is by Elliot Grove named “What Social Media Really Means To The Film Industry” on masteringfilm.com. In this article Grove speaks of the emergence of Youtube and how no longer do the moguls of hollywood hold all the cards for filmmaking production. He also discusses how the changes are not evolutionary but revolutionary and are effecting both the way they are made and seen.

This episode we shall be looking at the effects of social media in the screen industries. Is it being a positive or negative influence? And how has it helped shaped the way movies are marketed now as opposed from the past. We will also be delving into who is really benefiting from this social media insurgence, are the fans getting more, or is it really the advertiser’s that are making the real benefit. And finally we shall also be looking at where social media is heading in the future, what we can expect and what we should be doing to make sure we don’t miss out.

Outline

Why Do We Need This Documentary:

With the TV and Film Industry facing so many challenges today I believe it to be imperative to look at these challenges and find out if social media is friend or foe. How is that the marketing and the way in which films have been promoted in the past decade has changed? In this episode we will be delving into the way social media has changed the way the big companies in Hollywood have changed their tactics, and how the way that movies are promoted on social media to drive sales. With Youtube emerging as a new superpower in the world of media we are seeing this site take a new lead roll and disrupting the traditional methods of viewership and broadcasted material.

We often refer to social media to be a tool for Generation Y, with older more mature of the population scratching their head on what is going on. But Its not just a Generation Y anymore, Solis (2012) explains that a “Connected Customer becomes what we can or should now refer to as Generation C, where the "C" represents connectedness.” His argument being the its not just Gen Y that is connected, instead its everybody. Sure Gen Y has more connectivity that any other generation, in fact Solis refers to a study in 2011 “AVG and Research now, surveyed 2,200 mothers from around the world and found that 81% of children under the age of two currently have some type of digital footprint. 92% of US children have an online presence, created for them by the time they were 2 years old. In many cases, a digital presence is born before the child, with sonograms (23%) actively published and shared on social networks and blogs.” These statements by Solis tell us that all generations are connecting, and not are they connecting, they are doing it young and in huge percentages, and early!

With so much power in this influence for networks and studios it has become one of their most important roles in promoting new films and television programs. So important in fact that it has created a whole new industry named “Transmedia”. If for an example we look at Gareth Edwards 2014 film “Godzilla”. To aid in its opening weekend sales the marketing team According to Variety (2014) “The marketing has embraced social media, with prominent YouTubers invited to the YouTube Space to produce “Godzilla”-themed videos, some of which have received millions of views, helping to contribute to an overall view count well in excess of 100 million. This number has also been boosted by tie-ins from Snickers and Fiat, which ran an ad featuring Godzilla munching on their cars.” Although product placements, endorsements and brand affiliation with movies is nothing new, transmedia takes it further, again explained by Variety “Fans were given the opportunity to win tickets to preview screenings by using the Godzilla location tracker, to enjoy both mobile and desktop games, design their own wallpapers with a custom site, download a Godzilla roar ringtone and read up on the backstory to the movie on mutoresearch.net.” and “ On Twitter, the hashtag #demandtoknow initially tied into the viral marketing campaign but since then fans have been encouraged to share their favourite memories of Godzilla” plus “fans being asked to send Vines of their best Godzilla impressions using the hashtag #godzillaroar, which was supported by Vine superstar Matt Espinoza, who reached out to his 3.3 million followers and 1.7 million Instagram followers to take part.” together with “Images and videos have been heavily pushed to maximise engagement and sharing, as on the Tumblr account which has posted lots of fan art and images influenced by past “Godzilla” movies. With the film having so much reach across almost all platforms and endorsed by Vine sensation Matt Espinoza with an instant reach of millions this marketing campaign gave it a leg up on its rivals almost instantly.

With all of this information we have just read, the importance of social media has now become a lot clearer. We have seen the amount of people using social media, digital footprints before they are 2! and the birth of a whole new industry and media campaign named "Transmedia". This is why this issue has become so big and important, and this is why a documentary should delve into this new and ever evolving world.

Approach, Structure and Style:

For our documentary "Social Media vs The TV & Film Industry" I believe it would be best to have an Expository stye with a narrator talking directly to the camera, and taking our view on a journey through the in's and out's of social media. The program could resonate with programs such as ABCs "Foreign Correspondent" and "Four Corners" programs, as well Channel 9's "60 Minutes”. The program would start out to bring you the traditional way of how film and tv worked, on how commercials for television and time slots where bought and most importantly the costing and particular in prime time and how certain events or programs would bring bigger dollars, “viewership versus ultimately dollars”. The program would then follow suit on to how in cinema films would traditionally (pre social media) promote their films, using television commercials, news paper advertisements, and posters on billboards or busses, etc, and concentrating on media campaigns for their new big releases. Also differential point of view to look at general mediocre films and how traditionally they may be a bit of a flop but they still do ok, as apposed to todays industry model on how they get crucified specifically on social media Gore Verbinski 2013 "The Lone Ranger" for example.

The Documentary's Theme:

For our documentary main theme we shall be following is a “Loss of Innocence” style theme. Where the protagonist being traditional Film and TV Industry and how its had to deal with this new super power coming in, and demanding so much attention. We will see in the introduction the old style / ways of doing things and as we progress through time we shall be shown the often turbulent and harsher realities. We shall show how social media has its success stories but really how it often crucifies television and film. The documentary also will follow how word of mouth opinions are so amplified through social media and “Trolls” can ruin a film in its opening weekend. For the third act the we shall see how film and television have learned to co-exist and work together. With such examples as Batman Vs Superman and Transmedia we can see how the film and tv industry when using social media can really propel the programs further and have more of a reach than before.

The Documentary's Main Characters:

To further understand how social media has evolved and had such a major role in the film and television industry today we will be talking to people and celebrities in the film and television industry.

Kerri-Anne Kennerly: An Australian icon Kerri-Anne has been in the television and radio industry for close to 40 years. She has hosted her own show’s worked on numerous others, nominated for Logie awards and worked for almost all networks, You could say she has almost done it all in Australian television. Whats interesting with Kerri-Anne is that she was around before social media, a house hold name and was an Australian version of “Oprah”. Still being so much of a celebrity to this day, she has a very small following on social media. Her Facebook page has 1478 likes, and her Twitter 7.4K followers. Kerri Anne can speak for a generation of fame pre social media, and add a perspective on how she has (or hasn't) made the transition. Has it helped or hindered her career?

Lara Bingle: “Where the bloody hell are you?” Thrust in to the spot light after that famous line from an advertising campaign for Australia. This Australian model has grown a huge presence and following online, one that has helped further her career by obtaining her own reality television show. Lara has a huge online presence across multiple platforms with 204K likes on Facebook, 125K followers on Twitter and 478K followers on Instagram.

HOWTOBASIC: Little is known about the creators of Australia’s most popular YouTube channel. With over 7 Million subscribers on YouTube HOWTOBASIC makes parody how to videos that end up in a lot of eggs getting broken (amongst other things). HOWTOBASIC also has 225K followers on Twitter, 113K followers on Instagram, and 4 Million likes on Facebook.

Nathan Mayfield: One of the pioneers in Transmedia, this Australian film maker has lived the Australian film makers dream. Not only has he in Australia but he has also branched into the Hollywood market and become successful there as well. His online following is irrelevant in this case because he, himself isn't trying to become famous, but instead he generates online followings and promotions for fictional character and movies. He drives film and television sales by using these social media tools.

References:

Youtube: digital media and society series, by Burgess, Jean and Green, Joshua 2009. Published by Polity Press pages 15 - 37 Accessed 25/05/2016

Status update: Celebrity, publicity and branding in the digital age. By Marwich Alice E. Published by Yale University Press in 2013. Accessed 24/05/2016

Variety: Socuial Media Buzz: Return of ‘Godzilla’ commands Attention at Box Office. http://variety.com/2014/digital/news/social-media-buzz-return-of-godzilla-commands-attention-at-box-office-1201183972/ Accessed: 25/5/2016

IMDB: Million Dollar Arm (2014): http://www.imdb.com/title/tt1647668/?ref_=fn_al_tt_1; Accessed: 25/5/2016

IMDB: Godzilla (2014): http://www.imdb.com/title/tt0831387/?ref_=fn_al_tt_1; Accessed: 25/5/2016

Digital America: How social media is changing Hollywood by Nicola Freedmad; http://www.digitalamerica.org/how-social-media-is-changing-hollywood-nicola-freedman/; Accessed: 25/5/2016

The Lone Ranger (2013) IMDB http://www.imdb.com/title/tt1210819/ Accessed 30 May 2016

Social Media Faux Pas (Vimeo) by Chris Anderson; https://vimeo.com/93650468; Accessed on 27/05/2016

Critical Studies in Media Communication “Lord of the Rings, Star Wars, and participatory fandom: mapping new congruencies between the internet and media entertainment culture” by Elana Shefrin. Published online: 17 Feb 2007. http://dx.doi.org/10.1080/0739318042000212729 Accessed 27/05/2016

Meet Generation C:The Connected Customer by Branin Solis March 6 2012 https://pando.com/2012/03/06/meet-generation-c-the-connected-customer/ Accessed 27th May 2016

Social Media: The new Home for Film and Television Advertisement?, Jonathan Rosenthal, Nov 24 2015. https://medium.com/@jonathanrosenthal/social-media-advertising-s-effect-on-viewership-79ff985b393#.anqkqq9zg Accessed 27th May 2016

“‘Batman v Superman’ Embraced on Social Media Despite Reviews” by Lang, Brent on Variety; April 1 2016 http://variety.com/2016/film/box-office/batman-v-superman-social-media-1201743825/; Accessed 27th May 2016

YouTube 2016. Britannica Academic. Retrieved 28 May, 2016, from http://academic.eb.com.ezp01.library.qut.edu.au/EBchecked/topic/1262578/YouTube; Accessed on 28-05-2016

Facebook. Encyclopaedia Britannica. Britannica Academic. Encyclopædia Britannica Inc., 2016. Web. 28 May. 2016. <http://academic.eb.com.ezp01.library.qut.edu.au/EBchecked/topic/1366111/Facebook

Kerri-Anne Kennerly; https://en.wikipedia.org/wiki/Kerri-Anne_Kennerley; https://www.facebook.com/kerriannekennerley/ (1478 Likes); https://twitter.com/kak (7.4K Followers); Accessed on 28th May 2016

Lara Bingle; https://en.wikipedia.org/wiki/Lara_Bingle; https://www.facebook.com/lara.bingle/ (203987 Likes); https://twitter.com/mslworthington (125K Followers); https://www.instagram.com/laraworthington/?hl=en (478K Followers); Accessed on 28th May 2016

HOWTOBASIC Youtube; http://youtube.wikia.com/wiki/HowToBasic; http://socialblade.com/youtube/user/howtobasic Statistics; https://www.facebook.com/HowToBasic (Over 4M Likes); http://www.twitter.com/HowToBasic (225K Followers); http://instagram.com/HowToBasic (113K Followers); Accessed on 28th May 2016

Nathan Mayfield; http://www.hoodlum.com.au/team; Accessed on 1st June 2016