FILM 240 Media & CultureSharleen RaynerMarch 3, 2017

While the advances in digital technology could have sounded the death knell of its traditional format, in fact the industry is surviving and thriving, as movie lovers have instead adopted various platforms by increasing their film library, establishing lasting connections, and enhancing their appreciation for all forms of film.

For decades after their introduction, movies represented a popular entertainment choice of the paying public. Movie houses, stars, and production houses influenced the celebrity-focused culture that is still prevalent today.

Elaborate movie palaces sprung up all over North America, as architecturally beautiful inside as they appeared on the outside. Movie audiences lined up for a glimpse of their favourite stars.

Small television screens began to take the place of the grand screens, and audiences withdrew from the ornate movie palaces into their own homes to watch “the flickers”.

An "on-demand culture” emerged; one that provided viewers new forms of immediate access to movies and television shows.10

Enjoying movies became less of a social experience and more of a fragmented, individualized experience.10

Movie technology continued to evolve – nitrate film was replaced by non-combustible filmstrip. Film projectors were replaced by VHS recorders, DVD players, Blu-Ray, and digital recordings. The evolution spawned a new film aficionado – one who embraced the new technology, but appreciated the history of the old – and sought social connections around their interests.

New modes of access - whether online streaming services such as YouTube or Netflix, digital downloads at iTunes, the Redbox kiosks at nearby grocery stores, tablet computers, iPhones, set-top boxes such as Roku players or gaming systems such as the Playstation 3, or movie theaters offering digitally projected 3D movies - are all engaged in redefining how audiences access and consume motion picture entertainment.10

Film lovers purchase copies of personal favourites, often collecting multiple versions on each emerging platform.

In addition, they supplement their film collection with related items such as books, musical scores, and posters.

Large chain theatres vary their strategy in order to stay abreast of distribution trends. Cineplex plans to test "a new distribution model" for movies with two horror films that will be made available for digital purchase at home just 17 days after their theatrical run - much sooner than the typical three-month window.1

The very idea of the film text, in particular, is transformed in the digital era, turning a tangible artifact - a filmstrip - into digital code. As David Bordwell bluntly reminds us, "films have become files.”5

Digital distribution raises new questions about how, when, and where we access movies and what this model means for entertainment culture. This is described as part of the “digital sublime”- the idea that the internet would level all boundaries that limit access and participation, thereby democratizing culture!5

Instead of a single comprehensive service, the future of digital TV and movies is destined to be fragmented across several services, at least for the next few years.But exclusivity breeds fragmentation. The more companies we have creating exclusive content, the more different services you're going to have to choose between or pay for.5

Cineplex has been responding to the rise of digital streaming entertainment by attempting to position its theatres as an experience that people can't get at home. With their slogan "see the big picture" - a kind of rebuttal to "Netflix and chill" - they are also a push to reinforce movies as a social experience, and even as quality time. 3

However, the fragmentation of the individualized experience has spawned a new collaboration of minds, and a love for the original format of cinema. Through social media such as Facebook, Twitter, and platforms like YouTube, film fans have come together once more to embrace the social experience of experiencing a movie together. Independent theatres have begun showing fan favourite titles in 35 mm format.

This collaboration perfectly expresses the seven themes of uses and gratifications of social media:1. social interaction - “meet people with

my interests” and “keep up with what is going on”

2. information seeking - to seek out information or to self‐educate

3. pass time - to occupy time and relieve boredom

4. entertainment - to provide entertainment, enjoyment, escapism

5. relaxation - using social media to relieve day‐to‐day stress

6. communicatory utility - communication facilitation and providing information to share with others

7. convenience utility - providing convenience or usefulness to individuals.11

Original filmstrips from the turn of the century may take years to restore. Nitrate film on explosive stock cannot be run on the projector without disintegration. Once restored, these films can be shared with the world and added to our collective history.Maytime6 – a recently restored “lost” film from 1923:https://www.youtube.com/watch?v=Qc5kcfZJmgs

Technology has influenced many aspects of rediscovery. Film restoration has introduced a new generation of fans to films once considered “lost”. Found footage has surfaced in such odd places as in the estate of an Australian movie buff7, junk shops, and old barns. However, restoration takes money, and skilled tradespersons.

Legions of fans now come together to experience festivals, screenings with special guests, or a tour of movie locations from their favourite films.

Specialized TV channels have sprung up to attract niche viewers. Channels such as TCM, British Pathe, and Silver Screen, who cater to those interested in classic film.

Facebook groups such as TCM Fanatics! (A Celebration of Hollywood’s Golden Age)8

currently has over 4900 members since its recent creation in May 2016. Administrators describe the purpose of their group is to provide a forum for more critical, in-depth discussion of classic films shown on the Turner Classic Movie channel, providing context and deeper understanding of the films. Members of the group conduct these discussions without fear of censorship by anyone connected to TCM, either directly or indirectly, while following the forum rules.

The Hollywood Museum9

Hollywood Heritage Museum2

Madame Tussaud’s Wax Museum4

Museums dedicated to all aspects of film heritage have become a staple tourist destination in the Hollywood landscape, such as:

In conclusion, theatres and movie culture are enjoying a revival, largely due to the technological advances that have increased audiences, created connecting platforms through social media, and educated many through a wealth of accessible knowledge.

References1. "Cineplex and the summer of super sequels." Globe & Mail [Toronto, Canada], 14 Aug. 2015, p. B1. Canadian Periodicals Index Quarterly, go.galegroup.com/ps/i.do?p=CPI&sw=w&u=queensulaw&v=2.1&id=GALE%7CA425351594&it=r&asid=90242b3a967f1f0bbc601042b50ebe16. Accessed 4 Mar. 2017.2. "Hollywood Heritage Inc.". Hollywood Heritage Museum, 2017, http://www.hollywoodheritage.org/.3. Krashinsky, Susan. "Captive audience: With few rivals, Cineplex gets emotional." Globe & Mail [Toronto, Canada], 16 Dec. 2016, p. B1. Canadian Periodicals Index Quarterly, go.galegroup.com/ps/i.do?p=CPI&sw=w&u=queensulaw&v=2.1&id=GALE%7CA474042841&it=r&asid=091cab5171be536b5f1fb87fd93da7c7. Accessed 3 Mar. 2017.4. "Madame Tussauds Hollywood - Top LA Attraction". Madametussauds.Com, 2017, https://www.madametussauds.com/hollywood/en/.5. Manjoo, Farhad. "Why Movie Streaming Sites So Fail to Satisfy." New York Times, 27 Mar. 2014, p. B1(L). Academic OneFile, go.galegroup.com/ps/i.do?p=AONE&sw=w&u=queensulaw&v=2.1&id=GALE%7CA362906275&it=r&asid=5d1c4134647eb3af43727411866d1760. Accessed 3 Mar. 2017.

References6. “Maytime (1923)". 2016, https://www.youtube.com/watch?v=Qc5kcfZJmgs.7. Reid, Mark. "Picture perfect: Vancouver film restoration wins two history awards." The Beaver: Exploring Canada's History, Dec. 2009, p. 9. Canadian Periodicals Index Quarterly, go.galegroup.com/ps/i.do?p=CPI&sw=w&u=queensulaw&v=2.1&id=GALE%7CA227182610&it=r&asid=611b5d9e0682183ebe7e5bb4d3bc54c8. Accessed 3 Mar. 2017.8. "TCM Fanatics! (A Celebration Of Hollywood's Golden Age)". Facebook, 2017, https://www.facebook.com/groups/1216229405055909/. 9. "The Hollywood Museum - Your Day In Hollywood Starts At The Hollywood Museum". The Hollywood Museum, 2017, http://thehollywoodmuseum.com/. 10. Tryon, Chuck. On-Demand Culture. 1st ed., New Brunswick, N.J., Rutgers University Press, 2013.11. Whiting, A. and Williams, D. (2013) ‘Why people use social media: A uses and gratifications approach’, Qualitative Market Research: An International Journal, 16(4), pp. 362–369. doi: 10.1108/qmr-06-2013-0041.