Proliferation

So, what is proliferation?

A good example of proliferation is Apple, or 'I' products. In 2001, a IPod can hold 10GB, bearing in mind this was first gen. It becomes a trademark. In 2003, a third generation IPod has 30GB, tripling in capacity. In 2004, 40 GB. And the IPod mini is introduced, packing 6GB. But it's compact and more realistic to carry around. 2005, 60GB. A nano is introduced and a IPod shuffle. 2007, 160GB, and the first iPod touch comes out, for music and internet usage. 2010, 3rd gen iPod touch has 64gb, and the iPods vary in size according to lifestyle. With new releases every year, and more memory with each update, this allows companies to profit immensely and cater to a vast range of different audiences (usually teens and adults) Now the iPad has been released, that appeals to kids and teenagers. Having something that does multiple things in the convenience of a small device is the epitome of proliferation. Getting things with ease, and not having to wait.

Mobile devices are now the hub of our technical lives. Technological convergence. Multiple technologies joining together to form one product.

How does this effect film distribution?

Mobile phones are a great example of technological convergence. On hardware, presumably you'd have software. Such as an app store. For instance, the iTunes/app store. There is a whole section catered to film consumers where you can buy films and tv series to be downloaded directly to your phone. Some profits are given to the co-distributor (Apple) and the rest to the producer and distributor of the music itself. Proliferation comes into play here as having instant access to film is beneficial to the consumer and the distributors.

What are the benefits for institutions?

The benefits for institutions are that people have access to PayPal and other forms of payment programs so in a time of proliferated compulses, people will be more likely to buy their content as it's non refundable, slightly cheaper and the main reason - it's there to buy. If it's available, somebody will buy it.

What are the benefits for audiences?

Instant content on the go. Social media will inform you of new series/film releases from your favourite directors faster on sites like twitter and facebook, and provide links to purchase them, enabling you to be one of the first people to watch their content.