And not only wild postings. Modern advertizing does not limit itself
to one or two ways of spreading the good word. Every possible private
and public space that can be used, will be used. We've seen an
enormous surge in both huge building sized banners on the one hand and
handbill flyers or postcards on the other. Paper wil, in the near
future anyway, remain a cheap way for advertizing.
If that will help the hobby is another story. Old paper is ofcourse
not very sexy, especially when it isn't new. Let's hope there will
remain enough old farts.
Wim
Op 1 dec 2008, om 06:52 heeft Ron het volgende geschreven:
One interesting - but likely temporary - roadblock to all this
digitalism will be fear of hackers.
Some time ago I interviewed someone at the forefront of digital
projection systems, and her big concern (and that of the corporation
she worked for) was that whatever $$$ the studios saved in making
and distributing physical prints to theatres they would pay out in
anti-hacking software, firewalls etc.
Think how disastrous (also potentially hilarious) it would be if the
tagline on movie posters in every theatre in the world could be
altered with a keystroke... one such incident, if it indeed had a
deep impact on the film's resulting box office, might make studios
long for the good old days of paper posters.
One last point, I think there will be paper posters printed for wild
postings and convention giveaways etc for some time to come.
Ron
Richard Halegua Comic Art wrote:
I've been saying for the past 3-4 years.. maybe longer .. that
digital displays are the direction theatres will be headed
first of all, printing, shipping and storing posters are an expense
that studio owners would love to eliminate. Not to mention the
employees needed for such a distribution network.
these employees need to inventory, request out of stock posters
from other warehouses, have to take those rolls of 50 and pull 1-5
posters to send out to individual theaters etc.
shipping by truck after printing and then individually to theaters
is a greater expense than printing them
also, if a poster has a mistake, it has to be reprinted etc.
a digital display can be controlled by one central location by the
studio - out of the hands of theatre owners - to maintain a
consistent promotion from the theatres in Westwood to those in
Montauk and all the way to Japan, India and Australia with great
ease. A simple program can be set up to change the language fonts
When the studio wants to change the campaign, all they have to do
is create it in the central computer & feed it - simultaneously all
over the world
But then you go further. Digital displays can show trailers
intermingled with posters and can draw people who were just walking
past the theatre better than a static poster. Plus you can "gang
them up" creating ever larger displays with multiple digital
panels. How about driving into a mall & seeing 20 digital panels
fitted together to create an 8 foot by 20 foot display showing
trailers that can be seen across the parking lot. Literally an
outdoor cinema
The benefits of digital displays for theatres are endless. You have
a single upfront cost and then you never ship anything to the
theatre again and the same system that is used to feed the displays
can also be used to feed the film itself for digital theatres.
another savings
where does the hobby go?
well, it would be hard to say that it doesn't drop some, and
certainly newer collectors would be less likely
Look at the comics hobby. Marvel & DC publish fewer comics today
than they did during the 1940s. As a matter of fact, if you total
up all the comic books published and distributed for any month of
2008, it is fewer issues than a single issue of Captain Marvel sold
during WW2. (during WW2, Captain Marvel sold 2 million copies @
month. Current publishing by all companies is less than 1.5 million
@month. Another comic, Walt Disney's Comics & Stories had a print
run as high as 4 million for years from the 40s-50s) As a result of
fewer comic book readers (due to social changes- less people
reading anything), the comic book hobby is decreasing in size and
has been doing so for about 15 years.
The result is not the elimination of these hobbies, but serious
compression is indeed in the future. At some point Marvel & DC will
cease paper publication as will all newspapers and magazine. The
likely future is a mini-disc for a "reader" that you take wherever
you go, in addition to just reading online of course. When this
happens, millions of comics will devalue in a short period of time
(a few years). Fewer collectors means more unsold titles and
downsizing to just the most popular material for hardcore
collectors and historians. Superman comics will always be collected
at some level. the 1940s title Mystery Men will be a tiny niche for
historically oriented collectors only. The same will be for posters.
Younger people will stop buying posters. THat generation will have
digital displays so they can change whatever they want to show
Posters for the obvious titles will always sell. A poster after all
is the same as an "art print". so Frankenstein, Casablanca, Snow
White will always sell. Getting Gerties Garter however, or My Side
of the Mountain.. well they are hardly requested anyway. So the
hobby will compress as our generations die off, much like that
nearly forgotten hobby - pulp magazines
Rich
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