Film

=Film and Technology=

toc Technology plays a significant role in many aspects of modern society including film; however, people seem to have different opinions with the technological advancement happening in the film industry. Special effects have changed the way Hollywood films are produced.



Even in the Golden Age of cinema, visual effects have been used to captivate audiences (Czitrom 2003, 187). Looking into past history we can distinguish differences between silent and modern cinema. There is no denying that new advancements in technology continue to maintain an appeal to audiences. It is imperative to maintain the cultural aspects as well as improving the technological advancements in contemporary films to preserve the integrity of motion pictures. Evidently, blockbusters are successful because technology allows a shift from reality to visual escapism. It is also essential to notice the marketing strategies that are used to reach target markets to promote blockbusters thus ensuring the success of a motion picture. =History of Film=

Looking back at film history, special effects were used by early inventors to improve the visual characteristics of film that made it easy to target audiences by using simple effects (LaRose, Staubhaar, 2004, 171). Prior to technological innovations, movies were silent, this simulated the human mind by associating physical movement to depict a story. Although, they were not completely silent; there were instruments and sound effects in the background, except without spoken words.



Charlie Chaplin was one of the silent-era’s most famous stars. With his trademark waddle and comedic but sincere films Chaplin created a classic, memorable character (Sklar, 1993, 110).” The film industry was comparatively different to modern times in their traditions, values and habits. The culture centered on their talent and their love for acting. However, in the 1920’s, it did not take long for Hollywood to realize that fame could also be sold and successfully marketed to mass audiences. “Carefully crafted to complement the technical components of the entertainment industry, the "star system" focused attention of the public onto idealized "picture personalities" and represented privileged individuality for their fans (Creekmur, 2000)”. This brings us to examine, how film producers depended soley on the appeal that actors had on audiences, and used this system to promote motion pictures. Historicaly, audeinecs were lured with the “star sytem” this can be compared to todays audiences who are attracted to the tecnological innovations used in blockbusters. =Special Effects=

Among several important issues, special effects and computer generated graphics is seen to be a fad in the movie industry. Although this may be the case, it looks as though it is going to make a lasting impression. McKernan establishes that, “Visual effects were solely used for science fiction films, now it remains a standard for all motion pictures. Although, the use of technology is quite complex it allows producers to achieve quality while lowering their costs (//McKernan, 2004//).” A prime example of this cost efficiency is the 30-piece orchestras that have been replaced by the one musician with a computer-based MIDI recording system. There is no denying that technology has exceeded many expectations it is now a standard in the process of film production, also representing premier in aesthetic quality. While editing a movie, all factors come in play such as combining live action, sound effects, visual effects, and many other aspects of film. A lot of time and effort is put into making the final product, everything is looked over hundreds of times. Without all the aspects involved in the production of film such as special cameras, lenses, projection, lighting and processing equipment, some would say that there “would be no cinema”(Sullivan, 2000 Technology has stimulated enormous change in movie making, and movies are becoming more and more extravagant. Also, movie making has progressed from standard definition to the use of high definition. Camera use has also changed greatly from standard 35 millimeter film to 24p mini dv.The film’s ability to communicate is the most basic reason why people have created the colossal motion picture industry.

=The Matrix=

//The Matrix revolutionized the use of technology in film and brought about a new generation of movies.//

“The 'bigger is better' approach is all too conventional, expected, and too Hollywood. So, in 1999, the Waschowski Brothers delivered a stunning new world with [|//The Matrix//]//(//Rufo, 2003)." //The Matrix// did not exactly have a great plot, however the characters were developed enough to be convincing. //The Matrix// did not do as well as it should of because the movie was ahead of its time, with too many high tech special effects, the complexity of the idea that reality is not real, and the martial arts extravaganza. Interestingly enough, //The Matrix// promoted the DVD revolution, with many viewers purchasing their first DVD players in combination with the release of //The Matrix// on DVD. This is largely due to stylish advertising techniques and word of mouth.(//Johnson, 2004).//Quite noticeably, the digital work of composting and manipulating the images is not what made //The Matrix// unique, it was the side effects and the holographic images that made it a far more complex process. The innovation transpired in how the digital images and actors were combined. The case noted above, encompasses how society compliments new and improved digital alterations verse the substance of a film. A trend can be seen in society, for instances many individuals watch movies as a form of escapism which offers audiences a vacation away from the pressures of reality. =Effects of Technology in Movies=



Technology has shaped the way we see, hear and experience a movie. Bischoff effectively claims, “We are tempted to become entirely absorbed and fascinated by the very demanding universe of objects studied and manipulated by technologies (Bischoff, 2002)”. Many arguments point towards the waves of change that society has directed in the way motion pictures are produced today. Moviemakers are placing more emphasis on visual effects in comparison to the cultural aspects in a movie. Audiences become mesmerized with all the technical effects that they no longer need to use their imagination to understand the complexity of the content. As an audience we are no longer susceptible to shock, big blockbuster films of today’s generation only thrive to accomplish one thing, to compete with one another. Basically, motion pictures are becoming more of a consumer product because they are mass produced and film makers no longer create work that has aesthetic meaning. The most notable aspect of the problem is that the content is being neglected and that is what leaves an ever lasting impression. Blockbusters may not be as culturally integrated as some people may prefer but they are a multi million dollar business because of factors like special effects. Film producers have lost the cultural identity they need to understand the importance of both culture and technology as a fundamental recipe in movie making. Recent films such as //[|Monster’s Inc]//, //[|Shrek]// and //[|The Spongebob Squarepants Movie]// are all examples of films that are entirely computer generated. Since we now live in an era where computers are everywhere one must be aware that these new technologies will also be used in the film industry.

=Editing in Film=

Editing has revolutionized the way in which we can use technology to enhance movie making. Various different editing styles can be used to evoke meaning and the, “editing encompasses not just the process of stringing shots together to make up particular sequences, but involves the assemblage and sequencing of whole scenes or sections of the film, thus determining how the narrative unfolds” (Geiger,Jeffrey). There are four ways in which editing can coordinate or create relationships in film:

1) **Graphic**: visual or pictorial relations between shot A-B 2) **Rhythmic**: the length of a shot, and the tempo constructed between shots 3) **Spatial**: matching visual spaces to make it seem as if shot A clearly came before B 4) **Temporal**: includes order, duration and frequency between shots

The way in which a film is edited can change the entire meaning of the movie, and according to [|Walter Murch], the number one priority in making an edit is to evoke emotion. A great tool used today for movie editing is Final Cut Pro.

=Works Cited=

BISCHOFF, Michael (2002). “Questioning Technology, Introducing Martin Heidegger”, //Bishchoff.// <[|Source]>.

CREEKMUR, Corey (2000). “Star System”//, St. James Encyclopedia of Popular Culture// Boston: Academic Press. <[|Source]>.

CZITROM, Daniel (2003). "Early Motion Pictures", //Communication in History. Technology,// //Culture, Society//. Edited by David Crowley and Paul Heyer. Fourth Edition. Boston: Allyn and Bacon/Pearson Education, pg 186-193.

FOWLES, Jib (2003). "Mass Media and the Star System", //Communication in History// //Technology, Culture, Society//. Edited by David Crowley and Paul Heyer. Fourth Edition. Boston: Allyn and Bacon/Pearson Education, pg 194-198.

//GALLAGHER, Brian (1998).// “Some Historical Reflections on the Paradoxes of Stardom" <[|Source]>

Geiger, J. University of Essex: Film Studies. <[|Source]>

GICS (Global Industry Classification Standard) (2002). “2540 - Movies and Entertainment”MSCI Standard and Poors. <[|Source]>. // //JOHNSON, Gary(2000). “Movie Review” <[|Source]>. // //LaROSE, Robert and STRAUBHAAR, Joseph (2004). Media Now. Understanding Media,// //Culture, and Technology. ed //4th. Belmont: Wadsworth/Thompson Learning.

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