Digital Distribution affects marketing and consumption in a positive way as it’s publicising the film by using different forms of advertisement. Making it appealing to a wider audience as they will all want to watch the film due to all the publicity it’s had. It also affects more people now as a larger number of people tend to watch films in the comfort of their own home as opposed to going to taking a trip to the cinema. This means the film industry have to take this into consideration, by using online or televised methods. It also increases the chance for Independent movies to gain a larger audience, usually, to watch a film on the day of its release, you have to take a trip to the local cinema to watch it. However, not with the Field in England which was shown in cinemas, available to buy online (VOD) on DVD, on film4 and Blu-ray all at the same time as each other, on the day of release. Instead of a slow build of word-of-mouth over the long period method that most independent movie distributers would use, the idea with A Field in England is to plug into the entire brain of the audience, regardless of the viewing platform. It gave the movie a good chance of gaining a larger audience as it would be viewed by all different ages and on all different forms of media. Digital Distribution affected the popularity of this film majorly, although it didn’t do as well as anticipated it still got a lot of publication due to it being the first film to be shown in cinemas and be available to download at the same time.
The film The Dark Knight rises was distributed by Warner Bros. Pictures which has production ideas with legendary pictures, Syncopy Pictures and DC comics. And DC Comics own Batman.
Synergy was also used a lot for The Dark Night Rises, they used the IMAX corporations to film the Batman film. Also, other company sets were used, the American football team ‘’Pittsburgh Steelers’’ playing field was used. This is an example of horizontal synergy.