Paranormal Activity Case Study Task

The Impact of New Technology on Media Industries:
The websites featured real audience's reactions when they were watching it so that consumers could see how people reacted. The website also featured a 'demand' button and the areas with the most hits were used for the first screenings. This links in with an "eventful page". Teaser posters and teaser trailers were also released which helped to build up a hype about the film. Social networking sites such as Twitter and Facebook were also used to create anticipation and interest for the film's release. They also added to the numbers of people aware that the film was due for release which will have added to the numbers going to view screenings of it. This will have been useful for the commercial side as it will have meant that more people will have paid to see it, boosting the revenue.

The Transformation of Distribution and Marketing Strategies by Media Industries:
There were teaser posters and teaser trailors released to build up poeple's arwareness and hype of the film. The 'demand' button on the website was also a good low-cost marketing strategy as it was done online and didn't require much money. The 'demand' button helped to build up the hype as people wanted their area to have an advanced screening resulting in more 'hits'.

The Use of New Technology to Facilitate More Accurate Targeting of Specific Audiences:New technology was embraced as the distributors used social networking as the main means of advertising the film. Rather than fighting against the proliferation of new media they chose to work with it and created a Facebook fan page where people could upload their own reactions when watching the film. As millions of people have Facebook accounts this was a good way of raising the awareness of the film.
How Audiences Embrace the Use of New Digital Media Technologies:Audiences also embraced the proliferation of new digital media technologies by hitting the 'demand' button to add to the number of 'hits' in their area so that they could get an advanced screening rather than simply waiting for it to screen after the trailer was aired on media platfoms such as the TV. They further embraced new digital media technologies by 'liking' the Facebook fan page and uploading their own reaction shots, addding interest to consumers wanting to see it.