Evaluate the role of digital technology in the marketing and consumption of products in the media area you have studied

Evaluate the role of digital technology in the marketing and consumption of products in the media area you have studied

The use of digital technologies was integral in the distribution of the film 'Honey Trap'. The film was on a low budget, hence the use of social media played an important role in attracting publicity for the film.

The film largely targeted young people between the age of 15 - 25 based in England and particularly London. This was particularly effective as it meant that these young people were able to relate to what was happening in the film. Rebecca Johnson also targeted urban adults over the age of 25 who seek out critically well-reviewed films.

They looked at possible promotions with WhatsApp, Blackberry Messenger and other free message and networking services used heavily by young people. By doing this they ensured that they could easily target young people through applications that they are constantly using. This meant that young people would have seen the advert for the film, propelling them to want to watch it. They also targeted film and urban music blogs and magazines such as Grime Daily and RWD. RWD is one of the biggest urban UK magazines and Grime Daily is a music channel for urban youth. Using RWD and Grime Daily had a parallel effect to using the applications as it also meant that the film could be advertised to young people in large masses. 

Rebecca Johnson used film festivals to her advantage. She used film festivals in Berlin, Rotterdam and Los Angeles to sell her film to independent distributors around the world. This meant that she could get a huge amount of publicity and attention on her film.

She also used tradition marketing methods that have been in the media industry for various years. This included things such as posters, trailers and print ads. This was so important for the distribution of the film, as the film was on a low budget and these methods were cost effective which meant that they helped to limit expenditure on the movie.

Johnson used fund raising to make an additional £8,000 to add to the budget of the film. This meant that they had additional funds to use for the production and distribution of the film. Once again, the fact that it was a low budget movie meant that fundraising was important so that the film could use the additional funds if necessary.