I have chosen to revise my idea that I had previously for the Cannes Film Festival and i have now changed it to the London Film Festival because after some research i discovered that it would be unlikely that the film corporations would allow the public to view the films before release, due to the fact that the Cannes Film Festival is designed for selling films.Within the London Film Festival there are often many premiers of up and coming films, these may include independent dramatic films, documentary films, non-competitive showcase art films and Holly/Bollywood enforced films that will be shown worldwide. In order for the public to gain more interaction with this private event I have devised a way in which they can view the films immediately after the initial premiers.
The concept is as follows: there will be a large building containing many screens. This building will only hold screens, no kiosk, no pay desks, no nothing (maybe some toilets). The user will approach the doorway to any of these screens and will automatically be Bluetoothed a preview of the film being shown. The reason for this is because none of the general public will have seen any previews for the films as they will be in their infancy and will have only just presented their premiere. The user will then walk to any or all of the other screen entrances and, again, they will be sent a Bluetooth message containing a preview, this is so the user can choose which film to see.
Once the member has chosen which film they wish to view they will take a picture of a Semacode (a type of barcode that can be read using a photo from a camera phone) situated outside the entrance to the screen showing the required film. This Semacode will then be used to automatically deduct the cost of viewing the film from the users phone credit/balance. In response the user will receive an SMS message containing a code to enter at the entrance to the film.
Upon departure of the film the user may then deposit an SMS or Bluetooth message within a review pool located at a specified review hotspot. This review and many others written by the viewers can then be read by any potential future viewers. New customers would stand within range of the review pool and browse the comments left using their mobile web browsers. This will then aid their decision as to what film to watch along with the received previews. The reviews left by previous customers may also be automatically uploaded to an Internet site where people from all over the world will be able to see the comments.
I have also considered some other potential areas that could be incorporated into my idea. I realised the potential of targeting customers with similar interests as they leave the cinema at the end of the film using Bluetooth advertising. The cinema could send messages recommending other films that the viewers may consider watching. This would be successful as you will be able to stream influential messages to a group that have something in common (even if it is just the enjoyment of film). Therefore this is allowing the cinema to conduct specific advertising to a specific audience therefore possibly resulting in a higher success rate of the advertisements.
Do i know who my audience is?
The audience that I will be targeting will be those that enjoy cinema and film. This I realise, is a large audience, however as it is only limited to the event of the London Film Festival then it will be specifically targeted at those participating, visiting or surrounding the immediate event.
How do they consume media?
The audience will be consuming through cinema, but not only cinema, as in order to interact with the event they will be using their phones/PDAs as a platform to communicate and gain a richer experience from the event.
What do they enjoy doing?
Those participating within this area of the event are going to have an obvious interest in film and cinema. I should also consider that these people are going to be people that are interested in seeing films before anyone else and so therefore they are going to be the first group to advertise the film to. By targeting this enjoyment I can reach other potential customers through recommendation, either through word of mouth, PR or even the comments pools containing customer feedback.
Incorporated Technology
Bluetooth is an open specification for seamless short-range wireless data and voice communications between mobile and stationary devices. For instance, it specifies how mobile phones, computers and PDAs interconnect with each other, with computers, and with office or home phones. The first generation of Bluetooth permits the exchange of data up to a rate of 1mbps, even in areas with a great deal of electromagnetic disturbance. Bluetooth transmits and receives via a short-range radio link using a globally available frequency band (4.4Ghz ISM band).
I also considered using infrared technology to communicate with the user, however, this requires a direct line of site (up to 20 feet) between the two devices (comments pool and phone) and so therefore this would not be suitable if lots of people wanted to use the same technology at once.
WAP: Wireless Application Protocol is a secure specification that allows users to access information via hand-held wireless devices.
Roaming is the means by which a mobile phone links up to a different base station as they come within range.
SMS (Short Message Service) is a service available on most digital mobile phones (and other mobile devices, e.g. a Pocket PC, or occasionally even desktop computers) that permits the sending of short messages (also known as text messages) between mobile phones and other devices.
Semacode is the name for machine-readable ISO/IEC 16022 Data Matrix symbols which encode Internet URL’s. It is primarily aimed at being used with mobile phones which have built-in cameras. Using Semacode software, a URL can be converted into a type of barcode resembling a crossword puzzle, which is called a "tag". Tags can be quickly captured with a mobile phone's camera and decoded to obtain a Web site address.
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