THE IMPACT OF STREAMING SERVICES ON FILM DISTRIBUTION STRATEGY

Аннотация

INTRODUCTION dramatically altered the dynamics of film The significance of cinema in our lives is distribution and promotion. These platforms have undeniable. Emerging in the 19th century, cinema not only gained popularity but also reshaped the has evolved not only into a form of entertainment ways audiences engage with cinematic content [3]. but also into a substantial cultural and economic Where television once dominated, streaming now force. Today, there is no country unaffected by the offers convenience, affordability, and an extensive processes of film consumption or production. library of diverse content, enhanced by While many associate films with leisure and sophisticated recommendation algorithms. studios with the so-called “dream factories,” not Additionally, platforms like Netflix invest heavily everyone acknowledges the status of the film in original series and films, which play a crucial industry as an economic hub capable of generating role in shaping global media consumption [1]. In substantial profits and contributing to socio- the context of the new media economy, streaming economic development. For industry services have become a central component of film professionals, cinema represents a complex sector distribution, challenging traditional film and with vast potential for innovation and growth. television markets and creating new strategic However, the emergence of streaming services has opportunities. This article examines the impact of https://www.theamericanjournals.com/index.php/tajmei 48 THE USA JOURNALS THE AMERICAN JOURNAL OF MANAGEMENT AND ECONOMICS INNOVATIONS (ISSN- 2693-0811) VOLUME 06 ISSUE12 these platforms on distribution strategies, film production infrastructure, recognizing the analyzes how streaming services are redefining necessity for ongoing investment in film marketing, reaching target audiences, and comprehensive equipment and shared technical influencing the competitive landscape of the global resources to remain competitive [7]. From this film industry. perspective, the study evaluates the extent to which streaming services contribute to the METHODS creation of an interconnected, collaborative media To examine the impact of streaming services on environment where creative and technical inputs film distribution strategies, this study employs an enhance project appeal and attract investor interdisciplinary approach that integrates interest. economic, sociocultural, and industry-specific The literature review reveals a significant increase analyses. Given the ongoing transformation of the in scholarly works examining the impact of global economy and current challenges in the streaming services on cinema in recent years. Mary international system, a comprehensive evaluation J. Benner [1] analyzed how digitalization of the film industry will yield critical insights, influences film production, reflected in the rise of particularly relevant for a country known for its blockbusters and long-tail films. Allegra L. Hadida rich cinematic traditions. This analysis serves as a and colleagues [2] developed four scenarios for case study for understanding how national cinema film distribution on streaming services. can adapt amid growing globalization and the Muhammad Edy Irfandiyanto and Azzara Kubaies dominance of streaming media [4]. [3] explored consumer-associated keywords with The research utilizes both positive and normative Netflix, providing insights for understanding the analyses to assess the evolving role of streaming role of streaming services in film distribution. services and their influence on traditional Marius Ofsti [4] identified a shift towards a more distribution methods. The positive analysis vertical strategy among distributors due to the examines observed changes in distribution and influence of streaming services. Wendy Su [5] audience engagement patterns, while the examined the impact of the Covid-19 pandemic on normative analysis explores implications for global media companies. V. Tan and M. Wei [6] industry policy and future strategic directions. discovered a trend among global streaming Additionally, discourse analysis is employed to platforms towards creating integrated media investigate narratives about streaming services in entertainment and cultural services. Other studies both mass media and industry sources, [7, 8, 9] investigate the effects of new media on the highlighting the perspectives of stakeholders such film industry, including advertising, television, and as filmmakers, investors, and policymakers [8]. cinema as a whole. This approach underscores the sociocultural By analyzing the aforementioned scholarly works impact of streaming as a distribution tool and the using analytical methods, this study aims to resulting shifts in audience behavior and content provide insights into how streaming services are consumption. altering distribution strategies, affecting content Economic data analysis further substantiates this accessibility, and