The Impact Of Netflix

Netflix and other streaming services have changed the way in whcih we watch television and movies.

Opposed to having to wait every week for 1 episode you can now 'binge watch' entire series that have been uploaded to netflix over as much or as little time as possible.

However "Netflix generates on average roughly 38 minutes of viewing per day in households that have it, linear TV generates more like 3.5 hours of viewing per household on average and well over 2 hours a day even amongst the younger, so-called “Netflix generation”. A billion hours streamed by Netflix compares to 65 billion hours streamed (ok, broadcast…) by linear TV. And although Netflix offers a great service – simple, smart, easy to use and relatively inexpensive, and although some of its original programming is getting widely talked about and often praised for its quality, t here is little to suggest that people are, as yet, doing anything more revolutionary than adding it to their existing TV diet."

Because services like netflix make their revenue by monthly subscriptions, and only streaming content which they must pay to stream whilst also not being able to keep the content, Netlfix has began creating netflix originals such as 'stranger things' where it is produced and distributed solely by Netflix meaning they do not have to pay to stream it.

Stranger Things Advertising

• A variety of methods were used in advertising stranger things such as TV/social media/word of mouth

• Stranger Things created a mysteriously placed billboard for Hawkins Power & Light around New York and Los Angeles, and made it interactive with a working 1-800 number. Callers initially heard menu prompts and on-hold music -- which gave way to the Stranger Things theme and clues about season two.

• The 80’s music in Stranger Things 2 played an important role in setting the scene. With Spotify’s new campaign, you can find out your Stranger Things character match. Just log into Spotify at spotify-strangerthings.com and it will evaluate your music preferences and give you a playlist to listen to based on your character match.

• Stranger Things launched a 360-degree virtual reality video that boasts over 2 million views. It allows viewers to put themselves into one of the show's most famous sets. 

• Reebok’s reboot of its Ex-O-Fit shoes. Reebokteamed up with BAIT and Stranger Things to throw it back to when these sneakers were popular. Featuring Dustin’s Ghostbusters-inspired drawings

• The stranger things trailer was uploaded onto youtube to reach online viewers

• The first 8 minutes of episode 1 were also released on yotube before the series release on netflix

• Youtube was an ideal place for the distribution of advertisments as it is free for views to watch and be enticed in but then you must pay netflix to watch the whole series.

• The role of fans plays a bit part in advertising as they become prosumers by creating memes and fan art whci hin turn become free press as they circulate the internet.

• For the release of season 2 Netlflix teamed up with kellogs for a superbowl ad after kellogs eggos had featured in season 1 and although it was not paid promotional product placement the sales of eggos increased dramatically.This is known as synergy.

https://www.youtube.com/watch?v=9Egf5U8xLo8

The Killing Representations

What is being represented in this still and how?

Nana
In this still nana is represented as a vulnerable and victimized female. We can see this through the mise en scene as there is lots of negative space surrounding nana emphasis that she is alone putting her in a vulnerable state. She appears very isolated because of this emphasizing the danger present. She is seen wearing white clothing which symbolizes her innocence and naivety however we see stains of blood and mud covering her showing that this innocence has been abused. Blood also has connotations of injury and danger showing that she is not safe. This adheres to the gender stereotype that female chastity is sacred and their is a loss of innocence if this is lost. Nana's body language and facial  expression show that she is hiding because she is hunched over cowering beneath a tree with a panicked expression showing again that she is not in a safe space and needs help. The setting is dark but there is light shining above her which we know is the plane flying over. She becomes exposed by the light and is now in sight of whatever she is running from which strikes fear into the audience as she is now visible. This still fits into the Nordic noir genre as we have a dark setting in the forest which is very bleak and miserable which is a typical convention of this genre. The forest is also a typical setting and convention of detective genre as it has connotations of mystery and getting lost.

Troles
In this still we see Troles being given his watch back off his assistant. This still challenges the patriarchy in this role reversal as the woman seems to have dominance over the man in this political setting. Rie is shown to be confident and in control of the situation. There is a morally complex issue in this still as they are mixing love life and work life which we can see as she appears to be manipulating him by towering over him. The low level lighting in this still is also a typical convention of the Nordic noir genre as it imply's a sense of secrecy in this still. The prop in this still is the watch and the watch symbolizes a sense of time keeping and organisation. Bye Rie having the watch it shows that she is in control of his supporting this idea that she is not to be trusted as she represented as an untrustworthy character. This subverts the usual gender stereotype particularly in politics that women are inferior because she is clearly quite influential and powerful. This links to Judith Butlers theory that gender roles are created in how we perform so by creating this representation of Rie as dominant it becomes naturalized in society with repetition.

Theis & Pernille
In this still Theis and Pernille are represented as a classical version of how marriage is, the man is dominant and works and the woman stays at home to clean and is submissive. This is shown through their clothing as he is wearing work clothing form begin at work all day and she is wearing causal relaxed clothing. Theis appears to be more dominant because of his body language towering over her and Pernille appears to be more submissive as she stands beneath him.