What significance does the continuing development of digital media technology have for media institutions and audiences?

What significance does the continuing development of digital media technology have for media institutions and audiences?
There are many types of technology available for large film companies now such as the use of 3d in cinemas and now also 3D can now be used at home due to the new technological advances of the new 3D televisions that are available for people to use in their own home. Also the technology in terms of producing the film has advanced massively with now the extensive use of CGI which helps to create amazing special affects throughout the film, this is only often used during large blockbuster like films as the use of CGI is very expensive if the company producing the film is thinking about using this type of technology wants to use in its most efficient dimension. Media technology is very vital in terms of the marketing of the film, as many people as possible need to know about the film release. Through the advancement of the media technology for example Facebook, Twitter, My space etc, it is easier for potential audiences to find about the film, this sometimes happens through celebrity endorsement, for example if one of the main stars tweets about it people will be more enticed to go and see the film as they feel that the actor involved in the film is personally approaching them over social networking sites.
Often official  websites go live online during the production of the film, these sort of sites are most probably set up by the marketing team involved with the film itself. These sort of sites include behind the scenes clips with the cast and crew, interviews with the director and producer, teaser trailers etc. But why do the company producing the film want to set up these kind of sites? Well there are a lot of premeditated fans of films due to the fact that big blockbuster films often involve very well known actor/actresses, these actors/actresses very often have a large following of fans behind them, who are likely to go and see the film just due to the reason that their favourite actors are involved in the film. An example of this is with the film Prometheus which is a high budget sci-fi film. The cast involved consisted of very well known actresses and actors such as Charlise Theron and Michael Fassbender,  both of these had a previous following from films they had participated in before. So with creating the site people get to realize what sort of crew is involved. This method of media marketing is fantastic as it is free in terms of the money aspect and also due to the sheer amount of people who use the internet daily it is a very efficient method in terms of really pushing the film in a successful direction. If fans can access such inside clips, the anticipation for the film will build massively and there will be a lot of hype created about the film without spending any money at all.
As well as the marketing team of the film itself that make the sites and blogs about the film, also very enthusiastic fans of the genre that the film will fall into also often create blogs containing their own opinion on the proposed storyline etc. This type of marketing has only just took off as the worldwide internet is now the centre piece of all that’s good in terms of technology. This is a great marketing  for the film as when people post their opinions and views online, other fans or critics tend to have a different opinion  on the proposed film this again creates a lot of hype about the film, this is called word of mouth marketing.
For small independent film companies such as Film 4, marketing  via the internet such as on Twitter, Facebook, My Space etc is excellent as it is very cheap and due to the fact that often these films have very low budgets they now by using this type of marketing can dedicate more of the budget to the production of the film instead of spending it on the marketing aspect. With the company spending more money on the production of the film, this should ensure the finished film will be as good as it possibly can be.
From the audiences point of view the continuation of digital media technology can be nothing but a massive bonus as they can now keep updated with when and where a new film will be coming out. Also they will be able to access more inside content about up and coming films, this should be of interest to the audiences if they are truly fanatic about the film that is going to be released in the coming period. A major advantage of the media technology is that the viewing experience for the audience will be increased dramatically, as the viewer will most likely be  a lot more informed in terms of the background and context of the film.