Fourth Session

Technology, business, Hollywood and gamers

In Hollywood Gamers Robert Brookey explores convergence in the film and videogame industries. His analysis explains this convergence in terms of technological developments and business practices. The important technological innovation that allowed convergence was the development of DVD. The game industry initially included two markets: the home gaming and arcade games. These two markets diverged eventually because of the initial technological limitations.  Home games were often another version of the successful arcade games. The home versions were not as appealing because they did not use laserdisc technology, which allowed a more dynamic visual presentation. Although laserdisc technology was meant to be an alternative to VCR, which was the vehicle for home viewing of film, its performance as a technology was not without problems. The development of DVD technology allowed the convergence of home videogames market and the film viewing experience at home.

Brookey argues persuasively that business practices and other commercial incentives were equally important to this convergence. Some of the examples of these practices include the following. Both film and video game industries rely on popular genres and conventions in order to reduce financial risks of up-front costs.  Both industries try to develop franchises. A successful film could mean a successful game while sharing some of costs in development of ideas, products and marketing. These franchises, as Brookey shows, become significant points of convergence. Both industries tend to appeal to the same audiences in terms of demographics when they are marketing their products. The similarity in packaging for videogames and DVDs means they can be put on similar shelving spaces. Their proximity in retail stores also helps with marketing. Using a similar or identical image as cover for one can be a great advertising or marketing device for the other. This visual marketing is an element of synergy that has allowed these two industries maximize their profits and minimize their financial risks.

Brookey’s analysis clearly demonstrates how the economics of these industries and the available technological developments determine how and why we as audiences and consumers have the choices that we have.