Hypodermic Needle Theory + Hall's reception theory + IMAX

Hypodermic Needle Theory + Hall's reception theory + IMAX

- October 18, 2019

Hypodermic Needle Theory - suggests that the information from a text passes into the mass consciousness of the audience unmediated, i.e. the experience, intelligence and opinion of an individual are not relevant to the reception of the text. 

The theory suggests that, we are manipulated by the creators of media texts, and that our behavior and thinking might be easily changed by media-makers. It assumes that the audience are passive. This theory is used to explain why certain groups in society should not be exposed to certain media texts. 

Bandura - the media can influence people directly. 


what do audiences want from a film?

• entertainment
• escapism
• large sfx
• well know actors
• high production value

High production value

- mega sfx 
- a 'clean' look
- 3D
- Imax
- Digital cinemas

IMAX
Clarity, detail, and size make IMAX more than a movie. At the cinema, two projectors run simultaneously to provide the perfect image with a balance of warmth and sharpness. IMAX draws you into something as close to reality as you have ever experienced. 

The camera is immense. It weighs 240 pounds (109kg), so it requires special supports and rigging to move it. A typical 35-mm movie camera weighs only 40 pounds (18kg). 

The size of the film means that the camera can only hold a three-minute spool, and it takes 20 mins to reload. 


The incredible detail available with the film size this large means that everything about the shot must be perfect, and each image must be stunning. 

The audience sees every flew, and a lackluster image totally wastes the potential of the IMAX medium. 

It is expensive