1.

1 Case/Project Background

The development of streaming has turned the film and media industry

on its head. There’s now an insatiable appetite for original content, and

motion picture storytellers, animators, graphic artists have never been more

in demand (Lahey, 2019). There are tremendous schools, academies, and

institutions across the globe that houses an environment designed

specifically around the needs of creative and digital industries. In the

Philippines, the International Academy of Film and Television and the Film

and Media Arts International Academy, both located in Cebu, are few

examples of a global hub for innovation and content creation. These

infrastructures act as an initiative neighborhood attraction for the

professionals and aspiring students in film and media production. The

Mindanao Film and Media Arts Academy creates a creative and social

environment spot in the city and provides the first professional education

facility in filmmaking and animation.

1.1.1 Film, Media, Digital Media and Multimedia

Film, also called movie or motion picture, is a medium used to simulate

experiences that communicate ideas, stories, perceptions, feelings, beauty

or atmosphere by the means of recorded or programmed moving images

along with other sensory stimulations. Films are cultural artifacts created by

specific cultures. They reflect those cultures, and, in turn, affect them. There

are many attitudes conveyed by films, about gender When Senior High

School entered the Philippine curriculum, it introduced a diverse career

track and one of these is Arts and Design track. To instill the right

employment skills so that a student can get a job immediately after

graduation, part of the curriculum of this track is to expose the student to

various form of media such as architecture, interior design, industrial design,

graphic design, animation, painting, fashion design, photography, and film.

Arts and Design also aims not only to ensure that you can get a livelihood

out of your interest in arts, but also to help various regions in the country in

preserving their local culture. In Cagayan de Oro City, Arts and Design track

isn’t even an option in any school. The table below shows the data from the

Department of Education. r, race, class, sexuality, or religious and moral

values are conceived less as conscious messages than conveyed as

common assumptions. Film is considered to be an important art form, a

source of popular entertainment, and a powerful medium for educating—

or indoctrinating—citizens.

Media, in general, refers to various means of communication. For

example, television, radio, newspaper and magazines considered media.

The term can also be used as a collective noun for the press or news

reporting agencies. In the computer world, “media” is also used as a

collective noun but refers to different types of data storage options. With

the improvement of technology, computers become an essential part of

communication and involved a lot in media production which led us to

new terms known as Digital Media and Multimedia.

Digital media is a form of electronic media where data is stored in digital

form (as opposed to analog). It can refer also to the technical aspect of

storage and transmission of information like hard disk drives or computer

networking. Also, digital media refers to audio, video, and photo content

that have been encoded (digitally compressed). Encoding content

involves converting audio and video input into a digital media file such as

a Windows Media file. After digital media is encoded, it can be easily

manipulated, distributed and rendered by computers, and is easily

transmitted over computer networks.

 Multimedia is media and content that uses a combination of different

content forms. The term can be used as a noun (a medium with multiple

content forms) or as an adjective describing a medium as having multiple

content forms. The term is used in contrast to media which use only

rudimentary computer display such as text-only or traditional forms of

printed or hand-produced material. Multimedia includes a combination of

text audio, still images, video, animation or interactivity content forms.

Multimedia is usually recorded and played, displayed or accessed by

information content processing devices, such as computerized and

electronic devices, but can also be part of a live performance. Multimedia

(as an adjective) also describes electronic media devices used to store and

experience multimedia content. Multimedia is distinguished from mixed

media in fine; by including audio, for example, it has a broader scope. The

term “rich media” is like interactive multimedia.

Multimedia uses computers to present text, audio, video, animation,

interactive features, and still images in various ways and combinations

made possible through the advancement of technology. By combining

media and content, those interested in multimedia can take on and work

with variety of media forms to get their content across. This is an exciting

new field for those interested in computers, technology, and creative

career options. Multimedia can be accessed through computers or

electronic devices and integrates the various forms together. One example

of multimedia would be combining a website with video, audio, or text

images. However, multimedia is now commonplace. Nearly all PCs can

display video, through the resolution available depends on the power of

the computer’s video adapter and CPU.

1.1.2 History of Multimedia

In the real world, though, when most people talk about multimedia,

they are talking about computer multimedia. The world has come to

represent the realm of computer graphics, video games, on-screen

presentations, and a whole world of other possibilities.

Where did it all begin? That is hard to say, but one of the earliest and

best-known examples of multimedia was the video game, Pong.

Developed in 1972 by Nolan Bushnell (the founder of the new company

called Atari), the game consisted of two simple paddles that batted a

square “ball” back and forth across the screen, like tennis. It started as an

arcade game, and eventually ended up in many homes.

Another revolution in 1976 was about to start as friends; Steve Jobs

and Steve Wozniak founded a startup company called Apple Computer.

A year later they unveiled the Apple II, the first computer to use color
graphics. The computer revolution moved quickly: 1981 saw IMB’s first PC,

and in 1984 Apple release the Macintosh, the first computer system to use

a graphical user interface (GUI). The Macintosh also bore the first mouse,

which would forever change the way people interact with computers. In

1985, Microsoft released the first version of its Windows operating system.

That same year. Commodore released the Amiga, a machine which many

experts consider to be the first multimedia computer due to its advanced

graphics processing power and innovative user interface. The Amiga did

not fare well over the years, though Windows has become the standard for

desktop computing.

Both Windows and Macintosh operating systems paved way for the

lightning-fast developments in multimedia that were to come. Since both

Windows and Mac OS handle graphics and sound developers can create

programs that use multimedia to more powerful effect. In the mid 1980’s

and 1990’s, computer developers started looking at how computers could

be used as never before. At the same times, advances in technology

bought about;

1. Faster desktop computers

2. Increased working memory

3. Higher data storage capacity

4. Digital, audio and video

 5. Graphic operating systems

6. Local and wide area networks

7. Thousands of applications ranging from word processing

to a myriad of multimedia.

Computer developers started looking to multimedia — the delivery

of information using text, pictures, audio and video—to utilize computers in

a uniquely personal way. Multimedia computers could be used to increase

efficiency and productivity on the job, provide information at our fingertips

in our homes, and help students learn more effectively both in and out of

the classroom. These personal gains meant that people would see

computers as a practical and useful tool in their everyday lives.

One company that has played an important role in multimedia from

its very inception is Macromedia (formerly called as Macro Mind). In 1988,

Macromedia released its landmark director program, which allowed

everyday computer users to create stunning interactive multimedia

presentations. Today, Adobe Corporation bought Macromedia Flash that

drives most of animation and multimedia you see on the Internet, while

Flash is still used to craft high-end interactive productions. Each new

development of each passing year is absorbed into next year’s technology,

making the multimedia experience better, faster, and more interesting. As

you can see, the impact of multimedia technology on our daily lives is often
more than we realized. The bottom line is that if there is a need to inform,

teach or entertain, multimedia technology can play a key role.

1.1.3 History of Film

Although the start of the history of film is not clearly defined, the

commercial, public screening of ten of Lumière brothers' short films in Paris

on 28th December 1895 can be regarded as the breakthrough of

projected cinematographic motion pictures. There had been earlier

cinematographic results and screenings, but these lacked either the quality

or the momentum that propelled the Cinématographe Lumière into a

worldwide success. Soon film production companies and studios were

established all over the world. The first decade of motion picture saw film

moving from a novelty to an established mass entertainment industry.

By 1900, the first motion pictures that can be considered as "films" –

emerged, and filmmakers began to introduce basic editing techniques

and film narrative. The first films to consist of more than one shot appeared

toward the end of the 19th century. A notable example was the French film

of the life of Jesus Christ, La vie du Christ (The Birth, the Life and the Death

of Christ), by Alice Guy. These weren't represented as a continuous film, the

separate scenes were interspersed with lantern slides, a lecture, and live
choral numbers, to increase the running time of the spectacle to about 90

minutes. Different film genres emerged and enjoyed variable degrees of

success over time, with huge differences between for instance horror

films (mainstream since the 1890s), newsreels (prevalent in U.S. cinemas

between the 1910s and the late 1960s), musicals (mainstream since the late

1920s) and pornographic films (experiencing a Golden Age during the

1970s).

By 1950’s, the popularity of television seemed to form a threat to

cinemas (at least in the U.S. and other western countries), which resulted in

attempts to make theatrical films more attractive with technological

innovations. New widescreen formats enticed filmmakers to create more

epic films and spectacles that looked better on a big screen than on

television. 3D films experienced a short golden age from 1952 to 1954.

Television also opened a new market for filmmakers, introducing new

possibilities that led to new genres, especially in serialized form. By the

1980’s home video had opened a big market for films that already had

their theatrical run, giving people easier access to titles of their choice

in video rental shops. During the late 1990s, another cinematic transition

began, from physical film stock to digital cinema technology.

Meanwhile, DVDs became the new standard for consumer video,

replacing VHS tapes. Since the late 2000s streaming media platforms
like YouTube provided means for anyone with access to internet and

cameras (a standard feature of smartphones) to publish videos to the

world.

Deeper penetration of the internet and smartphones has drastically

changed the way content is being consumed (Ganguly, 2019). By 2010’s

until recently, streaming services like Netflix, Hulu and Amazon Prime came

to popularity as these outpaced traditional cables by a wide margin. Still,

traditional cinema would keep on flourishing above anything else as the

numbers of the highest box office hits per year (by USD) would continue to

rise.

1.1.4 Importance of Film and Multimedia

Film, like most forms of art and media, reflects the eternal human

search for truth, a process where we can discuss it as both cause and

effect. It has been one of the greatest influences in our modern life, and it’s

also a form of art, the seventh art along with photography, architecture,

literature, play, painting and music. It’s the combination of technology,

business, entertainment and aesthetics ,each and everything of these four

has important role in present day world and it’s also visible in the variation

of its forms, Film is technology (picture taken in the celluloid camera and
editing),movie is the business and entertainment, and cinema is the

aesthetics.

Films do sit alongside with other arts such as, music theatre and visual

arts. Films inspire, they have a way of setting tones. All elements of art are

interconnected, they are very similar. It used to be that you go to a museum

and you see an art exhibit and it was someone who was well known, you

had lines to see the exhibit. If someone wasn’t well known, it would start

small and grow. Films are like that, but the difference is that films can both

take the lead in creating other arts and following arts. When you paint a

picture, you just paint that picture. Films can take that picture to a whole

other place, with a story. That capability is what separates film, to a degree

from the other arts.

For providing Education, the modern concept of utilizing movies

as a tool continues to find new suitors with each passing day. With textbooks

often failing to entice the younger students, combining learning with a

source of entertainment seems like the ideal way of getting the most out of

them. For some students, learning through films is a boon. Even those with

the severe learning disabilities have shown a response to movies and can

relate to them. Students belonging to deprived backgrounds, without

books to learn from at home, often show the inability to read properly but

still willingly and excitedly talk about movies they are familiar with and

which they relate to. With the film industries growing diverse by the day,

more and more films are starting to cater to the preferences of different

types of people throughout the world by being relatable. Films can be

considered as a 'universal language' which overcomes the barrier of textual

learning for all backgrounds.

When it comes to the impact of films in current-affairs, politics, social

issues and corporate interest, these create debate, they create

conversation, they create an atmosphere. Some take sides and you can

agree or disagree with the content. Some movies take sides and create a

conversation, and that conversation can be in any area; be it political,

social, or even within specific disciplines such as fashion. Movies can create

controversy and tell difficult stories. Movies have always either taken a side,

remained central, or projected something forward.

Multimedia finds its application in various areas, including,

advertisements, art, education, entertainment, engineering, medicine,

mathematics, business, scientific research and spatial temporal

applications.
Education

Multimedia applications play a crucial role in education which

range from preschool education to postgraduate students and corporate

training packages. There has been an increase in demand of educational

multimedia applications at all level of citizens for them to apply their

knowledge in different field of study and situations. Multimedia applications

had greatly influenced the education in many ways. They give teachers or

lecturers to prepare study materials for students in a more clearly and

comprehensive way such as demonstrate and visualize the study material

in a multimedia presentation (Milkova, 2012). Multimedia applications can

also be used as a source of information. Multimedia applications can be

developed to enhance the learning process and increase the interaction

between students and lecturers. The rapid innovation and development in

information and communication technologies has been increased the

used of multimedia applications in our daily life and brought the changes

to computing, entertainment and education. However, educational

multimedia applications will not be going to replace the roles of teachers

or lecturers, it will only allow students to learn more when compare with

traditional teaching methods.

Engineering

Software Engineers uses multimedia in Computer Simulations for

anything from entertainment to training such as military or industrial training.

Multimedia for software interfaces are often done as collaboration

between creative professionals and software engineers.

Mathematical, Scientific Research and Medicine

In mathematical and research, multimedia is mainly used for

modeling and simulation. For example, a scientist can look at a molecular

model of a substance and manipulate it to arrive a new substance. In

Medicine, doctors can get trained by looking at a virtual surgery or they

can simulate how the human body is affected by diseases spread by viruses

and bacteria and then develop techniques to prevent it.

Commercial

Existing presentations are used to grab and keep attention in

advertising. Business to business and interoffice communications are often

developed by creative services firms for advanced multimedia

presentations beyond simple slide shows to sell ideas or liven-up training.

Commercial multimedia developers may be hired to design for

governmental services and nonprofit services applications as well.

Entertainment and Arts

Multimedia is heavily used in entertainment industry, especially to

develop special effects in movies and animations. Multimedia games are

a popular pastime and are software programs available either as CD-

ROM’s or online. Some video games also use multimedia features.

Multimedia applications that allow users to actively participate instead of

just sitting by as passive recipients of information are called Interactive

Multimedia.

In Arts, there are multimedia artists, whose minds can blend

techniques using different media that in some way incorporates interaction

with the viewer. One of the most relevant could be Peter Greenaway who

is melding Cinema with Opera and all sorts of digital media. Another

approach entails the creation of multimedia that can be displayed in a

traditional fine arts arena, such as an art gallery. Although multimedia

display material may be volatile, the survivability of the content is as strong

as any traditional media.

1.2 PROBLEM STATEMENT

Opening new opportunities to the aspiring students interested in film,

animation and multimedia arts is one of the aims of this study. However,

the region doesn’t have a solid platform for these programs. The table

below shows the data gathered from the Commission on Higher Education

and Technical Education and Skills Development Authority.

Region School Program Type

BS Entertainment
and Multimedia
Computing major
in Digital Higher
Bukidnon State Animation Education
Region X University Technology Program

Animation NC III

Multimedia Artist
Region X Informatics Institute Certification Vocational

In Region 10, there are only two schools offering animation and

multimedia programs. Bukidnon State University offers Entertainment and

Multimedia Computing major in Digital Animation Technology and

Informatics Institute in Cagayan de Oro offers Animation NC III and

Multimedia Artist Certification. Filmmaking isn’t even in the option.

 When Senior High School entered the Philippine curriculum, it

introduced a diverse career strands and one of these is Arts and Design

track. To instill the right employment skills so that a student can get a job

immediately after graduation, part of the curriculum of this track is to

expose the student to various form of media such as architecture, interior

design, industrial design, graphic design, animation, painting, fashion

design, photography, and film. Arts and Design also aims not only to ensure

that you can get a livelihood out of your interest in arts, but also to help

various regions in the country in preserving their local culture. In Cagayan

de Oro City, Arts and Design track isn’t even an option in any school.

The table below shows the data from the Department of Education.

In region 10, only Valencia, Malaybalay, and Misamis Occidental offers Arts

and Design Track in Senior High School.

Grade 11 ART's & Grade 12 ART's & TOTAL

Region Division School ID School Name Design Design GRADE
Male Female Male Female 11-12
Arts and
Region Malaybalay Bukidnon Design
X City 303950 NHS ARTS Track 45 17 62
Arts and
Region Valencia Design
X City 303988 Valencia NHS ARTS Track 11 19 30
Arts and
Region Misamis Calamba Design
X Occidental 304030 CNHS ARTS Track 20 15 35
Arts and
Region Misamis Design
X Occidental 304031 Clarin NHS ARTS Track 4 5 9

TOTAL 80 56 136
 The main issue faced by the aspirants of this field here in Mindanao, is

the lack of practical or experiential knowledge gained by physically

experiencing the process and lack of opportunities to get them involved. It

is difficult for a newcomer to enter the field of film and media arts without

any inner connections. Opportunities are presented more based on

connections than on merit (Parakkottil, 2016)—though, the case doesn’t

apply to everyone. This could lead to many aspiring art students to struggle

initially to make a mark.

1.3 PROJECT GOALS AND OBJECTIVES

o ENVIRONMENTAL

 To design an Academy that consider Energy Efficiency,

Indoor Environmental Quality and Material Use

o SOCIAL

 To aspire service to the wider community and advocacy

for the value of Film and Media Arts

 Introduce Senior High School Arts and Design Track

strand in Cagayan de Oro City

o ECONOMIC

 To design an income generating Academy which

supports the operations and activities of the said project,

benefitting the economic growth of the city.

o ARCHITECTURAL

 To design an Academy which is functional in terms of

spaces and accessibilities

1.4 SIGNIFICANCE OF THE STUDY

This study is conducted to provide solution to the absence of a Film

and Media Arts Academy providing a diverse selection of creative Film

and Media Arts courses. The Academy will be the catalyst in Mindanao

serving to develop the future of the Mindanaoan film and media arts

field. This study will also give importance to the students who soon will

study in the Academy, producing independent Mindanaoan

Filmmakers, Animators, and Graphic Artists that will make wave in the

future of art industry.

To the Future Researchers and Students, the findings of this thesis may

be used as a reference data in conducting a future proposed identical

or similar facility. The information gathered will enable them to widen

their knowledge and help them inspire to provide more data.

References

https://www.ukessays.com/essays/media/multimedia-applications-educational-

4151.php

https://thoughteconomics.com/the-role-of-film-in-society/

https://www.murraystiller.com/blog/filmvsvidevsdigitalmedia