Main Task - Evaluation Q3

Q3 What kind of media institution might distribute your media product and why?

I would imagine our filming team as independent filmmakers, we are British based and would be looking to approach the likes of the BFI ‘British Film Institute’ or the UK Film Council. We do not have access to a production company or the funds to get the product marketed; however there are institutions which cater towards funding and distributing independent, unknown and a new generation of filmmakers into the mainstream. Danny Boyle is a British director who filmed ‘28 Days later’ with the help of studios through DNA productions and the UK Film Council; later on the film was distributed by 20th Century Fox.[i] This film did relatively badly in British cinema Box Offices, however on DVD and in American Cinemas it did well. Although it would be thrilling to be considered a success in America, we do aim to at least create revenue amongst British consumers. Therefore it is important to ensure that the film has been marketed and produced by British institutions, although a film’s success is not always about how and through whom the item is marketed, but more about the quality and how well the film is received by the consumer public. But, it is clear that marketing and the distribution of an item plays a significant role, the type of cinemas we also imagine taking an interest in releasing this film, would be independent cinemas. Such as Phoenix Picture House or the ICO Independent Cinema Office, there has been a shift for more mainstream distributors to follow the trend of taking the initiative to screen an up-and-coming release, simply because smaller cinemas have benefited in revenue from the movie first. As they also do not want to lose out on the possibility of making money from a particular film, although they may not be the first to release the movie. There are far more commercial distributors in towns and cities, therefore they can tap into a market, where independent distributors lack in having a branch within a particular location to offer such a screening. However, again there is a low chance that this could happen, and as a result we do not aim to meet Hollywood or mainstream standards. Furthermore, to distribute towards the mainstream standard of viewers, a lot more money is involved, in regards to marketing and distribution. Whereas from the use of the ICO criteria for marketing and advertisement, the method of screening and acceptance is based on the cinema staff, and the general audience; quoting from the ICO website:

‘We strongly believe that the most successful cinemas and film societies are those where staff have the opportunity to watch films and feel passionate about them. To this end, twice a year, the ICO organises a Screening Days event, providing exhibitors with a crash course in key forthcoming independent releases.’.

This suits our style of production and what we stand for. However similarly, there are alternative means of marketing methods, for example if we look at the recent post 2000 horror movie, ‘Paranormal Activity’, this was not screened to a room of film critics, instead the filmmakers chose to take the product and screen this to various college towns of University students, claiming it to be a true story. Thus creating a viral sensation via word of mouth and the use of internet forums, as the internet is a powerful marketing tool. There are also viral ads, which can be used to create hype and sensation for consumers to buy into the actual product. Due to budget funds this would be far more ideal.

[i] http://www.guardian.co.uk/culture/2002/oct/25/artsfeatures1