What kind of media institution might distribute your media product and why?
When I made my film opening, I looked to find a distributor to distribute my film. I researched distribution on the FDA website. I came across different distribution company's but with further research at my study day at the BFI, I decided to choose Vertigo.
FDA Research
Firstly, I looked at the role of the distributors in the process of making a film, as well as producing it.
Secondly, I looked at the comparison of the distribution techniques of big blockbuster films, compared to smaller indie films. My case studies were Jurassic World (Blockbuster), compared to Tortoise in Love (a smaller indie film).
Thirdly, I researched into the different methods of distributing for indie films, particularly online.
Fourthly, For our A Level production, my group would probably choose Vertigo as a distributor. This is because at the A Level study day, we found out about the differences between Vertigo and Warp, with Vertigo winning our bid. This is because Vertigo distribute more mainstream films and productions, whereas Warp are a lot more niche (arthouse) market distributors. This means that with Vertigo, we would have a higher chance of gaining popularity than we would have with Warp.
Distribution
Our film will be distributed by a film distributor. I researched film distribution on the website 'www.launchingfilms.com'. From there, I clicked on the UK FILM DISTRIBUTION GUIDE and from there clicked on 'Further Discussions'.
The task of the distributor is to take the film into the movie marketplace. It's part of the distributors' role to find a target audience. For example, they could define a film of being 'arthouse', 'multiplex', or 'prestige'. Equally, some films are destined for international, perhaps even global. For Mark Batey, the process of bringing a film to market is 'fast paced, highly competitive, with each film being different'. If you work at Warner Bros or Universal, you will have your distributors licensed to your company. If it's an indie film, they're more likely to buy the rights to a film after seeing it at a film festival or they might buy the script earlier. As for my group, our film is a low budget indie film which would be unlikely to have national distribution. The distributor has to decide where to put the film in the marketplace. That is what are it's selling points/appeal. This isn't just about genre, it is about the stars in the film, whether its part of a sequel, or what the director last made.
Mark Batey states that a key consideration is 'defining the audience'. One of the factors is the age, remembering that young audiences tend to go more often. But, there are a strong middle age audience and a strong youth audience all of which are broadening.
At my A-Level study day presented by Matt Hall at the BFI on the 9th of February 2016, we were offered definitions for three types of audiences; arthouse, multiplex, and crossover. Arthouse is the label given to audiences who go to small independent cinemas which may show low budget, foreign, and speciality cinema. Multiplex audiences are the mainstream audiences, who go to cinemas such as Odeon and may be in large social centre's such as shopping malls. Matt Hall also suggested the idea of a crossover audience, that is audiences who were persuaded to see a film because of the prestige and the word of mouth advertisement. It may have gained prestige for a nomination perhaps. These films could be serious, non Hollywood genre films. These audiences may follow an actor who has decided to do a small film because of a small interest of his/hers. Almost certainly, our film will be classified as small, low budget, which means that it wouldn't be shown at Multiplex audiences. We may even distribute online.
I think that our film would appeal to audiences who like films similar to 'Invictus'.
Another key decision that a distributor has to make is when to release the film to their audience because it is a very crowded marketplace with around 700 films being released every year ranging from small niche documentaries to blockbusters. As audiences wont go to the cinema 7 times a week, it is important when the film is released so that it is not knocked down by another bigger film. For example at the end of the year a lot of films are competing for attention as it is the awards season. Children's films are especially popular during the summer holidays.
The distributor creates a distribution strategy in regard to reaching and addressing their audience. P&A (Prints & Advertising) will be commissioned to create the perfect poster for the film. Even before the film is finished, the distributor has to create a teaser trailer and a traditional trailer. They have to acquire interviews with online stars on social media platforms such as YouTube, Instagram, Facebook, and Twitter. This is very important for reaching younger audiences. Mainstream films may well be teamed up with media partners by the distributors.
Tortoise in Love Case Study
I looked at two different case studies with contrasting distribution strategies.
Tortoise in Love (2012): I went to the BFI website where I looked at the booklet on the distribution of this film. The film was produced and directed in a small village called 'Kingston Bagpuis' in Oxfordshire. The population of the village helped with the production of the movie, this was done by providing props, locations and private property in which to film on.
However professional actors were needed there for investors put money in a mini-motel scheme. The film applied for the BFI P&A fund which helped it get to Leicester Square. The film was simultaneously viewed in small village halls all around the UK which in turn created a small, yet substantial profit.
The above screenshot shows the message that the advertisement gives the audience of that the film will be broadcast in various different locations, perhaps to increase accessibility to viewers who could see it in a location close to them.
Jurassic World (2015): The distribution methods of this film produced it to have an opening weekend box office rating of $204m. Marketing strategies such as turning Waterloo Station into a Jurassic World theme park helped Colin Trevorrow's film to become so succesful. This helped in the venture of selling merchandise and cinema tickets.
Jurassic World Case Study
Methods of Distributing for Indie Films
This is an Emaze presentation on the possible methods that can be used for indie film makers.
I researched distribution on the FDA website. I did a case study on the distribution of The Hunger Games and The Tortoise in Love. From this research I decided to choose Vertigo as my distribution company. The reason for this is because it fitted the genre of our film that we are producing. I have decided to take charge of Twitter.
After reading Alan Rusbridger's article on 'Why Twitter matters for media organisations', I have realised why Twitter is so important. It is a very useful search engine, that rivals Google - which can also be updated very frequently. There is a 140 character limit, which makes companies put there information on there very concisely.
Excellent understanding of the function of the distributor with evidence of pertinent research into the FDA website. Excellent Emaze presentation showing very thorough research into how independent film makers can self-distribute through channels such as iTunes, Netflix, Amazon, Vimeo, CreateSpace and BitTorrent. Lucid summary of advantages and disadvantages. Excellent Emaze presentation on Jurassic World's Waterloo distribution campaign. Evidence here (and in class) of research into The Hunger Games and Tortoise in Love's distribution. This work is the highest quality.
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