A Field In England
1) Write a 100 word summary of the Media Magazine article.
The article first addresses the distribution of the film The top 6 distributors are the major studios (Sony Pictures, 20th Century Fox, Warner Bros, Universal, Disney and Paramount) and they represent 65% of market share,
generated from only 173 out of the 755 films released in the UK in 2012. As reported by Michael Rosser in
ScreenDaily on July 8th 2013, A Field in England made a comfortable £21,399 over its opening weekend and played to sold-out crowds at some key inner-city venues. It’s apparently still too early to talk about the success of this release strategy. However, in an interview with Mark Kermode on his film blog, he was confident the strategy had been a success.
2) Read the following pages on the official website for A Field In England and write a one-sentence summary of each. Each page provides explanations of the unique release strategy that the institutions behind the film chose:
Industrial Evolution: Producer Andy Starke on the music industry influences informing A Field In England’s release strategy.
Being creative and forward thinking about the entire production and distribution was well received in this directors case due to the development of technology.
Screening/radical release: Commissioning Executive Anna Higgs on the groundbreaking release plans for A Field In England.
Audience: Anna Higgs discusses where A Field In England sits within British cinema and how it will reach its intended audience for the film.
4) What are the advantages to releasing the film across all platforms on the same day?
More people will have access to it on it's release day as those who couldn't see it in the cinema were able to watch it at home for free. More people can access it immediately which adds to the profile of the movie.
5) What are the disadvantages to this approach?
There is a chance the cinema makes less profit as all of the audience is entitled to see it for free, the just have to rely on the audience wanting the full experience instead of only allowing them that option.
6) What target audience would A Field In England be aimed at? Think about demographics and Psychographics.
This film could be aimed at Aspirers, Explorers, or Reformers, as these groups tend to be more willing to explore the effects of drugs and have an insight into an alternative perspective of history. These groups are described to have/want freedom, want new experiences, are socially aware and have independent judgement which this film plays on as it challenges traditional historical films/documentaries.
The article first addresses the distribution of the film The top 6 distributors are the major studios (Sony Pictures, 20th Century Fox, Warner Bros, Universal, Disney and Paramount) and they represent 65% of market share,
generated from only 173 out of the 755 films released in the UK in 2012. As reported by Michael Rosser in
ScreenDaily on July 8th 2013, A Field in England made a comfortable £21,399 over its opening weekend and played to sold-out crowds at some key inner-city venues. It’s apparently still too early to talk about the success of this release strategy. However, in an interview with Mark Kermode on his film blog, he was confident the strategy had been a success.
2) Read the following pages on the official website for A Field In England and write a one-sentence summary of each. Each page provides explanations of the unique release strategy that the institutions behind the film chose:
Industrial Evolution: Producer Andy Starke on the music industry influences informing A Field In England’s release strategy.
Being creative and forward thinking about the entire production and distribution was well received in this directors case due to the development of technology.
Screening/radical release: Commissioning Executive Anna Higgs on the groundbreaking release plans for A Field In England.
Audience: Anna Higgs discusses where A Field In England sits within British cinema and how it will reach its intended audience for the film.
3) How was A Field In England’s release different to typical film releases?
It was released on film, TV, DVD and online all on the same day.
4) What are the advantages to releasing the film across all platforms on the same day?
More people will have access to it on it's release day as those who couldn't see it in the cinema were able to watch it at home for free. More people can access it immediately which adds to the profile of the movie.
5) What are the disadvantages to this approach?
There is a chance the cinema makes less profit as all of the audience is entitled to see it for free, the just have to rely on the audience wanting the full experience instead of only allowing them that option.
6) What target audience would A Field In England be aimed at? Think about demographics and Psychographics.
This film could be aimed at Aspirers, Explorers, or Reformers, as these groups tend to be more willing to explore the effects of drugs and have an insight into an alternative perspective of history. These groups are described to have/want freedom, want new experiences, are socially aware and have independent judgement which this film plays on as it challenges traditional historical films/documentaries.
7) Do you think all films in future will be released across all platforms simultaneously in future? Why? What role will technology play in film distribution?
The more popular Netflix becomes, the more competition there will be for channels so there will probably be similar release strategies in the future. In terms of cinema, that is likely to become less popular while producers pay more attention to selling their movie to sites like Netflix or Amazon.
8) Why was Chicken unable to use such a release and distribution strategy when it was made in 2014?
It was made independently so it wasn't shown in large cinemas or even movies channels weren't convinced it was going to be successful. Therefore, showing it in a small, niche cinema would have been more profitable.
The more popular Netflix becomes, the more competition there will be for channels so there will probably be similar release strategies in the future. In terms of cinema, that is likely to become less popular while producers pay more attention to selling their movie to sites like Netflix or Amazon.
8) Why was Chicken unable to use such a release and distribution strategy when it was made in 2014?
It was made independently so it wasn't shown in large cinemas or even movies channels weren't convinced it was going to be successful. Therefore, showing it in a small, niche cinema would have been more profitable.
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