Evaluation Task 3 (What kind of media institution would distribute your product and why?)

What kind of media institution would distribute your product and why?

Distribution is an integral part of a film’s success as it is the sector that is largely responsible with getting a film seen. As we now live in a world of technological convergence, the methods of distribution available are numerous. However, not all of these methods accommodate themselves well to certain films.

To assess what kind of institution would realistically distribute the product, we must of course understand what kind of product it is. 'Food Chain' in the real world would be a low budget British Independent film that relies on the performances of its actors for success. It is distinctively low concept with easily constructed locations and no special effects. With this low budget it is also unlikely to be able to attract big acting names in order to sell the film. The aim is uncovering new talent and spring boarding them to bigger projects, benefitting from their work in the process. A perfect example of a film that replicates ours in this criteria is of course This is England. However, this film was made 8 years ago. A more contemporary example that also fits the criteria is Tyrannosaur. Tyrannosaur is a British based drama directed by the up-and-coming Paddy Consindine with a fantastic performance from Olivia Coleman aiding her in her ascent to the 'National Treasure' status she now obtains. Both of these films were created by Warp Films, a Sheffield stationed production company centred around making good quality British products on a low budget. This is realistically the kind of company that would adopt our thriller due to them having success with products of a similar nature. Both films were also produced by Film Four, a sub company of the mainstream Channel 4. This qualifies them for some element of publicity through the television channel as it is in their best interests that the film does well. They were also both distributed by Studio Canal, a distribution company working within the UK and Ireland. It is clear from this that the films were not aiming at International exposure. This type of film may be looking at a gradual rise in popularity and awareness as a big cinema release all around the country is not possible meaning they can’t have an instant impact on the box-office.

 

When looking at our thrillers concept, one would argue that the story it is in fact easily translatable to an American location such as the Bronx, New York. However, this doesn't change the fact that colossal studio's such as Warner Brothers still wouldn't give the film a chance. However, there are studios that would as we can see with films such as Precious (2009), that like ours is similarly based around the life of an unsupported youth who suffers physical and mental abuse. This film was distributed by Lionsgate, an American entertainment company. As of November 2013, Lionsgate is the most commercially successful independent film distributor in North America. There is no denying it is a big company, but a company not in the same league as the likes of Universal. This means it is willing to take a gamble on films such as Precious, a gamble that proved worth it after various Film Festival victories and an 'Best Picture' Oscar Nomination. On a miniature $10 million budget, this film massively overachieved with a good distribution and importantly a quality product behind that. This is potentially what could happen to our film in the real world.

 

Due to the converged world we live in, where a phone can double as a perfectly satisfactory television, there are alternative avenues a distributor can now take. For example, Vertigo's Monsters (2010) was streamed through Xbox Live as means of distribution so teens could watch the film straight from their bedrooms, and then discuss it with their friends on the Xbox itself therefore spreading the word. As the film operated on an extremely low budget like our film, it proved an extremely cheap and effective way of getting Monsters seen. It meant the film could reach places like America which is something Vertigo simply couldn't fund through a traditional marketing campaign. However, this method isn't applicable to every film. Part of the success in this case was that teenage Xbox users were a big part of Monsters target demographic. These same teenagers are likely to be considerably less interested in watching a gritty, urban British drama/thriller, meaning they are unlikely to utilise such a method.

It would be a near impossibility for the type of film we have created to attract a major studio and therefore a big distributor. However, with a good quality product driving the operation through there is no reason why the film couldn't be able to be distributed well enough to achieve commercial success, and therefore enough exposure for some type of acclaim in the form of Film Festival awards. It is this that is likely to catapult a film such as ours more into the mainstream.