1) Read the Media Magazine article on A Field In England in Issue 47 and write a 100 word summary of the article on your blog. You'll find the article in our Media Magazine archive - click on MM47 and go to page 19.
A Field in England is a low budget, art- house film ,directed by Ben Wheatley, which was released on the 5th of July 2013 across all platforms- Vod (4OD and iTunes), free broadcast (Film4), DVD/Blu-ray and in cinemas (17 picturehouse venues). It became the first film int he UK to launch simultaneously on all platforms , and broke the ''Hollywood'' model of distribution.
The distributor has to do several things before releasing a film e.g identify the film's audience and estimate the potential revenue across all platforms. Also they need to persuade exhibitors to present the film as well as spark interest amongst audiences. Therefore a distributor's campaign strategy is ''complex and costly work''. However a Field in England managed to sell out ''crowds at some inner city venues'' and make £21,399, over its opening weekend. The distributors were able to recognise its audiences, and predicted that they would go to see the film in cinemas, due to the cinematic experience. The DVD/Blu-ray sold more as a result of additional content (extras) along with the film.
The successful distribution strategy of A Field In England therefore has ''changed the basic model of film distribution'' and could possibly influence films that might benefit from a ''more diverse release strategy''.
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.
Starke suggests that art-house films challenge the typical methods of Hollywood film distribution, as they spark interest by embracing new technologies and creating films that are different( that will attract all types of audiences).
Screening/radical release: Commissioning Executive Anna Higgs on the groundbreaking release plans for A Field In England.
Higgs knew that it was an extraordinary film that required a creative distribution strategy,and therefore created a lot of buzz to attract audiences that were harder to connect with.
Audience: Anna Higgs discusses where A Field In England sits within British cinema and how it will reach its intended audience for the film.
Higgs explains that audiences want to see films they really love (and that challenge them ) as soon as possible; this allows them to watch the film repeatedly and access it whenever they want - that is the key to powerful cinema.
3) How was A Field In England’s release different to typical film releases?
A typical film would be released in cinemas first, then be accessible on DVD/Blu-ray, a couple months later. However A Field in England was released on all platforms on one day.
4) What are the advantages to releasing the film across all platforms on the same day?
The film would attract more attention as audiences can access it anywhere. This will increase the film's popularity.
The film would attract more attention as audiences can access it anywhere. This will increase the film's popularity.
5) What are the disadvantages to this approach?
The film may not make enough profit, since people can just watch it for free on TV.
The film may not make enough profit, since people can just watch it for free on TV.
6) What target audience would A Field In England be aimed at? Demographics and Psychographics.
It would be aimed at a young male audience aged between 18-34, who are mostly middle class and have some sort of higher education. In terms of psychographics, they would be reformers, explorers and aspirers .
It would be aimed at a young male audience aged between 18-34, who are mostly middle class and have some sort of higher education. In terms of psychographics, they would be reformers, explorers and aspirers .
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?
Yes because people should be able to access a film they want to watch on all platforms. This would attract large audiences and create interest in that genre of film. I think technology plays a big role now in film distribution as people usually find out about films through social media- which allows them to decide whether or not they want to watch the film.
Yes because people should be able to access a film they want to watch on all platforms. This would attract large audiences and create interest in that genre of film. I think technology plays a big role now in film distribution as people usually find out about films through social media- which allows them to decide whether or not they want to watch the film.
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