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

2. Media institutions and
distribution
• Media Institution: An organisation that deals with the production,
marketing, distribution and regulation or media products.
• Distribution: The act of selling the media product, on a small or large
scale, for audience consumption. Normally, after the initial theatrical
release, the distributors will then release the film on DVD, sell the
rights to television channels and distribute the film in many other
ways, on many other digital platforms.
• The ways in which films are distributed is dependent on the style of
film, it’s audience and the media institution. For example, a
mainstream, high-budget, thriller would probably be distributed on a
large scale by a large media institution, whilst a low-budget niche film
would probably receive a small scale, inexpensive release by an
independent media institution.

3. Mainstream distribution
• Mainstream films would be heavily advertised, due to their high
budget and mainstream attraction, with the media institution putting a
lot of money into television trailers, newspaper adverts etc. The
appeal of the film means the it needs to be in the public eye more so
than a niche film, as the creators will want to get their investments
back, and the only way of doing this is by making the film a major
talking point amongst the public. For example, with the film ‘Avatar’,
the amount of buzz around the film from the public when it was first
released meant that it was able to become the most successful film of
all time. Some people may say it was down to the director and the
incredible graphics, but really, it was the constant bombardment of
adverts, television interview with the cast, trailers, posters etc that the
media institution that headed up the film (20th Century Fox) put out.

4. Niche distribution
• A niche film would be less heavily advertised in comparison to a
mainstream one, as it would likely be picked up by an independent
media institution - which may not put as much money into the project,
because of it’s limited attraction to a mainstream audience. Media
institutions working on niche films tend to use low costing, innovative
ways of getting the film into the public eye, for example, through viral
marketing - used to great success in such niche films as the ‘The Blair
Witch Project’. The image below is a poster from the campaign which
encouraged active participation by the general public, creating a buzz
round the film.

5. Where to distribute
The above table shows that the best regions for me to distribute my film, with regards to
independent cinema release, would most certainly be London, the East of the country and
the South. These regions usually have a high concentration of film festivals on an annual
basis, so the idea of cost effectively distributing my film through film festivals, as well as
having theatrical releases in cinemas spread throughout the South, the East and London, as
well as limited theatrical release in the other regions of the country (the North, Scotland,
the West, Wales and Ireland) would hopefully lead to a successful distribution of my film.
Places like ‘Apollo Cinemas’ in London would be very good places to have this film shown,
as well as being shown across the nation in mainstream cinemas.

6. My film
• My film would be a small, low budget, British film production, with an
all British cast - so appealing primarily to a niche, British audience,
with some European interest - which is something many independent
production companies and distribution companies specialise in, both
in the UK and in the rest of Europe.
• As opposed to one of the big, worldwide distribution companies, like
Universal Pictures or Warner Bros., I think a smaller, perhaps
independent distributor would suit my film better. For example,
someone like StudioCanal UK (previously known as Optimum
Releasing) or Vertigo Films, as they all specialise in low budget,
British productions. Another media institution which may suit my film is
Weinstein Company, as they specialise in British films, with British
actors, but releasing the films on an international stage.

7. StudioCanal UK
• StudioCanal UK would be a good distributor for my film as they
specialise in niche films, for distribution in the UK. They are normally
fairly low-budget films, but contain high profile, British actors/
actresses. For example, their distribution of ‘Tinker Tailor Soldier Spy’
proved to be a huge success and raked in a very large profit.
StudioCanal UK’s parent company Studio Canal would be able to
handle a release in France to increase European interest in the film
(as they did with ‘Tinker Tailor Soldier Spy’).

8. Vertigo Films
• Vertigo Films are very
enthusiastic about distributing
original and unique films that
run on a low budget. They
have distributed films such as
‘Monsters’, a highly successful
film on a very low budget. Their
emphasis on originality would
bode well for me as my film is
targeted at a niche British
audience and, for that specific
audience, I cannot bring to
mind many other comedy/
horror films like mine, other
than ‘Shaun of the Dead’.

9. Weinstein Company
• Weinstein Company is an American media institution who have
distributed British Films such as ‘The Iron Lady’ and ‘The King’s
Speech’ - fundamentally British films with British actors (aside from
Meryl Streep in ‘The Iron Lady’). They have also taken low budget
films and turned them into huge box office successes on an
international scale.

10. Suitable distribution
company
• Out of StudioCanal UK, Vertigo Films and Weinstein Company, I
believe that StudioCanal UK would be the most likely to distribute my
film, as it fits the general plan that they follow with regards to film
distribution - my film would be a low budget, British film with a cast of
fairly high profile British actors and the release would be in the UK
and Europe as the niche attraction of the film probably wouldn’t do
particularly well on the international stage.

11. Funding - Digital
release
• Funding for a digital release of my film could be
gained from the National Lottery as they tend to
support projects like mine, low budget, British
films. They have been very successful in the past
in offering funding and making the target audience
aware of the film.
• This project could run in harmony with StudioCanal
UK, meaning the distribution of my film would be
very effective.