This is my third evaluation question for AS media

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

2. The institutions we chose:
 We chose BBC films to produce our media product and
Pathé to distribute it.

3. Was it the right choice?
S I believe it was because from researching the companies and
their previous projects it is clear that they have worked
together successfully.
S I think the companies are appropriate for our project because
they have produced films which deal with social issues
before.
S We are using a separate distributor because BBC Films is a
branch of the BBC and frequently forms relationships with
separate distribution companies. We also created another
production company (JeeMedia Productions), which is not a
subsidiary of a parent company, or vertically integrated. For
this reason we need our separate distributor, which is Pathé.
S We also needed to pick an independent and a conglomerate
company, which we have done.

4.  Pathé are involved in film production and distribution,
cinema chains, and television networks.
 They are a French company and a conglomerate,
meaning they produce and distribute their own products.
 They are also involved in co-production and have
previously worked with the BBC on several occasions.
Do they do anything else?

5. Do they do anything else?
 BBC and Pathé have previously worked
together on several occasions, an example of
a recent release would be Pride, which is also
a social Realism film.
 BBC films is frequently funded by the BFI
(British film Institute) and ‘creative England’.
 They are an independent company and work in
British film making, co-producing
approximately eight films a year.

6.  Our product is a Social Realism film, therefore it is most likely
that the film would be independently produced and distributed
by a conglomerate. It is most likely because our product is not
such a risky production as we have a guaranteed audience of
cinemagoers (the younger audience); if this was not the case
the production may have been distributed by a smaller,
independent distribution company. Our film does however
have a wider secondary audience, meaning that it would likely
be produced by a successful and well established company,
such as BBC films.
 Finally, as BBC are commonly funded by the BFI our product
would possibly be funded by them.
Why did we choose them though?!

7. Alternatives
S Warp productions
S They specialise in the release of Social Realism films and previously released This Is
England.
S Warp productions owe the majority of their success to low budget productions and being
able to film and edit at home. This was the approach used when creating This Is England.
S As our production was of the same genre as This Is England and also had narrative similarities we took
a similar approach with filming and would do the same with marketing.
S This Is England focussed on the social issues amongst youths and racism segregation
within society. Warp Productions also has a focus on similar issues such as having a voice
and being original.
S Our production is based on similar issues and aims to highlight things which are commonly
overlooked.

8. Would an Alternative have
been better?
Warp productions may have been the better
choice of production company. This is
because:
S The company’s main focus is the Social
Realism genre.
S They have released previous successes
such as: This Is England and
Tyrannosaur.
S Our production has several similarities to
previous productions the company has
release, especially This Is England.

9. Why did we choose them though?!
 We chose BBC films and Pathé to produce and distribute our product…
why?
 We did this because the two have famously worked together on several
occasions with great success. Therefore it would not be incorrect to
choose them to work together.
 The companies have previously released films involving social issues
before, although not necessarily Social Realism films.
 A previous film produced by BBC and distributed by Pathé is Pride, which
was released in the UK in September 2014. The film is an LGBT related
historical drama, which essentially revolves around gays and lesbians who
raised money for the mining community as Margaret Thatcher was in
power.

10. The film’s award history:

11. What about wider marketing?
S Adverts on TV or in the cinema
S These would appeal to both our Target
Audience and our secondary audience. This
would appeal to our Target Audience
because they are traditional means of
marketing they may come across whilst
relaxing, additionally as the audience are
sophisticated and well established they
would be able to afford trips to the cinema.
S Our Secondary Audience would be reached
by these forms of marketing whilst out with
friends or whilst watching TV as they are
generation X and therefore familiar with
technology.
S We could also hand out brochures or focus
advertising within inner city locations in order
to attract our main audiences. This is a
similar strategy to that of This Is England.

12. What about wider marketing?
 As our product would be produced by an independent company
the majority of the marketing would be below the line marketing
and Web 2.0 marketing.
 We would also use advertising methods such as newspapers
and radio; this is because our Target Audience are middle-aged
and sophisticated and would have well established jobs.
Therefore they would be reached by these forms of media
because they can listen to the radio on the go and read a
newspaper whilst eating. These methods of marketing would all
generate awareness and interest amongst audience members
because they would acknowledge the existence of the product
and perhaps be interested to find out more about it.

13. What about wider marketing?
 The Wikinomics theory indicates that our production needs to
adapt to the popularity of social media in order to be successfully
marketed, which suggests that online marketing is essential to the
success of our product. However the digital distribution of our
product, as a method of marketing, is reliant on our audience
being a part of, and being active contributors of Gaunlett’s making
and doing culture. Therefore this would fit into the Awareness,
interest, desire and Action segments of the AIDA scale.
 Our Target Audience would have the disposable income to buy
converged devices as they have established jobs, our secondary
audience are digital natives and therefore would have the latest
technology. Therefore both will be reached by online marketing.

14. What about wider marketing?
 Web 2.0
 This would be the most used means of marketing for our production because it is a
form of below the line marketing.
 Online marketing is would be a key element in our marketing campaign because it
appeals to both our main and secondary audience . Furthermore, Anderson’s theory
of Long Tail, in which digital technology increases the distribution of film content
thereby making it as successful as mainstream content, conveys that through the
use of web 2.0 our niche production could be as successful as a mainstream
production.
 We could market our production on social media such as Twitter and Facebook.
 Our Target Audience would possibly use social networking sites because they are
sophisticated and crave knowledge.
 Our Secondary Audience would also use social networking sites because they are
members of generation X and would want to use them to communicate with their
friends.

15. What about Synergetic
Marketing?
 We would use this because our media institutions are
horizontally integrated and we could use our rendition of
the soundtrack from Fast and Furious 6 as a form of
synergetic marketing.

16. How will we release our product?
 This will take place in the four main conventional stages:
 Production
 Exhibition
 Exchange
The release of our film would be limited as it would be critical,
however it may be extended, based on how it is received by the
audience. This is because it is an independent production and the
budget is dependant on its success.

17. How will we release our
product?
 Before the films release it would be marketed (which I have already
discussed) mainly through the use of below the line marketing and
web 2.0, but also through the use of some traditional marketing,
through a fund, which BBC films would possibly provide. This would
appeal more to our target audience. This would cause people to be
aware of, desire and be interested in the product.
 The synergetic marketing would gain the awareness of the audience
as any music would link back to our product, which would also result
in gaining the interest of the audience and perhaps desire as they
would be eager to see more of our product.

18. How will we release our
product?
S Our film would be released in cinemas and shown in them for a
period of time. We would most likely display the film in cinemas
in urban areas. This is because our Target Audience are
sophisticated, well established and therefore are most likely
urbanely situated due to work. Our Secondary Audience are
teenagers who would most likely visit established and popular
cinemas. This is the exhibition part of the process and fits into
the every part of the AIDA scale. This is because the release
may cause awareness amongst some people and therefore
increase interest and for those already aware and interested
the release generates desire and allows them to act to watch
the production.

19. How will we release our product?
 Our film would be available in hard copies to maintain the
conventional element of marketing and appeal to members of
our Target Audience who are less familiar with the internet and
technology.
 We would also make the film available on sites and apps such
as: Blink box, Amazon Prime and Netflix. This would appeal to
our digitally native secondary audience and also to members of
our audience who are familiar with the internet. Furthermore it
would be feasible because the film would be a low-budget
production. This is the distributing part of the process and
would be categorized as action on the AIDA scale.