1. KEY FOCUS: BRITISH AND AMERICAN FILM

2. “I’VE JUST SEEN AN
INDEPENDENT FILM”

3. •MAKES YOU THINK – The Selfish Giant, Locke (more later)
•MAKES YOU ASK QUESTIONS
•IS ASSOCIATED WITH CRITICAL SUCCESS
•FILM MORE AS ART AND CULTURAL EXPRESSION

4. ”I’VE JUST SEEN A
MAINSTREAM FILM”
“I’VE JUST SEEN MY
BANK ACCOUNT”

5. •MAKES YOU LAUGH
•MAKES YOU CRY
•IS ASSOCIATED WITH COMMERCIAL SUCCESS – Gravity (Clooney)
•FILM AS ESCAPIST ENTERTAINMENT

7. MASS AUDIENCES CONSUME PRIMARILY
‘MAINSTREAM’ FILM:
WHY?

8. •DISTRIBUTION LED INDUSTRY – MAINSTREAM FILMS ATTRACT
SIGNIFICANT ADVERTISING BUDGETS
•HISTORICALLY AND COMMERCIALLY THE FILM INDUSTRY IS
CONTROLLED BY HOLLYWOOD AND ‘THE BIG SIX’ WHO PRODUCE
MAINSTREAM FILMS FOR MASS AUDIENCES
•FILM IS AN INDUSTRY, A BUSINESS
•ENTERTAINING, MAINSTREAM FILMS MAKE MONEY,

9. •HAS SATURATED CROSS MEDIA ADVERTING CAMPAIGNS –
GRAVITY OPENS IN THE UK TODAY – WHO IS GOING TO SEE
IT?
•IS SHOWN AT MULTIPLEX CINEMAS THAT DOMINATE UK FILM
EXHIBITION
•HAS FILM STARS IN THAT YOU WANT TO GO AND SEE
•HAS HIGHER PRODUCTION VALUES AND IS MORE
ENTERTAINING AND TARGETS YOUTH AUDIENCES

11. •2006 Action Adventure
•Distributed by MGM/Columbia Pictures (Sony)
•Starring Daniel Craig, Eva Green, Judi Dench
What makes it mainstream?

12. •HIGH PRODUCTION VALUES e.g. multiple camera technology
•SATURATED DISTRIBUTION BY A MAJOR STUDIO – SONY
•STAR MARKETING, BRAND/FRANCHISE FAMILIARITY (23rd Bond Film)
•SAFE GENRE (ACTION) – SFX/CHASE SCENES/EXPLOSIONS....
•KEY FOCUS ON ENTERTAINMENT VALUES
•MAINSTREAM, TRADITIONAL REPRESENTATIONS, plus CULTURAL
STEREOTYPING
•SIMPLISTIC, PREDICTABLE SINGLE STRANDED NARRATIVE – MORE
LIKELY TO FOLLOW A CLASSIC THREE ACT STRUCTURE
•NARRATIVE RESOLUTION , PROPP’S THEORIES CAN OFTEN APPLY
•GLOSSY MISE-EN-SCENE, STUDIO and LOCATION SHOOTING
•COMMERCIAL SUCCESS

13. •LIMITED DISTRIBUTION
•IS RARELY SHOWN AT MULTIPLEX CINEMAS (YOU HAVE TO
LOOK FOR IT)
•TENDS TO HAVE LIMITED STAR MARKETING AND LOWER
PRODUCTION VALUES
•TENDS TO TARGET STEREOTYPICALLY AN OLDER TARGET
AUDIENCE

15. •GENRE: SOCIAL REALISM (Mexico/Spanish production)
• 2010: Directed by Alejandro Inarritu (Amores Perros,/Babel....)
•CRITICAL SUCCESS – Best Foreign Language Film (2011 Oscars)
•WINNER OF JURY PRIZE AT CANNES FILM FESTIVAL
•2010 BAFTA – BEST BRITISH FILM
•INDEPENDENT DISTRIBUTION – Focus , later Universal)
What makes it Independent ?
(2.54 – 8)

16. •No non diegetic sound, frequent periods of silence
•Documentary feel – use of hand held camera
•Complex narrative – audience are not being ‘led by the hand’
•Explores difficult narrative themes – Cancer
•Goes against convention – needle penetration scenes
•Unusual in style and content – camerawork/mise-en-scene...
•Surprising commercial success (normally only critical)
•Set in unfamiliar location for many American/British audiences
•Limited UK Release

17. •LOW PRODUCTION VALUES, LIMITED DISTRIBUTION
•LIMITED STAR MARKETING
•REALIST GENRES, LESS ESCAPIST REPRESENTATIONS
•CRITICAL SUCCESS, LIMITED COMMERCIAL SUCCESS
•INTENDED TO CHALLENGE, PROVOKE, INFORM AND EDUCATE
•EXPLORATION OF NARRATIVE THEMES, OFTEN OPEN ENDED
•ON LOCATION SHOOTING
•NICHE, OLDER, MORE EDUCATED TARGET AUDIENCE
•DE-SATURATED COLOUR PALETTE, NATURAL LIGHTING, OFTEN A
MORE GRAINY MISE-EN-SCENE, MORE DIEGETIC SOUND
•LESS ENTERTAINMENT VALUES