1. ‘A field in England’ ‘Pacific Rim’
Media
ownership All
• Rook films is a small independent production
company.
• Rook films worked synergistically with Film 4,
Picturehouse, 4DVD, Film 4 channel to part fund
and market and exhibit the film.
• Worked with the channel 4 for marketing and
exhibition – channel 4.
• BFI funding for the distribution (they have an
annual budget of £4 mil for projects with
interesting distribution and exhibition
techniques).
• Time Warner the conglomerate is responsible for
Pacific Rim. It is vertically and horizontally integrated.
• Neca company responsible for merchandise
(figurines) used to promote. Not part of the
conglomerate. An example of synergy and cross
promotion.
• Produced by Legendary pictures and co-produced by
Disney DoubleDareYou.
• Worked with Hewlitt Packard to create a cloud system
for digital distribution.
• Worked with ILM for special FX (outside the
conglomerate).
• Distributed by Warner Bros distribution (subsidiary
10xtheatrical release worldwide).
• Smaller distribution companies used for samller
countries (e,g: Greece)
•
Cross media
convergence
and
technological
convergence
Samuel
• Simultaneous exhibition – TV, DVD/Blu-ray,
TVOD, Cinema – wider audience (link to BFI
funding).
• Watch on different formats and/or on one device
• Watch in cinema and text/twitter on phone –
(viral) marketing, depending on importance – two
step flow
• Watch on mobile device (i.e. phone) and
simultaneously use social media
• Anna Higgs – cross media convergence = future
(better for independent films)
• Tech – Digital camera (tech conv.) (store on computer
on (cloud system – HP (synergy), CGI, Green Screen ,
hydraulics and tech building the 4 storey set)
• Not digitally distributed for theatrical release but was
available for download on itunes afterwards
• (avoid piracy – positive, negative – actors can’t move
to places where distributed, they are key promoters –
red carpet)
• Ultraviolet
• Advertised on different formats (cross media
convergence) audience can view for example – trailers

2. • Lack in high level technology (99p store lens) on different devices such as smart phones and laptops.
Synergy Javan  A Field In England had a partnership with Film 4,
they helped to distribute the film
 BFI helped fund the film
 Using similar visuals and colors in their posters, it
is a symbolic code
 A Field In England partnership with Channel 4
and Film 4 meant that most of the advertisements
would show the advertisement for ‘A Field In
England’
 Pacific Rim synergistically worked with NECA to help
produce the merchandises, this is an example cross
promotion
 Using the same fonts in their posters and trailers
 Synergy with Yuke’s to help produce a game for
‘Pacific Rim’, this helped to promote the film
 Time Warner’s subsidiary, TIME magazine, would do a
review for the film. It would speak quite positively
about the film (e.g.: ‘Guillermo Del Toro's robots-vs.-
dinosaurs movie raises the question: Why would a
gifted director go to the trouble of outclassing Michael
Bay?’). Michael Bay being a very popular and
successful film director and therefore is an example of
the Two step theory, TIME magazine acting as the
opinion leader for the American audience.
Digital
technology
Othman
• Simultaneous release. On different platforms at
the same time.
• Lack of tech - Custom 99p lens from a child’s
telescope
• Editing – FC pro by the Director
• Basic production techniques – some prosthetics
• Shot on Red Epic 3D cameras.
• October 15 film was able to be downloaded.
• Built a hydraulics set
• CGI
• Green screen
• Website for marketing (viral and build your own
robot)
• Android and Apple Ap.
Production
Othman
 Financed by Film4.0 (£56,000) after BFI (£112,000
[P&A] plus£56,000) gave the money
• ILM created the visual effects.
• Financed by WarnerBros.

3.  The lense!
 Prosthetics
 In one location
 25 crew (have worked on previous films with
director)
 Problems with the fan, lighting, weather, flight paths
 7 cast members
 12 days filming
 Had to walk along the same path to avoid ruining
the field.
 Filmed chronologically
• ILM – visual effects and animation
• Large set
• Simulator (large and small scale)
• Hydraulics made the set more realistic – heavy costume
etc)
• Not filmed chronologically.
Distribution
Javan
 A Field In England used simultaneous distribution
to exhibit the film on multiple of formats on the
same day.
 The trailer for A Field In England had different
aspects for its local and national trailers in the UK
and its international trailer in USA (e.g.: USA
trailer had more of a description of the story and
British history)
 A Field In England simultaneously distributed in
cinemas, Film 4, VOD and DVD
 Partnership with Channel 4 to help promote the
film through continuous advertisements
 Certification: 15
 Different distributors for UK and USA: UK- Film 4,
USA- Drafthouse film
 USA trailer would use a well known American film
director, Martin Scorsese, an opinion leader for
 Pacific Rim used a lot of viral marketing techniques
(e.g.: Warning poster that is linked to the characters of
the film) to help promote the film
 Cross media convergence on cinema, DVD, Blu-Ray
and Ultra Violet
 Large budget from its conglomerate, Time Warner,
this could have helped with the marketing stage as
‘Pacific Rim’ had the capability to spend most of their
money on effective marketing materials
 Website with little mini games to target specific
quadrants
 Certification: 12A
 Budget: $190,000
 Warner Bros was the distributor for ‘Pacific Rim’

4. the people in the USA
Marketing
Omari
• Online campaign to promote AFIE online
• Trailers
• Channel 4 adverts
• They created a website in 2012 exclusively for Pacific
rim and linked it to legendary films and Time warner
Game apps for Android and Apple
• webpage.
• Set up a twitter and Youtube account for promotional
values, to update the public on interviews and trailers
• The PS3 game was distributed on the same day as the
film
• Film was postponed in 2012 for the following year
Finance Omari • £315,000 budget
• The scene and costumes were minimal so they
were able to save money, ultimately being cost
effective.
• Used blogger as their website for A field in
England as well as using Rook films and Film 4’s
YouTube channel to promote online.
• BFI and Film 4 fully financed A field in England
• They used a 99P lenses to create a certain effect
(Resourceful)
• Their budget was $190 million
• They ended up making only $37.2 million in one
weekend.
Exhibition
Hayley
• Arthouse release
• 5th of July release
• silmultaneous release in theatres, DVD, Blue ray,
Film4, Channel 4
• Anna Higgs says that viewing figures across all
platforms equated to box office sales in first
• Saturation release
• 12th of July (America release)
• Released in Mexico first
• Ultraviolet release (as well as DVD and Blueray)

5. weekend of ‘Captain America’.
• Released on multi format to capitalize on middle
class whpo do not live near an independent or
have childcare issues.
Audience
Hayley
• Target audience – over 25? Middle class, national
audience
• Niche market
• Psychographics – history, art, photography,
independent film
• Quadrants – over 25 male and female
• Content is uncomfortable. Upsetting/unsettling
• Used cartoon network (subsidiary) to market using
the trailer.
• Website before the film release (viral marketing)
• Build your own robot website.
• Quadrants – male over and under 25 (secondary –
female) wider audience appeal.
• Action based, not offensive, big stars (British – appeals
to a British fanbase)