1. What kind of media institution might distribute your product and why?
I think our film opening would be independently distributed.
This is because we’re an independent film production that was produced completely outside
the major film studios system; there is no huge studio involvement and no use of high tech
equipment. This is due to the small budget that my group has.
Choosing an independent film production, in this way we were able to take more risks and
explores new creative narratives rather than the classical Hollywood narrative.
Therefore our film opening would be distributed in independent outlets such as Art House
Cinemas and film festivals.
Because we're a low budget film, the marketing of the product would be limited. Therefore
we could send a blanket release where our media product would be competing for attention
and trying to get into the cinema.
Our product media could have a wide release. It would be through a horizontal integration,
which our media product could be sold to numerous markets, and emerged by another film
for example Working Title's link with Universal studios and in that way the media
product benefiting from the company, which would help our film opening receiving some
advertisement.
Even though we have a low budget, the advertising of the film opening would be through a
push theory strategy where the audience would be exposed to the advertisement of film
opening. This would be a really enticing strategy because the audience would be 'pushed'
into watching it and be interested in it.
For the release we would create a viral marketing campaign, where we would rely on the
Internet and social networking sites such as Facebook and YouTube to release a teaser
trailer revealing only highlights and key scenes in order to create a buzz amongst our fans.
This then could be shown in a similar film such as the Grudge since our 'killer' is a
girl. Likewise Cloverfield, also done this type of marketing and advertising in order to create
a buzz and target their audience. This establishes the sort of the audience being targeted as
it will aim at Internet users.