MEST1 Section B: A Field In England

A film distributor’s marketing campaign is very significant to the films success as without effective distribution, film product rarely finds an audience.

The distributor’s challenge for a film launch can thus be crudely summarised as:
1. identifying the film’s audience
2. estimating revenue potential across all platforms
3. building awareness and maintaining interest
4. persuading exhibitors to present the film
5. persuading the audience to watch it.

This campaign is complex and costly work, involving thorough research and creativity. A Field in England’s unique approach to distribution certainly generated media interest and debate. clearly A Field in England is offering a first glimpse into the future for certain kinds of film. A Field in England added value to its purchase by having a live Q&A event followed the Ritzy Picturehouse screening in Brixton, London and was shown live to the other Picturehouse venues. A Field in England made a comfortable £21,399 over its opening weekend and played to sold-out crowds at some key inner-city venues. A Field in England was also the number one trending topic on Twitter.

How was A Field In England’s release different to typical film releases?

It was different as it used a simultaneous release – in cinemas, on DVD and all the rest- instead of a staggered release.

What are the advantages to releasing the film across all platforms on the same day?
The advantages is that it creates controversy and hypes up the films release as it is different to the mainstream/typical way of releasing a film. This means that audiences will find this interesting and either watch it at the cinema or buy it on DVD or Blu-ray or even on TV.
What are the disadvantages to this approach?
The disadvantages is that the audience wont react to its controversial release as planned and resort to a cheaper way of watching the film, such as TV, therefore the film wont make as much profit/revenue as people wont go and watch it at the cinema or buy it on dvd etc.
What target audience would A Field In England be aimed at? Demographics and Psychographics.
The target audience would be mainly middle-class as it is an independent art house film which attracts an ABC1 type of audience. In terms of psychographics groups succeeder's would be attracted to this film as they are part of a higher management.