Summary:
A Field in England used a used an alternative marketing strategy by releasing the film on cinema screens, tv screens, DVD and on demand which meant that their marketing budget could be cut and audiences for this arthouse film could be reached much more naturally than to typical Hollywood distributors who follow a straight pattern of marketing their content in steps such as Trailer > cinema > DVD, etc. This allowed the film to earn over £20,000 in its opening weekend and over 1500 sales for a physical copy with 300k+ viewers tuning in on Film4 TV channel.
They used a different distribution to the typical Hollywood distributor and released the film on all platforms the same day allowing audiences across the globe being able to access the content due to services such as VOD.
What are the advantages to releasing the film across all platforms on the same day?
What are the advantages to releasing the film across all platforms on the same day?
The advantages are that audiences are able to be reached faster with the less need to market the film heavily and in a specific way. It allows audiences to make their own decision on how they wish to view the film.
What are the disadvantages to this approach?
What are the disadvantages to this approach?
Sales figures will suffer dramatically due to audiences not being forced to see the content in one place such as the cinema screen. If many people decide to view the film on TV then the sales drop down as it is a free service. Also the success of the film may fail as cinema screens decide whether to keep a film due to the tickets sold therefore they may not keep it on their screens for long.
What target audience would A Field In England be aimed at? Demographics and Psychographics.
Due to the variety of platforms the film was released on, I believe the film is aimed at B, C1, C2 category of people and explorers and reformers would appeal to this film because of the story of the film where men are forced to find hidden treasure.
What target audience would A Field In England be aimed at? Demographics and Psychographics.
Due to the variety of platforms the film was released on, I believe the film is aimed at B, C1, C2 category of people and explorers and reformers would appeal to this film because of the story of the film where men are forced to find hidden treasure.
Do you think all films in future will be released across all platforms simultaneously in future?
In terms of Arthouse films, yes. Simply because indie filmmakers do not have the budget to premier trailers and TV Spots before the release of their films and nor can they book large amounts of screens as their marketing is not strong enough to find a suitable audience and therefore this trend of multi-release will be a good option for those who want more recognition. However for Hollywood productions, this will not be the case just yet as the industry cares about their profits more than ever with the colossal list of films being rebooted just for the money side of it. On the other side, Spielberg and other Directors want to introduce a similar service to VOD called 'The Screening Room' which offers users to stream cinema releases same day for $150 per 48 hours. (This is in early development and may not happen at all.) As of right now this service is only available to wealthy figures in society with the company called Prima Cinema - The set-up box cost £25,000 alone and then films can be rented for £400 each.
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