This document summarizes research conducted to determine what factors contribute to the success of British independent films at the box office. The researcher analyzed the top 10 highest grossing and 10 lowest grossing British independent films from 2011. Methods used included secondary research of film data, a content analysis comparing the two groups of films, questionnaires distributed to audiences, and a focus group. Key findings were that plot was the most important factor for audiences deciding which film to see, and advertising/marketing, particularly trailers, were critical for drawing initial interest. A positive correlation was also found between advertising spend and box office performance. While lower advertising levels likely contributed to failures for some films, the researcher notes the need to also consider budgets,