3. Independent film, directed by Menhaj Huda
First film from production company (Stealth Films) so the
company had no reputation.
The film received a minimal funding budget from the UK Film
Council.
Huda’s financial target was £800,000 (production, marketing,
distribution) but reached £600,000 due to a limited target
audience, unknown cast and ‘teen-film’ genre with controversial
themes.
Kidulthood (2006)
https://www.youtube.com/watch?v=mdoKD4gTQ2c
4. Was advertised specifically to a teenage target audience through
Facebook - limited merchandise options.
Distribution Company – Revolver
First released in independent cinemas (Stratford Picturehouse)
with 20 copies and made £76,200
After the successful sequel Adulthood, Kidulthood was re-
released and distributed around America resulting in a much
larger profit. Opening weekend profited £400,000.
Kidulthood (2006)
5. There are two types of media ownership. Independent films & Blockbusters
(multi-national).
These multi-national companies can be
Horizontally Integrated: ACROSS
OR
Vertically Integrated: DOWN
Integration
6. A production company expands into other areas of one industry. It is
shared ACROSS.
The company can develop in a particular area of production or they can
buy out another company that deals with these areas.
EXAMPLE – Casino Royale
Casino Royale was mostly made by Sony.
Sony owns companies such as Columbia pictures, however other companies
were involved in the production such as MGM.
This means that Casino Royale used horizontal integration because it expanded
into other companies during the making of the film.
Horizontal Integration
7. The production company has complete ownership of the production,
distribution and exhibition of the film.
It is all passed DOWN.
They receive all of the profit – Brand Identity
EXAMPLE - Walt Disney Studios Motion Pictures
Walt Disney Productions
Walt Disney Studios
Walt Disney Distribution (Buena Vista)
Walt Disney DVD/Bluray Walt Disney Toy Store Disney Land
Vertical Integration
8. Did Iron Man 3 use Horizontal or Vertical Integration?
Why? What are the advantages/disadvantages?
Think about the companies that produced, marketed,
promoted and distributed the film.
Iron Man 3
9. Synergy is the promotion and sale of a product within films –
Product Placement
Examples of this would be soundtracks, phones and laptops,
cars.
Iron Man 3 – Audi Cars, Verizon flat panel televisions,
James Bond Franchise – Watches, cars, laptops
There are many advantages to using synergy in films. It can
increase the profit made on the film enhances the company
image and influence public opinion.
synergy
10. ‘Above the line’ – trailers, TV/Poster
campaigns, materials released to cinemas.
This is the most direct way to reach an audience.
‘Below the line’ – marketing is more subtle. Indirect
forms of publicity such as press coverage,
merchandising.
This is valuable to films as they build social interaction.
Marketing
