The document summarizes the production and distribution plans for a thriller film called Eighteen. It states that the film will be produced by 20th Century Fox due to their ability to fund large budgets for mainstream thrillers. It details that Fox will vertically integrate production, distribution, and marketing to ensure the film reaches a wide audience. This includes a theatrical release, streaming on Netflix, and use of social media marketing.

1. What Kind Of
Institution Might
Distribute Your Media
Product And Why?
Jone Aboitiz

2. What Istitution Did You
Use For Production And
Distribution? Was It
Suitable? Why?

3. Institution:
• For our production we decided that our film would be a studio film produced by
20th Century Fox which is part of the Oligopoly of the American Film Studios and
is both a subsidiary and a conglomerate. We believe that it was suitable for our
product due to the fact that most thriller films are produced and distributed by
large companies and are studio films not independent. This is due to the fact that
they tend to need a larger budget and tend to be more conventional and not
challenge different stereotypes. When it comes to our production, We believe that
it is like these films meaning is quite conventional and caters to a mass-market
audience. We also chose 20th Century Fox to be our institution due to the fact that
it would allow our film to be vertically integrated. This is important for our film
due to the fact that it would give it the security of distribution which we need for
our film because it is quite different from other thriller films in terms of it starting
with a flash forward and so the fact that we know it will be distributed ensures
that our production will not be a waste of time and money. We also think that this
would be suitable for our production because it ensures that we will have a high
budget to spend on marketing and the production of our film. Not only this but our
film also draws on the auteur style of David Fincher who is a popluar mainstream
director which means that our film is a mainstream film making fox a suitable
institution for our production.

4. What Would Be The
Production,
Distribution, Exhibition
Chain For Your
Production In The Real
World?

5. Production, Distribution, Exhibition :
• When it comes to how our production will be produced we have decided that it will be produced by fox. Our production
will have a large budget which fox will be able to provide it with which will be $50 million. There will need to be
different professional lights and sound equipment. We will use different locations from a bed room, to a house and
woods. We will use broad locations to recreate the verisimilitude of the boarding school location. In terms of co-
production, I believe that we may do a co-production with regency enterprises as they have had experience with doing
female crime thrillers. However, I believe that we may not need one as fox will be able to take care of it on their own
which would allow us more control over the project.
• When it comes to how our production will be Distributed we have decided that it will be distributed by fox since Fox
allows for vertical integration. Our film will be marketed trough both above the line and below the line. We will also
have a saturated marketing campaign and sent out to different media platforms. Not only this but the horizontal
integration of Fox will allow for synergy marketing through Fox digital studios and Fox Digital entertainment and
distribution by Fox Searchlight pictures.
• When it comes to the exhibition of our production, it will be exhibited in many different places and take part in a
blanket release. It will be exhibited in cinemas like odeon and other cinemas in the UK and US. It will be distributed
to all multiplexes. Not only this but our production may be first exhibited in a Film Festival like gone girl, just to
attract the audience before it goes to cinemas and to attract foreign distribution. We may also have it available on
netflix to meet the needs of our target audience and because netflix is used by many people around the world which
would occur when our film is released in the cinema.
• Even if we chose 20th century fox to be our company, I believe that a company like Working Title would have been a
better choice. This is because even if our product is a conventional mass market thriller, it does have a British identity
and whilst the stereotype appeals to an American market, a British company that make content for a global market
may have been a better and more accurate choice. Working Title would still allow for all of our production, distribution
and exhibition plans to happen due to the fact that they are backed up by Universal who would be willing to take part
in our film as it does have American appeal.

6. How Would You Market
The Prodution In The
Real World? Were Your
Branding Ideas
Suitable?

7. How Eighteen will be marketed:
• When it comes to marketing, we will use both above the line and below the line marketing
due to the fact that being vertically integrated would allow for both and having a big
budget would as well. We will take part in saturated marketing by having massive
campaigns like what gone girl did, through posters, promotional videos and articles. We
will also create different social media sites, through the use of Web 2.0, for our production
where there will be information about our film and where these different promotional
material will be shown as well, so that our target audience will be able to have access to it
in their converged devices as they are digital natives. We will also have our cast members
do interviews and post about our film to have them help promote it. Not only this but we
will premiere our film in a Film Festival before its cinematic premiere to catch attention
and get people interested it seeing it. We will also do a simultaneous release as we will
release our film in the cinema and netfilx at the same time. However, the only problem
with a simultaneous release is that it may lead to lower box office sales as people may
choose to watch it on netfilx instead of going to the cinema. This will be our way of dealing
with Wikinomics which is occurring due to the making and doing culture. We will adjust to
wikinomics be releasing content on youtube and different social media cites. When it comes
to the making and doing culture we are using an active audience on social media to share
marketing content and give opinions about our film. Our film will also be available on
DVD and Sky On Demand making our film take part in synergy marketing. Overall, this
proves that our original branding ideas were suitable due to the fact that they fit with the
institution of our film and our film in general and will all be used when we market our
film.

8. Facebook Page

9. Twitter Page

10. How Does Your
Marketing Campaign
Use The AIDA Scale?

11. AIDA Scale:
• ADIA (attention, interest, desire, action) is an acronym used in marketing and advertising that describes a
common list of events that may occur when a customer engages with an advertisement and the process they go
through to interact with it. For our production this is how it will work:
• ATTENTION- The making of movie posters to use as promotional saturated marketing campaigns will grab the
attention of our target audience and any audience member. The use of social media on Web 2.0 which people can
access on their converged devices will help grab more attention due to the fact that it can be seen and accessed by
everyone around the world making them know about our film. The things that we would release early on social
media are our theatrical and promotional trailers as well as our promotional posters.
• INTEREST- Not only will the promotional posters and saturated marketing campaigns grab attention but they
will also make people interested in watching our film. We will first release teasers and then a theatrical trailer a
few months before the premier and a second theatrical trailer a mont before the premire . We will also have
different articles published about our film so that people will know more about it making them interested in it.
This will be done through press releases and we will use our idea of a simultaneous release to gain and build
publicity. Our film will also be advertised on Teenage Girl magazines like seventeen, teen vogue, or Ok.
• DESIRE- All the things mentioned above will eventually lead to desire especially after more promotional trailers
will be released. Not only this but premiering it in a Film Festival before it gets officially released will make
audiences have a bigger desire to watch my film due to the fact that the talk about it and any press that will
occur will make the people who weren't there want to see our film when it is released in the cinema and netflix.
Cast interviews on shows like Ellen or the late late show with James Corden, would also take place as these are
shows that are enjoyed by young mass market audiences.
• ACTION- The marketing campaigns on social media where our posters will be shared and different promotional
videos, and constant update on teasers that will generate interest and desire to see my film will motivate people
into seeing my film in the cinema and on netflix. Not only this but we will have a staggered poster release will
convince people to watch our film. We will also have a netflix campaign where our film will be advertised through
netflix to create a compelling advertising campaign that would feature interactive visuals, exclusive clips and
special content.

12. Compare Your Production
With Similar Films From
Your
Production/Distribution
Company? What
Similarites/Differences
Are There?

13. Similar Films done by 20th Century Fox
Gone Girl Taken 2

14. Gone Girl
• Gone Girl is a crime, drama, mystery, romance thriller film produced and
distributed by 20th Century Fox
• Summary: “On the occasion of his fifth wedding anniversary, Nick Dunne
reports that his wife, Amy, has gone missing. Under pressure from the police
and a growing media frenzy, Nick's portrait of a blissful union begins to
crumble. Soon his lies, deceits and strange behavior have everyone asking
the same dark question: Did Nick Dunne kill his wife?” Written
by Twentieth Century Fox
• It was directed by David Fincher who became well known for his work in
this film
• It is based on the novel by Gillian Flynn and in fact Gillian was also the
screen writer of this film

15. How is it similar or different to our
production?
• Gone girl is a similar fox product due to the fact that it is also a crime thriller and involves
female characters. This is just the deciding factor but when it comes to how gone girl was
produced there are also similarities with our production. First of all, the budget of gone girl
was $61 million which is a pretty big budget. This is similar to our production due to the fact
that it will also have a high budget since it is a mass market film that would need a lot of
money for renting out the different locations but most importantly for marketing especially
synergy marketing. When it comes to the marketing of gone girl, just like our production
would do, they did both above the line and below the line marketing. Gone Girl advertised on
all social media sites which is what we will do for our production. When it comes to the poster
campaign, I believe that this is another similarity since we will have teaser posters as well.
However, since there are no books involved in our production we will not be able to sell our
books on the itunes store like what gone girl did with the Amazing Amy books. Not only this
but unlike gone girl our production may not sell a soundtrack. Gone girl was premiered in the
New York Film Festival which is something that we will do. The narrative of both our films are
unconventional for a mass market film. However, this was seen as appropriate for a mass
market conglomerate with Gone Girl as it was directed by David Fincher, a well known
director which our film would not have. This means that it could be a problem for us. Gone girl
is also different due to the fact that it was produced through a convergence with regency
enterprises while our production wouldn’t be. Our production is also different due to the fact
that the BBFC Certificate of Gone Girl was 18 while ours is 15. Lastly, Gone Girl is a mass
market film that was released and distributed to cinemas world wide which is what will
happen to our film.

16. Taken 2
• Taken 2 is an action, crime, thriller film produced and distributed by 20th
Century Fox
• Summary: “The retired CIA agent Bryan Mills invites his teenage daughter
Kim and his ex-wife Lenore, who has separated from her second husband, to
spend a couple of days in Istanbul where he is working. Meanwhile, the
patriarch of the community of the Albanian gang of human trafficking,
Murad Krasniqi, seeks revenge for the death of his son and organizes
another gang to kidnap Bryan and his family. Bryan and Lenore are
abducted by the Albanians, but Kim escapes and is the only hope that Bryan
has to escape and save Lenore.” Written by Claudio Carvalho, Rio de
Janeiro, Brazil
• It was directed by Oliver Megaton
• It was written by Luc Besson and Robert Mark Kamen

17. How is it similar or different to our
production?
• Like Gone Girl, Taken 2 being a crime thriller that does involve females makes it
similar to our production. When it comes to the budget of Taken 2 being $45 million, we
can say that it makes it similar to our film because we will also be a high budget film.
In terms of marketing, our production will be similar to Taken 2 due to the fact that our
production will also have promotional posters and will be advertised on our social
media sites meaning just like taken 2 we will advertise our film using both above the
line and below the line marketing. Since, Taken 2 was a sequel to Taken it will be
different to our production because it already had interested audience before the film
was released which our production would not have due to the fact that there is no
history behind it in terms of films. Our product will also be advertised more like gone
girl due to the fact that gone girl was massively marketed as compared to taken 2. Like
gone girl, taken 2 was also produced through a convergence which our production
would not be. Taken 2 is also similar to our film because our film will be released on
DVD as well. However, depending on what happens in our film we may not have an
extended cut to be released only on DVD like Taken 2. Lastly, the bbfc classification of
Taken 2 being 12A/15 makes it different to our production due to the fact that our
rating is 15. I believe that in terms of certification we sit between taken 2 and gone girl
and is not too high or too low.