The document discusses how a social realism film produced by BBC Films and distributed by Pathé would be marketed and released. It states that BBC Films and Pathé would be good choices as they have successfully worked together before on films about social issues. Marketing would primarily use below-the-line methods like social media targeting both the target and secondary audiences. The film would be released in urban cinemas, made available on DVD and digital platforms like Netflix to appeal to different audience preferences.

1. S
What kind of institution
might distribute your
media product and why?
Emilia Waterhouse

2. The institutions we chose:
 We chose BBC films to produce our media product and
Pathé to distribute it.

3. Was it the right choice?
S I believe it was because from researching the
companies and their previous projects it is
clear that they have worked together
successfully.
S I think the companies are appropriate for our
project because they have produced films
which deal with social issues before.
S We also needed to pick an independent and a
conglomerate company, which we have done.

4.  Pathé are involved in film production and distribution,
cinema chains, and television networks.
 They are a French company and a conglomerate,
meaning they produce and distribute their own products.
 They are also involved in co-production and have
previously worked with the BBC on several occasions.
Do they do anything else?

5. Do they do anything else?
 BBC and Pathé have previously worked
together on several occasions, an example of
a recent release would be Pride, which is also
a social Realism film.
 BBC films is frequently funded by the BFI
(British film Institute) and ‘creative England’.
 They are an independent company and work in
British film making, co-producing
approximately eight films a year.

6.  Our product is a Social Realism film, therefore it is most
likely that the film would be independently produced and
distributed by a conglomerate. Our film does however
have a wider secondary audience, meaning that it would
likely be produced by a successful and well established
company, such as BBC films.
 Finally, as BBC are commonly funded by the BFI our
product would possibly be funded by them.
Why did we choose them though?!

7. Why did we choose them though?!
 We chose BBC films and Pathé to produce and distribute
our product… why?
 We did this because the two have famously worked
together on several occasions with great success.
Therefore it would not be incorrect to choose them to
work together.
 The companies have previously released films involving
social issues before, although not necessarily Social
Realism films.

8. What about wider marketing?
S Adverts on TV or in the cinema
S These would appeal to both our Target
Audience and our secondary audience.
This would appeal to our Target
Audience because they are traditional
means of marketing they may come
across whilst relaxing, additionally as
the audience are sophisticated and well
established they would be able to
afford trips to the cinema.
S Our Secondary Audience would be
reached by these forms of marketing
whilst out with friends or whilst
watching TV as they are generation X
and therefore familiar with technology.

9. What about wider marketing?
 As our product would be produced by an independent
company the majority of the marketing would be below
the line marketing and Web 2.0 marketing.
 We would also use advertising methods such as
newspapers and radio; this is because our Target
Audience are middle-aged and sophisticated and would
have well established jobs. Therefore they would be
reached by these forms of media because they can listen
to the radio on the go and read a newspaper whilst
eating.

10. What about wider marketing?
 Web 2.0
 This would be the most used means of marketing for our production
because it is a form of below the line marketing.
 We could market our production on social media such as Twitter and
Facebook.
 Our Target Audience would possibly use social networking sites because
they are sophisticated and crave knowledge.
 Our Secondary Audience would also use social networking sites because
they are members of generation X and would want to use them to
communicate with their friends.

11. What about Synergetic
Marketing?
 We would use this because our media institutions are
horizontally integrated and we could use our rendition of
the soundtrack from Fast and Furious 6 as a form of
synergetic marketing.

12. How will we release our product?
 This will take place in the four main conventional stages:
 Production
 Exhibition
 Exchange

13. How will we release our
product?
 Before the films release it would be marketed (which I have already
discussed) mainly through the use of below the line marketing and web
2.0, but also through the use of some traditional marketing, through a
fund, which BBC films would possibly provide. This would appeal more to
our target audience. This would cause people to be aware of, desire and
be interested in the product.
 Our film would be released in cinemas and shown in them for a period of
time. We would most likely display the film in cinemas in urban areas. This
is because our Target Audience are sophisticated, well established and
therefore are most likely urbanly situated due to work. Our Secondary
Audience are teenagers who would most likely visit established and
popular cinemas. This is the exhibition part of the process and builds
interest and allows the audience to act to watch the film.

14. How will we release our product?
 Our film would be available in hard copies to maintain the
conventional element of marketing and appeal to members of
our Target Audience who are less familiar with the internet and
technology.
 We would also make the film available on sites and apps such
as: Blink box, Amazon Prime and Netflix. This would appeal to
our digitally native secondary audience and also to members of
our audience who are familiar with the internet. Furthermore it
would be feasible because the film would be a low-budget
production. This is the distributing part of the process and
would be categorized as action on the AIDA scale.