The document discusses and compares aspects of the production, distribution, exhibition, and marketing of three films: This is England (2006), Green Zone (2010), and Avatar (2009). It covers the ownership and budgets of the production companies, technologies and locations used, actors, distribution methods, exhibition in independent and mainstream cinemas, and marketing strategies.

1. What are the positives and negatives of how British film audiences are targeted by international/global institutions

2. This is England released 2006 – Bluray edition to be released- commentary by Director Shane Meadows/behind the scenes/interviews/production featurette. Love Actually – DVD 14th Nov 2003 – 4 different versions of the DVD – standard, Bluray, Full screen addition, wide screen addition. DVD included bonus features. Avatar - DVD release 26 th April 2010. No bonus features. Won’t make a 3D copy due to lack of availability of 3D TVs currently. DVD Release (Exhib) Four Lions (release date 7 th May) – exhibiting in both independent and mainstream cinemas. Green Zone – exhibited in Independent cinemas. The Phoneix, Leicester has exhibitions, café, talks etc. Films such as Avatar are shown in independent cinemas if set to be hugely popular ( Alice in Wonderland shown at The Phoenix in Leicester) , they tend to show mainstream films after thy have come out in mainstream cinemas. Independent cinema (Exhib) This is England – Exhibited in mainstream and independent cinemas. More recently, Bunny and the Bull was exhibited in Vue and Odeon cinemas. Mainstream cinema has been important in exhibiting many WT films – Love actually, Notting Hill etc 75% of profit for Avatar came from 3D cinemas. 4 quadrant target audience (young, old male ,female). 3D Technology had to be in place for film to be exhibited. Mainstream Cinema (Exhib) This is England – Controversial title, British flag used to market film – blue, white and red. Awards won at film festivals before release raising profile. Green Zone – political edge to marketing involving WMD – this may have been detrimental/too controversial. Marketed as fourth ‘Bourne’ Film. ‘ Avatar Day’ – 16 minute trailer in 100 IMAX cinemas. Dist Exec Bev Livingston said Avatar ‘was like a freight train out of control’. New, advanced 3D technology to ‘sell’ film, Cameron – maker of Titanic. Marketing Strategies (Dis) This is England – Awarded £90,000 to order 10 more prints and have film digitally converted. Distributed to 150 DSN sites. Green Zone – prints and digital distribution. Blanket release. Avatar – Distributed to IMAX cinemas, digitally distributed in 3D but also available in 2D formats. Cinemas needed to have appropriate 3D technology. Blanket release. Digital Distribution This is England – Site taker over by Brit Films TV – Employed by Greenroom digital who were responsible for the promotion of the film. Green Zone – Website/ viral marketing (links from website to facebook etc)/online trailers Avatar – Coke Zero marketing campaign, viral marketing (facebook etc links from official website, most talked about film on twitter) ‘visual richness’ of official website – scrolling boxes, ‘Pandorapedia’ msn pop-ups Cross Media convergence and synergy marketing (Dis) This is England – distributed in UK by Optimum Releasing who will have taken half the profits – they distribute many UK and US independent films. Green Zone – Distributed by Universal (Part of Vivendi, another media giant) Avatar – Produced and distributed by C20th Fox (owned by media giant Newscorp) Release date set back to Dec 2009 to allow for ‘finishing touches’ to be added at post-production stage. Vertical Integration (Dis) This is England – completely unknown. Thomas Turgoose. Green Zone – Matt Damon (also worked with Paul Greengrass on Bourne Trilogy) has established fan base. Avatar – Sigourney Weaver, Sam Worthington. Relatively low key Hollywood actors Actors (Prod) This is England – ebay used to buy and sell period cars to place in shots for authenticity. Standard cameras – authenticity for social realism. Green Zone – SPFX – explosions. CGI – Hueys used due to lack of availability of Black Hawks – converted to Black Hawks using CGI. Avatar - 3D Technology, 100s of graphic artists 2/3 of the film is CGI. Use of virtual camera (where director can see how the action would look on screen with CGI) and ‘performance capture’. Use of Technology (Prod) This is England – Mainly Nottingham also Grimsby. Locations sought and used as they were found. Green Zone - Morocco, indoor scenes filmed in London. Surrey racecourse. Pre-fabricated sets. Avatar - Due to 3D, not bound by set. Warehouse locations used to film. Los Angeles and New Zealand. Location (Prod) Independent film company. Shane Meadows = stock director. This is England (£1.5m Budget) Universal owns 2/3 of WT. Green Zone ($100m Budget) Big Budgets = Avatar (C20th Fox, owned by Media Giant Newscorp) ($280m budget Total gross over $1bn.) Production costs were shared with investor groups to hedge the risk. Ownership and Budget (Prod) Warp Film Working Title Hollywood practices Stages of production, distribution and exhibition