The document discusses distributing an independently produced social realism film. It decides that independent companies Studio Canal and Warp Films would produce and distribute the film. These companies have experience with the genre and use technological convergence for marketing. While they are a good fit, more research on trends and conducting auditions may have improved actor performances. The film is compared to "This is England" which used non-professional actors but researched trends to increase realism. More could have been done to reflect modern society, but budget limited verisimilitude. The conventional production, distribution, exhibition and exchange stages are outlined, but as an independent production, funding is not available for early stages.

1. 3. What kind of
institution might
distribute your media
product and why?
By Megan Vincent

2. What institution did we decide to use
and why?
 We came to the conclusion that our production will be produced and
distributed by independent companies. This is because it is conventional for
social realism films. Also, having the opening sequence produced by
independent institutions, it suggests that our narrative includes some
challenging ideologies, such as dealing with social issues in the working class
in modern day society. This could possible challenge the ‘false’ outlook and
narrative of which Hollywood movies provide.
 The independent productions also correspond with our niche target audience.
However, these independent companies tend not to be horizontally or
vertically integrated (which is conventional as they are very small with a
small budget, to produce other media products). This is emphasized by the
different studio system of Hollywood who tend to work with large
conglomerates (mainly American) such as Warner bros and Walt Disney.

3. What institution did we decide to use
and why?
 Therefore we decided to use Studio Canal to produce it and Warp Films to
Distribute.
 We used these companies because they are both very experienced in our
genre, i.e Warp Films distributed This is England and they both use
technological convergence to market their films, which will be our most
predominant marketing technique. Therefore, I think it is suitable for our
production.

4. What institution did we decide to use
and why?
 Why else did we think they were suitable?
Warp Films
It is now composed of Warp
Records, Warp films and Warp
Videos & Commercials. This
means that the company has
many different platforms to take
advantage of. (This is a very good
incentive!!)
Studio Canal
The company investment
in the our production
would be financial which
could give us funding,
possibly for the
preliminary writing and
feasibility reports, it also
intervenes in the artistic
choices with regards to
the film, which is very
helpful. Studio Canal also
provides technical
support for the line
producer.

5. Evaluating our decision
 I think our producers and distributers were a good decision, because they both
have sufficient experience in our genre of a social realism. For example, with
Warp Films producing the film ‘This is England’ it could allow us to put their
production techniques into practice, such as the usage of stock actors and the
conventions of Shane Meadows and Paddy Considine’s directing who have directed
Warp Films in the past. They also use technological convergence which will aid us
to market our product via below-the-line marketing such as the use of web 2.0 on
social networking like Facebook. This cross-media presence therefore, would be
beneficial for our product as web 2.0 is now more commonly found on everyday
converged devices such as mobile phones. These devices are easily accessible
nowadays for our older sophisticated audiences (as they may have disposable
income to buy the latest technology.)
 As a result, our product could be digitally distributed to as many of our audience
as possible. For an independent production, this is important as the digital
distribution of our marketing will be reliant on the audience’s participation of
Gauntlett’s ‘making and doing’ culture being active.

6. Improvements
 I think that perhaps we could have used/ considered companies that could
have perhaps worked together previously. For example, BBC Films and Pathé
produced ‘Philomena’ (2013) and ‘Pride’ (2014). These companies collaborate
and use technological convergence to enable the films to be released on DVD
and Blue-ray which could have expanded our audience’s possibilities with the
film being released in different formats. However, this highlights why we
didn’t use these companies because this can be expensive for a independently
produced film. Another reason as to why we could have thought about these
companies is because they are often funded by companies such as the British
Film Institute, therefore we would be able to get sufficient funds from
companies such as ‘Creative England’ which would be apt for the low budget
of an independent film and further advertise our product.

7. Comparing ‘Reflux’ to a similar product,
‘This is England’ produced by Warp
Films, with similarities and differences..
How could we have improved our film
compared to ‘This is England?

8. ‘This is England’
 Firstly, the film was based on the controversial time in history in the 1980’s in
England when Margaret Thatcher ran the country and there was racial unease.
 Furthermore, Shane Meadows, when directing, ensured that it reflected his
personal experiences when he was younger (e.g bullying) which created
personal identity with the viewers.
 This is different to our film because we did not consider many political issues
of England in the current economic and social climate and explored the more
emotional aspects. We also did not use personal experiences as none of our
group could relate to the situation, however, we could relate to Ethan’s
emotions and tried to portray them as best as possible. We could have
improved by perhaps including different ethnicities to connote the issues of
racism, for example. However, due to being independently produced, our
funding is inadequate and the extent to carry this out would also be limited.

9. ‘This is England’
 Shane Meadows tended to use stock actors who were very unexperienced in film.
Meadows would train the actors through particular workshops and acting
exercises. For example, Thomas Turgoose was auditioned in a Nottingham school
had a very small experience in acting.
 Moreover, auditions were a key aspect of Shane Meadow’s casting as he mainly
auditioned those that originated from similar environments that are shown in the
film i.e from inner city locations to heighten the level of verisimilitude.
 This is very similar to ‘Reflux’ as we used non-professional actors with virtually no
filming experience (excluding Josh Macqueen and Nick Heywood) to create
realism. However, perhaps we rushed into making decisions with actors (mostly
because of time restrictions) as we could have considered possibly holding a few
auditions for a number of actors for each role, or even a dress rehearsal for our
production to see what the actors are like in the light of the camera. Yet, in the
real world, this would have cost a large section of our remaining budget.

10. ‘ This is England’
 It is said that Meadows thought that every element in terms of mis-en-scene
needed to be fitting for the film. This creates a high level of verisimilitude
that is conventional of the social realism genre.
 In my opinion, I think this was very similar to our production, ‘Reflux’, as we
understood the appropriacy of mis-en-scene. However, maybe we did not fit
in as much with the modern day society and should have included Ethan to be
using his converged device (i.e mobile phones) to reflect the trend of young
people’s affinity to social media who are digital natives, not just the higher
classes (like the business man). In hindsight, we did not use extravagant mis-
en-scene, mainly because of our budget and to connote the desolate feelings
of our protagonist, Ethan.

11. ‘This is England’
 Shane Meadows tried to create a high level of verisimilitude in all areas and a
lot of research was carried out in the popular trends in the 1980’s. This could
have possibly introduced the ‘skin-head’ theme in the film.
 The film worked with Warp Films which was said to ‘namely support artists
and their visions’. This could perhaps suggest the Auteur Theory, as Shane
Meadows could interpret and explore these issues associated with the working
class, mainly through personal experiences.
 This was different to us as we did not complete much research into the
common trends of teenagers and adults in the the working class in order to
create verisimilitude. This could therefore show our mistake with actors as
they have come from more privileged backgrounds and could not relate to the
situation of Ethan therefore making it less relatable and thought provoking.
However, in the real world this would additionally mean more time and
money would need to be spent.

12. ‘This is England’
 I also feel our production has been an example of the Auteur theory because
we have explored social issues within the working class such as alcoholism and
isolation. We have shown this through possibly our own signature style of
using many shots depicting Ethan’s determination and loneliness with shots
from behind him connoting someone following him i.e videoing Ethan when
descending the stairs and looking at the train times. This could perhaps make
the audience feel uncomfortable and yet gives them entertainment.

13. Marketing our production in the real
world
 Following the conventional stages of film, the production and distribution is
done in four main stages, as follows;
 PRODUCTION- when the product is created and made
 DISTRIBUTION- when the product is marketed and sent out to the
product’s audience
 EXHIBITION- showing the product to audience members
 EXCHANGE- when the audience receive the product

14. Production
 This involves three main stages:
 RESEARCH-the director, producer and the rest of the team carry out
research, narrative type and conventions that they want to include within
their product. We completed this by doing genre research, form research etc.
 PLANNING- the team then decide shooting dates, what actors are needed
when and then costume, props and location will be needed for each scene of
the product.
 PRODUCING- the team film their production and then edit it all together
 Our group carried out the stages discussed below. Because of our chosen
companies to co-produce with (Studio Canal), these processes were not
funded so that they may take our place.

15. Distribution
 Due to our film being independently produced, we are therefore not vertically
or horizontally integrated or a subsidiary, so, in the real world, we would
need a separate distributor; Warp films. They are an independent distribution
company who rely on below-the-line marketing due to the small budget. This
means that because we would get limited funding, we would not be able to
afford 360 degree branding and above-the-line marketing, despite the cross-
media methods. However, Warp Films are funded by Universal and therefore
we could participate in above-the-line marketing creating posters etc.
 Most of our distribution will be using web 2.0, used by digital natives on
converged devices. We will create Facebook and Twitter accounts which will
be regularly updated to raise awareness of the product.

16. Distribution
 Due to technology and the internet becoming increasingly popular and easily
accessible, our product can be seen as, referencing ‘Anderson’s Long Tail’
near the bottom of the tail because of our product being for a niche
audience. This therefore offers no restriction on shelf space with the biggest
products. This means that it is essential for us to use below-the-line
marketing.
 This is perhaps due to the theory of Wikinomics, introduced by Tapscott and
Williams which suggests that companies have to adapt to the audience’s
power and web 2.0, so they can make their own content. This links to
Gauntlett’s ‘making and doing’ theory, which states that social media has
empowered the audience to make their own product. Therefore, this relates
to the belief of technological determinism where technology will give us
equal power. Therefore, using web 2.0 is vital in marketing to digital natives
in modern day society.

17. Marketing our production in the real
world
 Another possible method of promoting our production would be to create a
website dedicated to ‘Reflux’ that includes blogs, videos and images
associated with the product to raise awareness. Also, we would utilize a
YouTube channel as another method of below-the-line marketing and regularly
update it with news and exclusive information etc.
 Furthermore, because Warp Films is a sister company of Warp Records, we
could perhaps use synergy marketing. For example, the songs and music in
the film could be promoted by a soundtrack as a tie-in. This would make it
horizontally integrated.

18. Exhibition
 This where the film will be released and showcased to independent film
critics and would be show in limited theatres/cinemas and in small areas of
England (most likely urban areas) via exclusive/limited runs.
 This would be most suitable because other products such as ‘This is England’
(2006) have gone through a similar process in order to gain the success in
order to gain success.

19. Exchange
 Another way to distribute our products is by digital distribution on online
stores such as Amazon and Netflix. These are world-wide and therefore, are
easily accessible and promote the product to areas where our budget does not
allow us to reach. It also in keeps with the theme of web 2.0.

20. How does our marketing campaign use
the AIDA scale?
 This scale is used in marketing and advertising which describes the usual sequence
of events that happen when a consumer engages with a media product.
 Attention- Through the use of synergy marketing and online
distribution/marketing of our product through the use of web 2.0 on
converged devices, which will make our audience easily become aware of our
production and what it involves, being always on their devices.
 Interest of Consumer- Despite our media product being aimed at a niche
audience and to those 15 and over, it is still available to the masses. Due to
our marketed brand identity (blogs, video updates and perhaps independently
produced trailers distributed online) will gain the interest of our consumers,
while they participate in Gauntlett’s theory of ‘making and doing’ culture.

21. How does our marketing campaign use
the AIDA scale?
Desire of consumers- To encourage this, we could simply use persuasive
rhetoric when distributing the product. We could also show snippets of our media
product (in the real world) which would intrigue our audience as they would feel
obliged to watch the ending and the film. Furthermore, by exhibiting our film
through limited runs, it will allow our target audience to know whether this is the
type of film that will satisfy their needs according to Blumer and Katz uses and
gratifications and Maslow’s hierarchy of needs for example, entertainment and
morality.
Action- After the audience see the updates from social media and web 2.0 with
using synergy marketing, our audience should feel inspired to engage themselves
with the stereotypical representations in our opening sequence. This would
therefore leave them feeling to want to watch the rest of the film, if in reality.