This document discusses suitable distribution options for an independent low-budget film. It suggests that Vertigo Films, which has distributed similar small films, would be a good fit as they specialize in independent films. It also notes that a viral marketing campaign using social media platforms like Facebook and Twitter would be effective given their large user bases. Exhibition strategies discussed include film festival screenings, an art house cinema release, and a simultaneous online/platform release to build an audience.

1. Q3.What kind of media institution
might distribute your media
product and why?
Lucas Murrain

2. Distribution
• Our film was a low budget production therefore would be more likely to
be distributed by an independent company. A suitable example would be
Vertigo films, which is the distribution company for similar films such as
“A night in the woods” (Parry, 2011), and “W z” (Shankland, 2007)
• As well as this our film is more likely to follow the route of vertical
integration, however a conglomerate would favour the utilisation of
horizontal integration which would use synergy in the form of external
partnerships and cross media convergence across various assets.
Vertigo films logo
A night in the woods
(Parry, 2011) –
distributed by Vertigo
• Due to the advancements in technology of today, the most suitable way
of connecting to our audience would be through Web 2.0 viral marketing
campaign. This is due to the large role that social media and the internet
play within society today, which will enable the film to connect with its
core target audience. Examples of sources of promotion would be
websites such as Facebook and Twitter, which are two that are accessed
by millions of people across the world. Therefore it would be necessary
for our film to create a page on social media where trailers, posters etc.
can be accessed. WΔZ (Shankland,
2007) – distributed by
Vertigo

3. Production
• Our film follows the production style of the
majority of independent films. This is because it
doesn’t feature any bankable stars of A-listers, and
was filmed using a prosumer camera due to
budget in comparison to a digital SLR camera
which is more expensive. As well as this we had a
small crew and a lack of sets, causing our shoots to
rely on the surrounding ambient lighting when
outside. These are examples within our production
that show it was low budget.
Bankable stars
Large crew
DSLR
Small crew
Prosumer
Unpaid actors

4. Exhibition
• A trailer would be released for our film, which inevitably wouldn’t cost mass
amounts as all the footage has previously been filmed. As well as this an
effective strategy for independent films to gain publicity is exhibiting them
through a platform release at film festivals, for example the British horror film
festival, which would be a useful way for us to present our film to the public.
However there is a lack of synergistic promotional activity due to the low
budget, therefore may not be successful on all platforms for example VOD.
• A blanket release of our film would not be suitable for our film as it is not
industrial and doesn’t possess the funding, as Hollywood conglomerate
companies would not be willing to distribute our film, as it’s unlikely to be
successful enough.
• It is likely that our film would be presented at an art house cinema due to its
independent production values, as regular mainstream cinemagoers would not
be appealed to it. As well as this a simultaneous release would be suitable for
our film as it confirms that the film will gain an audience as it will be accessible
online, this would also be suggested after using the Web 2.0 method of
marketing. A successful example of this was “A field in England” which too used
a simultaneous release across all platforms.
• On the basis of time we would need to make sure that no other films are being
released on the same day so that the film doesn’t lose out on possible revenue.
British horror film
festival logo
A field in England
(Wheatley, 2013)