A Field In England case study

Read the Media Magazine feature on A Field In England in Issue 47 and create a blogpost called 'A Field In England case study'. You'll find the article in our Media Magazine archive - click on MM47 and go to page 19.

1) Write a 100 word summary of the Media Magazine article.

 Mark Ramey explores the high risk battle of film distribution for revenue as well as the major Hollywood studios packaging the biggest punches. This article talks about the comparison of UK distribution and Hollywood distribution. It also talks about the financial situation where Hollywood films are more costly than UK productions and the different marketing strategies.

 2) Read the following pages on the official website for A Field In England and write a one-sentence summary of each. Each page provides explanations of the unique release strategy that the institutions behind the film chose: 

Industrial Evolution: Andy Starke informing the audience about the changes in release strategies and how it effects the way films are distributed.

 Screening/radical release: Commissioning Executive Anna Higgs talks about the innovative strategies used to create an exciting film release.

 Audience: Anna Higgs talks about how A Field in England reflects the British culture and cinema and how it will reach it's targeted audience.
3) How was A Field In England’s release different to typical film releases?

 The film was released on all platforms on the same day at the same time. This is so that the film is accessible to all audiences so that they have the opportunity to experience it however they like. Releasing the film on all platforms is called a 'simultaneous release.' 

4) What are the advantages to releasing the film across all platforms on the same day?

 A simultaneous release maximised revenues as well as the press coverage and attention on the film. This ensures that the film is available to everyone. 

5) What are the disadvantages to this approach?

It is a risky and bold strategy because audiences may not use all of the platforms they have provided the film on or that some platforms are more successful than the others. This might mean they will have to get rid of the film on the platforms that are not doing so well as the others.

6) What target audience would A Field In England be aimed at? Think about demographics and Psychographics.

 Considering demographics, this film is aimed at niche audience who enjoys art house cinema and independent films. The targeted audience would be apart of the ABC1 group that consists of middle class educated people. 

 Considering psycho-graphics, this film would be appeal to succeeders and reformers who are quite goal oriented and prestige but also value social awareness and personal growth.

7) Do you think all films in future will be released across all platforms simultaneously in future? Why? What role will technology play in film distribution?

 Yes, I think that films will be released over all platforms simultaneously because consumers will adapt to using technology more than other alternatives. People will rely more on technology for everyday life uses and that accessing a film online will be more convenient for the audiences than physically going to the cinema.  

8) Why was Chicken unable to use such a release and distribution strategy when it was made in 2014? 

 It was unable to use this strategies because some platforms weren't created or developed in 2014 where as in 2016 the producers could have been exposed to more platforms which would have helped them maximise their revenues/

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