A Field In England concluded
Read Beyond Hollywood: Reading Arthouse Cinema. This is in MM45 on page 24 - go to our Media Magazine archive to find the article.
1) Summarise the article in 50 words.
Nick Lacey explore what Arthouse cinema is and it's appeals. He also considers the 'readability' of it and why it isn't as popular. Arthouse films are more difficult to read and are quite artistic. Art house cinema is more concerned with the psychological effects rather than the action.
2) What are some of the suggested audience pleasures for arthouse film?
Some audience pleasures consists of going to see the opera, going to museums and galleries.
3) Why do some audiences struggle with arthouse film? Refer to some media theory here (there are some important media theories discussed in the article itself).
Some audiences struggle with arthouse cinema because Todorov is often absent. This could cause some people feeling confused or frustrated by the narrative in the film because they don't understand what is going on.
4) To what extent is arthouse film only for the middle classes and older audiences? Why might this be the case?
To some extent arthouse films are only for middle class and older audiences because they would understand the narrative more than a younger audience would, an older audience would understand the purpose of arthouse cinema and why it is still being used today.
5) What type of audience would A Field In England appeal to? What about Chicken?
Both films would be aimed at a niche audience who enjoys arthouse cinema. The audience would be apart of the ABC1 group who are considered as middle class viewers. Both audiences would be British consumers who are aged 30 and over. Arthouse films are for a more mature audience who understand the significance of the cinema.
.A Field In England: BFI report on the release strategy and commercial success
1) Read this BFI Insight report into the release and reception of the film. What was the purpose of the report?
The purpose of this report was to measure the performance of the film on all platforms and answer questions regarding the simultaneous release. This report evaluates the performance of an individual film and also tries to explain the context of the release and to suggest lessons for other films trying similar strategies.
2) What was the budget for A Field In England?
The budget for A Field in England was £316,879
3) What were the key numbers in terms of cinema box office takings, TV viewers, VOD and DVD sales?
4) What was the primary target audience for A Field In England? Does this surprise you? How does it contrast with your answer to question 5 in the tasks above?
The targeted audience was ABC1 18-25 years old, and frequent cinemagoers in the 25-35+ bracket, who might have already been aware of Wheatley's work. The primary audience can be 18 years old where as I said that the audience would be aged 30 and over which is partly correct.
5) What did the report conclude with regards to social media and the marketing campaign? How does this link to our Chicken case study?
The heavy promotion not only ensured that the film would create buzz but also took the interests of some broadcasters. Wheatley would use Twitter in order to keep the audiences interested and also took part in special Q&A's. This is similar to Chicken because Stephenson and Chambers took part in several interviews to give the audiences more of an insight of the film.
6) Finally, what was the BFI's conclusion with regards to the unusual release strategy for A Field In England? Was it a success? What evidence is provided to argue this point?
Yes it was a success because the use of social media increased the word of mouth and that the primary source of awareness among 53% (under 35s) audience was social media. The unusual strategy added to the word of mouth and was quite positive because the film was accessible over all platforms which was easier for some consumers. This maximised the profits and press coverage.
1) Summarise the article in 50 words.
Nick Lacey explore what Arthouse cinema is and it's appeals. He also considers the 'readability' of it and why it isn't as popular. Arthouse films are more difficult to read and are quite artistic. Art house cinema is more concerned with the psychological effects rather than the action.
2) What are some of the suggested audience pleasures for arthouse film?
Some audience pleasures consists of going to see the opera, going to museums and galleries.
3) Why do some audiences struggle with arthouse film? Refer to some media theory here (there are some important media theories discussed in the article itself).
Some audiences struggle with arthouse cinema because Todorov is often absent. This could cause some people feeling confused or frustrated by the narrative in the film because they don't understand what is going on.
4) To what extent is arthouse film only for the middle classes and older audiences? Why might this be the case?
To some extent arthouse films are only for middle class and older audiences because they would understand the narrative more than a younger audience would, an older audience would understand the purpose of arthouse cinema and why it is still being used today.
5) What type of audience would A Field In England appeal to? What about Chicken?
Both films would be aimed at a niche audience who enjoys arthouse cinema. The audience would be apart of the ABC1 group who are considered as middle class viewers. Both audiences would be British consumers who are aged 30 and over. Arthouse films are for a more mature audience who understand the significance of the cinema.
.A Field In England: BFI report on the release strategy and commercial success
1) Read this BFI Insight report into the release and reception of the film. What was the purpose of the report?
The purpose of this report was to measure the performance of the film on all platforms and answer questions regarding the simultaneous release. This report evaluates the performance of an individual film and also tries to explain the context of the release and to suggest lessons for other films trying similar strategies.
2) What was the budget for A Field In England?
The budget for A Field in England was £316,879
3) What were the key numbers in terms of cinema box office takings, TV viewers, VOD and DVD sales?
- Total box office revenues was £51,409
- DVD/Blu-Ray had 2,154 sales
- VOD rental reached over 5,000
- VOD (EST) reached 680 on iTunes
- Film 4 screening reached over 367,000 viewers
4) What was the primary target audience for A Field In England? Does this surprise you? How does it contrast with your answer to question 5 in the tasks above?
The targeted audience was ABC1 18-25 years old, and frequent cinemagoers in the 25-35+ bracket, who might have already been aware of Wheatley's work. The primary audience can be 18 years old where as I said that the audience would be aged 30 and over which is partly correct.
5) What did the report conclude with regards to social media and the marketing campaign? How does this link to our Chicken case study?
The heavy promotion not only ensured that the film would create buzz but also took the interests of some broadcasters. Wheatley would use Twitter in order to keep the audiences interested and also took part in special Q&A's. This is similar to Chicken because Stephenson and Chambers took part in several interviews to give the audiences more of an insight of the film.
6) Finally, what was the BFI's conclusion with regards to the unusual release strategy for A Field In England? Was it a success? What evidence is provided to argue this point?
Yes it was a success because the use of social media increased the word of mouth and that the primary source of awareness among 53% (under 35s) audience was social media. The unusual strategy added to the word of mouth and was quite positive because the film was accessible over all platforms which was easier for some consumers. This maximised the profits and press coverage.
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