IDB film industry processes Flashcards
above the line marketing
advertising messages that are broadcast to the massses without any specific target
below the line marketing
advertising messages which are highly targeted towards a specific niche
production
the process of producing the film: pre production (shooting) and post production (editing, special effects）
distribution
the process of a film being distributed ready for exhibition, coming out
exhibition
the process of a film being shown for example in cinemas
who directed IDB?
Ken Loach
Sixteen films industry context
- Ken Loach started this small independent production company
- they partnered up with a french production company called ‘why not productions’ who agreed because they like his work
- these companies are only production, but not distribution so eOne productions marketed and distributed the film
- these companies still did not provide enough funding for the film so the BBC and the BFI helped with this.
Ken Loach context
- main genre is social realism
- this is a niche genre that is not very popular
- this centres around british issues
- he has won awards for this in the oscars and is well known globally as well as in britain
- this attracted many production companies such as why not productions
- Ken Loach is the unique selling point
The BBC and the BFI like to fund projects which are:
(this impacted the film because it was required to meet these needs)
- innately british
- niche/alternative
- culturally significant
- show aspects of British culture to the world that they might not have seen
- educational
what did the low budget mean?
- low budget so was filmed in real houses and on the streets
- no extras in public scenes, it is real people
- small actors, this also adds to the social realims effect because it is not someone you will have seen in a different film
- mainly improvised, so they’re not restricted to a script
the BBC is a public service broadcaster, which means that:
- be informative/educational as well as entertaining
- show diversity (experience of poverty for different types of people eg single mothers, children, ethnic minorities)
- show new talent (this is shown in the small actors in IDB)
what is Ken Loach’s political perspective?
- anti-conservative, very left wing and looks at the negative impacts of government social policy through his films
- this means that the film is impacted by this ideology, such as the impact of austerity measures
- this is also shown in the marketing
regional british films
- regional british films are hard to sell because there is little global exposure to these areas as well as strong accents
- it did better in countries which could have dubs or subs
marketing for the film (audience)
- used many traditional analogue forms like posters, trailers and newspapers (the daily mirror- LEFT WING) which may be familiar with the older target audience (45ish)
- social media lets the left wing younger fans do the rest (apply Jenkins)
- the Palme D’Or is mentioned, which is awarded at the cannes film festival to more niche films, which would engage an audience looking for a culturally significant film
- eOne used, low budget, high impact ‘guerilla marketing’- this can be controversial and sometimes illegal (projections)
- this was all over social media and the news, and in London (houses of parliament)- this attracts a British as well as global audience because there could be tourists or people could see it online
- this also conveys the political message
- this was based in the North as well so it targets anti-conservatives because they were likely to be living in poverty due to thatcher’s gov
premiere of the film
- was in the north
- Jeremy Corbyn came who wrote an article about this in the mirror, he is left wing
- the paparazzi supported this publicity by photographing them
