'Distributing A Field In England' - MediaMagazine #47 - pg19-21
July 2013 saw the radical release of A Field In England, an art-house film by auteur Ben Wheatley. The release broke the orthodox Hollywood model of distribution by simultaneously launching the film for availability across all platforms: VOD (4OD and iTunes), free broadcast TV (Film4), DVD, Blu-Ray and cinema screening. A Field in England was made for a £300K budget with partners from UK TV in Film 4, Picturehouse Ent., and the BFI Distribution Fund - which supports using experimental release models. Being an art-house films, the producers saw it appropriate to make it available on these platforms at once as it will draw a larger combined audience and allow the film to be watched with greater accessibility. The diverse release strategy has demonstrated the possibility of certain films to benefit from this as the opening weekend accumulated £21,99 and drew a TV audience of around 280,000 viewers. Moreover, the multiplatform launch generated a buzz across Twitter, earning A Field In England the accolade of the top trending topic - generating mass coverage of the campaign on launch weekend,
How was A Field In England’s release different to typical film releases?
A Field In England was released simultaneously on multiple platforms including VOD, DVD, Blu-ray and Cinema.
What are the advantages to releasing the film across all platforms on the same day?
What are the advantages to releasing the film across all platforms on the same day?
Makes the film more accessible for viewers who may miss the cinema screening on the week of its release at the cinema screens.
What are the disadvantages to this approach?
What are the disadvantages to this approach?
The film may produce a lower weekend box-office due to its availability across different alternative platforms.
What target audience would A Field In England be aimed at? Demographics and Psychographics.
What target audience would A Field In England be aimed at? Demographics and Psychographics.
Equal male-female split aged between 20-50 from an ABC1 classification; psychographics: Resigned, explorers, reformers.
Do you think all films in future will be released across all platforms simultaneously in future?
Do you think all films in future will be released across all platforms simultaneously in future?
No. High-concept hollywood blockbusters will continue to have separate releases for the opening cinema screening and the DVD/Blu-ray/OD releases.
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