Monday, 21 March 2011

4.3.2.1 Marketing Strategy (Universal)

Online

  • Facebook Page and App (App had poor useage; only 1364 uses - 10% of the minimum 12000 as a target)
  • YouTube
  • Twitter
  • Windows Live Messenger
  • Advertising on findanyfilm.com, Google, YouTube, Myspace, MTV, w00t!Network, MSN messenger and Channel 4's 40D.



Offline

  • TV Spots
http://www.ukfilmcouncil.org.uk/media/pdf/m/d/4.3.2.1_case_study.pdf

Monday, 14 March 2011

How did Momentum Pictures Market and Distribute the Film?

The King's Speech is not a mainstream film and is an irregular topic for a movie; it is not normal for the Royal Family to be a subject of the film. With a relatively low budget of £9,232,500, it was considered to be "art house". However, due to the film featuring well praised actors; Colin Firth, Helena Bonham Carter, Geoffrey Rush, Guy Pearce & Michael Gambon, it was considered that the film could be highly successful and worth the marketing.


Many TV interviews took place to help market the film; most being taken by Colin Firth, Geoffrey Rush and Helena Bonham Carter being the 3 most highly regarded members of the cast. By using such famous actors, it interests those watching the interview, making them want to go and see the film. This helps to spread the word about the film, before it is even released, increasing interest and making people keen to see the film.


This interest is carried through to when the trailers are released in countries worldwide to help promote the film even further, and create more interest for the audience, increasing popularity. The release dates may also be strategically placed so that it will coincide with award ceremonies and film festivals; in this case, it did, winning 121 nominations and 21 awards in total.


This interest will generate word of mouth online too, leading to the film becoming a popular interest on search engines such as Google. Reviews and articles will help this word of mouth; particularly with The King's Speech receiving such high ratings; such as 95% on rottentomatoes and 8.4/10 on IMDB. Such high reviews encourage people to see the film.
Most of the posters of the film show either Colin Firth or the 3 actors together, because they are the most well-known and help to generate word of mouth.



Monday, 7 March 2011

The King's Speech

  • Momentum Pictures distributed the King's Speech
  • Slumdog Millionaire was a massive British Film Industry hit having an opening gross of £1.3 million. Overall Slumdog Millionaire grossed £32 million.
  • The King's Speech made £3.5 million in it's opening gross.
  • On it's opening night it made £40,000 at London's Chelsea cinema, and breaking house records at the capital's Curzon Renoir and Richmond. The top six sites were all in London, led by Odeon Leicester Square (£106,000), Vue Westfield (£51,000) and Vue Islington (£45,000). Top regional site was Odeon Guildford, with £28,000 (a middle class british, target audience)
  • The UK Film Council has been axed. BBC Films and Film 4 wouldn't fund the film; so if the UK Film Council didn't exist, the highest grossing British Film if all time would not have been made.
  • 3 ways to guarantee success: Marathon Publicity effort, strong critical support and positioning by the distributor.
  • The UK gross of a film in sterling will usually be around a 10th of the US figure in dollars.
  • The Guardian's Blog
  • The King's Speech was funded by 6 independent production companies.


5 Extra Facts:
    • It had a budget of £9,232,500.
    • It won 21 awards and 112 nominations.
    • There are 2 versions in the US; Restricted & PG-13
    • Writing for the film started in 2002.
    • The UK Film Council offered £1million in production costs
    Issues in the British Film Industy

    Sunday, 27 February 2011

    What Do You Believe Are the Most Influential Institutions in the British Film Industry and Why?

    In the United Kingdom there are three main institutions in the British Film Industry, these are: the British Board of Film Classification (BBFC), the UK Film Council and the British Film Institute.

    The BBFC has a strong influence on whether a film will be a flop or a success. If a film is aimed at a young audience, but is rated an 18, then the film could potentially become a flop due to the film not meeting it's target audience. On the other hand, if this problem occurs causing controversy, the film may be edited so that a version can be shown to a younger audience. For example, the success of the King's Speech worldwide made it more appealing to younger audiences, however in the United States the film was rated R (17 or over) for the use of strong language. Director Tom Hooper argued that it was speech therapy and should be exempt from the rating, a conclusion was made to create a "swear-less" version of the film so that a younger audience can see the film. This shows that Film Classification Boards can strongly affect the financial success of a film.

    The UK Film Council was created in 2000 with government backing to help train and fund new British film making talent.  It has backed over 900 films, shorts and features generating over £700 million worldwide. For every pound taken by the Lottery funding money, £5 has been made, proving success. Inward investment from co-chairmen Tim Bevan (Working Title) and Tim Cagney helped the institution gain the money needed for production costs. The UK Film Council is good because it helps give support to film makers that show talent but don't have the money to produce it, a prime example of this would be Kidulthood. 

    The UK Film Council works closely with Working Title (due to Tim Bevan being the co-chairman) and it is often the case that Working Title will be the production company for films being made through the UK Film Council. It has also worked with SeeSaw Films in the recent production of "The King's Speech" which reached a wider audience through the funding of the film council leading it to become an award winning success.

    The BFI was created in 1929 with objectives to use films in education, to develop a public appretiation of film and to establish a "permanent central agency" for these aims. Today the BFI has it's central base at Southbank, London with an IMAX cinema and it organises the British Film Festival every year to help showcase the finest of Britain's films. The BFI's aim is to help the films reach a wider audience helping the film with financial success.

    Overall, it is clear that the UK Film Council is most influential in the British Film Industy, giving funding and support when needed to ensure that the film is a success at reaching it's target audience.

    Thursday, 17 February 2011

    SeeSaw Films

    SeeSaw is an independent movie production company based in Sydney and London, founded in 2008 by Emile Sherman and Iain Canning. SeeSaw has film finance deals with both Paramount Pictures and Momentum. 


    Filmography:

    • Control
    • $9.99
    • Disgrace
    • Candy
    • Hunger
    • Linear
    • The Tour of the Universe
    • The Kings of Mykonos
    • Oranges & Sunshine
    • The King's Speech

    Tuesday, 8 February 2011

    Working Title Films

    Who set it up and when?
    Working Title films was set up by Tim Bevan and  Sarah Radclyffe in 1983. Sarah Radclyffe left and was replaced with Eric Fellner


    What were they first successful with? How much money did they make?

    Filmography
    About a Boy 
    Ali G Indahouse
    Atonement
    Bean
    The Big Lebowski
    Billy Elliot
    Blood and Ice Cream Trilogy
    The Boat That Rocked
    Bob Roberts
    The Borrowers (1997)
    Bridget Jones's Diary
    Bridget Jones: The Edge of Reason
    Burn After Reading
    The Calcium Kid
    Captain Corelli's Mandolin
    Catch a Fire
    Chicago Joe and the Showgirl
    The Comic Strip
    Dead Man Walking
    Definitely, Maybe
    Drop Dead Fred
    Edward II
    Elizabeth
    Elizabeth: The Golden Age
    Fargo
    For Queen and Country
    40 Days and 40 Nights
    Four Weddings and a Funeral
    French Kiss
    Frost/Nixon
    Gone
    Green Zone
    The Guru
    The Hi-Lo Country
    Hippie Hippie Shake
    Hot Fuzz
    How to Talk to Girls
    The Hudsucker Proxy
    Inside I'm Dancing
    The Interpreter
    Johnny English
    Johnny English Reborn
    Loch Ness
    London Kills Me
    Long Time Dead
    Love Actually
    The Man Who Cried
    The Man Who Wasn't There
    Map of the Human Heart
    Mickybo and Me
    Moonlight and Valentino
    Mr. Bean's Holiday
    My Beautiful Laundrette
    My Little Eye
    Nanny McPhee
    Nanny McPhee and the Big Bang
    Ned Kelly (2003)
    Notting Hill
    O Brother, Where Art Thou?
    Panther
    Paperhouse
    Paul (film)
    Plunkett & Macleane
    Posse (1993)
    Pride & Prejudice (2005)
    The Return of the Borrowers
    Robin Hood (1991 film)
    Romeo Is Bleeding
    Rubin and Ed
    Sammy and Rosie Get Laid
    A Serious Man
    The Shape of Things
    Shaun of the Dead
    Sixty Six
    Smokin' Aces
    Smokin' Aces 2: Assassins' Ball
    The Soloist
    State of Play
    The Tall Guy
    Thirteen
    Thunderbirds
    United 93
    Wild Child
    Wimbledon
    Wish You Were Her
    A World Apart
    The Young Americans

    Critical Successes

    Financial Successes

    How did they effect the reputation of the UK film industry?


    When and why did they make their deal with universal?


    Should all UK production companies do this?