media institutions

1. WHAT TYPE OF MEDIA
INSTITUTION MIGHT DISTRIBUTE
OUR MEDIA PRODUCT AND WHY?

2. FILM INSTITUTIONS
• In the film making process, there are 3 steps: planning, producing and advertising.
A film distributor is responsible for the marketing and advertising of a film. The
distribution company is usually different from the production company. A distributor
may do this directly, if the distributor owns the theaters or film distribution
networks, or through theatrical exhibitors and other sub-distributors. Without the
film institution, the product would struggle to produce revenue/profit as it hasn’t
generated an attraction for the target audience.

3. INDEPENDENT FILM FESTIVALS
• Compared to blockbuster films represented by company's like ‘Universal Studios’,
Independent films have a completely different technique of getting recognised as
they usually lack the funds compared to blockbusters. An example of gaining
recognition for independent films is through attending and participating in
independent film festivals such as ‘Raindance Film Festival’ and ‘London
Independent Film Festival’. These festivals give the opportunity for film distributors
the opportunity to witness the independent films whilst giving the producers of the
product a chance to attract film distributors willing to represent and market their
product. This method of showcasing our product is a good opportunity to advertise
our media product to film institutions. However, it is known to be a struggle to be
represented in these film festivals unless you have connections towards the
organisers.

4. NEW MEDIA
• A survey conducted this year, by Celie O’Neil-Hart and Howard Blumenstein, show
that ‘6 out of 10 people prefer online video platforms to live TV’ leaving a massive
opportunity for independent films to be showcased and advertised by company's
like ‘YouTube’ and ‘Netflix’. It is also reported that by 2025, half of viewers under
32 will not subscribe to a pay-TV service meaning online media is controversially
taking over standard television giving an easier opportunity to independent film
representatives to generate revenue and profit from their media product. In order
to generate money of new media like ‘YouTube’, the are mid-roll adverts inserted
throughout the video, allowing the owner of the product to make ad revenue. It was
reported in 2013 that $7.60 was earned per 10,000 views, making YouTube an
effective way to create a profit. Also, YouTube is an easier alternative than making
an effort to go to the cinema as it is easily accessible on any device and
completely free to watch whereas an average cinema ticket will cost around £5-
£10 but, because the cinema tickets are more expensive, it allows the blockbuster
films to generate massive profit based of the attraction of the film.

5. CONCLUSION
• Based on the facts and statistics I’ve discussed, I believe that the best option for
an independent film to make revenue off their product would be to run through
online services such as ‘Netflix’ and ‘YouTube’. This would be the best option for a
independent film because they would lack connections to major company's,
making it a struggle to represented by them because of the lack of funds whereas
uploading onto online services is proven to be more popular than live TV and is
still growing, allowing our independent film to gain the most views and attraction as
possible.