A Field in England

Media magazine article-

This article is about how the film was distributed, it explains the different strategies that were used in order to make the film known. It is an art house film so its aim is more aesthetic rather than making profit. So it states the aim was to release the film in about 11 or 12 small cinemas at the same time as releasing the DVD and putting it on TV so the audience can enjoy the film and the message in it. The distributors wanted to get the widest audience for this art house film so it stayed in the small cinemas for longer as there was no worry for bigger blockbuster movies to be out in cinema for longer ruining the chances for people to go and watch ‘A Field in England’.

1.       How was A Field in England’s release different to typical film releases?

This was different to typical film releases because the distributors released the film in cinemas at the same time they released the DVD and put it on TV on Film4. They said it’s the evolution of the system and technologies and that people do not want to go to the cinema sometimes, they would rather watch it at home and then if they enjoy the film they may buy it on DVD and would not have to wait.

2.       What are the advantages on releasing the cross platforms on the same day?

An advantage would be that these types of art house movies could stay in cinemas for longer and can find their target audience. They can also market the whole campaign at once for the movie instead of separate ones for the DVD release and for the cinema release, this may also save movie. This could intrigue people to watch the film because it is an interesting and unique way to release the film.

3.       What are the disadvantages for this approach?

The disadvantages for this approach would be that the film may not make enough profit even though that is not the aim for an art house film. It would decrease sales in DVD’s as it would be on TV and people will be able to record the film at home or watch it on demand rather than buying it.

4.       What is the target audience for A Field in England?

The target audience from a psychographic group for this film would be explorers because art house films have a niche audience which means it would not appeal to many people, therefore explorers would like to give new things a go such as watch these films to see if they are any good. The demographic group would be C or B who would be middle class and have skilled jobs or are in university probably studying art or history.

5.       Do you think all films in future will be released across all platforms simultaneously in future?  

      I do not think all films will be released across all platforms similar to how ‘A Field in England’ was released because many other movies such as blockbusters would want to make revenue from releasing the DVD separately for example months later after it is released in cinema. Many high budget movies make most of their profit from when it is released in cinema. However they may use this technique to stand out for being unique or if their aim is not to make profit but it makes it more aesthetic.