A Field In England case study


Read the Media Magazine feature on A Field In England in Issue 47 and create a blogpost called 'A Field In England case study'. You'll find the article in our Media Magazine archive - click on MM47 and go to page 19.

1) Write a 100 word summary of the Media Magazine article.
A Field in England’s audacious approach to distribution certainly generated media interest and debate about the future of the current Hollywood model, with its staggered release windows across various platforms, often taking months. However, A Field in England’s simultaneous release is not simply a gimmick. Although the model of mainstream releases described above is clearly working for the Big Event movies, times are possibly changing.

2) Read the following pages on the official website for A Field In England and write a one-sentence summary of each. Each page provides explanations of the unique release strategy that the institutions behind the film chose: 
  • Industrial Evolution: Producer Andy Starke on the music industry influences informing A Field In England’s release strategy. This approach involved a simultaneous release – in cinemas, on DVD and all the rest. The idea evolved from observing really big global brands in the music industry who were signing on to labels that employ ten people. "Our focus is on trying to structure a deal so that at least some of the money trickles down to the people that make the art, and embrace the new technologies rather than running scared of them."
  • Screening/radical release: Commissioning Executive Anna Higgs on the ground breaking release plans for A Field In England."All in all, this release is a bold experiment."
  • Audience:
    A    nna Higgs discusses where A Field In England sits within British cinema and how it will reach its intended audience for the film.
3) How was A Field In England’s release different to typical film releases?
A Field In England was different as it was released on all platforms including cinema, DVD, and TV.

 4) What are the advantages to releasing the film across all platforms on the same day?
An advantage of this is that it receives optimum coverage and therefore will reach out to a wide audience.

5) What are the disadvantages to this approach?
A disadvantage of this approach is that it may discourage many viewers from going out to watch this film in cinemas, as they can view it for free at home on their TV's. This would result in less money going towards distribution.

6) What target audience would A Field In England be aimed at? Think about demographics and Psychographics.
This film is an art-house cinema film, therefore the audience would be widely ABC1, older, niche, more intelligent and educated viewers who appreciate the artistic aspect of movies like these.

 7) Do you think all films in future will be released across all platforms simultaneously in future? Why? What role will technology play in film distribution?
Technology will definitely play a massive role in film distribution, but this approach may not always be successful. This particular film was an arthouse cinema film, therefore the audience are very passionate about film and the distribution method would not stop them from going out and paying to see the movie in a theatre instead of watching it at home for free. Essentially, the outcome of this technique can be good or bad depending on its target audience.

 8) Why was Chicken unable to use such a release and distribution strategy when it was made in 2014?
This was not possible for Chicken, as Chicken found it difficult to find someone who would be willing to distribute the movie.

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