3. What kind of media institution might distribute your product and why?

Due to the genre and themes of my production I believe that the companies that are most likely to be interested and appropriate in distribution and exhibition of my film are likely to be a more specialist independent British company which will appeal to and target a niche market audience. Because the production falls into such a specific target audience I feel that a conglomerate company would not distribute in ways which would convey the production effectively in line with the key theme. This is because they are more likely to try and attract a larger audience where they would most likely focus on the male friendship to give the film a happier and less shocking representation of today’s working class society to attain a commercial success. With this in mind I believe that a company such as Optimum Releasing would be a fitting distributor to my production. I came to this conclusion through their connection with the film “This Is England” as this was an important influence over my own production and its content.

I have targeted my film hypothetically at the distribution company Optimum Releasing because I believe they will give the connotations in their distribution scheme which will enable audiences to realize the content and narrative intended. A company such as Optimum Releasing will also work on attracting the genre’s typical and niche target audience ensuring the success of my production. The use of a company such as this will also enable me to retain creative control over the production as they are not likely to cut the film to ensure mainstream success and gross profit. This ultimately will mean my film will retain the imagery and integrity which are the foundations to the message it is trying to convey to a niche target audience who are likely to be receptive and appreciative of the themes and generic hard hitting conventions of the genre.

Distribution companies such as Optimum Releasing and also the independent film production companies have, in recent years, embraced the digital technological advances in the film industry. Therefore, as my production may not achieve mainstream success the distribution and exhibition of it will need to be managed in an innovative way through a variety of mediums to enhance the size of my potential audience to ensure commercial success. Films such as “This is not a Love Song” have found success through being developed, produced and exhibited using digital technology to increase the availability to its target audience and possibly to create a new audience. Also, the independent companies are considering using digital technology as a standard which will aid the development of the genres they deal with and this could be a positive impact upon my production’s distribution success.