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

FILM INSTITUTIONS• In the film making process, there are 4 steps: production, distribution,

marketing and exhibition. A film distributor is responsible for the exhibition 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.

INDEPENDENT FILM FESTIVALS• Compared to blockbuster films represented by conglomerate company

like ‘Universal Studios’, Independent films have a completely different technique of getting recognised as they usually lack the funds compared to films produced by vertically integrated companies. 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 horizontally integrated companies 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.

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.

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.