A Field in England, tried to break the Hollywood model of distribution by becoming the first film in the
UK to launch simultaneously across all platforms – VOD (4OD and iTunes), free broadcast TV (Film4), DVD,
BluRay and cinema (17 Picturehouse venues). You may have heard about it – and then again you may not.
Because, as Mark Ramey will explore in this article, film distribution is a high-risk battle for revenue, with
the major Hollywood studios packing the biggest punches.
A Field In England's wasn't typical and was very unique in its release. A Field In England was the first film in the UK to launch simultaneously across all platforms that includes TV, DVD, Cinema, BluRay etc. This made this film very unique and different because it's release was very different because it was the first ever film to do this in the UK. This was a promotion method because it meant watching the film was easily accessible so many people would watch it which would increase its success and popularity across the UK.
Although it was very popular and gained a lot of notice during its period for being the first UK film to have launched simultaneously it states in the article that ‘‘£184 million of this was allocated to media advertising, the rest on film prints, advertising production, publicity, premiers and related costs.’’ This meant the whole promotion and advertising of the film was very costly. Which effected their profits because costs were high which meant it would've affected the profit depending on the revenue of the film itself.
What are the advantages to releasing the film across all platforms on the same day?
One of the biggest advantage for this type of release is that it will bring the film itself a lot of recognition and popularity because the fact that it is releasing across all platforms makes the movie more accessible to people and more people would have recognised it because they've seen it come up in many different platforms which makes it more known as a brand.
What are the disadvantages to this approach?
There is one main disadvantage to this approach that caused the field in England to be set back and do worse than it could've done. The fact that it is broadcasted all at once makes it more available however accessing it for free will be more of an option for the audience because they are able to get a hold of it online. If it was only put in cinemas for a certain period of time then it may have been more successful. The fact that people are able to get it for free makes it worthless because the movie itself is not generating much revenue so its expenses for advertising etc. may overshadow the revenue which will cause the movie gain not much profit if any at all.
What target audience would A Field In England be aimed at? Demographics and Psychographics.
Their main target audience will have to be people that are into the media and are very updated in terms of their social media because their promoting and distributing of the movie is mostly around the media whether that be online or on billboards. However people that notice media are the main people who will notice the popularity of the movie so will probably be the right audience that they are aiming the movie at.
Do you think all films in future will be released across all platforms simultaneously in future?
No, I don't think that this will be the case at all because as we saw the field of England struggle majorly to gain and generate any revenue because it allowed easy access to the audience for free so films that are released across all platforms are likely to be less successful because they may not produce much profit which will cause less films to look at this as a way to release their movie.
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