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

2. 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.

3. 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.

4. 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.

5. 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.