FilmFour is a British film production company established in 1982 to finance British films. It was originally known as Channel 4 Films and was part of Channel 4's mandate to experiment and cater to underserved audiences. FilmFour now funds around 20 films per year, many by first-time directors or screenwriters. They look for distinctive films that will stand out in the competitive film market. Television premieres air on FilmFour Channel and Channel 4 two years after theatrical release. The document discusses the marketing of Trainspotting (1996) and Slumdog Millionaire (2008), both funded by FilmFour and directed by Danny Boyle. It also covers issues FilmFour faces such as competing for cinema space and adapting to changing viewing habits with new

1. FilmFour
exam prep

2. FilmFour
 A British production company – finances British films
 1982 – 1998 known as Channel 4 film
 Part of channel 4s remit was to experiment and innovate
and cater for audiences not addressed by other channels
 Nowadays they fund around 20 films per year
 A number of films are by first time feature screenwriters or
directors
 They look for distinctive films which will make their mark in
a competitive cinema market
 Television premieres on FilmFour Channel and Channel 4
2 years after theatrical release

3. 1996
Starring Ewan McGregor in his 2nd
film
Directed by Danny Boyle a British director
A co-production with Figment Films,
Polygram and The Noel Gay Motion
Picture co.
Budget $3,500,000

4. Research the marketing of
“Trainspotting” (Boyle 1996)
Trailer
Born Slippy
Perfect Day
Choose
'Motion Type"

6. Marketing
David Aukin, Head of Drama at Four
Films “it isn’t really about drugs…it’s a
buddy movie”
US critics compared the movie to
Kubricks “A Clockwork Orange” (1971)
Both are anti-social-realist films dealing
with subjects – gangs, violence, drugs –
which are stylised and fast-paced.
Both are independent films which shocked
the critics and audiences

7. Marketing
However “Trainspotting” was more an object of
youth culture or popular culture than it was
cinematic
Britpop was “Trainspotting”'s main vehicle to
integrate youth subculture into popular culture.
Polygram put large sums of money into a
sophisticated marketing and branding strategy
including posters and a soundtrack
Knew film would appeal to clubbers and ravers so
targeted these – Underworld’s Born Slippy
became a massive hit from the soundtrack
Film gained distribution in the US although it did
need subtitles

8. Synergy
The ‘brand’ Trainspotting
Soundtrack
Posters
DVDs
Copied of the screenplay
Reprinting of Welsh’s novel featuring the
poster on the cover
Music cross-promotion

9. “Slumdog Millionaire” (Boyle 2008)
2008
Funded by Film4
Co-production with Celador and Pathe
Directed by Danny Boyle
Budget $15,000,000
Trailer

10. Representation and Cultural Identity
FilmFour films explored and developed
ideas of cultural hybridity
“East is East” (O'Donnell ’99)
The first British film representing hybrid
and ever changing cultural and social mix
in Britain making it into mainstream
multiplex cinemas.
“Brick Lane” (Gavron ‘07) won a BAFTA

11. Problems
“One of FilmFour's biggest problems has
been competing for cinema space with
multinational film companies, whose films
account for more than two thirds of UK
box office takings. FilmFour blames the
poor box office results on its lack of clout
in the distribution market rather than the
quality of its films.” (BBC on Film Four
Partner Search)

12. Film Four channel
Originally only subscribers could access the
channel
The company wasn’t making enough money
through subscriptions alone
Relaunched the channel in July 2006 as a
freeview channel
Believed they could make more money
through advertising
Has become the Uks largest free film
channel available to 18 million homes

13. Changing patterns of consumption
Young people are increasingly watch films
on small screens using various models of
DVD players
Cinema admissions in Britain fell by 4% in
2005 and US box-office by 9%
Trend towards home consumption began
in the 1960s when studios realised they
could use television to show films long
after they had passed their sell-by date in
the cinema

14. VHS to DVD
1970s VHS was introduced
1980s satellite was introduced
DVDs have pushed VHS out of the home
What are the advantages of DVD over
VHS?
What are some drawbacks for the
studios?

15. Synergy
Massive corporations may be able to
Publicise and advertise their films via their
own print, sound and visual media arms
Put out associated books and music,
again from within their own organisation
Show their films via their own various TV
and cinema outlets

16. Film Four and synergy
A major issue for Film 4 is that it does
NOT own its own exhibition theatrical
chain
What issues might this raise for Film 4?
Synergy was not always apparent at the
company as in 2003 Ali G went to Working
Title!

17. New technologies and the consumer
An improved overall experience as a result of better
sound and images reproduction
A heightened emotional experience as a result of a
stronger sense of empathy with characters who in
some way seem more real
Enhanced spectacle
Improved ease of access
New, easier and intensified ways of using film to
pleasure themselves e.g. IMAX
Enhanced intellectual experience
The chance for new, ever cheaper and more compact
devices to make films for themselves

18. New technologies and the film industry
The chance to repackage and resell old
products, esp cult films, thereby establishing
a new audience base for an old product
An opportunity to place products for sale in a
new ‘window’ thereby lengthening the
commercial life of each film
The chance to encourage multiple purchases
of essentially the same product
A means of still managing to make profit on
films that initially perform poorly at the box
office

19. New technologies and the cinema experience
New technologies have always added to
the cinema experience
The size/quality of the spectacle have
been enhanced

20. “Slumdog Millionaire” – Blu ray
Boyle and Patel take the audience
through the backstreets and countryside
of India
Interviews with Beaufoy
Deleted scenes
Making-of
Music video for ‘Bombay Liquid Dance’
Trailers
Short film entitled ‘Manjha’