Media Institutions Molly Rose

There are four parts to the making of a film- Production, distribution, exhibition and regulation. A media institution is an organisation involved in the production, distribution, exhibition and/or regulation of a media text. Examples of Media institutions include the following:


Production Companies- These are the institutions that are responsible for the initial phase of making a film. Warner Bros. & Universal Pictures are both examples of production companies. Production is the actual construction of the text and the production company are responsible for developing the and script, selecting the director for their film, allocating a budget, casting and the filming of the text. Post-production they also have the role of editing. some people say that production companies are the most important institution involved in the process by which films are made as without them there would be no film.

Distribution companies-They finance the production companies during construction and any editing done post-production. Production companies will pitch their idea of a film to the distribution companies and they will look at who the target audience for the text and see if they are are a demographic that they can sell to they'll begin their marketing campaign. As well as financing the film they're also responsible for marketing and distributing it to cinemas and retailers. Only 1 in 5 films produced in Hollywood make box office, so the marketing campaign has to be successful. Distribution companies will advertise their films in magazines, on bus stops, billboards, television ads and most typically through film trailers. Recently distribution companies have been using more atypical methods to advertise films, they're using the internet a lot more now as it is becoming the norm.

There are many different types of distribution companies. The two main types are major and independent. Major distribution companies, such as the 'big six'- Disney, Universal, Warner Bros., Sony, Paramount Pictures and 20th Century Fox, are all in Hollywood and go for films with a large target audience that they can advertise to. They supply the production companies with huge budgets and have global advertising campaigns. Independent distribution companies, such as Studio Canal, go for films with more original narratives and smaller budget costs. These films normally have a niche target audience and so they are more suited to the independent companies as they have targeted advertising campaigns.

Which Production company and why?

We have chosen to stay with the production company that we created called Megaworks. We chose this production company because our piece has been made with a very small budget and we feel that a major/minor is best for our film as they specialise in films that conform to the conventions of mainstream & commercial and independent films. Our film has conventions that are split evenly over these two different categories and so we fell that a major/minor production company such as Megaworks would be best for our film.

Which Distribution company and why?

After doing research we decided that our film would be best distributed by Fox Searchlight Pictures. This is because they are a major/minor who specialise in the distribution of independent and British films. They are also the sister company of the major distributor 20th Century Fox, this means that they will have some knowledge with how to distribute to a mainstream audience, and as our film features some conventions of a mainstream film we can see this as being useful. We also found out that they distributed 28 Days Later, a zombie film that features a sort of narrative enigma that can be found in our film, so we feel like they're the right choice for us.


Exhibition is the retail part of the film industry. Exhibitions of films can be done in various ways: cinema premiere, live streaming, on Television and by a DVD only release. We have decided that we will exhibit our piece using a DVD release as well as streaming on YouTube and releasing in selected independent cinemas. The reasoning behind this is that our film is appealing to a niche audience who enjoy watching zombie films with certain ideologies, therefore a typical cinematic release would not suit us as the cinemas would probably not sell out and leave us with the expenses hurting our profit margins whereas an independent cinema attracts our target audience as they appeal to the niche audiences. It is also down to typical cinema screening becoming outdated and online streaming now becoming the archetypal way to watch films in this day and age, especially with young adults and teenagers, who are the age group of our target audience.


The regulations of films in the UK is done by the BBFC, British Board of Film Classification. After reading through the guidelines set out by the BBFC we have decided that our film is a 15 as they state for a 12A "There may be moderate violence...There should be no emphasis on injuries or blood" and in our film their will be emphasis on blood and injuries to as that is a archetypal convention of the genre.


Created with images by Republica - "camera vintage retro" • Steve Snodgrass - "Cinema"

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