Evaluation-Institutions By Matthew de Ath


Their are many factors in the creation of a mainstream or independent film. Many cruical parts of the process are controlled by four things: production, distribution, regulation and exhibition. In the creation of our media horror sequence we had to create a production company, find an appropriate distribution company and regulations, finally finding the correct place to exhibit our film. In this Slide Share I will be evaluating these four factors and how my film fits into the mainstream or independent industry.

Production Company

Production Companies complete the initial phrase of producing a film, this is cruical in the development of a film as they add the creative input to construct the material. The production company develop the film by tasking a director, choosing a cast and crew, filming and editing the images. Production companies are tasked with creating the text so that the distribution companies are able to sell and advertise their product.

Examples of Mainstream & Independent Production Companies

  • Disney
  • Warner Bros Pictures
  • Pixar
  • DreamWorks
  • TriStar
  • Focus
  • Vertigo

Our Production Company Ident

Our Production company was named RED BALLOON FILMS (see ident above). We choose this name due to its links to our films genre and sub genre. 'The Book' is a horror genre film with a physiological horror sub genre, we believed that RED BALLON FILMS linked to the ideologies of children in horror films and the creepy toys they might play with. We thought that we would conform to these ideologies and display some of its features in our name. We created an opening ident, in Adobe After Effects, to be placed in front of our titles to display to audiences our production company importance and our knowledge of mainstream title orders.

We choose RED BALLOON FILMS at the beginning of our project and therefore had very little knowledge on the importance of the company and its cruical role in institutions. After researching more into the production company case studies, we learned more about institutions and more ideal firms to produce our film. We wanted to find a real production company that would suit our films criteria. Such as its; budget, cast, genre, target audience and narrative. Thus we decided upon Blumhouse Productions

Blumhouse Productions

Blumhouse Productions are a production firm that has work on such films as; Paranormal Activity, Insidious and The Purge, all films within our particular genre and sub genre. Due to our film lots of independent features such as; low production value, character driven, niche audience, following atypical/ typical conventions, no sub-plot and being a standalone film. It falls into the independent film category thus no mainstream production company would choose to produce this film, due to the little commercial attraction. Such as Spyglass Entertainment also know for their horror films - 6th Sense. Blumhouse Productions have used similar conventions and have already deep knowledge in the physiological market. The firm doesn't spend more that $5 million on a films budget, suiting our low production cost and budget. We believe that Blumhouse would be a suitable production team to work with because of our films attributes corresponding with the firms niche target audience.

Distribution Company

Distribution is the biggest part of the institutions because the companies complete the advertising, selling and the finance of a film. Providing the large funding needed to production companies to create films. Distribution companies have the task marketing the production, in the process deciding the amount copies of a film must be made, where the films will be shown- in cinemas, straight to DVDs, online and deciding the appropriate target audience. Therefore their end goal is to create the largest worldwide gross possible.


  • Large institution Funds films projects
  • Major distributors, Major/Minors, Independent
  • TV Companies
  • Internet
  • New means of distribution

Examples of Mainstream & Independent Distribution Companies

  • Arrow Films
  • Warner Bros
  • BFI Films
  • Columbia
  • Universal
  • Pinewood Pictures

Entertainment One Films

Entertainment One Films is a Canadian distribution company first founded in 1973. Being a record label un till 2005, the firm starts distribution. Entertainment One put small, independent films onto screens- theatres, digital , DVD and TV. The exhibition from the firm allows production teams to market and sell their films. Entertainment One has worked on The Walking Dead, having worked in the horror genre. They are known for being the largest independent, multi-territory distributor. We thought that this would be a successful firm to distribute our films due to its wide range of exhibition options. We wanted an independent distribution company due to mainstream firms wanting films that are easier to sell, films that can be trusted to be invested in and create profit. Mainstream films are films that have minimised risk, in contrast to independent films.

We thought that for 'The Book' the exhibition of the film should be a straight to DVD release to its niche genre and narrative. We believe that from this the film would in long term create profit, instead of having a wide release like most conventional mainstream films. We additionally thought we could use Entertainment one to exhibit our film at films festivals, a conventional way for independent films to market their films. Films festivals such as the London Film Festival (London Film Festival), allowing for our niche audience to see the film and advertise it through word of mouth.

Entertainment one is additionally a media conglomerate allowing for our film to gain partnerships with other Entertainment One departments. We can advertise our film through their separate departments for example their Television sector, spreading the marketing of the film.

Here are the features that make our film independent and appropriate for an independent Distribution company and a DVD release...

  1. Low Production values
  2. Character driven
  3. Ncihe audience appeal
  4. Atypical/typical conventions
  5. No sub-plot
  6. Complex Sense of good and evil
  7. Limited special effects
  8. Standalone film
  9. Convergence used

BBFC Certification

BBFC is the UK's official regulator for film and video, they provide the correct age ratings to media so that children are protected against inappropriate text. Rating films from U, PG, 12A, 12, 15, 18, R18. They have legal power to rate and reject work to protect people from harm and illegal material. All ratings and decisions are based upon public consultation and their strict guidelines.

'The Book' has a very niche target audience due to its genre and narrative. (Here is a link to a blog post I created suggesting the correcting target audience https://deatm003.wordpress.com/2017/01/15/target-audience-horror-genre/). We concluded the appropriate target audience was between the ages of 15-25 with no specific gender. I think our film should be placed at a certification of 12A due to its graphic images and iconography that might be disturbing for younger audiences. Furthermore, a younger audience would struggle to understand the narrative, due to its phycological sub-genre. Conventional modern horror films certification is placed at 15 due to its negative themes which a younger audience might find upsetting.

After looking through BBFC guidelines we have seen that our film does not have 'strong language or violence' and therefore a 15 certification is not needed. Additionally stating that 'There may be moderate physical and psychological threat and horror sequences.' We rated our films to protect younger audiences, as they know what to expect.


Exhibition is the process of showing a film to an audience, there are multiple forms in which this can be done: cinema, DVD, TV, Internet. Mainstream films are exhibited in cinemas to create large revenue. Mainstream films have enough money to exhibit films in cinemas, from exhibiting films in cinemas they can reach a broader audience compared to other forms of exhibition. During modern times exhibition through the internet has become more mainstream and expensive. Furthermore, TV prices for exhibition is high and typical only for mainstream films, due to TV exhibition having varied target audiences. Therefore our group thought we should exhibit our film by straight to DVD release.

DVD release is a cheap and cost effective of exhibition. Compared to other forms of exhibition DVD release creates profit in the long term not in short like cinemas. Thus, the film can slowly increase its profit years after its release compared to large mainstream films which receive their majority of revenue from the opening weekend. We also considered using the internet, convergent platforms such as Youtube Red. But this service has not had great reviews and had a decline in audiences. We wanted higher higher revenue to cover our predicted production cost so ad revenue from just Youtube was also not possible. Finally, we thought we could use Netflix or Amazon Prime due to their growing popularity and large audience. But found the cost of exhibition would be too high.

Created By
Matthew de Ath

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