A FIELD IN ENGLAND (Ben Wheatley UK 2013)CASE STUDY

About the filmhellipbull A Field In England is a genre ndash busting film set in the English Civil War

directed by Ben Wheatley a cult director who at the time had directed Down Terrace Kill List Sightseers and has since gone to direct High Rise and Free Firebull Shot entirely in black and white with a small cast in just 12 daysbull Unconventional mixture of narrative setting themes genre

Fundingbull The filmrsquos budget of pound316000 was financed by Film4rsquos Film40

division Film4 had been a major supporter of Wheatleyrsquos earlier projects The low budget nature of the film fitted Film40rsquos innovative model Film40 was created to find new ways of connecting talent and ideas to audiences using digital technology The low budget also reduced the financial risk involved PampA (Prints and Advertising) spend of pound112000 including pound57000 from the BFI (British Film Institute)

bull Picturehouse also made a vital contribution tobull the ideas and execution of the project both as exhibitor

(Picturehouse Cinemas) and distributor (Picturehouse Entertainment)bull 1048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645bull 10486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645

The releasebull The film opened on July 5th 2013 on 17 cinema screens DVD Blu-Ray

Transactional VOD (iTunes etc) and free-to-air television through Film4 Simultaneous multimedia release was suited to the cult following of the director Ben Wheatley

Film40 is a talent and idea driven hub within Film4 that works with established and emerging talent supporting them to tell unique stories and connect with audiences in new ways

In 2011 Film4 launched its groundbreaking new role in exploring innovation in filmmaking with the appointment of Anna Higgs as Commissioning Executive for Film40 Film4s reputation for nurturing new talent and building on its family of returning talent in the UK is well-established and it is now extending its vision to advance thinking and practice and develop more direct relationships with audiences in a fast-changing environment

As Commissioning Executive for Film40 Anna Higgs works across talent development production and audience engagement commissioning film projects that have the potential to explore the spaces and relationships between traditional media digital platforms and the real world

Distribution Ibull All of the contributing parties were convinced that such an

unconventional and daring film had little chance of fulfilling its potential under traditional release models but deserved to find an enthusiastic audience with a fresh approach to releasingbull Channel 4 were involved in distribution to all platforms apart from

theatrical Channel 4 has its own DVD label (4DVD) which also distributes to transactional VOD (TVOD) platforms such as iTunes as well having their own TVOD platform in Film 4OD Both the Film4 Channel and Film40 felt the multiplatform approach fit their brand positioning ndash exciting innovative and audience-centred

bull The simultaneous multimedia release looked promising given the strong even cult following the director had and the target audience for the film was also expected to be open to the new release pattern and to the online and social media-dominated marketing campaignbull Expectation that bulk of target audience were familiar with

Wheatleyrsquos work ndash same demographic group as Shaun of the Dead and Attack the Block

Distribution II

bull The active involvement and support of an established theatre group Picturehouse Cinemas removed to an extent one of the key obstacles to same day release strategy ie a cinema boycott

Marketing Ibull Marketing plan involved building interest across all platforms ndash Channel 4 Film4

Film4OD Picturehouse Cinemas related websites social media and VOD platforms bull The director had a strong active fanbase including 12000 Twitter followers which

contributed to the marketing of the film His active use of Twitter including retweeting audience reviews and comments played a key part in the marketing of the film The director also took part in special Q amp A screenings which sold out the participating cinemasbull The involvement of Film4 and Channel 4 offered another means of marketing to a

large audience with 23 million people engaging with the channel in some way Promotional trailers on Channel 4 and the Film4 Channel pushed viewers to both the television screening of the film as well as other platforms Without this promotion for the film may have to include paid advertising which would have affected the cost of the filmrsquos release This is an example of synergy

Marketing IIbull The aim of the marketing campaign was to build a single momentum

around the film in all its forms that would make its opening weekend a real eventbull One marketing innovation included a website masterclass which

attracted a large engaged audience This was commissioned by Film40 as a way of using digital technology to engage with the audience It attracted 54000 visits with 34 of users following links to screenings or purchasing options

Marketing IIIbull The heavy promotion of the filmrsquos innovative release ensured the film

was reviewed as a major release by the key national newspapers and generated publicity in news pages and broadcasters about the nature of the filmrsquos release including on a number of BBC programmes and news channelsbull The online campaign was targeted at a clear core audience and was

highly effective Even among the cinema audience the online campaign was the single biggest factor in spreading audience awareness (45) bull Twitter was a key platform for social media mentions of the film with

12000 mentions on the day of release with the film trending

Release strategies and responsebull The film would not have been more successful if it had used a conventional release

Results for the filmrsquos theatrical television DVD and VOD release were all close to or above expectations and showed no signs of fragmentation on any platform Opening weekend theatrical revenue was pound21000 VOD rental figures were well above predictions for the opening weekend The film was the most watched on Film4OD on the opening weekend and also boosted rentals for the directorrsquos other films The Film4 television screening averaged 367000 viewers 3 of TV audience and higher than average for timeslot and channel Opening weekend DVDBlu-Ray sales of 1500

bull The publicity generated from the filmrsquos release model would not be available to any films using the same model in the future The big argument against day-and-date release is that it will take audiences away from traditional platforms especially cinemas The Q amp A was a major draw to theatrical screenings with 51 of the audience saying that was why they had chosen to watch the film at the cinema 77 of the cinema audience were aware they could watch the film for free on television but chose to watch it at the cinema anyway This suggests frequent cinemagoers will not be swayed by alternative platforms

Audiencebull Primary audience was ABC1 18-25 years olds and frequent

cinemagoers in the 25-35+ bracket who may already be aware of the directorrsquos work The audience was skewed towards men The audience profile was in line with predictions with an average of 35 skewing strongly male at cinema screenings with around a 13 having seen some of the directorrsquos other films

The numbershellip

The numbersbull Opening weekend box office took pound21399 in theatrical revenues from

17 venuesbull 77 of the audience said they knew it was available free on

televisionbull Film averaged 367000 viewers during Film4 screening ndash up 8 for

that slot in the schedulebull Combined HMV and Amazon DVD and BluRay sales on Friday and

Saturday reached 1462 with BluRay outselling DVDbull 70 of cinema viewers gave it a highly favourable score

• A FIELD IN ENGLAND (Ben Wheatley UK 2013)
• About the filmhellip
• Funding
• Slide 4
• The release
• Slide 6
• Distribution I
• Slide 8
• Distribution II
• Slide 10
• Marketing I
• Marketing II
• Marketing III
• Release strategies and response
• Audience
• The numbershellip
• The numbers

About the filmhellipbull A Field In England is a genre ndash busting film set in the English Civil War

directed by Ben Wheatley a cult director who at the time had directed Down Terrace Kill List Sightseers and has since gone to direct High Rise and Free Firebull Shot entirely in black and white with a small cast in just 12 daysbull Unconventional mixture of narrative setting themes genre

Fundingbull The filmrsquos budget of pound316000 was financed by Film4rsquos Film40

division Film4 had been a major supporter of Wheatleyrsquos earlier projects The low budget nature of the film fitted Film40rsquos innovative model Film40 was created to find new ways of connecting talent and ideas to audiences using digital technology The low budget also reduced the financial risk involved PampA (Prints and Advertising) spend of pound112000 including pound57000 from the BFI (British Film Institute)

bull Picturehouse also made a vital contribution tobull the ideas and execution of the project both as exhibitor

(Picturehouse Cinemas) and distributor (Picturehouse Entertainment)bull 1048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645bull 10486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645

The releasebull The film opened on July 5th 2013 on 17 cinema screens DVD Blu-Ray

Transactional VOD (iTunes etc) and free-to-air television through Film4 Simultaneous multimedia release was suited to the cult following of the director Ben Wheatley

Film40 is a talent and idea driven hub within Film4 that works with established and emerging talent supporting them to tell unique stories and connect with audiences in new ways

In 2011 Film4 launched its groundbreaking new role in exploring innovation in filmmaking with the appointment of Anna Higgs as Commissioning Executive for Film40 Film4s reputation for nurturing new talent and building on its family of returning talent in the UK is well-established and it is now extending its vision to advance thinking and practice and develop more direct relationships with audiences in a fast-changing environment

As Commissioning Executive for Film40 Anna Higgs works across talent development production and audience engagement commissioning film projects that have the potential to explore the spaces and relationships between traditional media digital platforms and the real world

Distribution Ibull All of the contributing parties were convinced that such an

unconventional and daring film had little chance of fulfilling its potential under traditional release models but deserved to find an enthusiastic audience with a fresh approach to releasingbull Channel 4 were involved in distribution to all platforms apart from

theatrical Channel 4 has its own DVD label (4DVD) which also distributes to transactional VOD (TVOD) platforms such as iTunes as well having their own TVOD platform in Film 4OD Both the Film4 Channel and Film40 felt the multiplatform approach fit their brand positioning ndash exciting innovative and audience-centred

bull The simultaneous multimedia release looked promising given the strong even cult following the director had and the target audience for the film was also expected to be open to the new release pattern and to the online and social media-dominated marketing campaignbull Expectation that bulk of target audience were familiar with

Wheatleyrsquos work ndash same demographic group as Shaun of the Dead and Attack the Block

Distribution II

bull The active involvement and support of an established theatre group Picturehouse Cinemas removed to an extent one of the key obstacles to same day release strategy ie a cinema boycott

Marketing Ibull Marketing plan involved building interest across all platforms ndash Channel 4 Film4

Film4OD Picturehouse Cinemas related websites social media and VOD platforms bull The director had a strong active fanbase including 12000 Twitter followers which

contributed to the marketing of the film His active use of Twitter including retweeting audience reviews and comments played a key part in the marketing of the film The director also took part in special Q amp A screenings which sold out the participating cinemasbull The involvement of Film4 and Channel 4 offered another means of marketing to a

large audience with 23 million people engaging with the channel in some way Promotional trailers on Channel 4 and the Film4 Channel pushed viewers to both the television screening of the film as well as other platforms Without this promotion for the film may have to include paid advertising which would have affected the cost of the filmrsquos release This is an example of synergy

Marketing IIbull The aim of the marketing campaign was to build a single momentum

around the film in all its forms that would make its opening weekend a real eventbull One marketing innovation included a website masterclass which

attracted a large engaged audience This was commissioned by Film40 as a way of using digital technology to engage with the audience It attracted 54000 visits with 34 of users following links to screenings or purchasing options

Marketing IIIbull The heavy promotion of the filmrsquos innovative release ensured the film

was reviewed as a major release by the key national newspapers and generated publicity in news pages and broadcasters about the nature of the filmrsquos release including on a number of BBC programmes and news channelsbull The online campaign was targeted at a clear core audience and was

highly effective Even among the cinema audience the online campaign was the single biggest factor in spreading audience awareness (45) bull Twitter was a key platform for social media mentions of the film with

12000 mentions on the day of release with the film trending

Release strategies and responsebull The film would not have been more successful if it had used a conventional release

Results for the filmrsquos theatrical television DVD and VOD release were all close to or above expectations and showed no signs of fragmentation on any platform Opening weekend theatrical revenue was pound21000 VOD rental figures were well above predictions for the opening weekend The film was the most watched on Film4OD on the opening weekend and also boosted rentals for the directorrsquos other films The Film4 television screening averaged 367000 viewers 3 of TV audience and higher than average for timeslot and channel Opening weekend DVDBlu-Ray sales of 1500

bull The publicity generated from the filmrsquos release model would not be available to any films using the same model in the future The big argument against day-and-date release is that it will take audiences away from traditional platforms especially cinemas The Q amp A was a major draw to theatrical screenings with 51 of the audience saying that was why they had chosen to watch the film at the cinema 77 of the cinema audience were aware they could watch the film for free on television but chose to watch it at the cinema anyway This suggests frequent cinemagoers will not be swayed by alternative platforms

Audiencebull Primary audience was ABC1 18-25 years olds and frequent

cinemagoers in the 25-35+ bracket who may already be aware of the directorrsquos work The audience was skewed towards men The audience profile was in line with predictions with an average of 35 skewing strongly male at cinema screenings with around a 13 having seen some of the directorrsquos other films

The numbershellip

The numbersbull Opening weekend box office took pound21399 in theatrical revenues from

17 venuesbull 77 of the audience said they knew it was available free on

televisionbull Film averaged 367000 viewers during Film4 screening ndash up 8 for

that slot in the schedulebull Combined HMV and Amazon DVD and BluRay sales on Friday and

Saturday reached 1462 with BluRay outselling DVDbull 70 of cinema viewers gave it a highly favourable score

• A FIELD IN ENGLAND (Ben Wheatley UK 2013)
• About the filmhellip
• Funding
• Slide 4
• The release
• Slide 6
• Distribution I
• Slide 8
• Distribution II
• Slide 10
• Marketing I
• Marketing II
• Marketing III
• Release strategies and response
• Audience
• The numbershellip
• The numbers

Fundingbull The filmrsquos budget of pound316000 was financed by Film4rsquos Film40

division Film4 had been a major supporter of Wheatleyrsquos earlier projects The low budget nature of the film fitted Film40rsquos innovative model Film40 was created to find new ways of connecting talent and ideas to audiences using digital technology The low budget also reduced the financial risk involved PampA (Prints and Advertising) spend of pound112000 including pound57000 from the BFI (British Film Institute)

bull Picturehouse also made a vital contribution tobull the ideas and execution of the project both as exhibitor

(Picturehouse Cinemas) and distributor (Picturehouse Entertainment)bull 1048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645bull 10486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645

The releasebull The film opened on July 5th 2013 on 17 cinema screens DVD Blu-Ray

Transactional VOD (iTunes etc) and free-to-air television through Film4 Simultaneous multimedia release was suited to the cult following of the director Ben Wheatley

Film40 is a talent and idea driven hub within Film4 that works with established and emerging talent supporting them to tell unique stories and connect with audiences in new ways

In 2011 Film4 launched its groundbreaking new role in exploring innovation in filmmaking with the appointment of Anna Higgs as Commissioning Executive for Film40 Film4s reputation for nurturing new talent and building on its family of returning talent in the UK is well-established and it is now extending its vision to advance thinking and practice and develop more direct relationships with audiences in a fast-changing environment

As Commissioning Executive for Film40 Anna Higgs works across talent development production and audience engagement commissioning film projects that have the potential to explore the spaces and relationships between traditional media digital platforms and the real world

Distribution Ibull All of the contributing parties were convinced that such an

unconventional and daring film had little chance of fulfilling its potential under traditional release models but deserved to find an enthusiastic audience with a fresh approach to releasingbull Channel 4 were involved in distribution to all platforms apart from

theatrical Channel 4 has its own DVD label (4DVD) which also distributes to transactional VOD (TVOD) platforms such as iTunes as well having their own TVOD platform in Film 4OD Both the Film4 Channel and Film40 felt the multiplatform approach fit their brand positioning ndash exciting innovative and audience-centred

bull The simultaneous multimedia release looked promising given the strong even cult following the director had and the target audience for the film was also expected to be open to the new release pattern and to the online and social media-dominated marketing campaignbull Expectation that bulk of target audience were familiar with

Wheatleyrsquos work ndash same demographic group as Shaun of the Dead and Attack the Block

Distribution II

bull The active involvement and support of an established theatre group Picturehouse Cinemas removed to an extent one of the key obstacles to same day release strategy ie a cinema boycott

Marketing Ibull Marketing plan involved building interest across all platforms ndash Channel 4 Film4

Film4OD Picturehouse Cinemas related websites social media and VOD platforms bull The director had a strong active fanbase including 12000 Twitter followers which

contributed to the marketing of the film His active use of Twitter including retweeting audience reviews and comments played a key part in the marketing of the film The director also took part in special Q amp A screenings which sold out the participating cinemasbull The involvement of Film4 and Channel 4 offered another means of marketing to a

large audience with 23 million people engaging with the channel in some way Promotional trailers on Channel 4 and the Film4 Channel pushed viewers to both the television screening of the film as well as other platforms Without this promotion for the film may have to include paid advertising which would have affected the cost of the filmrsquos release This is an example of synergy

Marketing IIbull The aim of the marketing campaign was to build a single momentum

around the film in all its forms that would make its opening weekend a real eventbull One marketing innovation included a website masterclass which

attracted a large engaged audience This was commissioned by Film40 as a way of using digital technology to engage with the audience It attracted 54000 visits with 34 of users following links to screenings or purchasing options

Marketing IIIbull The heavy promotion of the filmrsquos innovative release ensured the film

was reviewed as a major release by the key national newspapers and generated publicity in news pages and broadcasters about the nature of the filmrsquos release including on a number of BBC programmes and news channelsbull The online campaign was targeted at a clear core audience and was

highly effective Even among the cinema audience the online campaign was the single biggest factor in spreading audience awareness (45) bull Twitter was a key platform for social media mentions of the film with

12000 mentions on the day of release with the film trending

Release strategies and responsebull The film would not have been more successful if it had used a conventional release

Results for the filmrsquos theatrical television DVD and VOD release were all close to or above expectations and showed no signs of fragmentation on any platform Opening weekend theatrical revenue was pound21000 VOD rental figures were well above predictions for the opening weekend The film was the most watched on Film4OD on the opening weekend and also boosted rentals for the directorrsquos other films The Film4 television screening averaged 367000 viewers 3 of TV audience and higher than average for timeslot and channel Opening weekend DVDBlu-Ray sales of 1500

bull The publicity generated from the filmrsquos release model would not be available to any films using the same model in the future The big argument against day-and-date release is that it will take audiences away from traditional platforms especially cinemas The Q amp A was a major draw to theatrical screenings with 51 of the audience saying that was why they had chosen to watch the film at the cinema 77 of the cinema audience were aware they could watch the film for free on television but chose to watch it at the cinema anyway This suggests frequent cinemagoers will not be swayed by alternative platforms

Audiencebull Primary audience was ABC1 18-25 years olds and frequent

cinemagoers in the 25-35+ bracket who may already be aware of the directorrsquos work The audience was skewed towards men The audience profile was in line with predictions with an average of 35 skewing strongly male at cinema screenings with around a 13 having seen some of the directorrsquos other films

The numbershellip

The numbersbull Opening weekend box office took pound21399 in theatrical revenues from

17 venuesbull 77 of the audience said they knew it was available free on

televisionbull Film averaged 367000 viewers during Film4 screening ndash up 8 for

that slot in the schedulebull Combined HMV and Amazon DVD and BluRay sales on Friday and

Saturday reached 1462 with BluRay outselling DVDbull 70 of cinema viewers gave it a highly favourable score

• A FIELD IN ENGLAND (Ben Wheatley UK 2013)
• About the filmhellip
• Funding
• Slide 4
• The release
• Slide 6
• Distribution I
• Slide 8
• Distribution II
• Slide 10
• Marketing I
• Marketing II
• Marketing III
• Release strategies and response
• Audience
• The numbershellip
• The numbers

bull Picturehouse also made a vital contribution tobull the ideas and execution of the project both as exhibitor

(Picturehouse Cinemas) and distributor (Picturehouse Entertainment)bull 1048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645bull 10486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645104864510486451048645

The releasebull The film opened on July 5th 2013 on 17 cinema screens DVD Blu-Ray

Transactional VOD (iTunes etc) and free-to-air television through Film4 Simultaneous multimedia release was suited to the cult following of the director Ben Wheatley

Film40 is a talent and idea driven hub within Film4 that works with established and emerging talent supporting them to tell unique stories and connect with audiences in new ways

In 2011 Film4 launched its groundbreaking new role in exploring innovation in filmmaking with the appointment of Anna Higgs as Commissioning Executive for Film40 Film4s reputation for nurturing new talent and building on its family of returning talent in the UK is well-established and it is now extending its vision to advance thinking and practice and develop more direct relationships with audiences in a fast-changing environment

As Commissioning Executive for Film40 Anna Higgs works across talent development production and audience engagement commissioning film projects that have the potential to explore the spaces and relationships between traditional media digital platforms and the real world

Distribution Ibull All of the contributing parties were convinced that such an

unconventional and daring film had little chance of fulfilling its potential under traditional release models but deserved to find an enthusiastic audience with a fresh approach to releasingbull Channel 4 were involved in distribution to all platforms apart from

theatrical Channel 4 has its own DVD label (4DVD) which also distributes to transactional VOD (TVOD) platforms such as iTunes as well having their own TVOD platform in Film 4OD Both the Film4 Channel and Film40 felt the multiplatform approach fit their brand positioning ndash exciting innovative and audience-centred

bull The simultaneous multimedia release looked promising given the strong even cult following the director had and the target audience for the film was also expected to be open to the new release pattern and to the online and social media-dominated marketing campaignbull Expectation that bulk of target audience were familiar with

Wheatleyrsquos work ndash same demographic group as Shaun of the Dead and Attack the Block

Distribution II

bull The active involvement and support of an established theatre group Picturehouse Cinemas removed to an extent one of the key obstacles to same day release strategy ie a cinema boycott

Marketing Ibull Marketing plan involved building interest across all platforms ndash Channel 4 Film4

Film4OD Picturehouse Cinemas related websites social media and VOD platforms bull The director had a strong active fanbase including 12000 Twitter followers which

contributed to the marketing of the film His active use of Twitter including retweeting audience reviews and comments played a key part in the marketing of the film The director also took part in special Q amp A screenings which sold out the participating cinemasbull The involvement of Film4 and Channel 4 offered another means of marketing to a

large audience with 23 million people engaging with the channel in some way Promotional trailers on Channel 4 and the Film4 Channel pushed viewers to both the television screening of the film as well as other platforms Without this promotion for the film may have to include paid advertising which would have affected the cost of the filmrsquos release This is an example of synergy

Marketing IIbull The aim of the marketing campaign was to build a single momentum

around the film in all its forms that would make its opening weekend a real eventbull One marketing innovation included a website masterclass which

attracted a large engaged audience This was commissioned by Film40 as a way of using digital technology to engage with the audience It attracted 54000 visits with 34 of users following links to screenings or purchasing options

Marketing IIIbull The heavy promotion of the filmrsquos innovative release ensured the film

was reviewed as a major release by the key national newspapers and generated publicity in news pages and broadcasters about the nature of the filmrsquos release including on a number of BBC programmes and news channelsbull The online campaign was targeted at a clear core audience and was

highly effective Even among the cinema audience the online campaign was the single biggest factor in spreading audience awareness (45) bull Twitter was a key platform for social media mentions of the film with

12000 mentions on the day of release with the film trending

Release strategies and responsebull The film would not have been more successful if it had used a conventional release

Results for the filmrsquos theatrical television DVD and VOD release were all close to or above expectations and showed no signs of fragmentation on any platform Opening weekend theatrical revenue was pound21000 VOD rental figures were well above predictions for the opening weekend The film was the most watched on Film4OD on the opening weekend and also boosted rentals for the directorrsquos other films The Film4 television screening averaged 367000 viewers 3 of TV audience and higher than average for timeslot and channel Opening weekend DVDBlu-Ray sales of 1500

bull The publicity generated from the filmrsquos release model would not be available to any films using the same model in the future The big argument against day-and-date release is that it will take audiences away from traditional platforms especially cinemas The Q amp A was a major draw to theatrical screenings with 51 of the audience saying that was why they had chosen to watch the film at the cinema 77 of the cinema audience were aware they could watch the film for free on television but chose to watch it at the cinema anyway This suggests frequent cinemagoers will not be swayed by alternative platforms

Audiencebull Primary audience was ABC1 18-25 years olds and frequent

cinemagoers in the 25-35+ bracket who may already be aware of the directorrsquos work The audience was skewed towards men The audience profile was in line with predictions with an average of 35 skewing strongly male at cinema screenings with around a 13 having seen some of the directorrsquos other films

The numbershellip

The numbersbull Opening weekend box office took pound21399 in theatrical revenues from

17 venuesbull 77 of the audience said they knew it was available free on

televisionbull Film averaged 367000 viewers during Film4 screening ndash up 8 for

that slot in the schedulebull Combined HMV and Amazon DVD and BluRay sales on Friday and

Saturday reached 1462 with BluRay outselling DVDbull 70 of cinema viewers gave it a highly favourable score

• A FIELD IN ENGLAND (Ben Wheatley UK 2013)
• About the filmhellip
• Funding
• Slide 4
• The release
• Slide 6
• Distribution I
• Slide 8
• Distribution II
• Slide 10
• Marketing I
• Marketing II
• Marketing III
• Release strategies and response
• Audience
• The numbershellip
• The numbers

The releasebull The film opened on July 5th 2013 on 17 cinema screens DVD Blu-Ray

Transactional VOD (iTunes etc) and free-to-air television through Film4 Simultaneous multimedia release was suited to the cult following of the director Ben Wheatley

Film40 is a talent and idea driven hub within Film4 that works with established and emerging talent supporting them to tell unique stories and connect with audiences in new ways

In 2011 Film4 launched its groundbreaking new role in exploring innovation in filmmaking with the appointment of Anna Higgs as Commissioning Executive for Film40 Film4s reputation for nurturing new talent and building on its family of returning talent in the UK is well-established and it is now extending its vision to advance thinking and practice and develop more direct relationships with audiences in a fast-changing environment

As Commissioning Executive for Film40 Anna Higgs works across talent development production and audience engagement commissioning film projects that have the potential to explore the spaces and relationships between traditional media digital platforms and the real world

Distribution Ibull All of the contributing parties were convinced that such an

unconventional and daring film had little chance of fulfilling its potential under traditional release models but deserved to find an enthusiastic audience with a fresh approach to releasingbull Channel 4 were involved in distribution to all platforms apart from

theatrical Channel 4 has its own DVD label (4DVD) which also distributes to transactional VOD (TVOD) platforms such as iTunes as well having their own TVOD platform in Film 4OD Both the Film4 Channel and Film40 felt the multiplatform approach fit their brand positioning ndash exciting innovative and audience-centred

bull The simultaneous multimedia release looked promising given the strong even cult following the director had and the target audience for the film was also expected to be open to the new release pattern and to the online and social media-dominated marketing campaignbull Expectation that bulk of target audience were familiar with

Wheatleyrsquos work ndash same demographic group as Shaun of the Dead and Attack the Block

Distribution II

bull The active involvement and support of an established theatre group Picturehouse Cinemas removed to an extent one of the key obstacles to same day release strategy ie a cinema boycott

Marketing Ibull Marketing plan involved building interest across all platforms ndash Channel 4 Film4

Film4OD Picturehouse Cinemas related websites social media and VOD platforms bull The director had a strong active fanbase including 12000 Twitter followers which

contributed to the marketing of the film His active use of Twitter including retweeting audience reviews and comments played a key part in the marketing of the film The director also took part in special Q amp A screenings which sold out the participating cinemasbull The involvement of Film4 and Channel 4 offered another means of marketing to a

large audience with 23 million people engaging with the channel in some way Promotional trailers on Channel 4 and the Film4 Channel pushed viewers to both the television screening of the film as well as other platforms Without this promotion for the film may have to include paid advertising which would have affected the cost of the filmrsquos release This is an example of synergy

Marketing IIbull The aim of the marketing campaign was to build a single momentum

around the film in all its forms that would make its opening weekend a real eventbull One marketing innovation included a website masterclass which

attracted a large engaged audience This was commissioned by Film40 as a way of using digital technology to engage with the audience It attracted 54000 visits with 34 of users following links to screenings or purchasing options

Marketing IIIbull The heavy promotion of the filmrsquos innovative release ensured the film

was reviewed as a major release by the key national newspapers and generated publicity in news pages and broadcasters about the nature of the filmrsquos release including on a number of BBC programmes and news channelsbull The online campaign was targeted at a clear core audience and was

highly effective Even among the cinema audience the online campaign was the single biggest factor in spreading audience awareness (45) bull Twitter was a key platform for social media mentions of the film with

12000 mentions on the day of release with the film trending

Release strategies and responsebull The film would not have been more successful if it had used a conventional release

Results for the filmrsquos theatrical television DVD and VOD release were all close to or above expectations and showed no signs of fragmentation on any platform Opening weekend theatrical revenue was pound21000 VOD rental figures were well above predictions for the opening weekend The film was the most watched on Film4OD on the opening weekend and also boosted rentals for the directorrsquos other films The Film4 television screening averaged 367000 viewers 3 of TV audience and higher than average for timeslot and channel Opening weekend DVDBlu-Ray sales of 1500

bull The publicity generated from the filmrsquos release model would not be available to any films using the same model in the future The big argument against day-and-date release is that it will take audiences away from traditional platforms especially cinemas The Q amp A was a major draw to theatrical screenings with 51 of the audience saying that was why they had chosen to watch the film at the cinema 77 of the cinema audience were aware they could watch the film for free on television but chose to watch it at the cinema anyway This suggests frequent cinemagoers will not be swayed by alternative platforms

Audiencebull Primary audience was ABC1 18-25 years olds and frequent

cinemagoers in the 25-35+ bracket who may already be aware of the directorrsquos work The audience was skewed towards men The audience profile was in line with predictions with an average of 35 skewing strongly male at cinema screenings with around a 13 having seen some of the directorrsquos other films

The numbershellip

The numbersbull Opening weekend box office took pound21399 in theatrical revenues from

17 venuesbull 77 of the audience said they knew it was available free on

televisionbull Film averaged 367000 viewers during Film4 screening ndash up 8 for

that slot in the schedulebull Combined HMV and Amazon DVD and BluRay sales on Friday and

Saturday reached 1462 with BluRay outselling DVDbull 70 of cinema viewers gave it a highly favourable score

• A FIELD IN ENGLAND (Ben Wheatley UK 2013)
• About the filmhellip
• Funding
• Slide 4
• The release
• Slide 6
• Distribution I
• Slide 8
• Distribution II
• Slide 10
• Marketing I
• Marketing II
• Marketing III
• Release strategies and response
• Audience
• The numbershellip
• The numbers

Film40 is a talent and idea driven hub within Film4 that works with established and emerging talent supporting them to tell unique stories and connect with audiences in new ways

In 2011 Film4 launched its groundbreaking new role in exploring innovation in filmmaking with the appointment of Anna Higgs as Commissioning Executive for Film40 Film4s reputation for nurturing new talent and building on its family of returning talent in the UK is well-established and it is now extending its vision to advance thinking and practice and develop more direct relationships with audiences in a fast-changing environment

As Commissioning Executive for Film40 Anna Higgs works across talent development production and audience engagement commissioning film projects that have the potential to explore the spaces and relationships between traditional media digital platforms and the real world

Distribution Ibull All of the contributing parties were convinced that such an

unconventional and daring film had little chance of fulfilling its potential under traditional release models but deserved to find an enthusiastic audience with a fresh approach to releasingbull Channel 4 were involved in distribution to all platforms apart from

theatrical Channel 4 has its own DVD label (4DVD) which also distributes to transactional VOD (TVOD) platforms such as iTunes as well having their own TVOD platform in Film 4OD Both the Film4 Channel and Film40 felt the multiplatform approach fit their brand positioning ndash exciting innovative and audience-centred

bull The simultaneous multimedia release looked promising given the strong even cult following the director had and the target audience for the film was also expected to be open to the new release pattern and to the online and social media-dominated marketing campaignbull Expectation that bulk of target audience were familiar with

Wheatleyrsquos work ndash same demographic group as Shaun of the Dead and Attack the Block

Distribution II

bull The active involvement and support of an established theatre group Picturehouse Cinemas removed to an extent one of the key obstacles to same day release strategy ie a cinema boycott

Marketing Ibull Marketing plan involved building interest across all platforms ndash Channel 4 Film4

Film4OD Picturehouse Cinemas related websites social media and VOD platforms bull The director had a strong active fanbase including 12000 Twitter followers which

contributed to the marketing of the film His active use of Twitter including retweeting audience reviews and comments played a key part in the marketing of the film The director also took part in special Q amp A screenings which sold out the participating cinemasbull The involvement of Film4 and Channel 4 offered another means of marketing to a

large audience with 23 million people engaging with the channel in some way Promotional trailers on Channel 4 and the Film4 Channel pushed viewers to both the television screening of the film as well as other platforms Without this promotion for the film may have to include paid advertising which would have affected the cost of the filmrsquos release This is an example of synergy

Marketing IIbull The aim of the marketing campaign was to build a single momentum

around the film in all its forms that would make its opening weekend a real eventbull One marketing innovation included a website masterclass which

attracted a large engaged audience This was commissioned by Film40 as a way of using digital technology to engage with the audience It attracted 54000 visits with 34 of users following links to screenings or purchasing options

Marketing IIIbull The heavy promotion of the filmrsquos innovative release ensured the film

was reviewed as a major release by the key national newspapers and generated publicity in news pages and broadcasters about the nature of the filmrsquos release including on a number of BBC programmes and news channelsbull The online campaign was targeted at a clear core audience and was

highly effective Even among the cinema audience the online campaign was the single biggest factor in spreading audience awareness (45) bull Twitter was a key platform for social media mentions of the film with

12000 mentions on the day of release with the film trending

Release strategies and responsebull The film would not have been more successful if it had used a conventional release

Results for the filmrsquos theatrical television DVD and VOD release were all close to or above expectations and showed no signs of fragmentation on any platform Opening weekend theatrical revenue was pound21000 VOD rental figures were well above predictions for the opening weekend The film was the most watched on Film4OD on the opening weekend and also boosted rentals for the directorrsquos other films The Film4 television screening averaged 367000 viewers 3 of TV audience and higher than average for timeslot and channel Opening weekend DVDBlu-Ray sales of 1500

bull The publicity generated from the filmrsquos release model would not be available to any films using the same model in the future The big argument against day-and-date release is that it will take audiences away from traditional platforms especially cinemas The Q amp A was a major draw to theatrical screenings with 51 of the audience saying that was why they had chosen to watch the film at the cinema 77 of the cinema audience were aware they could watch the film for free on television but chose to watch it at the cinema anyway This suggests frequent cinemagoers will not be swayed by alternative platforms

Audiencebull Primary audience was ABC1 18-25 years olds and frequent

cinemagoers in the 25-35+ bracket who may already be aware of the directorrsquos work The audience was skewed towards men The audience profile was in line with predictions with an average of 35 skewing strongly male at cinema screenings with around a 13 having seen some of the directorrsquos other films

The numbershellip

The numbersbull Opening weekend box office took pound21399 in theatrical revenues from

17 venuesbull 77 of the audience said they knew it was available free on

televisionbull Film averaged 367000 viewers during Film4 screening ndash up 8 for

that slot in the schedulebull Combined HMV and Amazon DVD and BluRay sales on Friday and

Saturday reached 1462 with BluRay outselling DVDbull 70 of cinema viewers gave it a highly favourable score

• A FIELD IN ENGLAND (Ben Wheatley UK 2013)
• About the filmhellip
• Funding
• Slide 4
• The release
• Slide 6
• Distribution I
• Slide 8
• Distribution II
• Slide 10
• Marketing I
• Marketing II
• Marketing III
• Release strategies and response
• Audience
• The numbershellip
• The numbers

Distribution Ibull All of the contributing parties were convinced that such an

unconventional and daring film had little chance of fulfilling its potential under traditional release models but deserved to find an enthusiastic audience with a fresh approach to releasingbull Channel 4 were involved in distribution to all platforms apart from

theatrical Channel 4 has its own DVD label (4DVD) which also distributes to transactional VOD (TVOD) platforms such as iTunes as well having their own TVOD platform in Film 4OD Both the Film4 Channel and Film40 felt the multiplatform approach fit their brand positioning ndash exciting innovative and audience-centred

bull The simultaneous multimedia release looked promising given the strong even cult following the director had and the target audience for the film was also expected to be open to the new release pattern and to the online and social media-dominated marketing campaignbull Expectation that bulk of target audience were familiar with

Wheatleyrsquos work ndash same demographic group as Shaun of the Dead and Attack the Block

Distribution II

bull The active involvement and support of an established theatre group Picturehouse Cinemas removed to an extent one of the key obstacles to same day release strategy ie a cinema boycott

Marketing Ibull Marketing plan involved building interest across all platforms ndash Channel 4 Film4

Film4OD Picturehouse Cinemas related websites social media and VOD platforms bull The director had a strong active fanbase including 12000 Twitter followers which

contributed to the marketing of the film His active use of Twitter including retweeting audience reviews and comments played a key part in the marketing of the film The director also took part in special Q amp A screenings which sold out the participating cinemasbull The involvement of Film4 and Channel 4 offered another means of marketing to a

large audience with 23 million people engaging with the channel in some way Promotional trailers on Channel 4 and the Film4 Channel pushed viewers to both the television screening of the film as well as other platforms Without this promotion for the film may have to include paid advertising which would have affected the cost of the filmrsquos release This is an example of synergy

Marketing IIbull The aim of the marketing campaign was to build a single momentum

around the film in all its forms that would make its opening weekend a real eventbull One marketing innovation included a website masterclass which

attracted a large engaged audience This was commissioned by Film40 as a way of using digital technology to engage with the audience It attracted 54000 visits with 34 of users following links to screenings or purchasing options

Marketing IIIbull The heavy promotion of the filmrsquos innovative release ensured the film

was reviewed as a major release by the key national newspapers and generated publicity in news pages and broadcasters about the nature of the filmrsquos release including on a number of BBC programmes and news channelsbull The online campaign was targeted at a clear core audience and was

highly effective Even among the cinema audience the online campaign was the single biggest factor in spreading audience awareness (45) bull Twitter was a key platform for social media mentions of the film with

12000 mentions on the day of release with the film trending

Release strategies and responsebull The film would not have been more successful if it had used a conventional release

Results for the filmrsquos theatrical television DVD and VOD release were all close to or above expectations and showed no signs of fragmentation on any platform Opening weekend theatrical revenue was pound21000 VOD rental figures were well above predictions for the opening weekend The film was the most watched on Film4OD on the opening weekend and also boosted rentals for the directorrsquos other films The Film4 television screening averaged 367000 viewers 3 of TV audience and higher than average for timeslot and channel Opening weekend DVDBlu-Ray sales of 1500

bull The publicity generated from the filmrsquos release model would not be available to any films using the same model in the future The big argument against day-and-date release is that it will take audiences away from traditional platforms especially cinemas The Q amp A was a major draw to theatrical screenings with 51 of the audience saying that was why they had chosen to watch the film at the cinema 77 of the cinema audience were aware they could watch the film for free on television but chose to watch it at the cinema anyway This suggests frequent cinemagoers will not be swayed by alternative platforms

Audiencebull Primary audience was ABC1 18-25 years olds and frequent

cinemagoers in the 25-35+ bracket who may already be aware of the directorrsquos work The audience was skewed towards men The audience profile was in line with predictions with an average of 35 skewing strongly male at cinema screenings with around a 13 having seen some of the directorrsquos other films

The numbershellip

The numbersbull Opening weekend box office took pound21399 in theatrical revenues from

17 venuesbull 77 of the audience said they knew it was available free on

televisionbull Film averaged 367000 viewers during Film4 screening ndash up 8 for

that slot in the schedulebull Combined HMV and Amazon DVD and BluRay sales on Friday and

Saturday reached 1462 with BluRay outselling DVDbull 70 of cinema viewers gave it a highly favourable score

• A FIELD IN ENGLAND (Ben Wheatley UK 2013)
• About the filmhellip
• Funding
• Slide 4
• The release
• Slide 6
• Distribution I
• Slide 8
• Distribution II
• Slide 10
• Marketing I
• Marketing II
• Marketing III
• Release strategies and response
• Audience
• The numbershellip
• The numbers

bull The simultaneous multimedia release looked promising given the strong even cult following the director had and the target audience for the film was also expected to be open to the new release pattern and to the online and social media-dominated marketing campaignbull Expectation that bulk of target audience were familiar with

Wheatleyrsquos work ndash same demographic group as Shaun of the Dead and Attack the Block

Distribution II

bull The active involvement and support of an established theatre group Picturehouse Cinemas removed to an extent one of the key obstacles to same day release strategy ie a cinema boycott

Marketing Ibull Marketing plan involved building interest across all platforms ndash Channel 4 Film4

Film4OD Picturehouse Cinemas related websites social media and VOD platforms bull The director had a strong active fanbase including 12000 Twitter followers which

contributed to the marketing of the film His active use of Twitter including retweeting audience reviews and comments played a key part in the marketing of the film The director also took part in special Q amp A screenings which sold out the participating cinemasbull The involvement of Film4 and Channel 4 offered another means of marketing to a

large audience with 23 million people engaging with the channel in some way Promotional trailers on Channel 4 and the Film4 Channel pushed viewers to both the television screening of the film as well as other platforms Without this promotion for the film may have to include paid advertising which would have affected the cost of the filmrsquos release This is an example of synergy

Marketing IIbull The aim of the marketing campaign was to build a single momentum

around the film in all its forms that would make its opening weekend a real eventbull One marketing innovation included a website masterclass which

attracted a large engaged audience This was commissioned by Film40 as a way of using digital technology to engage with the audience It attracted 54000 visits with 34 of users following links to screenings or purchasing options

Marketing IIIbull The heavy promotion of the filmrsquos innovative release ensured the film

was reviewed as a major release by the key national newspapers and generated publicity in news pages and broadcasters about the nature of the filmrsquos release including on a number of BBC programmes and news channelsbull The online campaign was targeted at a clear core audience and was

highly effective Even among the cinema audience the online campaign was the single biggest factor in spreading audience awareness (45) bull Twitter was a key platform for social media mentions of the film with

12000 mentions on the day of release with the film trending

Release strategies and responsebull The film would not have been more successful if it had used a conventional release

Results for the filmrsquos theatrical television DVD and VOD release were all close to or above expectations and showed no signs of fragmentation on any platform Opening weekend theatrical revenue was pound21000 VOD rental figures were well above predictions for the opening weekend The film was the most watched on Film4OD on the opening weekend and also boosted rentals for the directorrsquos other films The Film4 television screening averaged 367000 viewers 3 of TV audience and higher than average for timeslot and channel Opening weekend DVDBlu-Ray sales of 1500

bull The publicity generated from the filmrsquos release model would not be available to any films using the same model in the future The big argument against day-and-date release is that it will take audiences away from traditional platforms especially cinemas The Q amp A was a major draw to theatrical screenings with 51 of the audience saying that was why they had chosen to watch the film at the cinema 77 of the cinema audience were aware they could watch the film for free on television but chose to watch it at the cinema anyway This suggests frequent cinemagoers will not be swayed by alternative platforms

Audiencebull Primary audience was ABC1 18-25 years olds and frequent

cinemagoers in the 25-35+ bracket who may already be aware of the directorrsquos work The audience was skewed towards men The audience profile was in line with predictions with an average of 35 skewing strongly male at cinema screenings with around a 13 having seen some of the directorrsquos other films

The numbershellip

The numbersbull Opening weekend box office took pound21399 in theatrical revenues from

17 venuesbull 77 of the audience said they knew it was available free on

televisionbull Film averaged 367000 viewers during Film4 screening ndash up 8 for

that slot in the schedulebull Combined HMV and Amazon DVD and BluRay sales on Friday and

Saturday reached 1462 with BluRay outselling DVDbull 70 of cinema viewers gave it a highly favourable score

• A FIELD IN ENGLAND (Ben Wheatley UK 2013)
• About the filmhellip
• Funding
• Slide 4
• The release
• Slide 6
• Distribution I
• Slide 8
• Distribution II
• Slide 10
• Marketing I
• Marketing II
• Marketing III
• Release strategies and response
• Audience
• The numbershellip
• The numbers

Distribution II

bull The active involvement and support of an established theatre group Picturehouse Cinemas removed to an extent one of the key obstacles to same day release strategy ie a cinema boycott

Marketing Ibull Marketing plan involved building interest across all platforms ndash Channel 4 Film4

Film4OD Picturehouse Cinemas related websites social media and VOD platforms bull The director had a strong active fanbase including 12000 Twitter followers which

contributed to the marketing of the film His active use of Twitter including retweeting audience reviews and comments played a key part in the marketing of the film The director also took part in special Q amp A screenings which sold out the participating cinemasbull The involvement of Film4 and Channel 4 offered another means of marketing to a

large audience with 23 million people engaging with the channel in some way Promotional trailers on Channel 4 and the Film4 Channel pushed viewers to both the television screening of the film as well as other platforms Without this promotion for the film may have to include paid advertising which would have affected the cost of the filmrsquos release This is an example of synergy

Marketing IIbull The aim of the marketing campaign was to build a single momentum

around the film in all its forms that would make its opening weekend a real eventbull One marketing innovation included a website masterclass which

attracted a large engaged audience This was commissioned by Film40 as a way of using digital technology to engage with the audience It attracted 54000 visits with 34 of users following links to screenings or purchasing options

Marketing IIIbull The heavy promotion of the filmrsquos innovative release ensured the film

was reviewed as a major release by the key national newspapers and generated publicity in news pages and broadcasters about the nature of the filmrsquos release including on a number of BBC programmes and news channelsbull The online campaign was targeted at a clear core audience and was

highly effective Even among the cinema audience the online campaign was the single biggest factor in spreading audience awareness (45) bull Twitter was a key platform for social media mentions of the film with

12000 mentions on the day of release with the film trending

Release strategies and responsebull The film would not have been more successful if it had used a conventional release

Results for the filmrsquos theatrical television DVD and VOD release were all close to or above expectations and showed no signs of fragmentation on any platform Opening weekend theatrical revenue was pound21000 VOD rental figures were well above predictions for the opening weekend The film was the most watched on Film4OD on the opening weekend and also boosted rentals for the directorrsquos other films The Film4 television screening averaged 367000 viewers 3 of TV audience and higher than average for timeslot and channel Opening weekend DVDBlu-Ray sales of 1500

bull The publicity generated from the filmrsquos release model would not be available to any films using the same model in the future The big argument against day-and-date release is that it will take audiences away from traditional platforms especially cinemas The Q amp A was a major draw to theatrical screenings with 51 of the audience saying that was why they had chosen to watch the film at the cinema 77 of the cinema audience were aware they could watch the film for free on television but chose to watch it at the cinema anyway This suggests frequent cinemagoers will not be swayed by alternative platforms

Audiencebull Primary audience was ABC1 18-25 years olds and frequent

cinemagoers in the 25-35+ bracket who may already be aware of the directorrsquos work The audience was skewed towards men The audience profile was in line with predictions with an average of 35 skewing strongly male at cinema screenings with around a 13 having seen some of the directorrsquos other films

The numbershellip

The numbersbull Opening weekend box office took pound21399 in theatrical revenues from

17 venuesbull 77 of the audience said they knew it was available free on

televisionbull Film averaged 367000 viewers during Film4 screening ndash up 8 for

that slot in the schedulebull Combined HMV and Amazon DVD and BluRay sales on Friday and

Saturday reached 1462 with BluRay outselling DVDbull 70 of cinema viewers gave it a highly favourable score

• A FIELD IN ENGLAND (Ben Wheatley UK 2013)
• About the filmhellip
• Funding
• Slide 4
• The release
• Slide 6
• Distribution I
• Slide 8
• Distribution II
• Slide 10
• Marketing I
• Marketing II
• Marketing III
• Release strategies and response
• Audience
• The numbershellip
• The numbers

bull The active involvement and support of an established theatre group Picturehouse Cinemas removed to an extent one of the key obstacles to same day release strategy ie a cinema boycott

Marketing Ibull Marketing plan involved building interest across all platforms ndash Channel 4 Film4

Film4OD Picturehouse Cinemas related websites social media and VOD platforms bull The director had a strong active fanbase including 12000 Twitter followers which

contributed to the marketing of the film His active use of Twitter including retweeting audience reviews and comments played a key part in the marketing of the film The director also took part in special Q amp A screenings which sold out the participating cinemasbull The involvement of Film4 and Channel 4 offered another means of marketing to a

large audience with 23 million people engaging with the channel in some way Promotional trailers on Channel 4 and the Film4 Channel pushed viewers to both the television screening of the film as well as other platforms Without this promotion for the film may have to include paid advertising which would have affected the cost of the filmrsquos release This is an example of synergy

Marketing IIbull The aim of the marketing campaign was to build a single momentum

around the film in all its forms that would make its opening weekend a real eventbull One marketing innovation included a website masterclass which

attracted a large engaged audience This was commissioned by Film40 as a way of using digital technology to engage with the audience It attracted 54000 visits with 34 of users following links to screenings or purchasing options

Marketing IIIbull The heavy promotion of the filmrsquos innovative release ensured the film

was reviewed as a major release by the key national newspapers and generated publicity in news pages and broadcasters about the nature of the filmrsquos release including on a number of BBC programmes and news channelsbull The online campaign was targeted at a clear core audience and was

highly effective Even among the cinema audience the online campaign was the single biggest factor in spreading audience awareness (45) bull Twitter was a key platform for social media mentions of the film with

12000 mentions on the day of release with the film trending

Release strategies and responsebull The film would not have been more successful if it had used a conventional release

Results for the filmrsquos theatrical television DVD and VOD release were all close to or above expectations and showed no signs of fragmentation on any platform Opening weekend theatrical revenue was pound21000 VOD rental figures were well above predictions for the opening weekend The film was the most watched on Film4OD on the opening weekend and also boosted rentals for the directorrsquos other films The Film4 television screening averaged 367000 viewers 3 of TV audience and higher than average for timeslot and channel Opening weekend DVDBlu-Ray sales of 1500

bull The publicity generated from the filmrsquos release model would not be available to any films using the same model in the future The big argument against day-and-date release is that it will take audiences away from traditional platforms especially cinemas The Q amp A was a major draw to theatrical screenings with 51 of the audience saying that was why they had chosen to watch the film at the cinema 77 of the cinema audience were aware they could watch the film for free on television but chose to watch it at the cinema anyway This suggests frequent cinemagoers will not be swayed by alternative platforms

Audiencebull Primary audience was ABC1 18-25 years olds and frequent

cinemagoers in the 25-35+ bracket who may already be aware of the directorrsquos work The audience was skewed towards men The audience profile was in line with predictions with an average of 35 skewing strongly male at cinema screenings with around a 13 having seen some of the directorrsquos other films

The numbershellip

The numbersbull Opening weekend box office took pound21399 in theatrical revenues from

17 venuesbull 77 of the audience said they knew it was available free on

televisionbull Film averaged 367000 viewers during Film4 screening ndash up 8 for

that slot in the schedulebull Combined HMV and Amazon DVD and BluRay sales on Friday and

Saturday reached 1462 with BluRay outselling DVDbull 70 of cinema viewers gave it a highly favourable score

• A FIELD IN ENGLAND (Ben Wheatley UK 2013)
• About the filmhellip
• Funding
• Slide 4
• The release
• Slide 6
• Distribution I
• Slide 8
• Distribution II
• Slide 10
• Marketing I
• Marketing II
• Marketing III
• Release strategies and response
• Audience
• The numbershellip
• The numbers

Marketing Ibull Marketing plan involved building interest across all platforms ndash Channel 4 Film4

Film4OD Picturehouse Cinemas related websites social media and VOD platforms bull The director had a strong active fanbase including 12000 Twitter followers which

contributed to the marketing of the film His active use of Twitter including retweeting audience reviews and comments played a key part in the marketing of the film The director also took part in special Q amp A screenings which sold out the participating cinemasbull The involvement of Film4 and Channel 4 offered another means of marketing to a

large audience with 23 million people engaging with the channel in some way Promotional trailers on Channel 4 and the Film4 Channel pushed viewers to both the television screening of the film as well as other platforms Without this promotion for the film may have to include paid advertising which would have affected the cost of the filmrsquos release This is an example of synergy

Marketing IIbull The aim of the marketing campaign was to build a single momentum

around the film in all its forms that would make its opening weekend a real eventbull One marketing innovation included a website masterclass which

attracted a large engaged audience This was commissioned by Film40 as a way of using digital technology to engage with the audience It attracted 54000 visits with 34 of users following links to screenings or purchasing options

Marketing IIIbull The heavy promotion of the filmrsquos innovative release ensured the film

was reviewed as a major release by the key national newspapers and generated publicity in news pages and broadcasters about the nature of the filmrsquos release including on a number of BBC programmes and news channelsbull The online campaign was targeted at a clear core audience and was

highly effective Even among the cinema audience the online campaign was the single biggest factor in spreading audience awareness (45) bull Twitter was a key platform for social media mentions of the film with

12000 mentions on the day of release with the film trending

Release strategies and responsebull The film would not have been more successful if it had used a conventional release

Results for the filmrsquos theatrical television DVD and VOD release were all close to or above expectations and showed no signs of fragmentation on any platform Opening weekend theatrical revenue was pound21000 VOD rental figures were well above predictions for the opening weekend The film was the most watched on Film4OD on the opening weekend and also boosted rentals for the directorrsquos other films The Film4 television screening averaged 367000 viewers 3 of TV audience and higher than average for timeslot and channel Opening weekend DVDBlu-Ray sales of 1500

bull The publicity generated from the filmrsquos release model would not be available to any films using the same model in the future The big argument against day-and-date release is that it will take audiences away from traditional platforms especially cinemas The Q amp A was a major draw to theatrical screenings with 51 of the audience saying that was why they had chosen to watch the film at the cinema 77 of the cinema audience were aware they could watch the film for free on television but chose to watch it at the cinema anyway This suggests frequent cinemagoers will not be swayed by alternative platforms

Audiencebull Primary audience was ABC1 18-25 years olds and frequent

cinemagoers in the 25-35+ bracket who may already be aware of the directorrsquos work The audience was skewed towards men The audience profile was in line with predictions with an average of 35 skewing strongly male at cinema screenings with around a 13 having seen some of the directorrsquos other films

The numbershellip

The numbersbull Opening weekend box office took pound21399 in theatrical revenues from

17 venuesbull 77 of the audience said they knew it was available free on

televisionbull Film averaged 367000 viewers during Film4 screening ndash up 8 for

that slot in the schedulebull Combined HMV and Amazon DVD and BluRay sales on Friday and

Saturday reached 1462 with BluRay outselling DVDbull 70 of cinema viewers gave it a highly favourable score

• A FIELD IN ENGLAND (Ben Wheatley UK 2013)
• About the filmhellip
• Funding
• Slide 4
• The release
• Slide 6
• Distribution I
• Slide 8
• Distribution II
• Slide 10
• Marketing I
• Marketing II
• Marketing III
• Release strategies and response
• Audience
• The numbershellip
• The numbers

Marketing IIbull The aim of the marketing campaign was to build a single momentum

around the film in all its forms that would make its opening weekend a real eventbull One marketing innovation included a website masterclass which

attracted a large engaged audience This was commissioned by Film40 as a way of using digital technology to engage with the audience It attracted 54000 visits with 34 of users following links to screenings or purchasing options

Marketing IIIbull The heavy promotion of the filmrsquos innovative release ensured the film

was reviewed as a major release by the key national newspapers and generated publicity in news pages and broadcasters about the nature of the filmrsquos release including on a number of BBC programmes and news channelsbull The online campaign was targeted at a clear core audience and was

highly effective Even among the cinema audience the online campaign was the single biggest factor in spreading audience awareness (45) bull Twitter was a key platform for social media mentions of the film with

12000 mentions on the day of release with the film trending

Release strategies and responsebull The film would not have been more successful if it had used a conventional release

Results for the filmrsquos theatrical television DVD and VOD release were all close to or above expectations and showed no signs of fragmentation on any platform Opening weekend theatrical revenue was pound21000 VOD rental figures were well above predictions for the opening weekend The film was the most watched on Film4OD on the opening weekend and also boosted rentals for the directorrsquos other films The Film4 television screening averaged 367000 viewers 3 of TV audience and higher than average for timeslot and channel Opening weekend DVDBlu-Ray sales of 1500

bull The publicity generated from the filmrsquos release model would not be available to any films using the same model in the future The big argument against day-and-date release is that it will take audiences away from traditional platforms especially cinemas The Q amp A was a major draw to theatrical screenings with 51 of the audience saying that was why they had chosen to watch the film at the cinema 77 of the cinema audience were aware they could watch the film for free on television but chose to watch it at the cinema anyway This suggests frequent cinemagoers will not be swayed by alternative platforms

Audiencebull Primary audience was ABC1 18-25 years olds and frequent

cinemagoers in the 25-35+ bracket who may already be aware of the directorrsquos work The audience was skewed towards men The audience profile was in line with predictions with an average of 35 skewing strongly male at cinema screenings with around a 13 having seen some of the directorrsquos other films

The numbershellip

The numbersbull Opening weekend box office took pound21399 in theatrical revenues from

17 venuesbull 77 of the audience said they knew it was available free on

televisionbull Film averaged 367000 viewers during Film4 screening ndash up 8 for

that slot in the schedulebull Combined HMV and Amazon DVD and BluRay sales on Friday and

Saturday reached 1462 with BluRay outselling DVDbull 70 of cinema viewers gave it a highly favourable score

• A FIELD IN ENGLAND (Ben Wheatley UK 2013)
• About the filmhellip
• Funding
• Slide 4
• The release
• Slide 6
• Distribution I
• Slide 8
• Distribution II
• Slide 10
• Marketing I
• Marketing II
• Marketing III
• Release strategies and response
• Audience
• The numbershellip
• The numbers

Marketing IIIbull The heavy promotion of the filmrsquos innovative release ensured the film

was reviewed as a major release by the key national newspapers and generated publicity in news pages and broadcasters about the nature of the filmrsquos release including on a number of BBC programmes and news channelsbull The online campaign was targeted at a clear core audience and was

highly effective Even among the cinema audience the online campaign was the single biggest factor in spreading audience awareness (45) bull Twitter was a key platform for social media mentions of the film with

12000 mentions on the day of release with the film trending

Release strategies and responsebull The film would not have been more successful if it had used a conventional release

Results for the filmrsquos theatrical television DVD and VOD release were all close to or above expectations and showed no signs of fragmentation on any platform Opening weekend theatrical revenue was pound21000 VOD rental figures were well above predictions for the opening weekend The film was the most watched on Film4OD on the opening weekend and also boosted rentals for the directorrsquos other films The Film4 television screening averaged 367000 viewers 3 of TV audience and higher than average for timeslot and channel Opening weekend DVDBlu-Ray sales of 1500

bull The publicity generated from the filmrsquos release model would not be available to any films using the same model in the future The big argument against day-and-date release is that it will take audiences away from traditional platforms especially cinemas The Q amp A was a major draw to theatrical screenings with 51 of the audience saying that was why they had chosen to watch the film at the cinema 77 of the cinema audience were aware they could watch the film for free on television but chose to watch it at the cinema anyway This suggests frequent cinemagoers will not be swayed by alternative platforms

Audiencebull Primary audience was ABC1 18-25 years olds and frequent

cinemagoers in the 25-35+ bracket who may already be aware of the directorrsquos work The audience was skewed towards men The audience profile was in line with predictions with an average of 35 skewing strongly male at cinema screenings with around a 13 having seen some of the directorrsquos other films

The numbershellip

The numbersbull Opening weekend box office took pound21399 in theatrical revenues from

17 venuesbull 77 of the audience said they knew it was available free on

televisionbull Film averaged 367000 viewers during Film4 screening ndash up 8 for

that slot in the schedulebull Combined HMV and Amazon DVD and BluRay sales on Friday and

Saturday reached 1462 with BluRay outselling DVDbull 70 of cinema viewers gave it a highly favourable score

• A FIELD IN ENGLAND (Ben Wheatley UK 2013)
• About the filmhellip
• Funding
• Slide 4
• The release
• Slide 6
• Distribution I
• Slide 8
• Distribution II
• Slide 10
• Marketing I
• Marketing II
• Marketing III
• Release strategies and response
• Audience
• The numbershellip
• The numbers

Release strategies and responsebull The film would not have been more successful if it had used a conventional release

Results for the filmrsquos theatrical television DVD and VOD release were all close to or above expectations and showed no signs of fragmentation on any platform Opening weekend theatrical revenue was pound21000 VOD rental figures were well above predictions for the opening weekend The film was the most watched on Film4OD on the opening weekend and also boosted rentals for the directorrsquos other films The Film4 television screening averaged 367000 viewers 3 of TV audience and higher than average for timeslot and channel Opening weekend DVDBlu-Ray sales of 1500

bull The publicity generated from the filmrsquos release model would not be available to any films using the same model in the future The big argument against day-and-date release is that it will take audiences away from traditional platforms especially cinemas The Q amp A was a major draw to theatrical screenings with 51 of the audience saying that was why they had chosen to watch the film at the cinema 77 of the cinema audience were aware they could watch the film for free on television but chose to watch it at the cinema anyway This suggests frequent cinemagoers will not be swayed by alternative platforms

Audiencebull Primary audience was ABC1 18-25 years olds and frequent

cinemagoers in the 25-35+ bracket who may already be aware of the directorrsquos work The audience was skewed towards men The audience profile was in line with predictions with an average of 35 skewing strongly male at cinema screenings with around a 13 having seen some of the directorrsquos other films

The numbershellip

The numbersbull Opening weekend box office took pound21399 in theatrical revenues from

17 venuesbull 77 of the audience said they knew it was available free on

televisionbull Film averaged 367000 viewers during Film4 screening ndash up 8 for

that slot in the schedulebull Combined HMV and Amazon DVD and BluRay sales on Friday and

Saturday reached 1462 with BluRay outselling DVDbull 70 of cinema viewers gave it a highly favourable score

• A FIELD IN ENGLAND (Ben Wheatley UK 2013)
• About the filmhellip
• Funding
• Slide 4
• The release
• Slide 6
• Distribution I
• Slide 8
• Distribution II
• Slide 10
• Marketing I
• Marketing II
• Marketing III
• Release strategies and response
• Audience
• The numbershellip
• The numbers

Audiencebull Primary audience was ABC1 18-25 years olds and frequent

cinemagoers in the 25-35+ bracket who may already be aware of the directorrsquos work The audience was skewed towards men The audience profile was in line with predictions with an average of 35 skewing strongly male at cinema screenings with around a 13 having seen some of the directorrsquos other films

The numbershellip

The numbersbull Opening weekend box office took pound21399 in theatrical revenues from

17 venuesbull 77 of the audience said they knew it was available free on

televisionbull Film averaged 367000 viewers during Film4 screening ndash up 8 for

that slot in the schedulebull Combined HMV and Amazon DVD and BluRay sales on Friday and

Saturday reached 1462 with BluRay outselling DVDbull 70 of cinema viewers gave it a highly favourable score

• A FIELD IN ENGLAND (Ben Wheatley UK 2013)
• About the filmhellip
• Funding
• Slide 4
• The release
• Slide 6
• Distribution I
• Slide 8
• Distribution II
• Slide 10
• Marketing I
• Marketing II
• Marketing III
• Release strategies and response
• Audience
• The numbershellip
• The numbers

The numbershellip

The numbersbull Opening weekend box office took pound21399 in theatrical revenues from

17 venuesbull 77 of the audience said they knew it was available free on

televisionbull Film averaged 367000 viewers during Film4 screening ndash up 8 for

that slot in the schedulebull Combined HMV and Amazon DVD and BluRay sales on Friday and

Saturday reached 1462 with BluRay outselling DVDbull 70 of cinema viewers gave it a highly favourable score

• A FIELD IN ENGLAND (Ben Wheatley UK 2013)
• About the filmhellip
• Funding
• Slide 4
• The release
• Slide 6
• Distribution I
• Slide 8
• Distribution II
• Slide 10
• Marketing I
• Marketing II
• Marketing III
• Release strategies and response
• Audience
• The numbershellip
• The numbers

The numbersbull Opening weekend box office took pound21399 in theatrical revenues from

17 venuesbull 77 of the audience said they knew it was available free on

televisionbull Film averaged 367000 viewers during Film4 screening ndash up 8 for

that slot in the schedulebull Combined HMV and Amazon DVD and BluRay sales on Friday and

Saturday reached 1462 with BluRay outselling DVDbull 70 of cinema viewers gave it a highly favourable score

• A FIELD IN ENGLAND (Ben Wheatley UK 2013)
• About the filmhellip
• Funding
• Slide 4
• The release
• Slide 6
• Distribution I
• Slide 8
• Distribution II
• Slide 10
• Marketing I
• Marketing II
• Marketing III
• Release strategies and response
• Audience
• The numbershellip
• The numbers