A Field in England (Release Strategy)

1. A Field in England’s release was different to typical film releases as they had released the film in Cinema’s, on DVD’s, on TV, and on VoD, all simultaneously. This differs from traditional methods as distribution institutions normally release their films in the cinema’s first, and then on DVD’s and on TV several months (6 months) later.
   
2. The advantages of releasing the film on all the platforms on the same day were that it was able to reach all of their target audience and was available for everyone; it also generated a huge buzz on twitter which involved their fans stating that they would like to view the film in all the ways presented to them. Another advantage is that a small budget arthouse film such as this does not generate a wide interest; therefore the fans may lose interest, or forget about the film over time, so by allowing immediate DVD release, it is available instantly and their fans do not have to wait a long time. When you release the film on all platforms at the same time, you only need one marketing campaign, rather than separate ones at different times; this is cost effective and allows for a bigger budget to advertise their film to a wider audience.
   
3. There are also some disadvantages to this method as one platform may generate far more interest than the other platforms, causing a downfall in the other platform. Also, by releasing it on TV, people now have the ability to record what they want, which in turn allows the audience to gain a free access to the film rather than purchasing it and contributing to the film institution. There is a huge risk factor when attempting something different such as their distribution technique; this is because it has never been done in the UK before and by trying something new, it may repel their audience and other film distributors, rather than attract them.
   
4. A field in England would be aimed at people aged between 30 - 50  years old, and belong to the demographic groups of B, C1, and C2, and the psychographic group of succeeder; this is because they would be middle class and white, and they would choose products based on the very best, therefore arthouse would be the ideal type of films they watch as arthouse films are made as a piece of art.
   
5. In the future I do not think that all films will be released on all platforms simultaneously as big blockbuster films would prefer to show their films in the cinemas first, and then release them to the public as this would help them gain vast amounts of money and profit; also people would wait for DVD releases if the film is a large famous film, however, small low budget films may release their films on all platforms simultaneously as it has many advantages for them.