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Discuss how products are produced and distributed in an industry that you have studied.

The film industry, like any financially driven business sector, operates with both large conglomerates and smaller independent companies and thus, with reference to the question, the way that films are produced and distributed depends largely on the companies’ resources (both financial and physical) and influence to make films and get them to market.

In order to highlight this dichotomy of production practices I will reference the Warner Bros. sequel in the recent Batman franchise, The Dark Knight rises (2012) and BBC’s critical success, Broken (2013).

Warner Bros are one of the 6 ‘majors’ of Hollywood and has enjoyed an enviable history of success in the film industry with a continued commitment to producing films of the highest production values, indeed Warner Bros have been responsible for 8 of the top 20 highest grossing movies in UK cinemas, have produced numerous highly successful franchises including Batman, Harry Potter and The Hobbit and in recent years they have signed a deal to release up to 20 feature films in IMAX set to finish with the second part of The Hobbit in late 2013.

Christopher Nolan’s ‘The Dark Knight Rises’ embodies this spirit of spectacular, high concept film making. The Dark Knight Rises features six sequences (a total of 30 minutes) shot using IMAX and, according to the film's press notes, this was the "first time ever that a major feature film has been even partially shot using IMAX cameras’ Whilst this practice provides the audiences with an unparalleled immersive experience, the use of IMAX technology remains exclusive to the financially secure Hollywood companies.

As mentioned in creating The Dark Knight Rises, Warner Bros have extended another famous franchise – a practice typical of Hollywood output. 16 of the highest grossing films in UK cinemas are franchises; these films create a sense of familiarity amongst audiences and are typically considered a safe bet for financial recuperation, particularly for companies who regularly spend in excess of $200m to produce their films.  Some might criticize how this creates an endless cycle of unoriginal films; others might suggest that this is simply what the audiences crave.

Part of the success of these Hollywood blockbusters are down to their high above (and below the line) costs, the influence of star appeal and the inclusion of state of the art special effects. The Dark Knight Rises was estimated to have cost $200m and this investment can be seen throughout the movie from high risk stunts to a large supporting cast and varied filming locations (notably California, motor way, Texas). The inclusion of A-List cast members including Ann Hathaway, Christian Bale and Tom Hardy, Morgan Freeman, ensures audiences will flock to see the film and the pedigree of the director himself (Christopher Nolan) will no doubt be a draw for fans of his previous films (Batman Begins, Momento, The Dark Knight).  The high fees commanded by Hollywood actors have always been a hotly contested topic yet for a film producer, the cost of hiring highly paid actors may be crucial to ensuring a profitable return.  The special effects seen in Dark Knight are the result of a highly accomplished team and range from high risk stunts such as zip-wiring across the city, to green screen generated free-falls (use for the football match), yet these do not come cheap. Typically the visual effects / post production budget on a blockbuster movie will be higher that of the filming costs itself, yet they have become a crucial expectation of audiences looking for pure spectacle from their cinema experience.

For a Hollywood film to be financially successful the costs do not end with the production alone, the film must be ruthlessly marketed to ensure audiences are aware of the film’s release. The Dark Knight Rises was no exception in its high profile campaign. As well as utilizing traditional forms of marketing such as the theatrical and teaser trailer and a range of film posters, The Dark Knight Rises included examples of synergy in its partnership with Mattel to launch toys, games, a Dark Knight themed UNO as well as a $7.5m roller coaster in the USA, Monster drink and FILM magazine. Furthermore the film utilized a series of viral campaigns on social media and websites encouraging audiences to interact by taking place in mass scavenger hunts and through creating a fictional political campaign by the character of Harvey Dent.

Overall it would appear that these production and distribution practices were a great success; in the UK along its box office takings were$1,081,041,287, making it the 21^th most successful film in UK cinemas. In order to achieve this success the film delivered to the audience exactly what they would expect from this high-concept method of film-making from eye-watering above/below the line costs, familiar franchises, high production values and a high-profile, immersive marketing campaign.

BBC’s Broken offers a refreshing counter-study to the well trodden process of Hollywood.  BBC is a platform within the British broadcaster the responsibility of which is to commission and develop British feature films such as Ballet Shoes, Up There, The Invisible Woman and Blood. These films often have a distinctly British feel and may initially appeal to a more niche audience than their Hollywood counterparts.

Rufus Norris’s Broken was made for a fraction of the cost of The Dark Knight Rises (just £2000) however they have not released the actual price yet. And every attempt has been made to keep these costs down. The principal filming took place in England using lightweight digital cameras to navigate the streets and unlike The Dark Knight Rises, it was not necessary to close entire streets to film. The fact that it was shot on digital film also reduces the cost of film processing. The cast was largely unknown to cinema goers in the UK, as they were just extras in movies. The starts casted were slightly known as they in fact started as extras in marvel movies them self but not as known. The idea of broken came from previous events which has happened and would be found as something you could relate to as being in the British society. The film first got released in Poland and then in the UK late march 2013 which has 6 wins in the best British independent film awards and 11 nominations.

From this great success it got a large notice in the film industry but not as large for a giant distribution campaign, it was mainly the word of mouth which made this film as known as it is right now. What Warner Brothers and BBC did with their respective films typifies the differing approaches to film production and distribution. Hollywood has the finances to produce films of great spectacle and visual excitement with stars we know and admire, and whilst these form the majority of films we access in the cinemas, the independents are on hand to offer a refreshingly alternative approach when we crave a film with a degree of originality.