Exploring Film Marketing

Film Organisations

Students will investigate the way film organisations produce, distribute and exhibit films. They will also consider the ways in which the film industry aims to expand its market by creating and responding to audience demands. This will begin with a consideration of personal consumption and broaden into a wider appreciation of how the film industry markets its products.

 Film Production
Students will study the organisations and processes of film production, such as:

  •   sources for films – where ideas for films come from, screenplays, franchises
  •   film funding
  •   the main roles in film production (producers, directors,

    technical and cast).

 Distribution
Candidates will study the organisations and processes of distribution, such as:

  •   creating prints of films for distributing to cinemas and the emergence of digital distribution
  •   marketing – audience research & targeting, test marketing, advertising, release schedules, trailers
  •   promotion – merchandising tie-ins, websites, publicity, sponsorship, branding.

     Exhibition

  •   cinema types and ownership – multiplexes, mainstream cinemas, independent, art-house
  •   programming – scheduling, range of films available
  •   3D projection
  •   certification – the role of the BBFC.

Controlled Assessment 2 – Preproduction, Logline and Pitch

Expectations

By the end of this unit it is expected that all students will: understand the role merchandising plays in the marketing strategies of films; understand how Films are pitched to film Producers and sold to audiences and comment on these features with emerging Film Language; understand and comment on the processes associated with film production, marketing and reception; replicate the features of a film pitch and merchandising strategy with appropriate use of codes and conventions.

Most students will: understand the role merchandising plays in the marketing strategies of films; understand how Films are pitched to film Producers and sold to audiences and comment on these features with increasingly confident Film Language; understand and comment on the processes associated with film production, marketing and reception; replicate the features of a film pitch and merchandising strategy with sophisticated use of codes and conventions.

Some learners will have progressed further and will: understand the role merchandising plays in the marketing strategies of films; understand how Films are pitched to film Producers and sold to audiences and comment on these features with assured Film Language; understand and comment on the processes associated with film production, marketing and reception; replicate the features of a film pitch and merchandising strategy with original use of codes and conventions.

Key Assessments

A Pitch and Preproduction task

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