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Home » Latest news » UK Film Council shares Digital Innovation in Distribution case studies

UK Film Council shares Digital Innovation in Distribution case studies

The UK is one of the most expensive countries in the world in which to release films, and this can lead to limited choice for cinema-goers. While blockbusters such as the Harry Potter films are often released in the UK with more than 1,000 film prints, the average number of prints for a foreign-language film is under ten. Distribution companies are thus increasingly turning to online social networks and interactive digital marketing to build new audiences in the run-up to a film's release.

With support from the UK Film Council's Digital Innovation in Distribution pilot scheme, new films are using interactive digital media to reach new audiences. In addition to helping distributors gain broader exposure for films and giving audiences a greater opportunity to view them, this scheme is helping all professionals by sharing the successful distribution strategies in the form of case studies.

Män som hatar kvinnor (The Girl with the Dragon Tattoo), The Disappearance of Alice Creedand The Infidelall received funding through the UK Film Council's Digital Innovation in Distribution pilot scheme, and the case studies for each film are available to download from the dedicated webpage.

Each case study details the market research behind the film's advertising campaign and distribution strategy, and the various innovative methods used to capture the attention and interest of new audiences. Examples include: interactive trailers with behind-the-scenes footage and gossip, promotions using location-based social media, video games, live satellite Q&As beamed to cinemas across the country, as well as helping audiences to stage their own screenings.

Other films supported by the Digital Innovation in Distribution pilot scheme include:

4.3.2.1, directed by Noel Clarke and Mark Davis
Flickan som lekte med elden (The Girl Who Played with Fire),directed by Daniel Alfredson
Heartless, directed by Philip Ridley
Monsters, directed by Gareth Edwards
Mr. Nice,directed by Bernard Rose.

For more information about this and other UK Film Council funds, visit the UK Film Council website.

Publication date: 02 Dec 2010