The Infidel, directed by Josh Appignanesi and written by David Baddiel is a comedy drama released on the 9th April 2010. Revolver Entertainment was responsible for the release and hit the target of getting the film released for 9th April 2010. Whilst The Infidel, like A Field In England both used the internet to help distribute their products, The Infidel also used the internet in new and innovative ways to not only promote their film and increase the awareness, but also to actually help construct the film.
The target audience for the film was 18-35 50/50 male/female split to ensure that a very large audience was addressed to ensure higher numbers of viewers for the film – maximising profits.
One technique in particular which was demonstrated by Revolver Entertainment to help spread an early buzz for the film, encourage user generated content and also to do some primary research into audience profiling found the internet absolutely fundamental and it helped to build up the anticipation tremendously.
Users were invited to upload religious jokes to the website in different ways and then vote on them to try and determine which jokes were the funniest but also to identify one of the key questions Revolver Entertainment wanted to address which was “Which religion is funniest?”
The website was key to addressing the correct audience. It allowed Revolver Entertainment to find out the demographics and age categories of those most interested in the film this allowed the company to really focus on the audience.
On the opening weekend the film was released to a grand total of 29 cinemas in the UK, generating £135,448. However, it stayed in cinemas for longer and this was quite successful for The Infidel, as it eventually made £590,512 at the box office. The success of the film within cinemas allowed Revolver Entertainment to then produce both DVD and Blu-Ray versions of the film. 2 weeks after the initial release, the film had generated a grand total of £442,950. This shows that keeping the film in the cinemas for longer was important because releasing the film in the cinemas also acted as a way of advertising in itself.
The Infidels success also meant that it could expand further and it was released to Ireland too on the 4th June 2010, roughly 2 months after being released to cinemas in England. Not to mention, distribution rights to the film were sold to 62 different countries due to it’s success. This further generated additional income.
The actual production cost for The Infidel was rather low. Below are the costs for the production process.
Edit and moderation £2,000
Online ads and seeding £4,000
TOTAL = £30,000
This shows that the film was in fact produced on a very low budget. This is similar to A Field In England, except it was produced on a much lower budget and really made use of social media to cut out a lot of the costs which would be associated with the P&A. Today it is still being distributed on iTunes, VUDU and Amazon, whereby you can purchase the film or alternatively rent it. The cost of the film is typically about £7 and to rent it, it would cost about £2.50. This is only slightly cheaper than much larger films and newer films, but the price is set for a reason, and so it must be selling well at the designated price.