Tag Archives: The Infidel

Section B Exam Preparation

To what extent does digital distribution affect the marketing and consumption of media products in the media area you have studied?


Digital distribution has been revolutionary to the modern method of both marketing films and then consuming them. Why?

  • Advance of capabilities of the internet and the popularity of the internet
  • People watch films on VOD and special streaming services now, unlike in the past
  • YouTube and trailers
  • Website advertising
  • Social media as a form of marketing

-Plan for essay-


“Digital distribution has been revolutionary to the modern method of both marketing films and then consuming them-”

Case study of “A Field In England” 5th July 2013

– Released on VOD, iTunes and Virgin Media in a simultaneous release model, unlike the standard hollywood model of release.

-Small budget of £316,879 so advertising mainly through internet and social media including Twitter. Trended #1 on the day before release which built up the hype.

-Relatively small number of cinema screenings in the UK (17), so watching A Field In England online was even more successful due to the increased demand to view, in one platform or another.

-Rentals on iTunes to see A Field In England were over 3,000 in the opening weekend, which is decent profit for a low budget film

Case study of “The Infidel” 9th April 2010

– Initially released in cinemas, although slightly more like the standard hollywood model of release, with 29 UK cinema screenings (as opposed to just 17)

-Extremely low budget of £30,000 – very successful even for lower online rentals

-Support of YouTube as advertising – at least 30% of the budget was spent on P&A spending to make a good effort to get consumers attention

-Approximately 1,000 rentals online to see the film (Less successful)

-Took longer to come out onto VOD – lost hype over time, could have been more successful earlier

Case study of “Avatar” 17th December 2009

-Standard hollywood style release

-20th Century Fox – 8.8% market share – $273,000,000 budget (big)

-P&A spending was a large proportion of this

-Advertising on TV, radio, internet, trailers at cinema

-3D appeal – at the time 3D wasn’t a big thing – people felt the need to see it at the cinema -> less success on VOD

-Still could be cheaper to see Avatar on VOD than cinema

-Special editions available on iTunes to promote consumption which included a directors cut at more expense ($20)


“Digital distribution has significant impacts on both marketing and consumption of different media products in film-”




Part B Mindmap






Infographic of Film Distribution


Case Study – Distribution of The Infidel

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.

Build £19,500
Edit and moderation £2,000
Update £3,000
Hosting £1,500
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.