CSP: CHICKEN
CSP: Chicken
LO: To understand the financial restrictions to independent film-makers.
Q.
What's the difference between a mainstream and independent film?
MAINSTREAM
-Aimed towards a wider audience
-From a big film-making company/ industry.
INDEPENDENT
-Less likely to reach a wide and diverse audience
-Smaller budgeted movie
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CHICKEN - OVERVIEW
> Chicken is an example of micro budget film making and raises issues around the role and future of national cinema as well as the viability of media products produced outside of the mainstream for niche audiences.
> Students need to be familiar with the production context and distribution materials including the official website, poster, trailer, social media presence (twitter, Facebook etc).
> Originally a play.
> Originally a play.
INDEPENDENT FILM
> An independent film was one that made outside of the conventional studio system, outside of Hollywood or any other large production studio.
> The style of 'indie' films is a lot different to Hollywood blockbusters, as the directors and producers have more creative input - it's being made in their vision, not in the vision of studio bosses.
> Independent films have smaller budgets, and are often supported financially by public service broadcasters, film institutions and charity funding.
> They are also distributed by smaller companies.
> No use of CGI
> Small cast
> Limited distribution
> Produced by small production companies.
> Subjected matter / key narrative, themes to explore
> More critical success
> No use of CGI
> Small cast
> Limited distribution
> Produced by small production companies.
> Subjected matter / key narrative, themes to explore
> More critical success
FUNDING 'CHICKEN'
> Independent films have a low budget and are funded by small productions studios or the BFI/National Lottery, 'Chicken' didn't have this luxury.
>He couldn't get funding from the BFI or National Lottery as they weren't interested in the film. They only usually provide funding for established directors/producers, or films that are going to be successful or have an impact.
>Director Joe Stephenson had to raise the money himself, a micro-budget of £110,000. He had to ask around all his friends and film contacts to put the money together.
>He couldn't get funding from the BFI or National Lottery as they weren't interested in the film. They only usually provide funding for established directors/producers, or films that are going to be successful or have an impact.
>Director Joe Stephenson had to raise the money himself, a micro-budget of £110,000. He had to ask around all his friends and film contacts to put the money together.
THE 6 STAGES OF FILM-MAKING
STAGE 1 ACQUISITION: Ideas are created or bought, if necessary rights to the story are bought, screenplay is written and financing is sought.
STAGE 2 PRE-PRODUCTION: Cast and film crew are found, locations chosen and sets are built. This is also the point where budgets are decided and funding is found (if required).
STAGE 3 PRODUCTION; The film is shot and filmed. This includes a massive crew and is the most expensive part of the production. it's also seen as the 'point of no return' for most projects, as it's difficult to recover the costs of production without a finished product after shooting begins.
STAGE 4 POST-PRODUCTION: The recorded film is edited. Crew work on the sound effects and enhancement, images and visual effects.
STAGE 5 DISTRIBUTION: Finished film is distributed and marketing strategies are employed to promote the film and draw in audiences. It is screened at the cinema and released for home viewing on a variety of formats.
STAGE 6 EXHIBITION; Films are screened in cine,as across the globe. Screenings can vary from 2D to 3D, from Imaz to screens with seats that allow for more immersive experiences (e.g. Cineworld's D-Box seats).
'CHICKEN' - PRODUCTION
> 'Chicken' is characteristic of contemporary cultural production in its use of new technology at production and distribution stages.
> Stephenson had to set up his own production company (B Good Productions), to create the film.
> Filming took place over 19 days in locations across London. They couldn't film for longer or in a variety of locations as they couldn't afford it!
> A lot of the film was recorded outdoors - for a production on a micro-budget, why would this have been an issue?
> The lack of budget also limited the amount of 'star' power they couldn't afford. The actors are not well known, meaning they can't rely on the names to promote the film.
A film produced independently can impact the success of the film as they suffer the struggle of a low budget. This causes a lot of stress and reliability on outside studios especially. given this, they would put a lot o pressure on the actors to get the scene perfect so that the transitions of mistakes were unnoticeable. Moreover, the stress of a low budget can contribute to whether the film will become a success. Due to the time-consuming schedule producers will have, this is shown through the use of actors, setting, camera quality and lighting, costume, makeup, length of screening, special effects, etc.
Look at 2018's biggest blockbuster, 'Avenger's Infinity War'> Stephenson had to set up his own production company (B Good Productions), to create the film.
> Filming took place over 19 days in locations across London. They couldn't film for longer or in a variety of locations as they couldn't afford it!
> A lot of the film was recorded outdoors - for a production on a micro-budget, why would this have been an issue?
> The lack of budget also limited the amount of 'star' power they couldn't afford. The actors are not well known, meaning they can't rely on the names to promote the film.
DISTRIBUTION - 'CHICKEN'
> Stephenson failed to secure distribution interest in 'Chicken', coming across the same issues that he did with funding.
> Instead, Stephenson spent two years focused on showing the film at film festivals.
> The film showed at festivals in Dublin, Spain, Italy, Estonia, New Hampshire and Germany. It had its world premier in Edinburgh and international premier in South Korea.
> He won awards and special mention at 5 of these festivals.
PRIMARY & SECONDARY TARGET AUDIENCE
> Their primary audience will be young adult (35-55)
> People that are socially aware
> Fairly liberal, sense of prejudice
> Fairly niche audience
> Whereas, secondary audience would be younger viewers. Foe example, school students studying a CSP. Or to raise awareness of a subject.
> Film students
PRODUCTION VALUES
> Low production values, including the lighting, sound and props used to improve the film production.
> They use pathetic fallacy to symbolise when the scene intends to negative and sad, therefore it will be gloomy and rainy. Whereas, for a positive and happy scene, it'll be blue skies and sunshine.
> They included music in the trailer to entice audiences. Their chosen music was fairly calming and neutral. This suggests the story is relateable and not dramatic like an action or thriller film production.
> Also the props were very limited in this production. As they were a small budget production, they had access to one area.
> It isn't set in a well-known city or location.
> The director or actors aren't famous enough for it.
> They focus more on narrative, rather than entertainment.
ADVERTISEMENT & MARKETING
> Trailer
> Posters
> Social media
> Film festivals
> Newspapers & magazines
> Gossip channels/ podcasts
> Radio.
> More online marketing
> Viral marketing (industry buzz)
> Focus on themes and issues over production values/ spectacle/ look of the film
> The use their website as a media page to advertise.
> Film documentaries
DIRECTORS COMMENTS
> Hopes to target educational audiences in schools. He hopes for audiences to change their perspective on stereotypes and judging characters.
"You can educate people without them necessarily knowing that they are being educated" - Joe Stephenson
Q. What are the purpose of film festivals?
- Name 3 mainstream film festivals.
Q. What sort of people would attend film festivals?
Q. What do you think are the costs associated for marketing films at film festivals?
Q. Why do you think Stephenson chose film festivals as a way to screen his film?
Q.How would the fact a film is produced independently impact on the success of the film?> Instead, Stephenson spent two years focused on showing the film at film festivals.
> The film showed at festivals in Dublin, Spain, Italy, Estonia, New Hampshire and Germany. It had its world premier in Edinburgh and international premier in South Korea.
> He won awards and special mention at 5 of these festivals.
PRIMARY & SECONDARY TARGET AUDIENCE
> Their primary audience will be young adult (35-55)
> People that are socially aware
> Fairly liberal, sense of prejudice
> Fairly niche audience
> Whereas, secondary audience would be younger viewers. Foe example, school students studying a CSP. Or to raise awareness of a subject.
> Film students
PRODUCTION VALUES
> Low production values, including the lighting, sound and props used to improve the film production.
> They use pathetic fallacy to symbolise when the scene intends to negative and sad, therefore it will be gloomy and rainy. Whereas, for a positive and happy scene, it'll be blue skies and sunshine.
> They included music in the trailer to entice audiences. Their chosen music was fairly calming and neutral. This suggests the story is relateable and not dramatic like an action or thriller film production.
> Also the props were very limited in this production. As they were a small budget production, they had access to one area.
> It isn't set in a well-known city or location.
> The director or actors aren't famous enough for it.> They focus more on narrative, rather than entertainment.
ADVERTISEMENT & MARKETING
> Trailer
> Posters
> Social media
> Film festivals
> Newspapers & magazines
> Gossip channels/ podcasts
> Radio.
> More online marketing
> Viral marketing (industry buzz)
> Focus on themes and issues over production values/ spectacle/ look of the film
> The use their website as a media page to advertise.
> Film documentaries
DIRECTORS COMMENTS
> Hopes to target educational audiences in schools. He hopes for audiences to change their perspective on stereotypes and judging characters.
"You can educate people without them necessarily knowing that they are being educated" - Joe Stephenson
Q. What are the purpose of film festivals?
- Name 3 mainstream film festivals.
Q. What sort of people would attend film festivals?
Q. What do you think are the costs associated for marketing films at film festivals?
Q. Why do you think Stephenson chose film festivals as a way to screen his film?
A film produced independently can impact the success of the film as they suffer the struggle of a low budget. This causes a lot of stress and reliability on outside studios especially. given this, they would put a lot o pressure on the actors to get the scene perfect so that the transitions of mistakes were unnoticeable. Moreover, the stress of a low budget can contribute to whether the film will become a success. Due to the time-consuming schedule producers will have, this is shown through the use of actors, setting, camera quality and lighting, costume, makeup, length of screening, special effects, etc.
What was the budget?
316 million USD
Who is the director? Are they well known?
Anthony Russo & Joe Russo
What studio produced the film?
Walt Disney Studios Motion Pictures
How much money has the film made at the box office on its opening weekend?
Over 2 billion USD
How has the film been promoted?
Through social media (Instagram, Twitter, SnapChat ads); general TV trailer adverts; cinema trailers; movie premier/ festivals; interviews on daytime TV.
'The Terminator' (1984)
What was the budget?
6.4 million USD
Who is the director? Are they well known?
James Cameron
What studio produced the film?
Skydance productions
How much money has the film made at the box office on its opening weekend?
78.3 million USD
How has the film been promoted?
'Chicken' (2015)
What was the budget?
£1100
Who is the director? Are they well known?
Joe A. Stephanson // very unknown
What studio produced the film?
B Good Picture Company
How much money has the film made at the box office on its opening weekend?
£8300
How has the film been promoted?
Film festivals; trailers; social media;
MAPPING THEORY
Curran & Seaton> The idea that the media are controlled by a small number of companies e.g The Big Six (that were not interested in Chicken) - they are driven by profit and Chicken would not have provided a big box office return, hence the rejection.
> The film also challenges this distribution this distribution pattern, however with its complex marketing campaign but was forced into this interactive creative approach because of limited funding for distraction.
> Non mainstream films like Chicken offer a more diverse, independent approach to film making critical success more important/ relevant than than commercial success (profit).
Livingstone & Lunt
> The idea that UK regulation policy e.g the BBFC is driven by conflict to 'protect' from harm but also allow diversity/ choice.
> Desensitisation/ deregulation core concepts here. Chicken BBFC - "very strong language/ strong violence/ sex references"
> A 15 certificate allowed in Chicken, however to reach its primary demographic nit restricted younger audiences (under 15)
> Films with educational content (like Chicken) are less likely to be harshly regulated because they are "in the public interest". Would you be happy if a 12 year old watched the film?
> Desensitisation/ deregulation core concepts here. Chicken BBFC - "very strong language/ strong violence/ sex references"
> A 15 certificate allowed in Chicken, however to reach its primary demographic nit restricted younger audiences (under 15)
> Films with educational content (like Chicken) are less likely to be harshly regulated because they are "in the public interest". Would you be happy if a 12 year old watched the film?
David Hesmondhalgh
> The idea that cultural companies try to minimise risk and maximise audience/ profit through vertical and horizontal integration (pattern of ownership theory).
> Chicken challenges this traditional pattern of ownership but as a 'risk taking film' is prevented from achieving significant commercial success due to lack of funding from major organisations
> Chicken more like a 'revenue drip' than a 'revenue stream' - reliant on streaming and making a small profit overtime.
> Chicken challenges this traditional pattern of ownership but as a 'risk taking film' is prevented from achieving significant commercial success due to lack of funding from major organisations
> Chicken more like a 'revenue drip' than a 'revenue stream' - reliant on streaming and making a small profit overtime.
1. Explain how 'Chicken' could be considered an independent film. [10]
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