veronica mars case study and digital distribution essay

Lesson Objectives: To investigate the production and distribution of the Veronica Mars movie.


How was Veronica Mars funded?

How was the film distributed?

How successful has the film been so far?


Funding

Veronica Mars is a film spin-off a television series that was cancelled in 2007.

Warner Bros. owned the rights to the television series and did not want to fund a film version.

The shows creator decided to fund the film through crowdfunding website Kickstarter.

https://www.youtube.com/watch?v=_OT0-GQ2SaA&list=UUPV33YGEVLwtOotz9ZG0XQw


Funding

Warner Bros. agreed to fund the distribution and marketing of the film, and release it via its Warner Digital Distribution subsidiary if the project attracted at least $2 million in funding, effectively using Kickstarter to measure the audience for the film.


Distribution

The film opened on 270 screens in the US, and was available to rent or buy via TVOD sites such as iTunes.

Many fans who had pledged money would receive digital downloads.

The film had a limited UK theatrical release (aprox. 11 cinemas), and was available to rent (at higher price) or buy from TVOD platforms such as iTunes, Sky Store (rental only), and BlinkBox.


Marketing

Almost 100,000 fans pledged meaning the producers would be able to update them regularly on the release of the film.

Social media was also important – Kristen Bell has 1.4m followers on twitter.


Marketing

The first footage was shown at Comic-Con, and the film premiered at the SXSW festival.

The official website included a Race to the Box Office page that allowed fans to access exclusive content if they liked and shared Veronica Mars content on social media.


Success

The film opened on Friday 14th of March.

It had earned $1 million in theatrical box office by Saturday in the US, and was on course to earn $2.5 – 3 million over the opening weekend.

Revenue will also be generated by TVOD rentals and sales.


Structure

Introduction – state argument and focusDigital Distribution – projection, home entertainment.Film Distribution and the UK‘A Field in England ’ (2013)‘Veronica Mars’ (2014)Conclusion


Introduction

Digital technology has had a significant impact on the way in which films are distributed to audiences. Whilst film distribution in Britain is still dominated by the American Big Six studios, developments in digital technology are helping independent films to reach their audiences.


Digital DistributionDigital projection – benefits/disadvantages

Digital prints cost around one-tenth of film prints. Digital projectors are more expensive than film projectors, and have a shorter shelf life.90% of US and UK screens are digital (following success of Avatar in digital 3D most cinemas converted).Paramount first major studio to stop distribution on film.Digital projection benefits independent films – distribution costs prevented wide distribution of lower budget films.Digital Screen Network – UK Film Council financed.


Digital Distribution – Home Entertainment PlatformsProliferation of VOD platforms allows films to be distributed digitally.Benefits low budget films, e.g. Pulp (2012).Early electronic sell-through (e.g. Iron Man 3) helps tackle piracy.More convenient for consumers.VOD film market grew 50% in 2012.Popularity of streaming sites (e.g. Netflix) saw revenue increase 123% in 2012.Long Tail.


Film Distribution and the UKFilm distribution dominated by Big Six US studios – top 6 places at UK box office – 75% of UK box office went to films distributed by the Big Six in 2012.Avengers, Lego Movie (2014) opened on +500 screens in the UK.The Selfish Giant (2013) 35 screens.


‘A Field in England ’ (2013)Low budget British film.Day and date release strategy – why?Marketing?How successful?What does A Field in England tells us about digital technology and effect on distribution and marketing?


Veronica Mars (2014)

New technology being used to fund, market, and distribute films.CrowdfundingDistribution strategyMarketing


ConclusionDigital technology has had a huge impact on the production, distribution, marketing, and consumption of films. Whilst major studios continue to dominate film distribution, and are at the forefront of the shift to digital distribution new technology is helping low budget, and independent films to find audiences.

Your Experience – what methods do you used to watch films? What are the benefits and disadvantages?

veronica mars case study and digital distribution essay

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