Media Magazine: the appeal of arthouse cinema

Complete the following tasks to improve your understanding of arthouse film and the possible audience pleasures that the genre offers:

Read Beyond Hollywood: Reading Arthouse Cinema. This is in MM45 on page 24 - go to our Media Magazine archive to find the article. 

1) Summarise the article in 50 words.   independent film, aimed at a niche market rather than a mass market audience.character. In other words, they are films that are purposely difficult to understand or ‘read’. Those who think of cinema as being simply entertainment, which is easier to read, are rarely likely to watch an art house film.

2) What are some of the suggested audience pleasures for arthouse film? .innovation / different .British- alternative representation .makes them acknowledge different classes life style or the way people lived before.

3) Why do some audiences struggle with arthouse film? Refer to some media theory here (there are some important media theories discussed in the article itself). art-house films do not always follow the normal narrative as they're mixed up whereas, Hollywood films will have one narrative throughout chronologically.

4) To what extent is arthouse film only for the middle classes and older audiences? Why might this be the case? Art-house is more expensive and targeted at a small niche market with people who don't mind experiencing different types of films.

5) What type of audience would A Field In England appeal to? What about Chicken?

A Field In England: BFI report on the release strategy and commercial success

1) Read this BFI Insight report into the release and reception of the film. What was the purpose of the report? 

2) What was the budget for A Field In England?  £300K

3) What were the key numbers in  terms of cinema box office takings, TV viewers, VOD and DVD sales?  £51,409  7,577 sales 5,525 DVD – 2,052 Blu-ray

4) What was the primary target audience for A Field In England? Does this surprise you? How does it contrast with your answer to question 5 in the tasks above? 

5) What did the report conclude with regards to social media and the marketing campaign? How does this link to our Chicken case study? 

6) Finally, what was the BFI's conclusion with regards to the unusual release strategy for A Field In England? Was it a success? What evidence is provided to argue this point?

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