Paper 1 Section B Film Marketing: Mainstream and Independent Films

Independent Films 

  • Makes you think 
  • Makes you ask questions 
  • Is associated with critical success 
  • Film more as art and cultural expression 
  • Genre – social drama, serious tone 


Key Features 

  • Low production values, limited distribution 
  • Limited star marketing 
  • Realist genres, less escapist representations 
  • Critical success, limited commercial success 
  • Intended to challenge, provoke, inform and educate 
  • Exploration of narrative themes, often open ended 
  • On location shooting 
  • Niche, older, more educated target audience 
  • De-saturated colour palette, natural lighting, often a more grainy mise-en-scene, more diegetic sound 
  • Less entertainment values 
  • Production- independent directors/ creators 


Audience and Access 

  • Limited distribution 
  • Is rarely shown at multiplex cinemas (you have to look for it)
  • Tends to have limited star marketing and lower production values 
  • Tends to target stereotypically an older target audience 


Mainstream Films

  • Makes you laugh 
  • Makes you cry 
  • Is associated with commercial success
  • Film as escapist entertainment 
  • Has saturated cross media adverting campaigns 
  • Is shown at multiplex cinemas that dominate UK film exhibition 
  • Has film stars in that you want to go and see 
  • Has higher production values and is more entertaining and targets youth audiences 
  • Genre- action, sci-fi, super hero 
  • Production- Mainstream studios, popular production companies 



Audience and Access 

  • Distribution led industry – mainstream films attract significant advertising budgets 
  • Historically and commercially the film industry is controlled by Hollywood and ‘the big six’ who produce mainstream films for mass audience 
  • Film is an industry, a business 
  • Entertaining, mainstream films make money 

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