J.R. Production and Distribution of Horror Films

Discuss the ways horror films are produced & distributed

 The film industry is possibly the most successful industry within the media world. When making a film whether or not it is made in the United Kingdom or Hollywood, the same process is under taken. The process consists of four prime areas. These areas are; production, distribution, marketing and exhibition.  Key to any hit film is perhaps due to the fact that it is distributed and marketed in a sufficient way. There are six main conglomerates within Hollywood including Warner Brothers and Universal. The reason that these studios are so big is solely on the fact that they use vertical integration. This provides the studios with a chance to uses methods like synergy to distribute and market their film correctly and to the right audience.

The evolution of digital technology has determined the movement of the expectations of the audience. Expectations that a film will provide a more spectacular viewing and portrayal of a story by using high quality effects are all prejudices made before a viewing of the film. Independent producers may find it difficult to find enough funding to meet these expectations meaning that the ultra-high budget tentpoles and mainstream films appear to be more appealing to consumers. However, the conventions of a horror film allow independent movie producers to create films that can be visually spectacular. For example Paranormal Activity (2007) had an extremely low budget of $15,000, yet due to its unique style the filming expense of it was extremely low. For example, horror is normally set in everyday locations to maintain a sense or normality in the otherwise twisted and unrealistic narratives, this is often a characteristic of an independent film. The experimental nature of independent films such as paranormal activity can benefit producers because they can substitute expensive techniques with cheaper and often incredibly similar practices. This has been proven in Paranormal Activity. Although this films budget was so small that it was not able to advertise itself a great amount it still achieved an astounding $193,000,000 in box office, through this huge success the film was then able to establish a sequel meaning profit form then onwards was inevitable. In addition to this they would also be able to have a larger budget for the other films due to the large profit made previously.

When it comes to distribution, it is difficult for independent films to gain prominence over the ever-present hegemonic status of the 6 major Hollywood studios. An independent studio such as 'blumhouse productions' that created paranormal activity often favour style over genre and challenge conventional film techniques. As the budget for paranormal activity was so low the distribution for this film was even more of a challenge. However the distributions could not consist of billboards or adverts publishing the film throughout the world but promoting their film for low prices at film festivals such as the BFI (London) film festival, even thought independent films tend to spend 50% of their production funds on marketing for a film as this is such a large aspect of its success, know as the 'budget commensurate with target audience'. Independent films generally rely on the ‘water cooler’ culture and cinephiles but often find it difficult to budget enough to globally advertise their movies to the extent that the 6 major Hollywood studios distribution of the film more successful. However in the 21st centaury the development of Web 2.0 has really brought about the rise in independent films meaning that they can easily and cheaply advertise their films globally using this resources. This has subsequently affected both independent and industrial film in a positive and negative way.

·         Mainstream industrial horror films are distributed much like any other industrial film: with an advertising campaign involving trailers, posters, websites, billboard adverts and TV adverts etc. For example "The Conjuring" (Wan, 2012) first released posters introducing the stars' characters, followed by a teaser trailer which was released at Comic Con.

·         The film based its advertising campaign heavily on the idea of the film being "based on a true story" as it follows the tale of real life paranormal activity specialists Ed and Lorraine Warren who inspired "The Amityville Horror" (Douglas, 2005).

·         In the final weeks leading up to the film’s release the real-life family made appearances on talk spots, which was finally followed by a feature entitled "The Devils Review" which showed the real-life Lorraine Warren explaining some events in the film.

·         The film was a huge success at the box office, with a budget of $20 Million making $316,700,141 at the box office.

 As with all industrial films the size of the budget available to industrial filmmakers is significantly larger than that of independent filmmakers. This often means films are more visually impressive, contain extensive visual effects containing effects such as CGI and pro filmic effects, or even have Hollywood A-list actors as they not only potentially offer better performances, they hopefully provide a reassurance of the films quality to the audience.

·         An example of an industrial Hollywood horror film is "The Cabin in The Woods" (Goddard, 2012) which had a budget of $30 Million, generating a disappointing $66 Million technically making the film a failure.

·         Given the success of certain Horror films, often sequels, occasionally prequels, and a host of spin-offs are made. An example of this is the previously mentioned "Paranormal Activity" film which since became a franchise, with six films in. The films become less well celebrated as the franchise continues however despite the lack of critical acclaim the films manage to remain huge successes.

To conclude, the comparison between ‘Paranormal activity’ and ‘The Conjuring’ is in some respects very different but in other very similar. The process in which, both the big five studio films and the independent studio films, is they are identical but with different means of going about each area. For example when distributing a film the Hollywood film would start releasing information and trailer a year before the film is released, on the other hand when an independent film is distributed they have limited about of money and recourses to send it round the world to be advertised. Another vital element is that the films that both film studios produce is very different as the Hollywood films prime goal is to make a profit, where as a small independent film makes a film for the passion and enjoyment of filmmaking. This shows in the film themselves i.e. ‘The Conjuring’ already has a guaranteed audience and is inevitably going to make a lot of money where as ‘Paranormal activity’ has a hard demographic as it is a new film with a unique story that only certain people may find appealing. In answer to the question, the ways in which media products are produced and distributed to audiences is essentially very different between two types of filmmaking but all film undergo the same process. I believe that both types of film are uniquely very good and are part of a rising media.