3. What kind of media institution might distribute your media product and why?

Due to the fact that it is a low budget British independent movie, our film would be a co-production between production and distribution.

Production
Our production company is called GEMM Productions.

GEMM Productions is a British independent production company aimed at 16-24 year old male and females as they fulfill a large proportion of the cinema market. We aim to produce films with more challenging and interesting themes than those produced by big-budget studios, focusing on drama with possibilities of comedy or thriller. Our Production company is similar to Film4 which has co-produced many British films including Attack The Block, Submarine, The Inbetweeners Movie and This Is England.

Financing 
Our film would be financed by the BFI Film Fund who 'work to discover and develop new talent and to support the production of a wide range of films that will enrich British film culture and define Britain and its storytellers in the 21st century, for the benefit of audiences at home and abroad'. Therefore, we think due to our film's indie British style and content, we would qualify for funding.

Distribution
We researched various studios and looked at their involvement in the distribution of films.
Here is a mood-board of possible distributors for our film:

After having researched distribution companies, we realise that it would be best to use a distribution company that has distributed a number of films with style and content similar to that of ours. In addition, having great involvement in the British independent film industry would be essential.

Therefore, we decided that our film would be distributed by StudioCanal.

StudioCanal is is a French-based production and distribution company that owns the third-largest film library in the world, therefore are incredibly successful. Our film would probably be distributed by the smaller StudioCanal owned distribution company StudioCanal UK (previously named Optimum Releasing). This is because it has successfully distributed various British drama films similar to ours, for example Attack The Block, This Is England and Submarine. 

Exhibition
If our film was distributed by StudioCanal UK it is likely to be shown in the cinema. Our target audience of 16-24 year olds are amongst the most prominent cinema goers in the UK, making a theatrical release crucial to the success of our film (see table in Production). However, due to the fact that its a fairly low-budget independent movie we feel that it would have most success initially being shown in independent cinemas in order to appeal to our core audience. Some examples of these cinemas are:

Hackney Picture House

The Phoenix, East Finchley

Hyde Park Picture House, Leeds

If our film was to be a success at these smaller cinemas, we feel that it could be shown in larger cinemas such as Cineworld, Vue and Odeon.

Our film would be shown in 2D as it is low-budget film and the appearance, due to the genre and style, would not benefit sufficiently from the costs of showing it in 3D. In addition, our audience would not expect an independent British drama film to be shown in 3D.

After the success of the cinema, we feel that our film has the potential be shown on Television. It is most likely to be shown on Film4 or Channel4 as other independent films have succesfully been exhibited on these channels:

Due to the increase in revenue from film on television, we feel that showing our film on television would be highly beneficial to us. Overall, theatrical and television exhibition has had the highest proportion of revenue over the last few years implying that these are the two best platforms for exhibiting a film, as shown in this graph from the BFI statistical Yearbook 2013:

Marketing
Our film would be marketed to our national audience through a simplistic marketing campaign, taking advantage of below-the-line advertising. Due to the majority of our audience being in the urban youth demographic, our marketing would most effectively take place in cities. Similar to the way in which StudioCanal distributed Submarine, we would create one simple poster that would become a memorable image for our film. This would be seen at bus stops and train stations around the main cities in the UK, for example on the London underground. Due to our low budget as an independent film, the poster would not be seen on a large scale, for example on billboards.

In addition to the poster and similar to Submarine, we would have one main trailer available to view online, posted on the StudioCanal UK Youtube channel. This would be shared on our Facebook page which would be the main hub of our film's marketing, sharing all interviews, reviews and any other promotional opportunities directly to our audience of 16-24 year olds in the UK.