This case study refers to the 2015 movie Chicken (Dir. Joe Stephenson), a heartfelt and shocking movie surrounding Richard, a 15 year old boy. His family life, his newfound friends and changes throughout the movie bring the artistic capital center stage. Despite this, Chicken encountered many struggles along its journey to distribution and it's overall reception within the film industry.
Funding
What was the funding for Chicken?
£110,000
How did Joe Stephenson raise the money to make the film?
Contacts. Friends of friends, who would invest money into making the film.
How does the Chicken budget compare to a Hollywood-funded British blockbuster such as Spectre [2015] or Paddington 2 [2017]?
Chicken is a micro-budget film and lacks the funding secured by Hollywood-funded films, these movies are promising and are much more cinematic in their techniques and spending habits however Chicken did not have this privilege, and due to it's small budget had to film hastily, and was victim to natural barriers, lighting issues and limiting time frames.
What is the BFI film fund and How does it contribute to the British film industry?
The BFI film fund is a financial support system for UK film makers and films using funding from the National Lottery. It allows a diverse and inclusive amount of films to be made which are socially relevant and contribute to British society in a fair and rewarding manner.
Why do you think Chicken failed to secure the funding from the BFI film fund?
I believe that the heavy themes and strong violence featured throughout Chicken makes it an unattractive film for both funding and distribution. Although, it's needed and brings awareness to topics that many regard as taboo in today's society. It's raw feeling and vulgar approach could be argued as 'too much' for a mainstream audience.
Production
What difficulties did Chicken face during filming?
Lighting issues, bad weather, a limited filming period.
How many days did Chicken take to film?
19. Only 18 days worth of footage was used in the movie.
What scenes were particularly difficult to film?
The final scene with the caravan was particularly difficult due to the weather conditions at the time however a lot of scenes were interrupted by lighting issues during the duration of filming.
Distribution
Why did the film fail to secure a distribution deal when it was first made in 2014?
It's expensive to market and secure and many places saw Chicken as a risky film to invest in, since in relation to Hesomdhalgh, had more culture capital than profitable potential.
What film festivals did Chicken feature at between 2014-2016
Edinburgh, Busan, New Hampshire, Giffoni & Dublin
Why are film festivals and effective way for a low budget film to secure a distribution deal?
It allows films to reach an audience and gain critical response and reviews that can be used in promotion and if it becomes critically acclaimed secure a distribution deal of some sort.
When was Chicken released in cinemas in the UK?
May 2016.
Why do you think film subscription service MUBI chose the film to feature on the service?
Chicken is an artistic independent film which fits into the arthouse, and niche aesthetic of the MUBI streaming service.
Why was film 4 a good choice to give the film its UK television premiere?
Film 4 previews mainly arthouse films or films that appeal to a niche audience, which Chicken definitely does. It's rural aesthetic and controversial narrative contents makes it quite attractive to the film 4 demographic of highly educated and culturally intrigued young people.
When will the film be released on ITunes and other video-on-demand services in the USA and Canada?
January 2018/ Amazon Prime secured in June 2018.
Promotion
What does the trailer suggest regarding genre and the potential audience pleasures of Chicken?
The trailer suggests that this film will be part of the common British genre of social realism and will provide an alternative perspective on the stereotypes and myths surrounding the working class demographic, and minorities within the suburbs of Britain.
What synergy can you find between traditional marketing media and the film trailer?
The use of Fiona in marketing is prevalent as well as the use of quotes and excerpts from critic reviews used on the film posters and throughout the film trailer.
Why are reviews from industry figures such as Mark Kermode so important to a film's success?
He is a trusted opinion leader within the industry therefore his opinion and recommendation may lead to heightened exposure for the film and more audience opportunities, especially for low budget films such as Chicken.
How does the twitter account create and maintain interest in the film?
By promoting distribution opportunities, talking about the films critical acclaim and retweeting tweets related to the film.
Who does the twitter account retweet? How does this help promote the film?
Film magazines and people talking about and reviewing the film. In this digital age, people rely on other peoples opinions heavily before consuming new or unknown media therefore the perpetuation of positive reviews and critic intrigue creates a buzz that will in turn, lead to more people wanting to watch the film.
How does the film's facebook page use images and video content to promote the film?
The film's facebook page uses film posters and excerpts from the film to promote the film and keep interest on the stories narrative without spoilers.
What pages are liked by the facebook page? What does this tell us about the film and the potential target audience?
Pages relating to arthouse film and films relating similar topics. This hints that the film deals with social realism topics
What celebrities are mentioned on the B Good Picture company's website? Why might they be highlighted?
Ian Mckellen, Stephen Frears, Noel Clarke, Karen Gillan and Mark Kermode. They are reputable figures in the film industry and their names being mentioned allows the film to us3e star power for promotion.
What is the key purpose of the film's official website? What does this tell you about how people are consuming films and the influence of new technology?
The films official website exists to inform and keep people updated on the distribution process. It displays the technological advancement and adaption in society to rely on streaming services rather than cinema excursions to consume films and tv shows.
What videos feature on the B Good pictures youtube channel? How do they help promote Chicken?
Clips from the movie. This allows the audience to get a feel for the themes and characters of the film and contextualises the movie in a more in-depth manner than the trailer, hopefully motivating audiences to see the movie to fit the puzzle pieces together.
Beyond Hollywood: Reading Arthouse Cinema
Summarise the article in 50 words.
Arthouse cinema is a purposefully intellectually challenging and difficult to read genre, it prioritises artisitic value over commercial ability and has a particularly melancholic theme throughout narratives. Arthouse films rarely follow the conventional narrative structures and codes and can be unattractive for western audiences due to their status in the foreign film market, making subtitles needed which are quite off-putting to modern audiences, although not so much in recent years.
What are some of the suggested audience pleasures for arthouse film?
High cultural capital, Intertextual references, competence in reading films, and artistic reputations.
Why do some audiences struggle with arthouse film?
The melancholic narratives, majority of arthouse films are not in a western language, abstract references and cultural significance.
To what extent is arthouse film only for the middle class and older audiences? Why might this be the case?
I believe that arthouse films have a slightly older, middle class target demographic due to the complexity within the narrative, references and significant character choices that require a level of higher education and knowledge within film to truly understand and appreciate since these films are centered around their artistic capital rather than commercial ability, they can risk using abstract and elitist language and structural choices which then leave those with basic film knowledge or casual watchers at a significant disadvantage when it comes to watching arthouse films without any contextualisation from the movie itself.
What type of audience would be interested in Chicken?
An arthouse audience would be interested in Chicken due to it's elusive promotion and niche subtext which allows for higher educated people to appreciate the artistic efforts of this movie however it could also appeal to a socially disadvantaged audience; those who have lived a more realistic version of life but a similar one to Richard, a narrative that is hardly ever depicted on screen and would be an arguably important representation for a mainstream british audience.
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