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Viewing report
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Film Market – Market Review 2006
Key Note Publications Ltd, June 2006, Pages: 150
This Market Review examines the UK market for feature films or `movies'. It also offers a global perspective on the film industry, with particular reference to the influence of `Hollywood' — a shorthand term for the US movie industry, whose major studios were originally situated in or near Hollywood, a suburb of Los Angeles. Reference is made to UK film production where appropriate, although this is not a significant force in the market.
The term `video' is used to describe a pre-recorded film sold on the declining VHS (Video Home System) tape format. The abbreviation DVD stands for Digital Versatile Disc, the technology that has been replacing VHS in most UK households since the early 2000s. Videotape and DVD are not, in themselves, of lasting significance, since they are ultimately only the physical vehicles for storing copies of films. Other methods of storage, including downloading to PC hard drives, are already challenging DVD.
This Review analyses the UK market in terms of the various `windows' (or distribution channels) through which films are released to the public:
- Cinema (or `theatrical distribution' in traditional terminology) — this is the first window of release, involving the projection of a film on to a large screen, usually in front of a large audience. The typical modern cinema is a `multiplex', or multi-screen complex, with up to 20 separate screens.
- Rental (or hire) — in this second window, films are rented to customers on DVD or video, for viewing at home. Traditionally, these DVDs or videos have been supplied by high-street rental stores, local shops or public libraries, for a period of one or two nights (or at most a week) per rental. However, the market is now shifting to `unlimited' hire via online rental services.
- Sell-through — this term was coined in the late 1980s to describe a new window, through which consumers were able to buy their own copies of films on video or, later, DVD. (Rain Man, starring Dustin Hoffman and Tom Cruise, was the first major sell-through title.)
- Broadcast — in this final window, films are broadcast on television, either on the main `terrestrial' channels or on subscription cable, satellite or Freeview channels, some of which (e.g. Sky Movies) are dedicated to films.
Each of these `windows' is examined in a separate chapter of this Review. Other chapters profile the studios that finance, produce or distribute major films (especially the expensive `blockbusters'), analyse the results of exclusive consumer research and discuss the market's future prospects.
The film industry is served by many trade associations and other organisations. This report lists some of the most important organisations with a direct relevance to the UK market:
- All Industry Marketing (AIM), established in 2001, describes itself as `the dynamic focal point for UK generic cinema audience development'. The organisation is dedicated to the promotion of cinema-going in general and has the dual aims of increasing the frequency of attendance and broadening the mainstream cinema audience.
- The British Academy of Film & Television Arts (BAFTA) promotes the best in film, television and interactive media. The Academy presents well publicised awards to actors and film-makers every year.
- The British Film Institute (BFI), established in 1933, says that it `promotes understanding and appreciation of Britain's rich film and television heritage and culture'. The Institute offers education, publishes books, releases DVDs and videos, operates arts cinemas and maintains the largest archive of moving-image material in the world.
- The British Video Association (BVA) represents the interests of publishers and rights owners of pre-recorded home entertainment on DVD and video. The BVA publishes a statistical yearbook on the industry, offers awards and takes part in anti-piracy initiatives.
- The Cinema Advertising Association represents the interests of Carlton Screen Advertising and Pearl & Dean. Its primary function is to promote, monitor and maintain standards of cinema advertising, and it vets all cinema commercials to ensure conformity with the relevant codes.
- The Cinema Exhibitors' Association (CEA) promotes the interests of owners and operators of cinemas in the UK. Its members account for more than 90% of UK box-office revenues.
- The Film Distributors' Association (FDA) brings together theatrical film distributors in the UK (its members include all the Hollywood studios) and represents them at the Federation Against Copyright Theft (FACT) and the British Screen Advisory Council (BSAC).
- The UK Film Council was established in 2000 as a strategic government agency with responsibility for the film industry. Its aims are `to develop a sustainable UK film industry and to develop film culture in the UK by improving access to, and education about, the moving image'.
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