Director- Joe Stephenson, ‘Chicken’ was B Good Picture Company’s debut feature film.
Identification of howChicken is characteristic of an independent film release, with consideration of budget, distribution, circulation.
Micro budget rather than low budget film (approximately £110,000) – entirely independent financing. made only £10,000 at cinemas- made a loss, risky business
Distribution techniques – reliance on new technology; VOD, streaming, audience ‘programming’ (open screen etc.)
Continued use of traditional marketing and distribution; trailers, posters, film festivals etc.
The concept of “risk-taking” in terms of narrative choice available to independent studios- hesmondhalgh
The concept of “risk-taking” in terms of narrative choice available to independent studios
Curran and Seaton represents diversity in the media industry, a unconventional as it demonstrates people living outside of society.
Chicken had its world premiere on 27 June 2015 Edinburgh International Film Festival.
Its international premiere in competition at the 2015 Busan International Film Festival, followed by screenings at the New Hampshire International Film Festival, Giffoni International Film Festival, Cine A La Vista International Film Festival, Tallinn Black Nights Film Festival, Schlingel International Film Festival and Dublin International Film Festival.
It eventually received a limited theatrical release in the UK on 20 May 2016.
Chicken received positive reviews and holds a 100% “Certified Fresh” rating on Rotten Tomatoes based on 12 critic reviews.
Promotion Alongside film festivals, new technology was vital to promoting Chicken to a wider audience: Some traditional marketing: trailer, film poster with review quotes etc. Social media very important to market film – Facebook, Twitter, YouTube. Film available on-demand now; Stephenson hoping for deal with Netflix or Amazon Prime to bring in revenue and find wider audience.
Henry Jenkins and David Gauntlett would acknowledge that web 2.0 enabled big businesses to exploit the web for commercial reasons, but would also argue that the internet remains the capacity to work as a social good and that online communities created via ‘participatory culture’ have the power to change the world for the better
hesmondhal – media production as a ‘risky business’
distribution
mubi uk – streaming site for indie alternative movies
film 4
b good picture company
chicken’s world premiere was at the 2015 Edenborough international film festival
ddistributed to many film festivals
in 2016 it was acquired by MUBI uk and had its british tv premiere on april 2017. It received its dvd and bluray release by Network on the 18th September 2017.
made in 2014
posters were created – advertising
social media presence including social media advertising on tiwtter and facebook
micro budget – 110k but earned 10k – hesmondhal – media industry as a risky business – potentially loans takeen out for production
Chicken had its world premiere on 27 June 2015 Edinburgh International Film Festival. The film had its international premiere in competition at the 2015 Busan International Film Festival, followed by screenings at the New Hampshire International Film Festival, Giffoni International Film Festival, Cine A La Vista International Film Festival, Tallinn Black Nights Film Festival, Schlingel International Film Festival and Dublin International Film Festival. It eventually received a limited theatrical release in the UK on 20 May 2016.
reception
Chicken received positive reviews and holds a 100% “Certified Fresh” rating on Rotten Tomatoes based on 12 critic reviews.
Leslie Felperin of The Guardian gave the film 3/5 stars and said “first-time director Joe Stephenson elicits lively, empathetic performances from his small cast.”
Mark Kermode, also in a Guardian review, rated the film at four out of five stars stating that Scott Chambers’ performance is “superb”.
Anna Smith of Empire magazine gave the film a rating of four stars, responding that the film is “an enjoyable, involving British Drama with and impressive turn from newcomer Scott Chambers.
Cath Clarke of Time Out, commented that Chicken is “an impressively acted British Drama about a young man with learning difficulties.”
CineVue praised the film and mentioned that it is “the sort of British indie which restores faith in cinema”.
accolades
Grand Jury Award for Narrative Feature — Joe Stephenson (New Hampshire Film Festival 2015)
Silver Griffoni Award for Best Film – Generation 18+ (2nd Prize) — Joe Stephenson & B Good Picture Company (Giffoni Film Festival 2016)
Award for Best Film — Chicken (Cine A La Vista International Film Festival 2016)
Scott Chamber’s performance as Richard got a Special Critic’s Circle mention (Dublin International Film Festival 2016)
The film was shortlisted for Best Director (Joe Stephenson) and Best Newcomer (Scott Chambers) by the British Independent Film Awards.
Theoretical approaches
Chicken is characteristic of the ‘risky’ business of cultural production (Hesmondhalgh), £100K + is a lot of money for a single individual, without a guaranteed return. Chicken also represents diversity in media production (Curran and Seaton) as this film provides a voice and narrative to groups who are not necessarily represented in mainstream media. Henry Jenkins and David Gauntlett would acknowledge that web 2.0 enabled big businesses to exploit the web for commercial reasons, but would also argue that the internet remains the capacity to work as a social good and that online communities created via ‘participatory culture’ have the power to change the world for the better. Web 2.0 refers to websites that emphasize user-generated content, ease of use, participatory culture and interoperability for end users. Similarly, Clay Shirky argues that the media industry is increasingly driven by audience feedback systems rather than top-down control of proprietors. Read page 140 below.
the general meedia concentration of conglomeraates control the content wwithin the media, e.g the same stories the game genre.
this applies to chicken since it follows a radical approach to the drama genre, while following relevant themes of poverty. family abandonment as well as abuse. it is set in the uk which appeals to local audiences.
clay shirky – the media is dictated by the audience rather than a top down approach of propictors
participatory media – advertising on social media, such as facebook and twitter
Hesmondhalgh’s ideas that mitigate the ‘risky business’
Low budget migates major losses
‘Independents…provide a useful means of engaging audiences’
Using streaming services
Curran and Seaton and ideas of diverse landscape – It was then acquired by MUBI UK, and had its British TV premiere on FilmFour April 2017. It received its DVD and Blu-ray release by Network on 18 September 2017.
‘profit-driven motives take precedent over creativity’
Livingstone and Lunt of consumer model rather than citizen – original concept and indie design and so is different – freedom of choices as independent. Regulation of the industry through BBFC (British Board of Film Classification).
‘little accountability for citizens interests’
Gauntlet idea of ‘participatory culture’
Although the film lost money, it is about participating. The internet remains a force of good as online communities are created via ‘participatory culture’
The impact of new media technologies for cultural production
This spread is due to new tech as streaming services can promote more than just shown in cinema – helps independent films. The trailer increase the audience.
Audience Reception – Chicken received positive reviews and holds a 100% “Certified Fresh” rating on Rotten Tomatoes based on 12 critic reviews. Guardian review, rated the film at four out of five stars stating that Scott Chambers’ performance is “superb”.
The film was shortlisted for Best Director (Joe Stephenson) and Best Newcomer (Scott Chambers) by the British Independent Film Awards.
Details
Budget raised entirely through investment by individuals, Filmed in 19 days.
Film produced and distributed by a new company set up by director Stephenson: B Good Picture Company
Some traditional marketing: trailer, film poster with review quotes etc. Social media very important to market film – Facebook, Twitter, YouTube.
‘Chicken’ was B Good Picture Company’s debut feature film. The critically acclaimed film had its theatrical release in 2016 in the UK during its award-winning festival tour. It has since been highly recognised by Stephen Frears, Ian McKellen, Noel Clarke, Karen Gillan and Mark Kermode.
The film went on to be selected by the curators of MUBI, and acquired by Film4. Its journey continued in September 2017 with its Blu-ray & DVD release in the UK courtesy of Network Releasing.
The film is on the new AQA Media Studies curriculum in the UK, studied by college students nationwide.
‘Chicken’ was released in the US exclusively on iTunes early 2018, and continues to maintain its 100% Fresh Rotten Tomatoes rating.
As well iTunes, it is now available in the US & UK on Amazon Prime
While still a young company by industry standards, B Good Picture Company’s reputation is growing rapidly, fast becoming one of the most exciting production companies in London.
B GOOD PICTURE COMPANY LTD is the London based Film and Television production company founded by Joe Stephenson. B Good has positioned itself in the UK industry as a young bold LGBTQ+ led company, working with A-list talent to create film and television appealing to a wide audience whilst retaining artistic integrity.
Hesmondhalgh says that the media is a risky business. B good
Funding In order to make Chicken, director Joe Stephenson raised £110,000. Key points:
Raised entirely through investment by individuals (e.g. rich friends/contacts)
2. No funding body (e.g. BFI Film Fund) was willing to fund Chicken
3. Raises questions about whether film industry is accessible to lower-income filmmakers
Production Key points for making Chicken:
Adapted from a play by Freddie Machin that originally ran at Southwark Playhouse.
2. Filmed in 19 days, almost all external locations so victim to rain, issues with lighting etc.
3. Film produced and distributed by a new company set up by director Stephenson: B Good Picture Company.
DistributionChicken’s distribution has been very difficult:
No distribution deal secured in 2014
2. Two-year festival circuit won awards and generated interest and critical acclaim for film
3. UK cinema release followed in May 2016. Selected for film subscription service MUBI and acquired by Film4 for TV premiere in April 2017.
4. UK DVD release distributed by Network Releasing. Digital distribution in USA/Canada – January 2018.
Promotion
Alongside film festivals, new technology was vital to promoting Chicken to a wider audience:
Some traditional marketing: trailer, film poster with review quotes etc.
Social media very important to market film – Facebook, Twitter, YouTube.
Film available on-demand now; Stephenson hoping for deal with Netflix or Amazon Prime to bring in revenue and find wider audience.
1) Why did the film fail to secure a distribution deal when first made in 2014? 2) What film festivals did Chicken feature at between 2014-2016? 3) Why are film festivals an effective way for a low-budget film to secure a distribution deal? 4) When was Chicken released in cinemas in the UK? 5) Why do you think film subscription service MUBI chose the film to feature on the service? 6) Why was Film4 a good choice to give the film its UK television premiere? 7) When will the film be released on iTunes and other video-on-demand services in the USA and Canada?
Funding
1) What was the budget for Chicken? £110,000 2) How did Joe Stephenson end up raising the money to make the film? He had no funding money as no one was willing to fund Chicken. Therefore he ended up raising funds entirely through investment by individuals (e.g. rich friends/contacts).
3)How does the Chicken budget compare to a Hollywood-funded British blockbuster such as Spectre or Paddington 2 Chicken is a microbudget film. It has a very low budget compared to Spectre ($245–250 million) and Paddington 2 ($50 million).
4)Joe Stephenson tried to secure funding from organisations that help low-budget filmmakers. What is the BFI Film Fund and how does it contribute to the British film industry? The BFI uses National Lottery funds to develop and support original UK filmmakers and films, and to increase the audiences who can enjoy them.
5)Why do you think Chicken failed to secure funding from the BFI Film Fund? I think Chicken failed to secure funding from the BFI Film Fund due to the controversial issues discussed in the film. The film deals with very sensitive issues that are hardly ever shown in movies (incense, mental disabilities, etc.) and it was unknown whether or not this film would be a success.
Production
1) What difficulties did the film run into during production? The film had to be shot in only 19 days due to the low budget. This meant that they had to get all scenes perfect in the limited time. This is especially difficult in the UK as the weather is very unreliable. Most of the scenes are exterior scenes. Even the interior scenes (inside the caravan) can be considered exterior as all the cameras and equipment is still outside.
Distribution
1) Why did the film fail to secure a distribution deal when first made in 2014? No one thought that the film was worthy of being distributed or if it would be a success.
2) What film festivals did Chicken feature at between 2014-2016? Chicken had its world premiere at the 2015 Edinburgh International Film Festival. 2015 Busan International Film Festival. 2016 Giffoni International Film Festival (won 2nd prize). Screened at Cine A La Vista International Film Festival 2016 (won best film)
3) Why are film festivals an effective way for a low-budget film to secure a distribution deal? It allows the film to reach a wide audience. Many of the people that go to film festivals enjoy films like Chicken, where the story is very different and the quality of the film exceeds expectations. These people may then go off to recommend the film to others. Alternatively, there may be influential media people who go to film festivals and end up distributing a film they particularly like. The awards given to films by these film festivals are also extremely beneficial in creating a positive reputation of the film.
4) When was Chicken released in cinemas in the UK?
May 20th 2016
5) Why do you think film subscription service MUBI chose the film to feature on the service? MUBI’s motto is ‘a hand picked selection of the best films’. Therefore they chose Chicken to feature on their service as they believed that it was an incredible film. It also challenges the status quo.
6) Why was Film4 a good choice to give the film its UK television premiere? Film4 (channel 4) was the best choice for Chicken’s television premiere because it is a very popular channel in the UK. Therefore, the film has a higher chance of reaching people who would enjoy it.
7) When will the film be released on iTunes and other video-on-demand services in the USA and Canada? 16th January 2018
Joe Stephenson (director) and B good picture company (new)
micro budget film (independent financing) £110k
raises issues around the role of national cinema
produced outside of the mainstream for niche audiences
reflects shifting patterns of audience consumption (HESMONDHALGH)
traditional advertising – poster, soial media
DISTTIBURION
PSB
27 June 2015 Edinburgh international film festival (world premiere)
International premiere – 2015 Busan international film festival
screened at New Hampshire international film festival (Grand jury award for narrative feature) Giffoni international film festival (Silver 2nd best film)
British TV premiere FilmFour April 2017 and on subscritption service MUBI
DVD and BluRay release by (uk)Network 18 september 2017 – US/CANADA 2018
BRITISH INDEPENDENT FILM AWARDS
Shortlisted best director (Joe Stephenson) and Best new comer (Scott Chambers)
UK CINEMA RELEASE MAY 2016
FILMING
Eben Bolter (one person)
hollywood – full camera crews or film set
filmed in 19 days – hollywood takes years
rained a lo so issues with lighting
THEORIES
HESMONDHALGH – “businesses in the cultural industries try to minimise risk and maximise audiences through vertical and horizontal integration” – risky business
GERBNER – cultivation theory
HALL – theory of preferred reading
SHIRKY – “we are now more likely to use the internet and other technologies to respond to texts and create our own”
2015 British drama film directed by Joe Stephenson, based on the play of the same name by Freddie Machin
Chicken follows a 15 year old boy with learning difficulties who lives in a caravan with older brother Polly. Richard frequently finds himself on the wrong side of Polly’s destructive, often violent moods. Richard prefers communicating with animals, particularly, his hen Fiona.
Chicken had its world premier on the 27th June 2015 – Edinburgh International Film Festival
Chicken follows the style of social realism – the film can be viewed as content that is outside the mainstream media industry
Independent film – budget – £110,000 – no outside funding
Produced by B Good Picture Company
Chicken received positive reviews and holds a 100% “certified fresh” rating on Rotten Tomatoes based on 12 critic reviews
CineVue praised the film and mentioned that it is “the sort of British indie which restores faith in cinema”
DVD – 2017 (UK) 2018 (US)
Available on iTunes, UK & US Amazon Prime
Socio, economic and cultural contexts – contemporary cultural production, reflects shifting patterns of audience consumption
Filmed in 19 days, almost all external locations so victim to rain, issues with lighting etc
No distribution deal secured in 2014
Two-year festival circuit won awards and generated interest and critical acclaim for film
UK cinema release followed in May 2016, selected for film subscription service MUBI and acquired by Film4 for TV premiere in April 2017
Chicken is an example of micro budget film making and raises issues around the role and future of national cinema as well as the viability of media products produced outside of the mainstream for niche audiences.
Key Questions and Issues • Identification of howChicken is characteristic of an independent film release, with consideration of budget, distribution, circulation. An independent film, is a feature film or short film that is produced outside the major film studio system, in addition to being produced and distributed by independent entertainment companies(B Good Pictures). • Micro budget rather than low budget film (approximately £110,000) – entirely independent financing. A low-budget film is a motion picture shot with little to no funding from a major film studio or private investor. Many independent films are made on low budgets, but films made on the mainstream circuit with inexperienced or unknown filmmakers can also have low budgets • Distribution techniques – reliance on new technology; VOD, streaming, audience ‘programming’ (open screen etc.) • Continued use of traditional marketing and distribution; trailers, posters, film festivals etc. Chicken used a traditional method of marketing their product by making a trailer and also used posters to advertise. • The concept of “risk-taking” in terms of narrative choice available to independent studios • Regulation of the industry through BBFC (British Board of Film Classification). • Regulation including Livingstone and Lunt
• Identification of how Chicken is characteristic of an independent film release, with consideration of budget, distribution, circulation. • Micro budget rather than low budget film (approximately £110,000) – entirely independent financing. • Distribution techniques – reliance on new technology; VOD, streaming, audience ‘programming’ (open screen etc.) • Continued use of traditional marketing and distribution; trailers, posters, film festivals etc. • The concept of “risk-taking” in terms of narrative choice available to independent studios • Regulation of the industry through BBFC (British Board of Film Classification). • Regulation including Livingstone and Lunt.
– The film follows 15 year old Richard, who has learning difficulties and often falls victim of brother Polly’s aggressive and violent mood swings
– Richard find is easier to communicate with animals, especially his pet hen, Fiona
– He forms a strong friendship with rebellious seventeen-year-old Annabel, whose family have recently acquired the farm that Polly and Richard live on
– Chicken had its world premiere on 27 June 2015 Edinburgh International Film Festival.
– The film had its international premiere in competition at the 2015 Busan International Film Festival, followed by screenings at the New Hampshire International Film Festival, Giffoni International Film Festival, Cine A La Vista International Film Festival, Tallinn Black Nights Film Festival, Schlingel International Film Festival and Dublin International Film Festival.
– It eventually received a limited theatrical release in the UK on 20 May 2016.
– It was then acquired by MUBI UK, and had its British TV premiere on FilmFour April 2017. It received its DVD and Blu-ray released by Network on 18 September 2017.
– In order to make Chicken, director Joe Stephenson raised £110,000. He raised this entirely through investment by individuals (e.g. rich friends/contacts)
– No funding body (e.g. BFI Film Fund) was willing to fund Chicken
– Raises questions about whether film industry is accessible to lower-income filmmakers
– Adapted from a play by Freddie Machin that originally ran at Southwark Playhouse.
– Filmed in 19 days, almost all external locations so victim to rain, issues with lighting etc.
– Film produced and distributed by a new company set up by director Stephenson: B Good Picture Company.
Awards and Critics Reviews
– Grand Jury Award for Narrative Feature — Joe Stephenson (New Hampshire Film Festival 2015)
– Silver Griffoni Award for Best Film – Generation 18+ (2nd Prize) — Joe Stephenson & B Good Picture Company (Giffoni Film Festival 2016)
Award for Best Film — Chicken (Cine A La Vista International Film Festival 2016)
– Scott Chamber’s performance as Richard got a Special Critic’s Circle mention (Dublin International Film Festival 2016)The film was shortlisted for Best Director (Joe Stephenson) and Best Newcomer (Scott Chambers) by the British Independent Film Awards.
– CineVue praised the film and mentioned that it is “the sort of British indie which restores faith in cinema”.
– Chicken received positive reviews and holds a 100% “Certified Fresh” rating on Rotten Tomatoes based on 12 critic reviews.
– Leslie Felperin of The Guardian gave the film 3/5 stars and said “first-time director Joe Stephenson elicits lively, empathic performances from his small cast.”
– Mark Kermode rated the film at four out of five stars stating that Scott Chambers’ performance is “superb”.
– Anna Smith of Empire magazine gave the film a rating of four stars, responding that the film is “an enjoyable, involving British Drama with and impressive turn from newcomer Scott Chambers.
– With a three-star rating from Cath Clarke of Time Out, she commented that Chicken is “an impressively acted British Drama about a young man with learning difficulties
Technology within Chicken
– Alongside film festivals, new technology was vital to promoting Chicken to a wider audience: Some traditional marketing: trailer, film poster with review quotes etc.
– Social media very important to market film – Facebook, Twitter, YouTube.
– Film available on-demand now; Stephenson hoping for deal with Netflix or Amazon Prime to bring in revenue and find wider audience.
– Film4 shows mainstream films, as well as arthouse films that are aimed at niche audiences. Film4 was a good choice because it meant that a wider range of people would have seen Chicken – as well as those within the target audience.
– MUBI chose this film to be featured on the service because of the fact that the film being critically acclaimed and winning several awards at various film festivals. MUBI most likely wanted to invest in the distribution of Chicken due to its rising success and it receiving more recognition.
– ‘Chicken’ was released in the US exclusively on iTunes early 2018, and continues to maintain its 100% Fresh Rotten Tomatoes rating.
– As well iTunes, it is now available in the US & UK on Amazon Prime
– The director, Joe Stephenson, used the power of New Digital Media (the internet) to keep control over his product through both marketing and distribution
– The critic reviews served as a source of free advertisement for the film
– Official trailer available on YouTube, as well as being embedded in Chicken’s own website. This helps to promote the film virally, encouraging a broader audience as YouTube is accessible globally. Comments and likes help to produce a buzz as well as building a community around the film and providing it with free advertisement (positive comments and likes.)
– It is a form of conventional film marketing, which is Trailers, teaser posters, theatrical posters, billboards, magazine features.
– Chicken used Influencer marketing – where focus is placed on gaining and then using the opinion of influential people rather than the larger target market. It identifies individuals that have influence over potential consumers, and shapes marketing activities around persuading these influencers whose recommendations are known to shape the behaviour of others (Two Step Flow).
– Viral marketing is applied to Chicken. Viral marketing is intending to set up a word of mouth spread by creating pages that appear to be real – that of the Blair Witch is the most famous – where a website made the myth appear real and one that is currently being investigated.
– Chicken uses social media. The website, social media pages, as well as the official trailer on YouTube, are all linked together. – Website is a portal with links to streaming services; so people can actually see the film (whatever their geographical location – broadens audience)
– Website also links to social media platforms which helps to make the audience feel connected to the product (engages them) and builds a sense of community around it.
– The synergy between all of them is that they are showing the main character in all the trailers and film posters.
– These review are important from people like Mark Kermode because these people are seen to be opinion leaders which people follow.
– Chicken uses social media to create and maintain interest in the film because people use social media a lot so they can connect with them easily.
– Both the poster and film trailer use the same font for the title ‘Chicken’. The colour scheme is also the same and the picture used on the film poster is from one of the scenes shown in the trailer. Furthermore, both the poster and trailer also feature film reviews about the film and the names of the film festivals where the movie was shown.
– The Chicken twitter account is constantly tweeting. Recently, they had been tweeting a countdown for the release of the film in the US and Canada. This maintains the interest of the film as audiences are constantly reminded of the film.
– The Chicken Facebook page uploads pictures and videos of scenes from the film. This intrigues the audience. Furthermore, they also upload reviews from film critics, such as Mark Kermode and magazines such as Empire.
– The Chicken Facebook page has liked the pages- @ArtHouseCrouchEnd, @Everymancinemas, @LittleWhiteLies, etc. This suggests that the target audience of the film are middle class white men and women who enjoy art house films, where the cinematography has been taken in to account and the story line is very different from typical cinema movies.
– The key purpose of the website is to link people to where they can watch the movie depending on where they live. This includes iTunes for those in the US and Canada and Amazon Instant Video, Film Doo and Volta for those in the UK and Ireland. This suggests that the influence of new technology means that audiences mostly stream and watch movies on demand rather than going out and buying a DVD.
Livingstone and Lunt and Chicken
– Chicken is a film in the style of social realism. It depicts two brothers, the younger of which is disabled, who run into conflict with the owners of the farmland on which they live.
– The BBFC works to protect audiences from discriminatory language regarding disability.
– Due to the depiction of a sensitive topic and the particular narrative involved, Stephenson may have run into issues when attempting to tell the story without using such language in the script, particularly the dialogue of the new landowners.
– This is representative of the struggle theorised by Livingstone and Lunt.
Curran/Seaton and Chicken
– If we consider the marketing of Chicken and its political values, those of which are oppositional to many of those in the mainstream media industry, we can see that despite the limited funding, creativity in the marketing indicates the cultural pessimism of Curran does not mean products outside such media institutions have to fail or cannot compete at a different level for audiences.
– It could be argued that the fact the film is outside the mainstream of media institutions allows it greater degree of freedom in its message and marketing.
