WHERE WOULD THE CAMPAIGN BE PLACED IN THE MARKET AND

HOW EFFECTIVE WOULD IT BE?

DID WE CHOOSE THE RIGHT COMPANIES?

MOSAIC FILMS AS A PRODUCER

After completing our production, I believe that mosaic films was the right choice to be our producer. This is due to the fact that our documentary being about happiness and exploring sides to happiness that are not really thought about like whether we really need true happiness, means that we have successfully been able to create a documentary that is of an innovative subject and is creative.

The fact that areas of New York and LA are seen in our documentary links our production to the global aspect of mosaic films where they produce content for international broadcasters.

By securing and including a positive psychologist as an interviewee, we were successfully able to portray the connections of one of the team members of mosaic films as mentioned earlier on in the planning stage.

However, we could have explored the way happiness affects mental health into more detail as this is one of their expertise areas so it would have been a big part of the production in the real world.

JOURNEYMAN PICTURES

AS A DISTRIBUTO

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After completing our production, I believe that Journeyman Pictures was the right choice to be our distributor. This is because our production is a very topical and investigative documentary exploring the topic of happiness through a clear exposition which is what they look for in films.

The fact that our documentary includes good footage on the different montage shots like the shot of the big ben and Hollywood sign and has a clear English voiceover means that it fits in with the criteria of what they want in a production to be able to distribute it.

However, they tend to like very factual documentaries which is an area that is not so strong in our production. This is due to the fact that we should have included statistics and different research projects that link to happiness while the montage shots were being shown to make our documentary even more factual.

PRODUCTION, DISTRIBUTION AND EXHIBITION IN REAL WORLD

PRODUCTION If our documentary were to be produced in the real world Mossaic Films would still be

our producer. When it comes to funding, originally we said that it would come from the IDA Fiscal

Sponsorship and the BFI Film Fund, however NESTA would be a better option. This is due to the fact that IDA would mean that we would have to have an American tax payer as its harder for non-US citizens to get the funding and BFI focuses on feature length documentaries.

Nesta’s Arts impact fund would be suitable for our documentary as they would be able to provide us with a repayable finance of around £150,000 - £600,000 and they focus on providing funds to art-based organizations in England like Mossaic Films. This money would be used on the production values and possibly paying a distributor or reserved for marketing.

However, we might not have been able to include shots from New York and LA as realistically it would be too expensive for an independent documentary and would mean that we would have spent most of the funding we were given for this.

DISTRIBUTION As we are an independent production, we would focus on below the line, Web

2.0 marketing which our millenial fox thinker digital native audience would be able to access on their converged devices.

With Journeyman Pictures as our distributor, our documentary would have a niche marketing campaign yet would allow for it to be placed across the board as this is what they are experts at. We would market our documentary on all the different social media platforms specifically Journeyman’s Youtube site which gets 250K views a day by creating a trailer for our documentary.

However, I believe that in the real world our documentary would not have a radio advert as part of the marketing. This is due to the fact that our documentary is a visual medium, so it would be hard to successfully promote it through audio and with a small budget radio advertisement would be expensive.

Chasing Happiness Facebook Page

EXHIBITION In the real world our production would first be exhibited in different film festivals.

The BFI London Film Festival and Sundance Film Festival would be the most suitable for our production as they have short documentary and short film categories and would allow us to target a wider audience.

The universal topic of happiness would already make our documentary appeal to an international audience so the Sundance Film Festival would allow our documentary attract and secure this international audience. The BFI Film Festival would attract more of a local audience as the interviewees and voice of god would appeal more to an English audience.

For further exhibition, our documentary would be exhibited to different independent cinemas in London like the Phoenix Cinema in East Finchley. This would allow us to target our secondary audience as they are older successful individuals with a more disposable income who tend to go to the cinemas to watch films and would be familiar with the Phoenix Cinema as it was built in 1910.

EXHIBITION Our production would also be

released on different online platforms to attract a wider audience. It would be shown on Journeyman’s youtube channel as well as their website.

One of our interviewee’s, Frederika Roberts, has also asked for our production to be placed on her website, therefore allowing our documentary to reach an even wider audience who are familiar with Frederika’s work as a happiness speaker.