GW: Discuss the ways horror films are produced and distributed.

Use a detailed case study from Vertigo films and Warner Bros. as evidence for your points

Horror movies have been a staple of cinema since the 1920s, and continue to uphold a prominent position in the industry. Out of peak cinema-going seasons, horror makes up a large section of mainstream film, drawing in a core audience of males aged 14-34. There is always an audience for horror, and through the creation of sub-genres this is furthered. One of the benefits of horror is the range of budgets upon which it can be produced, making it appeal to both global conglomerate based companies, which use them for steady income, and independent producers, as they can use cheaper techniques to get an accepted, already present style. The difference in situation causes contrasts within both production and distribution.

Industrial film companies, like Warner Bros, have access to private locations, due to higher budgets, so can create more detailed or bigger films, whereas companies like Vertigo films use horror film as a pathway to create commercial films on a low budget, so often rely on location shoots. For example, Warner Bros' The Conjuring (Wan, 2013) had a budget of $20 million, which is relatively standard for a mainstream horror film. This allowed them to have access to bigger locations, as well as being able to afford to work at Wilmington Studios, the biggest film studio outside of California. This meant that elaborate sets could be constructed and utilised, which would be more controllable, as nature and human activity would not create hindrances. The Wake Wood (Keating, 2011) was filmed mainly on location in Ireland and Sweden, in a wood or small town. Woodland is a common location for low budget horror films, as there are a number of ominous links to dark magic or beasts, and they are often cheap or free to shoot in. On one hand this means that a wider range of styles is produced, that is popular with the audience, however it does mean that larger companies are able to create the films more easily, and often to greater effect, reducing the revenue of independent films which provide a level of competition.

Although horror films do not tend to have large marketing campaigns, as they have a consistent audience of horror-buffs, larger institutions are able to market more effectively to these groups. Warner Bros is both vertically and horizontally integrated into Time Warner, which means that marketing is more accessible. The Conjuring's marketing campaign included teaser trailers, tv spots, posters and exclusive features on paranormal happenings .In order to create a stir online, and word of mouth buzz, the trailer was released at New York comic con, where a large proportion of attendees are part of the target audience. The film was highlighted as being based on a true story. This marketing campaign is likely to be the reason that the movie gained a box office total of $316 million (Wikipedia), which is in stark contrast to Wake wood, which had barely any budget spent on marketing, and was only released in 4 domestic cinemas, grossing £1425 during the opening weekend. The increased access to marketing strategies and media outlets means that industrial films draw in a bigger audience, which in turn gains a greater revenue, and the ability to finance more films. Independent companies struggle to find the budget for larger campaigns, so do not reach the same level of success due to the audience being ignorant of the film's existence.

It is easier for industrial studios to produce or distribute films, with the help of their assets, than it is for independent studios.  Every year, the 6 majors produce or distribute a number of horror films on their slates, with finances readily available, and synergistic and symbiotic marketing techniques tried and tested. Independent production studios need to find larger companies to buy the rights to the film, which is sometimes the role of Vertigo Films, for distribution, For larger scale films, the company sells the rights to more major studios or institutions. The film Outcast (McCarthy, 2010) relied on a platform called 'South by Southwest' and Cannes film festival to showcase the film, so that it could be distributed and exhibited. The reliance on larger companies for distribution creates an interlinked system, which eventually can mean that global conglomerates hold a very large amount of control over the entire industry. The use of the internet, sites including http://kickstarter.com and http://youtube.com, provides film-makers with the opportunity to become less reliant on major companies- films can be viewed and support for projects, gained. Interactive web media allows for the democratisation of the industry and pluralisation of the film landscape- there are more options which are controlled by the public.

So, in conclusion, the film industry provides a busines model which greatly supports the Industrial Institutions, so they are likely to continee with this for the determinable future. That is not to say that the independent companies do not have a suitable structure- they are able to produce these films on a low budget, yet still do so effectively. They provide ample competition for the major studios within the genre, especially if they are taken onboard after film festival screenings. A core audience will actively seek out films from studios such as Vertigo Film, in order to experience the jump scares or artistic freshness that comes from a less formulaic film design. Overall, the films are produced and distributed in a variety of different way, with the same aim- to provide a popular scary film.