Case Studies.

Lovely Bones - Film4
Director: Peter Jackson
Released: 19th February 2010
Production companies: Dreamworks, Wingnut Films, Film4 and Channel 4
Distribution company: Paramount
Budget: $65,000,000
Only shown on 3 cinemas in the US.
Gross: $44 million
DVD release: 11th June 2010
Above the line marketing: tease trailers in August, invested $70 million in production and $85 million for marketing and distribution.
Below the line marketing: competitions, image gallery, order DVD, director was interviewed, August 2009 a behind the scenes look was released, and fans could win a trip to Wellington for the premiere.
Wasn't much competition, lots of people went to see the film.
Target audience: 12 (the film was mainly made for adults but they lower the target audience to teenagers)

Love Actually - Working Title
Released: 21st November 2003
Cast: Bill Nighy, Colin Firth, Liam Neeson..
Director: Richard Curtis
Genre: 'romcom'
Production companies: Universal and Working Title
Distribution company: Universal Pictures
Budget: $45 million
Grossed: $247,472,278
Premiere: 16th November 2003 in London (also premiered in Germany and USA) Most people London and USA premieres.
Above the line marketing: all-star cast soundtrack released.
Below the line marketing: cast gave interviews, music videos of the soundtrack were released, films was released in different languages.
Grossed 5 times it's budget and is now considered to be a well-known Christmas film.
Target audience: 15-40, mainly couples or women.

Wild Child - Working Title
Released: 15th August 2008
Cast: Emma Roberts and Alex Pettyfer
Director: Nick Moore (new director)
Production companies: Working Title, Relativity Media and Studio Canal
Distribution company: Universal Pictures
Above the line marketing: posters - appeal to young girls (target audience) 11-16, relied heavily on girly pop groups for the soundtrack.
359 screens - 3 months prior to advertising.
Below the line marketing: Pink premiere in Glasgow where there was free beauty make overs, a nail bar, make up booth and a tattoo bar. Also held competitions to win a goody bag.
Budget: $20 million
5th place at the box office, $2,196,366
Grossed $19,786,125 worldwide, figures taken on 4th January 2008.
America released the film straight onto DVD.

Slumdog Millionaire - Film4
Released: 9th January 2009
Cast: Dev Patel, Saurabh Shukla, Anil Kapoor, Rejendranath Zutshi, Jenevo Talwar and Freida Pinto.
Director: Danny Boyle
Production companies: Film4 and Celador
Distribution companies: Foxlight Search Pictures, Warner Brothers, Pathe Pictures and Icon Entertainment International.
Above the line marketing: posters (gloomy) regularly seen in London, 'feel good film of the decade', dubbed in Hindi, Pathe approach Tug, Pussycats Doll's - Jai Ho.
Below the line marketing: title banners on Google, premiere took place in India, website offered free downloads, premiered in London, interviews with main characters was posted onto the website.
Budget: $15 million
Broke UK box office records.
Won 7 Baftas and 8 Oscars.

Green Zone - Working Title
Cast: Matt Damon, Brendan Gleeson
Released: 12th March 2010
Budget: $100,000,000
Gross: $35,024,475 (Britain - £5,429,903)
Director: Paul Greengrass
Production company: Working Title
Distribution company: Universal
Above the line marketing: posters focused on Matt Damon (to draw Matt Damon fans to see the movie), trailers focused on the actors and the action shots.
Below the line marketing: interviews and behind the scenes.
Competition: the film was released at the same time as Kick Ass, Alice in Wonderland ect, all of who did better than Green Zone.

This is England - Film4
Cast: Thomas Turgoose, Stephen Graham, Jo Hartley, Andrew Shim..
Released: 2006
Director: Shane Meadows
Budget: £1.5 million
Gross: £1,539,372
Distribution and production companies: Film4, Warp Films and Optimum Releasing
Premiere: Denmark on 17th August 2007
Relied on good reviews to promote it (word of mouth)
Above the line marketing: trailer
Below the line marketing: release of soundtrack

The Lovely Bones - Film4 (cont)
Genre: drama/thriller
Runtime: 136 minutes
Budget: $65 million
Gross: $93,535,346
Shown in 2,638 theatres for 98 days.
It was also nominated for a lot of awards.
Below the line marketing: interviews