eXe : establishing an innovative and inclusive digital film distribution label
Lead Research Organisation:
UNIVERSITY OF EXETER
Department Name: Communications, Drama and Film
Abstract
Whilst working on the AHRC-funded project 'Building an Alternative Distribution Network for Moroccan Cinema' (2019-22) it became clear to the research team that there is a strong appetite amongst audiences from academia, film festivals, and cinephiles of world cinema for "forgotten" titles that have either fallen out of licence with distributors or are not available in a format that permits digital distribution.
The expertise of academic researchers in film studies (film history and world cinema) in identifying films of cultural and historical significance (and which often emerge from marginalised or previously overlooked communities), combined with the increasing accessibility of these titles via digital distribution, can thus be transformed into a commercial opportunity. As the success with diverse audiences of Bab Al-Sama Maftuh / Door to the Sky (Benlyazid, 1989) the pioneering Arab feminist film restored as part of the the Moroccan Cinema project has shown, there is an underexploited market (both in the UK and internationally) to generate wider impact from these cultural works whilst simultaneously providing income for the artists behind these films, who, historically, have often been excluded from the opportunity to fully realise the commercial potential of their work.
Building on the strong routes to market through the connections established in the previous AHRC-funded project and the greater accessibility offered by digital distribution, this project looks to diversify the routes to sustainability by spinning out an independent distribution label that helps to realise the cultural, social and economic value of these films. By using the international film festival network and developing wider digital distribution, the proposed spinout will enhance the impact and public engagement of these works of cinematic art. This helps to feed into academic and industry concerns around the promotion, preservation, dissemination and commercialisation of films (short, feature-length and essay films, which encompass fictional and documentary modes) that do not fit conventional industry formats, whilst providing the artist themselves with a fair income, and wider recognition.
The project will also allow student volunteers from Exeter university to gain hands-on, real world experience of film distribution whilst studying at Exeter - preparing these students for a potential future career in film distribution and helping to fill a current skills gap for emerging distribution specialists in the film value chain in the UK.
The expertise of academic researchers in film studies (film history and world cinema) in identifying films of cultural and historical significance (and which often emerge from marginalised or previously overlooked communities), combined with the increasing accessibility of these titles via digital distribution, can thus be transformed into a commercial opportunity. As the success with diverse audiences of Bab Al-Sama Maftuh / Door to the Sky (Benlyazid, 1989) the pioneering Arab feminist film restored as part of the the Moroccan Cinema project has shown, there is an underexploited market (both in the UK and internationally) to generate wider impact from these cultural works whilst simultaneously providing income for the artists behind these films, who, historically, have often been excluded from the opportunity to fully realise the commercial potential of their work.
Building on the strong routes to market through the connections established in the previous AHRC-funded project and the greater accessibility offered by digital distribution, this project looks to diversify the routes to sustainability by spinning out an independent distribution label that helps to realise the cultural, social and economic value of these films. By using the international film festival network and developing wider digital distribution, the proposed spinout will enhance the impact and public engagement of these works of cinematic art. This helps to feed into academic and industry concerns around the promotion, preservation, dissemination and commercialisation of films (short, feature-length and essay films, which encompass fictional and documentary modes) that do not fit conventional industry formats, whilst providing the artist themselves with a fair income, and wider recognition.
The project will also allow student volunteers from Exeter university to gain hands-on, real world experience of film distribution whilst studying at Exeter - preparing these students for a potential future career in film distribution and helping to fill a current skills gap for emerging distribution specialists in the film value chain in the UK.
| Description | The AHRC commercialisation of research award has establish a business model for a spinout that explores/exploits the commercial gap for an independent film distribution label (eXe films) housed at the University of Exeter. The main objectives are to understand how a specialist company could help valorise films that have academic and cultural significance but are too niche for a purely commercial distributor to distribute effectively through standard industry channels. Accessing networks of academic film specialists linked to film archives, as well as routes to festivals, there is a clear opportunity for commercial exploitation and distribution of these works that is currently unrealised. |
| Exploitation Route | This project looks to diversify the routes to sustainability by establishing an independent distribution label that helps to realise the cultural, social and economic value of films currently. By using the international film festival network and developing wider digital distribution, the proposed label will enhance the impact and public engagement of these works of cinematic art. The outcomes of this project will be of direct interest to academic, archival and industry experts. The project has recruited eight student volunteers from Exeter university to gain hands-on, real world experience of film distribution whilst studying at Exeter - preparing these students for a potential future career in film distribution and helping to fill a current skills gap for emerging distribution specialists in the film value chain in the UK. The student volunteers have been assigned specific roles in the team relating to film distribution and marketing. |
| Sectors | Creative Economy Digital/Communication/Information Technologies (including Software) Education Culture Heritage Museums and Collections |
| Description | An independent film distribution label linked to the project has been established at the University of Exeter. The main objectives will be to understand how a specialist company could help valorise films that have academic and cultural significance but are too niche for a purely commercial distributor to distribute effectively through standard industry channels. Accessing networks of academic film specialists linked to film archives, as well as routes to festivals, there is a clear opportunity for commercial exploitation and distribution of these works that is currently unrealised. The distribution label that has been established as a result of this award allows independent filmmakers who are distributing their work on the label to reach new audiences and receive financial return for film that would potentially be overlooked for a commercial distribution deal. The PI and CI, along with non-academic partners (including filmmakers and digital media experts) and student volunteers are working towards releasing the first three titles on the label from April 2024. The film releases will be of interest to academic researchers and general cinephile audiences. |
| First Year Of Impact | 2024 |
| Sector | Creative Economy,Digital/Communication/Information Technologies (including Software),Education,Culture, Heritage, Museums and Collections |
| Impact Types | Cultural Economic |
| Description | Ga Films |
| Organisation | GA Films Ltd |
| Country | United Kingdom |
| Sector | Private |
| PI Contribution | The research team have provided the curatorial and programming expertise to identify films by the production company (Ga Films) as suitable for the distribution label linked to the funding award |
| Collaborator Contribution | Ga Films have provided advice and support for marketing and promotion for the release of their film on the distribution label linked to this funding award. |
| Impact | The film 'The Hard Stop' will be released on the distribution label in the second half of 2024. |
| Start Year | 2024 |