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Figure 9.2 Percentage share of advertising spend by medium, 2007-2013 % TV 41.3 46.1 44.1 44.5 46.0 47.2 47.1 Outdoor 36.4 32.7 33.9 35.8 35.0 35.6 37.6 Press 15.0 13.1 11.8 11.7 11.2 11.4 10.9 Radio 4.7 5.5 6.4 4.5 3.4 3.6 3.1 Internet 2.6 2.6 3.8 3.6 4.3 2.1 1.3 50 45 40 35 30 25 20 15 10 5 0 Source: Nielsen Media Research Approximately £44 million was spent on advertising British films in 2013, down from £49 million in 2012. However, fewer UK films were released in 2013 than in 2012 (139 in 2013 and 162 in 2012). The advertising spend for studio-backed UK films was £22 million (£1.4 million per film on average, compared with £1.7 million in 2012). Our data on advertising spend for individual films show that the amount spent on advertising independent UK films was £22 million (an average of £0.2 million per film, the same as in 2012), but this is likely to be an underestimate as some advertising spend for smaller films is not allocated to individual titles but to generic spend by distributor. Using the information on advertising spend, and estimating print costs, the total release costs for various release widths can be estimated. When all cinema screens used 35mm prints, we estimated print costs at £1,000 per print. However, at the end of 2013 nearly all cinema screens were equipped for digital projection. Working with both analogue and digital distribution, as well as striking and refurbishing 35mm prints, distributors incur digital mastering and duplication costs and in many instances now Virtual Print Fees. Although it is likely that producing a digital print is cheaper than producing a 35mm print, no in depth research has been carried out on the average cost for a combination of digital and 35mm prints, taking account of these extra costs. In the absence of any empirical data on the current average cost, we have continued to use the same estimate as when all prints were analogue. So, keeping the estimate of a typical cost of £1,000 per print and adding the Nielsen Media Research advertising spend estimate (+20% for other public relations campaigns, publicity and premiere costs), the average release cost for different levels of theatrical release can be calculated (Table 9.10). This shows that for films released across the widest number of cinemas (500+) in 2013, the average release cost was £3 million, slightly lower than in 2012. For films released at 200-399 sites release costs were lower in 2013 than in 2012, but release costs increased slightly for films released at 400-499 sites and 100-199 sites. For all other width of release categories the 2013 release costs were almost identical to those of 2012. 102 – BFI Statistical Yearbook 2014 2007 2008 2009 2010 2011 2012 2013


BFI StatisticalYearBook_2014
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