One large factor affecting the success of a film is the level of finance input into a film. In the 1970s there was an increasing awareness in America and Britain of the value of sophisticated marketing and distribution and the need of a healthy finance source towards the success of a film at the Box Office. Films that lack support of the big distributors, as the majority of smaller British films do, rely heavily on positive reviews, publicity and marketing by the cinemas themselves. Up until the mid 1970s British producers spent on average 10% of a film’s budget on marketing. It soon became clear though that spending more on screen prints and advertising rather than on the production of the film, became justified due to the film’s success, but this was not recognised by the film industry in Britain, therefore hindering the British in comparison to the Americans. With the financial backing received by the ‘Hollywood’ studios from sources such as the American government, it became clear that the investment into the production, distribution and exhibition elements of the film industry was essential. Due to the lack of investment into British-made films and therefore their limited funds, the British film industry became less efficient than the Americans in their methods of production, distribution and exhibition and suffered as a result. This lack of efficiency in their methods and the lack of investments made into British-made films, resulted into the British film industry’s downfall, while the ‘Hollywood’ studios are becoming ever more successful. Therefore the need for finance, to fund successful production, distribution and exhibition methods for a film, has become an essential part of a film’s success.
Another contribution to the success of a film is the narrative and script of the film. The film may follow a particular narrative, such as the classical Hollywood narrative, with the typical generic conventions of a mainstream film, such as; linear narrative, definite ending/closure, cause and affect, the role of the protagonist always being well defined, continuity editing and the reflection of Fiske’s theory that the onlooker is very much part of the film. This narrative often used to attract a mainstream audience would often prove popular, but there are also many people who want to watch a more creative film, thus creating an audience for alternative films such as, ‘A Bout De Soufflé’ (1960), especially in the age of the ‘Free Cinema Movement’. The genre and narrative of a film will greatly affect the amount and type of an audience, as an audience will go to see a particular type of film. Science fiction will attract a certain audience, while others would not want to see that particular genre of film and would prefer a comedy. Narrative and Genre can most definitely contribute to the success of the film.
Particular directors of films may also help attract a particular audience. Some people may be attracted to a film as a certain director such as, Steven Spielberg, Ridley Scott or Guy Ritchie may be directing it and previous films directed by them were enjoyable. If a director has had good publicity or controversy over previous films, many may go to watch the next film that director has done, to either compare it to the last one or witness more controversy, such as the case with many Stanley Kubrick films.
By examining just a few of the many factors that contribute to the success of a film, it has become apparent, that although a film star may help attract an audience, there are also many other contributing factors to a films eventual success.
