Case Study : David Brent: Life on the Road

‘David Brent: Life on the Road’ is a 2016 British mockumentary comedy film. The film stars Ricky Gervais who also wrote and directed the feature film. The film follows one of Gervais’ most recognisable characters: David Brent from the UK TV series ‘The Office’. Brent has a film crew who follow him up and down the country as he lives his dream of becoming a rock star.

Entertainment One and BBC Films co-financed the film and Entertainment One also distributed the film in the UK, Australia and New Zealand. Whereas in the US, Open Road Films distributed the film. Netflix later acquired distribution rights to the film in all territories excluding the UK, Ireland, Australia and New Zealand.

During March 2016, Gervais revealed and released the first posters of the film. The film recieved its first official release on 19th of August 2016 in the United Kingdom. On 7th of April 2016, the first teaser trailer was released.

As well as the film’s release, the film also got its own soundtrack. It includes all of David Brent’s songs which also gained a lot of attention. Since the film was based on a highly successful TV series, the film was highly anticipated which added to the marketing strategy.

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Case Study: Special Correspondents

‘Special Correspondents’ is a 2016 British-Canadian-American satirical comedy film. Its director, Ricky Gervais, also wrote and starred in the film. The film is a remake of a 2009 French comedy (‘Envoyés très spéciaux’). The plot circles around a radio journalist and his technician who get into a difficult situation when they hatch a scheme to fake their own kidnapping during a rebel uprising in South America and hide out in New York instead.

Marketing

During pre-production of the film, it was reported that Kevin Pollack would have a supporting role in the film. Later on in the month, it was revealed that Benjamin Bratt had been cast. A few days later, Kelly McDonald was reported to have joined the cast and the following day, Vera Farmiga confirmed her involvement in the project. At the beginning of June, a picture of the complete cast was revealed by TheWrap. Since the film could be put into the independent film genre, this film marketing strategy where cast members were announced gradually gives the audience an idea of who is in the film. This not only allows the film to recieve attention but, it becomes incredibly anticipated due to the attention it recieved during the early stage of the film’s production.

Distribution and New Technologies

In 2014, it was reported that Sony Pictures Worldwide Acquisitions had purchased the rights to the film for territories including the UK, Australia, New Zealand, South Africa and Latin America. The next year, it was announced that Netflix had pre-bought the global distribution rights to the film for roughly $12 Million (also links to new technologies). The film recieved its world premiere at the Tribeca Film Festival on 22nd of April 2016. The screening was followed by an audience discussion with Ricky Gervais and additional cast members. Later on in April, the film was released worldwide on 29th of April 2016.

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