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Ryan Madden 22358188

MED2247 Research and Analysis for Film and TV


CW4 - 2500 Word Film and Television Research Project

For this project, Ive decided to ask the question, is there a divide between independent
and mainstream cinema? Both are two different kinds of cinema, and at the times they do
cross over between each other. There is an already pre-perceived notion surrounding
these two types of cinema, implying that they are two separate entities. The notion
implies that mainstream films are the dominant species in the film industry, aimed at the
mass market, as opposed to independent films, which are in general focussed on a
niche market (Gemser: 2006, 45). My aim for the study is to find out if there is a divide,
and if its a positive one? Do mainstream audiences have a certain belief about
independent films, maybe a negative opinion on it? Are independent films less successful
because they dont spoon-feed audiences? Are mainstream films all spectacle and no
substance? Larry Qualls identifies a notion that surrounds audiences perceptions about
critical thinking of more high-brow cinema, suggesting we could receive that admixture
of academic theory and snob appeal (Qualls, 1998). His suggestion being, do some
audiences think independent cinema have a snob appeal? But then, are mainstream
films seen as often resulting in style over substance (Golden, 2013), as Aaron Golden of
the independent film festival Raindance seems to think?

Before findings can be studied on a potential divide in audiences, its important to


categorically separate these two entities of cinema via definition. When asked for the

difference between independent and mainstream cinema, film critic Roger Ebert said an
independent film will have been made because it expresses the directors personal vision
rather than someones notion of box-office success (Levy: 2001, 3). This suggests that
independent cinema is a medium outside of the traditional Hollywood System, a
medium thats very personal, and maybe more challenging in that respect.

In Gemsers studies into the difference of the two categories, he uses Zuckerman and
Kims approach, who make the distinction between mainstream and independent films
from studying the market identity or market role of U.S. film distributors (Gemser:
2006, 45). The idea behind this strategy of distinction centres around audiences, and their
already pre-perceived notions about these distributors, the fact they have established
identities in the eyes of the audience and distribute either mainstream or art house
films (Gemser: 2006, 45). Gemser went further to categorise the two in his studies,
basing his sample of films on the market identity of the film theatres in which the film is
released (Gemser: 2006, 45), which was something I took into account and adopted
when categorising the two types of cinema for my survey.

To some audiences, its thought that independent cinema should be challenging, and
radical. However, there is a belief that newer independent films have a lack of radically
political and avant-garde visions, suggesting independent films are becoming more
and more conventional, more mainstream (Levy: 2001, 5). This could imply that Levy
believes that the divide between independent and mainstream is closing, but for negative
reasons, suggesting its lost what earlier independent cinema characterised. This quote

could also imply that Levy believes mainstream cinema is a predictable, conventional
medium, suggesting it does not challenge its audience. His suggestion that independent
cinema lacks less conventions in its content implies that he thinks less of mainstream films
for doing such, thus putting a negative divide between those two categories.

As touched on earlier, there are notions that independent cinema may have more of a
critical analysis applied to it than mainstream cinema does. Qualls discussed how
independent cinema can have an admixture of academic theory (Qualls, 1998) attached
to it, and Gemser further developed his point. Gemser found that with regards to
independent cinema, film critics act as influencers to the audience (Gemser: 2006, 57).
Gemser explains that due to independent cinemas sometimes lack of star power, and
relatively low marketing budget, the number and size of the film reviews seem to be
important variables that influence the early box office revenue (Gemser: 2006, 57). When
compared to a film critics influence on mainstream cinema, film reviews only have a
prediction effect on demand (Gemser: 2006, 57). Notably, in line with Gemsers thinking,
this would be due to mainstream cinemas high demand of star power and budgets, it can
afford this marketing to sell the film. Its interesting that independent and mainstream
audiences are separated in how they are sold a different film also.

In terms of differing the two types of cinema, Williams has suggested that there are
technical and also creative elements that can differ the categories. For example, Williams
suggests that independent films will often have different kinds of stories, being less
conventionally dramatic (Williams: 2006, 248) than mainstream films. She also suggests

that independent cinema is less driven by stars, genres or action and special effects
and that it also works with more daring or controversial subject matter (Williams: 2006,
248). She finally concludes her list with the suggestion that independent cinema will often
be marked by distinctive styles of camerawork or editing or narrative
organisation (Williams: 2006, 248). Williams suggestion is this is her definitive list of
what separates an independent film from a mainstream one. Through this suggestion, she
further reiterates previous scholars points that mainstream cinema will be conventional,
not controversial.

I prefer to see something that really makes me think, ideally with layers of meaning so
the film can either be enjoyed as a piece of entertainment or you can glean further
meaning from re-watching or rethinking the film (Golden, 2013). This is Aaron Goldens
thoughts on why he currently prefers independent cinema, the implication of course
being that mainstream cinema cannot live up to these standards. His suggestion is that,
the majority of at least, mainstream films doesnt make you think, dont have multiple
layers. This notion held by Golden, and likely a fair amount of the film going audience
negatively enhances the divide between the two entities of cinema. To further evidence
the growing divide, its clear mainstream cinema is a very popular medium. According to
respected online critical website Rotten Tomatoes, in the same year Golden made that
statement, the best film of the whole year was Gravity (2013), scoring 97% [see
bibliography for reference], which, at a budget of a reported $100 million, according to
Gemser this is no independent film, its mainstream. The suggestion is here, a lot of

people, top critics included, believed this mainstream film was better than some
independent films that year. Completely juxtaposing Goldens opinion, the divide grows.

When choosing what method to use for my research, I wanted to choose a research
method that gave me ample opportunity to get fast, quantifiable answers without too
much detail. The answers I wanted werent going to hinge on peoples details, just the
core of their answer. This strategy would be better time management also, saving time on
analysing and quantifying too much data. I chose a questionnaire as my research method,
a form of survey. By definition, Used in survey research, this is a set of questions given to
respondents and designed to provide information relevant to the research
area (Abercrombie: 2006, 315). This was a perfect choice for my research, as I wanted
the relevant information, no more, no extra detail.

As well as time management, efficiency was very important to this research, as there was
no room for anomalies in the data. Questionnaires are very efficient form of research
method, and they allowed data collection in the most accurate way possible (Brace,
2008: 7). By collecting accurate data, I could gain more accurate responses, providing a
much more efficient form of data collecting. Accuracy of data collecting was very
important, as I didnt want confusing questions to throw respondents off, giving me the
wrong answer. I felt questionnaires gave me ample opportunity to get straight to the
point with questions, as opposed to a research method such as a focus group, whose
discussion could go on a tangent, and ultimately not answer the question in as much
accuracy as preferred. An example of this in my questionnaire was when I asked

participants for their Top 3 Favourite Films. I wanted to quantify this information using
scholars approaches, and identify if the participant preferred independent or mainstream
cinema. I didnt need reasons as to why these films are their favourites, as I wanted to
manage my time better, and put more time into analysing the lesser data in more detail.

I was very particular about how I worded my questionnaire, as I was aware the question is
central to the accuracy and efficiency of the data. If a questionnaire is written poorly, it
will not provide the data that are required or, worse, will provide data that are
incorrect (Brace, 2008: 7). Inaccurate and data can jeopardise findings of a research
project, in turn providing inaccurate and invalid research findings. So it was inherent that
the questions were worded in a way that should help the respondents to provide
accurate and valid responses (Brace, 2008: 7). An example of how a question could have
been misinterpreted if it were poorly written was when I asked for the participants rank of
most frequently visited cinema chain. If the question had been as In your opinion, whats
the best cinema chain?, participants could have ranked their favourite cinema chains
instead of most frequent, and that wouldnt answer my objective of the question which is
do audiences visit mainstream or independent cinema chains more.

When I got my questionnaires back to analyse the data, a negative of the research
method immediately arose. Of a possible 40 participants who I sent links to the
questionnaire, I got a return of 7 completed questionnaires. This massively impacted my
findings, as my sample had been reduced, and thus my findings were not as accurate as
they could have been with a broader choice of participant of different ages and

background. However, from the return I had, the results still showed some interesting
findings that responded to the scholars suggestions in my literature review.

One thing I was interested in, is how the perception of independent cinema has changed.
In my findings, under the favourite film question, 2015s Whiplash featured more than
once. When attempting to categorise these films, Ive used the scholars approaches from
my literature review. Gemser suggested that independent films have a lack of star
power (Gemser, 2006: 57). However, Whiplash has two big star names in Miles Teller and
J.K. Simmons, both previously starring in mainstream films such as Divergent (2014) and
Spider-Man (2002) respectively. But, then again, Gemser identified some independent
films by the market identity of the film theatres in which the film is released (Gemser:
2006, 45). Whiplash was released in limited Odeons and Cineworlds across the UK, but
was most frequently shown in Picture Houses. It is interesting to find that, over time, the
two types of cinema are now overlapping. The distinct line between independent and
mainstream specifications is gradually getting blurry. This could be a suggestion that the
divide between independent and mainstream cinema is closing. Or, Whiplash could
simply be an anomaly in that respect.

With regards to what might be more popular to audiences, I asked my participants what
cinema they visit most frequently, in ranked order. In regards again to Gemsers
suggestion of market identity of the film theatres in which the film is released (Gemser:
2006, 45), this approach would be best when finding the objective of this question. Of a
choice of 7 different cinema chains, all different in their own regard, Odeon was the most

popular cinema chain with an overall score of 6.00. The market identity of Odeon is that
of a typically mainstream one. With regards to what types of films it shows, it is largely
mainstream. As a reference, Odeons current showtime list for the current week (Week
commencing 27/04/2015 [see bibliography for reference]) contains 10 films. And of those
10 films, 8 are mainstream films. Based on Gemser and Williams previous approaches
from the literature review, only 2 of those films can be considered independent. This
suggests that Odeon isnt a stranger to independent cinema, however it does largely
showcase mainstream pictures. Picture House cinema chain was second to bottom,
scoring a score of 3.17. The suggestion here is that fewer audience members visit
cinemas that host more independent films rather than mainstream ones.

In regard to Qualls suggestion that independent cinema has a certain snob


appeal (Qualls, 1998), I asked a question on the questionnaire with the objective of
finding out what mainstream audiences might think about independent cinemas, where
they perceived as snobby? Of the 7 respondents, only 5 had said that they had visited an
independent cinema. And of those 5, none reported anything negative about their visit.
The only comment that could be perceived negatively is one participant stated that their
visit was awesomeness from the offset, yet full of hippys. Now this could be construed as
a participant not taking the questionnaire seriously, but I believe the point being made
does relate to the snob appeal. Hippies are traditional left-wing centred people, and
independent cinema is thought to be radically political and [with] avant-garde
visions (Levy: 2001, 5). Their suggestion is that people in the cinema were solely leftwing, solely independent cinema-goers, potentially implying their ignorance towards

right-wing, mainstream cinema. That could in turn suggest that this participant had
encountered the snob appeal Qualls suggested.

In conclusion, theres a fair bit I learnt about the difference and the divide between
independent and mainstream cinema. One thing was that the pre-perceived notions on
what makes an independent or mainstream film are now becoming less accurate, as the
specifications are commonly crossing over between both cinemas now. Additionally, it
seems that independent cinemas are not as popular as mainstream ones. That I
predicted, however, I didnt predict how few people choose independent cinemas over
mainstream ones. That in itself suggests that mainstream cinema has a bigger grasp on
todays audience, whereas, as stated in the introduction, independent films are are in
general focussed on a niche market (Gemser: 2006, 45). In regards to my choice of
research method, I was happy with the efficiency and accuracy my questionnaire
achieved. I managed my time well and my answers were notably accurate and valid.
However, the lack of replies did hurt my findings considerably, given me a narrower
audience to analyse. Overall, I was happy with how my research ended, and I have
concluded that there is still in fact a divide between mainstream and independent
cinema. However, the gap seems to be closing each year.

Bibliography
Gemser, Gerda. (2006). The impact of film reviews on the box office performance of art
house versus mainstream motion pictures. Art house versus mainstream motion pictures.
1 (1), 45-57.

Qualls, Larry. (1998). To Market, To Market. A Journal of Performance and Art. 1 (1), 38-43.

Golden, Aaron. (2013). WHAT MAINSTREAM CINEMA CAN LEARN FROM


INDEPENDENT FILM. Raindance.org. 1 (1)

Levy, Emanuel (2001). Cinema of Outsiders: The Rise of American Independent Film. New
York: NYU Press. 1.

Williams, Linda Ruth (2006). Contemporary American Cinema. London: McGraw-Hill


Education. 1.

http://www.rottentomatoes.com/m/gravity_2013/

Abercrombie, N; Hill, S; Turner, B (2006). Dictionary of Sociology. 5th ed. London:


Penguin Publishers.

Brace, I (2008). Questionnaire Design: How to Plan, Structure and Write Survey Material
for Effective Market Research (Market Research in Practice). 2nd ed. London: Kogan Page.
2-36.

http://www.odeon.co.uk/cinemas/liverpool_one/171/
Link to my Questionnaire - https://www.surveymonkey.com/s/HG7J8LC

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