The Impact of Digital Technology on the Distribution Value Chain Model of Independent Feature Films in the UK

Abstract

This article examines how emerging digital technologies have disrupted independent film distribution practice in the United Kingdom. The article uses the value chain concept as the framework to examine changes in audience consumption habits and to explore emerging business practice, as a result of new technology. The article argues that film distribution is shifting from a supply-led to a demand-led market. In this way, independent distributors can now break away from the rigid singular value chain that dominated the industry, and adopt bespoke release strategies that are tailored to the individual needs of each film. This arguably marks the beginning of a fundamental shift in the relationship between key segments in the film value chain by allowing independent distributors to create a more attractive product by conducting their business in response to consumer demands, as opposed to rigid market-driven conditions.