BBFC Workshop

The BBFC (British Board of Film Classification) is an independent company which was set up in 1912 and has the role of classifying films and video games. Due to the Video Recordings Act (passed in 1984), the board is designated to regulate and classify video recordings offered for sale or hire commercially in the UK. This means that their role changed from purely censorship of cinema and games to a larger proportion being classification. The board uses a set of guidelines when classifying, which enables them to successfully classify films to be U, PG, 12a, 12, 15, 18, or R18. Their classification empowers the public to make decisions themselves over the suitability of the media for themselves and those in their care. The classifications also prevent younger audiences and sensitive viewers from watching material that may cause 'harm' or upset to them.

Regulation and classification from the BBFC can have a big impact over the distribution and marketing of a film. In several cases, films have been targetted and marketed at a specific age range, eg 15, only to be given an 18 certificate. 'This is England', for example, was intended by Shane Meadows to be a 15, but was declared an 18. This meant that the advertising and content was aimed at a slightly younger audience than could actually consume it on release in the cinema. In some rare cases, however, local authorities do not comply to the BBFC's guidelines. A famous case of this was Westminster Council's decision to ban Cronberg's 'Crash', which was declared an 18 over the rest of the UK.

New ways of distributing film, such as downloads or through the internet, will be problematic in terms of regulating film. These technologies, such as downloading a film via iTunes will prove very difficult to regulate, as there is no way of proving age when doing this, which will enable younger viewers to access and consume media which they would otherwise not be able to access. Although some services including YouTube and BBC iPlayer have tried to enforce viewers to confirm they are over a certain age in order to view particular media. However, it is extremely easy to ignore, or lie, about age over these services. Other ways of distributing media like Love Film, where DVDs are delivered through the post offers younger people access films classified for older audiences, as there is no way of regulating who is receiving the films.

I found the workshop very interesting, and learnt several new things. One example of a new think that I learnt is that the BBFC is not a government body; although the government has designated it the role of classifying films, it does not have any government funding. I also found it interesting that local authorities have the power to over-rule classifications that the BBFC set, and can even remove films from showing (in the case of 'Crash') The workshop and information I have learnt from it will help with my media course, as it enables me to estimate what classification my thriller would receive, and so base my target audience and distribution possibilities around this. It will also help, as it has given an insight into what makes a film or programme a certain rating, which will help with my TV Drama exam, and also when thinking about audiences and marketing.

The BBFC workshop will also help in answering this question: 'Discuss the issues raised by an institution need to target specific audiences within the media industry which you have studied'. My essay plan for this question:
Introduction -
Role of BBFC in film industry
How ratings may effect audiences, creating specific audiences that need to be targetted
How ratings effect marketing and targeting audiences, examples
Ways that institutions may target specific audiences, examples
How ratings may effect distribution
Conclusion

This is England Research

Research into Film Distribution

Working Title Films

Working Title Films
Working Title Films was founded in 1984 by Tim Bevan and Sarah Radclyffe and is a British film production company, based in London. It produces feature films and some television productions.

The company gained mainstream success after the Four Weddings and a Funeral. Working Title Films aims to produce British cinema and independent art films. Working Title Films is famed for its Richard Curtis-scripted romantic comedies, and Coen Brothers' films, but has in recent times moved into many other types of film and genre.

Working Title Films made a profit of £17.8 million in 2004. As of 2007, all its films are distributed by Universal Studios, which owns a 67% stake in the company, and many of its recent films are co-productions with StudioCanal. The remaining shares are owned by the company's founders, BBC Films, and private investors. Eric Fellner and Tim Bevan are now the co-owners of the company.

The film company also has a smaller low-budget film company, WT2 (Working Title 2) which has produced films such as Billy Elliot (2000) and Shaun of the Dead (2004).


Films produced by Working Title Films:
A Kiss Before Dying, A World Apart, About a Boy, Ali G In Da House,
Atonement, Bean, Billy Elliot, Bob Roberts, Bridget Jones's Diary,
Bridget Jones: The Edge of Reason, Burn After Reading, The Big Lebowski,
The Borrowers, Captain Corelli's Mandolin,Catch a Fire, Chicago Joe and the Showgirl,
The Calcium Kid, Dakota Road, Dead Man Walking, Definitely, Maybe,
Diamond Skulls, Drop Dead Fred, Elizabeth, Elizabeth: The Golden Age,
Fargo, Fools of Fortune, For Queen and Country, Four Weddings and a Funeral,
French Kiss, Frost Nixon, Gone, The Guru, Hidden Agenda, High Fidelity,
Hot Fuzz, The Hi Lo Country, The Hudsucker Proxy, Inside I'm Dancing,
The Interpreterm, Johnny English, Libestraum, Loch Ness, London Kills Me,
Long Time Dead, Love Actually, Map of the Human Heart, Mickybo and Me,
Moonlight & Valentino, Mr Bean's Holiday, My Beautiful Laundrette, My Little Eye,
The Man Who Cried, The Man Who Wasn't There, The Matchmaker,
Nanny McPhee, Ned Kelly, No Worries, Panther,Paperhouse,Pascali's Island,
Personal Services, Plunkett & Macleane, Posse, Pride & Prejudice, R
obin Hood, Romeo Is Bleedingm Rubin and Ed, The Rachel Papers,
Sammy and Rosie Get Laid, Shaun of the Dead, Sid and Nancy, Sixty Six,
Smokin' Aces, Straight To Hell, The Shape of Things, That Eye, The Sky,
The Tall Guy, Thirteen, Thunderbirds, United 93, What Rats Won't Do,
Wild Child, Wild West, Wimbledon, Wish You Were Here, The Young Americans,
Year of the Gun, 40 Days and 40 Nights

(information collected from www.wikipedia.org and www.workingtitlefilms.com)

Warp Films

Warp Films is responsible for creating some of the most new, different and exhilarating pieces of British film since being set up in 2002. Warp Films has won numerous plaudits and awards (including three BAFTAs) in the last 5 years.

'My Wrongs 8245-8249 and 117', directed by Chris Morris, was Warp’s first short film and won the BAFTA in 2003 and for its television premiere on Channel 4. More than one million viewers tuned in to watch it, and 22000 DVDs were sold after its premiere, making it the first DVD single in the UK market.

Shane Meadows’ 'Dead Man's Shoes' was Warp's debut feature, and received a record eight British Independent Film Award nominations, including Best Film, Best Director and Best Achievement in Production. ‘’Dead Man’s Shoes’’ was also nominated for a BAFTA and won the Southbank Award for Best Film.

Warp’s next film, directed by Chris Cunningham, was ‘Rubber Jonny’, an experimental 42-page book that shocked and amazed audiences. Warp’s next venture was ‘Grow Your Own’. This film written by Frank Cottrell Boyce received critical success, and tackled the subject of immigration. 2006 saw Warp Films creating their most successful film to date: Shane Meadows’ ‘This is England’. The film received rave reviews and has won numerous international festival awards as well as winning Best Film at the British Independent Film Awards and Best British Film at the BAFTAs.

Arctic Monkeys are also connected with Warp Films as they have produced two music videos for the band, and collaborating on the short film ‘Scummy Man’, which one an NME award for best music video. A feature length live film of the Arctic Monkeys has recently been directed by Richard Ayoade.

Warp Films currently have projects with directors Shane Meadows, Chris Morris, Chris Cunningham, Richard Ayoade, David Slade and Lynne Ramsay. One of their aims is to seek out new voices; which is reflected in their latest projects of promo making and their new venture, Warp X, a digital studio fuelled by imagination, innovation and a digital business model that rewards everyone involved in all aspects of the creation of the films. Their financiers have agreed that creative talent should share in the gross revenue of any film once the commission and expenses of distributors and sales agents have been deducted. Warp X intends to build and improve on Warp Film’s excellent reputation for combining originality with success.

Chris Cunningham started working with Warp Records in 1995 and has directed multiple unique, innovative videos for the likes of Squarepusher, Bjork, Madonna, Portishead and Aphex Twin. With Warp Films, Cunningham has created several films, including 'Rubber Johnny'. Cunningham’s music video, 'Africa Shox' is extremely shocking in its portrayal of America and how white Americans treated Black African/Americans. The camera follows a black man walking through the streets, gradually getting more and more broken at the fault of the white characters, whilst noone, apart from one white man in a heaving urban city, even attempts to help him. There are many examples of similarities between the music video and Meadows' 'This is England'. Firstly, we see in each white characters ignoring the problems and racism that ethnic minorities face. Both of the films are also set in urban lower class areas, and try to show the reality and make it alot more hard-hitting for the audience. Overall, both are extremely successful in engaging their audience and spreading their messages to the public.

(basic information collected from www.warpfilms.com)

Case Study: This is England

‘This is England’ is a film made in 2006 by director and writer Shane Meadows, who previously directed independent award winning films such as: ‘Dead Man’s Shoes’, ‘Northern Soul’, ‘The Stairwell’ and ‘Somers Town’. ‘This is England’ features a cast including Thomas Turgoose, Stephen Graham and Jo Hartley.

The film is given the following certifications: UK:18, Australia:MA, Ireland:18, USA:Unrated, Sweden:11, Finland:K-15, France:U (with warning), Germany:12, Netherlands:16. This is because the film includes sex and nudity; a child and teenager kiss, pornographic images are shown, and past sexual experiences are discussed, violence and gore as we see archive footage of war as well as someone brutally beating a teenager to death, and profanity, seeing as swear words are used at least once a minute, and crude and racist terms are also spoken. The film also shows teenagers experimenting with alcohol drugs and smoking, as well as a very violent scene at the end which is intense and frightening due to the realism of the film. It is surprising, however, that despite all of these aspects of the film which make it an 18 in both the UK and Ireland, it is only rated a U in France and as an 11 in Sweden.

‘This is England’ is set in Grimsby, and was filmed in Grimsby, Nottingham, and RAF Newton, also in Nottingham. The production companies that funded the film credits were Big Arty Productions, EM Media, Film4, Optimum Releasing, Screen Yorkshire, UK Film Council and Warp Films.

We researched Warp Films, UK Film Council and Film4 to get an idea of the kind of companies that funded the film credits. We discovered that Warp Films creates exciting pieces of British film, and has been doing so over the past 5 years. It has won numerous awards (including three BAFTAs) since being set up in 2002 and has created many films and productions including 'My Wrongs 8245-8249 and 117’, ‘Dead Man's Shoes', 'Grow Your Own', 'This is England', 'Dog Altogether', and most recently 'Scummy Man'. We also found out that the UK Film Council is the Government-backed lead agency for film in the UK, which ensures the economic, cultural and educational aspects of film are effectively represented. The UK Film Council funds script development, film production, short films, film distribution and export, film education, festivals, skills development and national and regional film agencies. The following was learnt about Film4 - In 1982 Channel 4 launched Film4, whose productions reflected contemporary and social political topics. Film 4 aims to fund around 20 films a year with a number of the films by first-time screenwriters and directors , meaning every project that they develop and produce does something new, which goes somewhere that other British films have never been. Film 4 made many major British films including “Four Weddings and a Funeral”, “Trainspotting”, “This is England”, and “My Beautiful Laundrette”.

The Distributors of ‘This is England’ included the following - IFC Films (2007) (USA) (theatrical), IFC First Take (2007) (USA) (theatrical), Madman Entertainment (2007) (Australia) (all media), NetFlix (2007) (USA) (DVD) ,NonStop Entertainment (2007) (Sweden) (theatrical), Optimum Releasing (2006) (UK) (theatrical), Red Envelope Entertainment (2007) (USA) (DVD), Sandrew Metronome Distribution (2008) (Finland) (DVD).

One British reviewer said about ‘This is England:
“Meadows appears to want to find emotional truths behind the bravado, to find reasons for the male rage. It's a valid quest, and there are telling and touching moments, particularly between Turgoose and Rosamund Hanson. I found myself wishing that their love story could occupy more of the film, maybe for the same reason that the Shane Meadows film I have enjoyed most is the one his real fans loathe: the comedy Once Upon a Time in the Midlands. But from the get-go of this drama, it is obvious that things are heading only one way: towards a climactic flourish of violence, and it's a glum business wondering to whom and from whom this is going to happen. This is a violent subject, and these are violent people, and yet I couldn't help feeling that Meadows is, as so often, more comfortable with machismo than with the humour and gentleness which play a smaller, yet intensely welcome part of his movies. However agnostic I confess to still feeling about his work, there's no doubt that Meadows is a real film-maker with a growing and evolving career, and with his own natural cinematic language. When I think of his films, I think, for good or ill: this is English cinema.”

An American reviewer wrote:
"The film's apparently a personal matter for Meadows, who's fictionalizing his own adolescence and whose filmmaking benefits from the honesty. As its title implies, "This Is England" isn't a hyperstylized head-trip a la "Trainspotting" but a straightforward calling to account. Period tunes like "Tainted Love" and "Come on Eileen" hover in the background instead of pushing forward with heavily edited force. The accents are almost incomprehensibly thick, four-letter words thudding like concussion bombs, and this is the way these people talk: frustration rendered as common speech.
Meadows has previously made a series of gritty, whimsical, and very British dramas -- "A Room for Romeo Brass" (1999) and the lesser "Once Upon a Time in the Midlands" (2002) have received the widest distribution in the United States, which still isn't saying much -- but here he finally seems to come into his own.
There's a gutter pride taken in how aggressively Shaun confronts the world, but there's also a blunt, no-nonsense analysis of where the kid goes wrong, and you know he knows it, too. At times the hero seems like a tiny old man, physically less mature than the towering skinhead girl (Rosamund Hanson) he fiddles with, but emotionally far savvier.
As "This Is England" barrels toward its conclusion, though, Shaun does something unexpected: He grows younger. Cracks appear in Combo's bravado, too, and Graham lets us see the neediness that can propel a hateful man. The film ends by staring down the audience as a cover version of the Smiths' "Please Please Please Let Me Get What I Want" graces the final credits. It's a gentle send-off to a blistering experience, but it soothes no one, and the plea in its title lingers like tear gas."

We also collected three user comments on ‘This is England’ from http://www.imdb.com/ :
“Best film of the Berlin Film Festival 2007, 14 February 2007
Author: dePaoli from Berlin, Germany
I just saw "This Is England" at the Berlin Film Festival where it was screened in the section "Generation 14P". This section is an extension of the former "Kinderfilmfest" for teenagers between 14 and 18 - dealing with more mature issues.I had no clue about it, just that it would be about skinheads in England and that it takes place in the 80s. I wasn't expecting much, hoping for something like a British version of "American History X" - I got a lot more.When I left the theater I was absolutely stunned! Cast and script were outstanding. I loved the rough editing and grainy camera style that made the movie look a real 80s flick! And last but not least: the soundtrack is a blast! And coming from a director who used to be part of the real scene, it might be the most authentic picture about skinheads ever made.Although it didn't get as much attention as the Hollywood films that had their premiere at the Berlinale Palast, it's a lot stronger than almost all the films in competition.I hope it will make its way the movies and not end up as a direct-to-video-flick... 10/10"

“Bitter sweet rites of passage story set to skinheads, 2 November 2006Author: ant plate from United Kingdom
'This is England' is a must see for the type of persons who enjoy a good old 'innocence of youth' narrative (including a very comedic, almost cringe inducing, 'first kiss' scene) layered with powerful retrospective British realism reflecting early 1980's societal issues of the type that you wont see on any saccharin dipped 'i remember 1982' clip show.Based largely around the 'skinhead' activities of the early eighties its interesting to note that the story really draws distinctions between the types of skinheads - the nazi/racist and the two-tone/soul loving skinheads.Much like Mr Meadows other outings which tend to include a lot of relatively unknown and TV only actors/actresses, they all throw in sterling performances, particularly Stephen 'snatch' Graham as 'Combo'(sp.?) and the unknown Thomas Turgoose as young 'Sean'(sp?).The soundtrack is as usual strategically lined up to help convey with the overall look and feel, with musical styles ranging from reggae (toots and the maytals), punk and two tone. It does however include new music presumably for a soundtrack album sales point of view, what with the most underrated Clayhill covering The Smiths(?).overall: its as retrospective sharp as it is thought provoking, so if you lived anywhere near this time then see it: you may just like it. I you didn't then learn from this time in history when skin heads were either very open minded or very closed minded."

“A great British film - or should that be English?, 29 April 2007Author: Andrew Marshall from United Kingdom
There is no doubt that this film is a truly great piece of film-making. Shane Meadows crafts films in the same style as Martin Scorcese. We are given a glimpse into the lifestyle of a group of characters over a short period of time. It is very much a fly on the wall type of movie. The point of these films is to understand the actions of the characters rather than judging their actions. I have no doubt that there will be some people that tag this film as being racist which is rather missing the point.The film follows Shaun a 12 year old being borough up in early 80's England. He has lost his father in the Falklands war and suffers bullying and isolation until he is befriended by a group of skinheads. The happy band are challenged when Combo is released from prison. Thomas Turgoose is magnificent in the lead role and the direction/screenplay are also spot on the mark. For anybody that lived through the period there are lots of reminders about the period. The film is based on Meadow's own childhood and is quite mesmerising at times.I was gripped throughout the film and it also gave me plenty to think about afterwards. What more can you ask for when going to the movies? I suppose if you go to the movies for escapism then go watch something else, but if you want a gripping thought provoking drama then it doesn't come much better than this. Outstanding!"

User ratings report:

For user ratings, the demographic with the higher average which found the film to be most appealing was females under the age of 18, (8.8) closely followed by males under the age of 18. (8.6) However, this graph shows that the demographic with the highest votes were males, as they had the highest at 15,584, where-as females were shown to have 1,850 votes, which is considerably lower.

Under Gold Standard, this film would receive maximum points as it has a full British cast and crew, and is fully set in Britain. Therefore it would receive 31 points. A majority of the crew is British and the music is also. “This Is England” also reflects British culture and the introduction of the film takes you through the British heritage, and especially symbolizes the hatred towards Margaret Thatcher and significance of the British flag.

Other films which have been written and directed by Shane Meadows include, “Somers Town”, 2008, “The Stairwell”, 2005, “Northern Soul, 2004,” “Dead Mans Shoes”, 2004, “Once Upon A Time in The Midlands”, 2002, “A Room For Romeo Brass”, 1999, “247: Twenty Four Seven”, 1997, “Small Time”, 1996, “Where’s the Money, Ronnie?” 1996.

“This Is England,” has won and been nominated for a total of 10 awards. This includes winning Best British Film at the BAFTA Awards 2008, nominated for Best Screenplay at the BAFTA Awards 2008, nominated for Best Film at the Golden Kinnaree Award 2007, nominated twice at the British Independent Film Award 2006, for Best Director and Best Screenplay, Won an award in 2007 at the Young Audience Award, nominated for Best Director of the Year at the ALFS Awards in 2008, won two awards in 2008 for Best European Film and Young European Jury Award, and finally, won Best Director Award in 2007 .

Other films similar to ‘This is England’ include ‘Little Miss Sunshine’, and ‘Juno’. This is because they’re both films which show the ordinary and not glamorous lives of working/middle class people. Both films also show the lifestyle of families, and real life struggles they go through, for instance, Juno who becomes pregnant can be compared to Shane from ‘This is England’, as they’re both characters which face real life issues. The music is also quite similar in ‘Juno’, ‘Little Miss Sunshine’ and ‘This is England’, and also the similar type of atmosphere which is quite light hearted and simple, yet shows the true struggles that everyday people face in life.

This young actor , Thomas Turgoose who plays Shaun in 'This is England' was auditioned in a basic room with just one man asking him questions about his life, such as what Thomas enjoys doing. However, the audition was very unusual, as for example Thomas wasn’t dressed smartly; he was just wearing his everyday normal clothes, and he was also chewing gum while being interviewed. The questions that were also asked were quite informal. Nothing at all what you would expect an interview would be like for a British film. Also, what was unusual in the way this young actor got the role of Shane, was the fact that at one point during the interview he was asked the question if he wanted to do acting when he was older, and he said no, he wasn’t that interested in acting. Yet the interviewer just replied saying that’s good, as they weren’t looking for an actor, but a young boy that could be himself. This is very unusual, because they chose a young boy who stated he wasn’t even that interested in acting, to play the main role in a British film.

From the different range of clips of Shane Meadows discussing his films to Long Road Media Studies 6th Formers, he was shown to have to say that he actually cares about his actors, and to him it doesn’t matter which class their from. For instance, they could be from working, middle or upper class. He also believes that actors create their own luck. Shane Meadows also describes how when he made a script, he drew it out over a long time (over 12 months) and he also had several ideas at once. However, when he had a meeting with the producers they kept adding ideas for the script and Shane said how he’d do what he always does, which is improvise and change the script once they actually start shooting. Therefore, this proves that his ideas and actions are quite spontaneous.

Features of 'This is England' which are particularly British include the location, as it is located in Grimsby. This is very typical in the fact it’s not a well known part of England such as somewhere like London, yet is rougher part of Britain and shows the British working class culture. The dialogue is also particularly British, as it uses words such as “Twat,” which is part of British slang. The way they speak is also typical of a British accent. For instance, they're not shown to speak in a posh 'BBC' accent which is often conveyed in Hollywood, emphasising the British stereotype. The cast in 'This is England' speak in a “rough” yorkshire accent which most people don’t get to hear in the movie industry. Certain mise-en-scene is also British, such as places like the corner shop are shown. This very stereotypical in the fact it’s also run by a foreigner, because as we know, the culture of the run down corner shops started of in Britain.

Overall, the appeal of this film is that it would intrigue other countries and cultures because it would be an insight for them into typical British lives. Therefore, they would find it interesting to see how we live and what we get up to in our lives everyday. It’s also appealing because it’s a very true picture of British history, culture and the people that live in England. For example, not everyone in England speaks in a posh accent like the Queen, and this film conveys this factor. It also shows the lives of the working/middle class which not many films show. All of these points not only intrigue other cultures, but make the film easy for a British audience to engage and connect with.

Why does Britain need a film industry?

Britain needs a film industry for a number of reasons. Firstly, without the British fillm industry all UK cinemas would be filled with Hollywood Blockbusters. Already there is an obvious dominance of Hollywood cinema which proves a problem as these films only display America's messages and values regarding politics, race, gender etc. The hollywood films are also very stereotypical and extravaggant. British cinema manages to engage the British audiences a lot more, because the British characters within the films are more easily engaged with, and are often about ordinary people.

British Cinema is also essential for Britain, as it provides thousands of jobs for British people. These jobs are not only for directors and actors, but also for builders, make-up artists, advertisers etc. The British film industry also plays a role within the Tourist industry, and so also provides jobs there.

Content analysis of film distribution in Norwich

Over the weekend of Saturday November 8th and Sunday November 9th, I collected cinema listings from the internet for the cinemas in Norwich - Odeon, Vue, Cinema City and Hollywood Cinema. I wanted to find out about film distribution in the UK and Norwich, and to identify the different types of cinema that are on offer.
From my research, I have identified that a total of 19 films are on show in Norwich, with 6 showing at Cinema City, 8 in Hollywood Cinema, and at the multi-plex cinemas: 9 at Vue, and 12 at Odeon. Considering that in total from November 8th to November 9th there were 212 screenings overall, but only 19 films, it indicates that Norwich does not show a diversity of films, despite having a lot of screen time in which more variety could be shown.

For my research of film distribution, I also looked at the proportion of British and World Cinema screened, in contrast to the amount of Hollywood and American films that are on show at each cinema.







From these results and pie charts it is clear that there is an obvious dominance of Hollywood films over World and British cinema. Even at a picture house such as Cinema City, known for screening more independent films such as ‘Control’, they show 57% Hollywood films. In contrast to the multi-plex cinemas this is a small amount of Hollywood movies, as Vue and Odeon screen an average of 75.5% Hollywood cinema.


This domination of Hollywood films, although it may appear harmless to viewers, actually has a big effect on a lot of audience and other film industries. The films screened from the U.S.A are very typical and clichéd, and project strong views. These views, however, are often narrow minded and biased, yet influence the British audience to think and agree with the Hollywood and American ideas and attitudes. Not only this, but the British film industry is completely overshadowed by Hollywood, meaning that there are far less opportunities and chances for British directors, actors, makers, technicians, etc. This means that film industry is caught in a circle – Hollywood dominates the industry, so there are fewer opportunities for British film industry workers, meaning less British films, and therefore Hollywood dominates cinemas. This is also a problem, because it means that even fewer other types of cinema have a chance of being screened, for example out of all 4 cinemas and all the 212 screenings, 0% are foreign language films, and only 9% of Odeon’s films, 14% of Cinema City’s screenings, and 0% of showings for both Vue and Hollywood are World Cinema.

Overall, I have found out that in Norwich, and so probably all over the U.K, Cinemas are screening an awful lot of Hollywood Blockbusters in comparison with British, World, and Foreign Language films. I have discovered that this means that in general, Hollywood films are very clichéd and project narrow American attitudes and values on the British audience, whilst hindering the British film industry. I believe that this needs to change; British cinemas should promote British films in order to help the British film industry, and also screen World and Foreign Language cinema in order to bring more diversity and interest to the audiences.