British cinema had a considerable advantage over European cinema in that the American market is huge and English is the national language. Many people across the world speak English, so the potential audience for British film is huge.
However, there is a downside: American cinema has the same advantage and on top of this, American studios have enormous capital at their disposal. They produce more films, both of the expensive, mass-appeal kind, as well as the more risky films with an independent feel. One success will pay for approximately nine failures at the box office. While British cinema does experience boom years when our films and film-makers ate feted throughout the world, we are generally consuming an increasingly large diet of American films, from the excellent to the awful and everything in between. On top of this, because of the popularity of American films in the UK, the distribution of British films into our cinemas and of British DVDs into shops is dominated by US companies, who are obviously going to put their resources into pushing their own products.
Distribution 50% of money spent on a film often goes on promotion. Film is a business like any other; it doesn’t rely on waiting and listening to audience response before delivering the product; it relies on knowing which part of the world and the media need its products and will pay for them. Does market forces competition give the consumer more power and choice and, therefore, influence, what’s made OR does it convince us that what we want is being made for us? Do millions go to see The Dark Knight when it opens because it’s a great film or because it’s been well-marketed? Or both?
Their releases dominate UK cinema over the summer - and these summer blockbusters are now released as early as May.
Large multi-media conglomerates can take a loss - Disney's The Lone Ranger for example, performed poorly at the box office, but the company is diverse and has many ways of making money from its many strands of business. A similar failure - a comparative/proportional one - for an independent film could wipe out the company.