Distribution: Getting the Product Out There
The second problem facing British films is distribution. According to the BFIs official figures, only 7% of UK cinema screens are devoted to non-mainstream content, and most of these are in London and the South-East. New Horizons rightly wishes this to increase the amount of British films being seen in cinemas, but it doesnt provide any specific means of doing this. The problem lies in the fact that most cinema chains, like the majority of Hollywood studios, are now owned by multinational corporations. Where the likes of United Artists were once independent, studios and chains today are small parts of giant business empires; they are like shares in a giant stock portfolio that will be sold off or shut down if they dont make enough money. The multiplexes show the films the distributors think will make most money, on the most screens possible at any one time. Creativity doesnt come into it, and so even if British films were the most acclaimed in the world, they probably wouldnt get seen unless they were a commercial no-brainer. There cant be any talk of nationalising UK cinemas. The lawsuits alone would be too expensive, even before we talk about buying and maintaining the cinemas themselves, and any ethical issues surrounding the state trying to decide what we can and cant see on the basis of the video nasties scandal, they dont have a good record on that. What can be done is to spend more money promoting independent cinemas, educating the general public about their local cinemas and offering said cinemas incentives to show British films. Perhaps there could be tax breaks or some kind of special status accorded to cinemas that show a certain percentage of British films. Like the debate about the unique nature of British film, it is a case of creating an environment which promotes variety. A desire to have more British films shown should not be seen as anti-mainstream or anti-American. We simply have to be conscious, to paraphrase Ken Loach, that there is an imbalance in the film industry against British culture which cannot be addressed by letting market forces continue to run free in and of themselves.