Multi-platform funding strategies for bottom-tier films in small domestic media markets: Boy (2010) as a New Zealand case study

Abstract

Bottom-tier films, those productions that are made with the domestic audience foremost in mind, can face significant economic challenges when confronted with a small domestic media market. Drawing on a review of academic literature and findings derived from policy analysis, archival research and interviews, this article takes an institutional political economy perspective to illustrate how Boy (2010), despite being the highest grossing New Zealand feature at the domestic box office of all times, was economically unsuccessful for its filmmakers. As a result, Boy’s filmmakers needed to turn to an online crowd-funding platform, Kickstarter, to raise the means necessary for the film’s international (American) release. This article attempts to make a further contribution in industry structure and change in communication, media management and film studies, with special emphasis on multi-platform distribution cash flow, new revenue models and value chain.