Case Study of Distribution: Panic Attack!

'Panic Attack!' (2009) is a short form distributed online by Uruguayan advertising director Federico Alvarez. Being directed and edited by him, Alvarez spent approximately $300 on the hiring of extras for the film to intensify the actuality within the short film. He also constructed the CGI for the film and edited in all sound effects post-production. As the short film was distributed online, it became popular through sharing the product across social media platforms and also by word of mouth. This media product demonstrates the success of distributing a short film online and shows how success can be measured in ways other than money, such as views and likes.

Two-Step Flow of Communication Model

This model conveys the theory that media concepts and products 'flow' from mass media to opinion leaders. These concepts and products then flow from the opinion leaders to their social contacts, thus exposing the media concepts and products to a wider population. The model can only be enforced on the distribution of films online as the convergence of platforms such as social media allow products tobe shared. Alvarez applied this model when distributing his short film. When releasing the film online, the filmmaker received a retweet of his short film on Twitter by music icon Kanye West. Regarding the two-step flow model, West acted as the opinion leader and further promoted the short film by exposing it to over 27 millions of his followers. As this action took place, days after the short film's release Alvarez was acknowledged by high members of the film industry in Hollywood and managed to sign with an agent in Los Angeles, California. Two weeks later, a contract was proposed to the filmmaker for him to work with prestigious director Sam Raimi and Mandate Pictures on a $30 million feature film developed from his idea of an alien invasion. This film would be set in Buenos Aires, Argentina rather than Alvarez' hometown of Montevideo, Uruguay.

Studying this case, I understand that the distribution of a short film online can increase the success of the product. Because of this, I wish to distribute my short film to YouTube. Alvarez' method of distribution has assured me that distributing my short film to this social media platform can generate success for my product and allow it to reach its highest potential. My promotional package will assist this progress.