Special Feature: Major studios opting for 'safe films'

Eighty-three percent of the international film community believes film studios are choosing to 'play it safe' when it comes to producing more imaginative films. This and other findings were revealed in a survey by Bombay Sapphire gin to explore filmmaking. The findings suggest an increased number of studios are opting to commission 'safe films' such as prequels, sequels and book adaptations, rather than producing more imaginative and original screenplays. These 'safe films' have dominated the box office in recent years. According to industry experts surveyed, filmgoers are looking elsewhere for their film fix in the hunt for imagination, 70 percent believe audiences would prefer to see more imaginative films.

Over half of those surveyed (57%) claim people are now opting for more independent projects and short films, with the rise of on demand viewing making these projects more accessible and reaching wider audiences. Bombay Sapphire Global Marketing Manager Magali Podesta: "The Bombay Sapphire team commissioned this research to continue the discussion around imagination within the film industry and highlight some of the challenges budding film-makers are facing."

Podesta continues: "We believe imagination is at the heart of all great film-making and simply makes the world a more exciting, better place, so we are committed to sparking people's imagination through our short film competition." Bombay Sapphire, the world's fastest-growing major gin brand by volume and value*, surveyed more than 700 members of the international film community, made up of industry voices and film enthusiasts on the current issues in modern film-making.

The Bombay Sapphire Imagination Series: Film competition was launched in April 2012 as a global
programme that aims at demonstrating the power of imagination in film. The competition, offers people the chance to make their own short film to interpret Academy Award® winner, Geoffrey Fletcher's short film script. The Bombay Sapphire Imagination Series: Film will be launched for a second year in April 2013.

*Data sourced from International Wine and Spirit Research (IWSR), for the 12 months to the end of December 2011. Major brands are those that feature in the top 5 by volume and value globally.


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