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Middlesex University Business School London MA Marketing Management January 2010 Intake.

MKT 4001 Contemporary Marketing Strategy


Seminar tutors name Academic Group Name : : : Mark McPherson, Kinnari Pancholi. Marketing Alessandra Silverio (M00291974) Manzil Madhwani (M00291693) Ugur Chaliskan (M00274881) Assessment Date: 19th April 2010 : Residential Case Study.

Isle of Man Film

2010

CONTENTS Background. Isle of Man Film The inception. Life cycle : IOM the filmmaking destination. The product and facilities for filming in IOM Points of Parity, Points of Difference, USP, Values. Targeting strategies. Other issues affecting the marketing strategy and approach. Marketing activities. Quality Vs. Quantity Raising the profile of industry. Industry structure The small giant !! Future aims. Questions. Appendix. References

Isle of Man Film

2010

ISLE OF MAN... Where the film stars come to work !!

Background: Isle of Man (IOM) is a small island characterized by a beautiful and breathless landscape. It is situated in the middle of Irish Sea between Ireland and United Kingdom but easy to reach from major UK cities. The island is independent from the rest of United Kingdom and European Union and has its own government and legislation. These peculiarities combined with other ones such as a successful economy, excellent health and education systems and an appealing taxation system makes the island unique and prosperous. The local government encourages building of strategy to promote, protect and improve the islands entity internally and externally. An innovative approach, named as Freedom to Flourish was approved in 2007 based on enhancing its identity and heritage, building a sense of community across the local population and improving the isles image abroad1 . This project was ideated with the clear and announced purpose of brand positioning strategy of the island. This could permit to be consistent and competitive in the marketplace so that to attract people, partners and investors from outside.2 This approach was designed to communicate and exhibit islands values by supporting the various sectors like the financial one that represents 35% of national gross domestic product3. Further IOM, has been recognized as the leading offshore centre in the City of Londons second global financial centre index4 due to the numerous advantages. The island has competitive tax regime based on 0% of corporate income tax, VAT and indirect taxation from which the government gets its income. Thus it also claims competitive income rates and
http://www.gov.im/cso/flourish accessed 10/04/2010 http://www.gov.im/cso/flourish/benefits.xml accessed 10/04/2010 3 Ibidem 4 http://www.gov.im/lib/docs/cso/keyfactsweb.pdf accessed 10/04/2010
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allowances and it has established Tax Information Exchange Agreements (TIEAs) and other agreements in force with different State Members5. All these features make the financial sector a valuable asset in the overall economy of the island. The economic sector is based on a diversified model where various business segments have been well developed over last decades. The diverse economic portfolio is developed by the high tech industry (which makes provisioning of components for use in space shuttles), a major film industry, motor sport events and a positive inward tourism. Therefore looking at Isle of Man in its own identity, it could be represented by using the Prism of Kapferer (1997)6 that permits to understand how the brand is perceived externally and internally by the customer. The Isle of Man can be described from an external perspective as small and beautiful with elderly and supportive relationships, which reflects it in a peaceful and successful context. On the internal side the islands personality is of a groundbreaker and an enthusiast and its culture is adventurous and with the Manx spirit and it imposes itself being capable and independent. The six facets of the brand identity prism define its values and benefits.

Exhibit 1 : IOM Brand Identity Model

Davis, R. (2010). A centre of excellence for International Financial Services, Presentation, 24/02/2010. Kapferer, J. N (1997) The new strategic brand management; creating and sustaining brand equity, London : Cornwall
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Isle of Man Film The inception and the timeline: The IOMF belongs to the film industry cluster located in the British Isles range. This cluster consists of the film industries in London, Northwest England, Ireland, Northern Ireland, Wales and Scotland7. The Ministry of Tourism of Isle of Man was impressed with the success of the film industry in Ireland. In 1993, the government took an initiative to look and investigate the details of Irelands film industry. As there are lots of points of similarities between Ireland and Isle of Man, the film industry in Ireland served as an inspiration to them8. The Isle of Man Film was started in 1995 as the Isle of Man Film Commission. Within the context setting of support being provided by the government to aid the diversification of the nations portfolio, this was the new product and they were entering a new market9. For the first two years, the investment funds were utilized as grants to film producers to initiate filmmaking in Isle of Man. As a result, in 1995 and 1996, the six films were produced with major principle photography in Isle of Man10. This period ensured that IOMF communicated to the filmmakers the distinctive advantages of filming in the Island. This is implied by the increasing demand (observing that total 11 movies were shot in 1996)11. Soon, new policies were laid out in which IOMF offered an equity investment of up to 35% of the films budget to the production body, provided there was fulfillment of a set of conditions (the details of conditions are as explained in the Finance Service offering). After the inception, till date 92 movies have been shot on the island and it has been a s uccessful run looking at the massive revenue generation of 350 millions 12.

Life cycle: IOM the filmmaking destination.

http://www.movie-locations.com/places/uknext.html accessed on 14/4/2010 Dougdale, H, Isle of Man Film, Presentation, 24/02/2010 9 Aaker, D. and McLoughlin, D. (2009). Strategic Market Management. (European edition). Sussex, UK: John Wiley and Sons Ltd. 10 Dougdale, H, Isle of Man Film, Presentation, 24/02/2010 11 http://www.gov.im/dti/iomfilm/pastproductions/97.xml 12 Dougdale, H, Isle of Man Film, Presentation, 24/02/2010
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Referring to the life cycle of a typical product13, the position of IOMF can be adjudged to be in a growth stage. It has to be observed that it can not be directly implied from the number of films made in the year as that does not directly refer

Source : Cravens and Piercy (2009)

Exhibit 2 : Typical Product Life Cycle

Exhibit 3 : IOM Life Cycle movies/year

to the profits. But we get an insight of the strategies that were followed by the number of films produced in a particular year. In the initial period IOM was making inward investments for brand communication and there was no profit. There were 11 movies made in 97 which shows the initial attraction created by IOMF. This period can be referred to as a period of organizational learning with less strategic involvement14. As it can be imagined before having hands on experience it was a fancy trial and so was followed by an average of 6 movies per year till 2002. After six years into the market it can be observed that market penetration strategy15 has been aimed with greater number of films per year for greater revenue generation. Since 2007, the average trend has been of 4 films in a year and the decrease and stability to this lower set point in terms of number of films will help understand the brand positioning strategies and contrariwise.

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Cravens, D. and Piercy, F. (2009). Strategic Marketing. Edition 9. NY, USA : McGraw-Hill Companies, Inc.

Minocha, S. and Stonehouse, G. (2006). The learning trap: a Bollywood frame for strategic learning. Management Decision. Volume. 44(10), p1344-1362 Aaker, D. and McLoughlin, D. (2009). Strategic Market Management. (European edition). Sussex, UK: John Wiley and Sons Ltd.
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The product and facilities for Filming in IOM: The unique and the common offerings. There are other filming destinations like Northwest England, Brighton, Yorkshire, London, Wales, Scotland and Ireland in the cluster of industries in which IOMF is located. There are some of the facilities and product offerings of IOMF which will double for those offered by the other filming destinations and there are some distinctive offerings too. The distinctive advantages of filming in IOM, they serve as an attraction to the filmmakers. The combination of the overall offerings is a unique mix. A wide variety of beautiful natural and architectural locations, potential film finance, high local skill base, the infrastructure, the film friendliness of people and government is the combination which makes it a very desirable filmmaking destination16. Locations and Infrastructure: The most renowned locations in Isle of Man are the beautiful countryside, sweeping coastlines and pretty seaside towns. In addition, there are clifftops, moorlands, castles, urban backstreets, air fields which is a diverse range of locations17. Some of the very popular filming destinations are situated in Castletown, Douglas, Ramsey and Laxley are Castle Rushen, Cornaa, Laxey, Cregneash, Castletown, Marine Drive and The Sound. The landscapes of IOM have been the stars of some great films18. There are the Island Studio Ltd. and Kennaa Film Studios which serve as a shooting location and other production facilities like sound stage, camera facilities, video, film editing, broadcast rental, lighting, offices and a stage19. Compactness and Film friendliness. Ease of Filmmaking: The island is compact covering only 221 miles within 13.5 miles of width and 32.5 miles of length and within this compact space all the varieties of location are inside one hour of reachable time20. 'You're never very far from where you are
http://www.gov.im/lib/docs/dti/iomfilm/iomfbrochure2006.pdf accessed on 14/4/2010 http://www.isleofmanfilm.com/locations/searchlocations.aspx accessed on 14/4/2010 18 http://www.isleofmanfilm.com/isleofmanmoviemap.xml accessed on 14/4/2010 19 http://www.gov.im/lib/docs/dti/iomfilm//producerspack.pdf accessed on 14/4/2010 20 http://www.isleofmanfilm.com/isleofmanmoviemap.xml accessed on 14/4/2010
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staying and you don't get long journeys to locations taking up lots of time and effort' says Lawless Heart co-director Neil Hunter21. The producer of Wild Target, Martin Pope believes that it is easy to shoot on the Island as the locals are very open to film shoots, 'whereas in London everyone would rather you went away'22. Local Crews and facilities: Local crews and facilities are available in areas of construction, locations, medical assistance, production, set painters, decorators, sparks, tutors, and wardrobe. They are experienced and they have significant expertise in their interest areas and 50 to 60 members of the crew have an experience of working in more than 10 films23. The continuous employment, exposure and skill development of local crew has always been in the aims and objectives of IOMF24. IOMF has approached Isle of Man College to further develop industry based courses and they ensure that at least four local trainees are involved in production of each film which is aimed at strengthening the new generations skills and to provide opportunity to learn from the experienced industry crew25. Finance: Media Development Fund, Cinema NX: The Isle of Man Media Development Fund (MDF) is the finance body of IOMF. Its role is to provide equity investment to the film and television bodies. From 2007 onwards, MDF is being run by Cinema NX Limited (NX). NX offers a range of investments like advances against specific territories, tax credit discounts, contract discounts and other soft money helps26. NX can offer from 10% to 100% investment of the films finance according to the suitability of case. There is a set of conditions to be fulfilled. The script should be fully developed and 50% of principal photography to be done on the island, 20% of the lower budget should be spent locally in services of island and there should be bonding towards completion27.

http://www.gov.im/dti/iomfilm/aboutiomfilm.xml accessed on 14/4/2010 ibidem 23 http://www.gov.im/lib/docs/dti/iomfilm/iomfbrochure2006.pdf accessed on 14/4/2010 24 Dougdale, H, Isle of Man Film, Presentation, 24/02/2010 25 ibidem 26 http://www.isleofmanfilm.com/mediadevfund.xml accessed on 14/4/2010 27 http://www.isleofmanfilm.com/mediadevfund.xml accessed on 14/4/2010
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Services: Besides the product and infrastructure lots of services are required to support the productions. There is a wide range of services provided to the production bodies during their shooting stay in the island. The services include28: Work Permits and NI Contrubutions. Temporary Road Closure Information. Working With Child Actors. Local Trainees. Use of SFX / Pyrotechnics. Erecting Location Signs on the Highways. IOM Fire and Rescue Service. IOM Constabulary. Air Travel. IOM Steam Packet Company. Mobile Phone Network. Studios. Points of Parity, Points of difference, USP, Values: The geographic location of IOM is such that it is located in the middle of the British Isle and is surrounded by Ireland, Wales, Scotland and England. The seaside locations and coastal villages in IOM resemble to those of the surrounding nations coastline and especially Ireland and Wales29. Looking into the other similarities and differences between the virtual competitors we can see the Point of Parity and Points of Difference of IOMF within the cluster. The points of differences can stand as Unique Selling Propositions. The POPs are not necessarily unique to a brand but may be shared with the other brands of category or competition30. POD is a notion similar to unique selling proposition

http://www.gov.im/lib/docs/dti/iomfilm//producerspack.pdf accessed on 14/4/2010 Dougdale, H, Isle of Man Film, Presentation, 24/02/2010 30 Keller, K.L. (2008). Strategic Brand Management. Edition 3. NJ, USA : Pearson Education Inc.
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(USP). The PODs communication gives consumers a compelling reason to go for a product with attributes that the competitors do not have31.

Exhibit 4 : IOMF PoP, PoD, USP

As seen in Exhibit 4, there are a few PODs for IOMF (finance, tax haven and ease of filmmaking) and they become the USPs. The exhibit is prepared considering the other film industries of the British Isle cluster as the competitors and is approximate and sampled from the data available on their websites. Here we need to give a consideration to the genre of the film as only the films of suitable genres can be selected to be filmed in IOM and that too when they fulfil their (IOMFs) criteria. It is also value effective for UK producers to film on IOM as the currency ratio is 1:1 to GBP32. As the geography is compressed and moving from one location to other takes very less time, there are also lots of savings in terms of film-day expenses of the crew. Targeting strategies: IOMF needs to identify a segment which comprises of a specific genre to apply any targeting strategies. The targeting decision, given by a specific marketing
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Keller, K.L. (2001). Strategic Brand Management. Edition 3. NJ, USA : Pearson Education Inc. http://www.isleofmanfilm.com/aboutiomfilm.xml accessed on 14/4/2010

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effort, should directly focus on the single target segment33. Indeed IOMF targets its business based on niche marketing strategy by recognizing and consequently selecting it as a genre categorized according to the setting of the movie. The niche marketing strategy assumes the existence of segments in the market but it adopts an ad hoc strategy to an exclusive target audience34. Although it is also suitable for the genres like action, sci/fy and romantic drama the main genre focused will be period film and period drama35. In this genre the stories are based upon a specific time period36 and the movie itself can be developed by depicting a real historical event or using the history as a background to invent a plot and new characters37. The choice of this genre is given by its suitability with the islands main features and services. It can appear complicated for the filmmakers to find appropriate setting for a period film especially to film on location, because mostly this genre requires elaborate sets in order to capture the time in the history38. Other Issues affecting the marketing strategies and approach: Due to the favourable characteristics and conditions, IOMF has been able to produce a huge number of movies over years by attracting various filmmakers from over the world. Basically this offered opportunity has some implications clearly compassed in their lifestyle proposition of Freedom for Flourish. Indeed as to the typical islanders mentality, it concerns on protecting the natural and artistic heritage, by not allowing outsiders to come in the island and spoil it39. Further it recalls the principle that lets the producers come to the island, shoot the film which will reflect the Isles personality, and at the same time the Island believes in preserving its own identity40. In this way the government has the possibility to increase their revenues from these new investments in the isle

Cravens, D.W. and Piercy N.F, (2009) Strategic Marketing, London: Mc Graw-Hill edition, p.185 Baines, P. and Fill, C. and Page, K. (2008) Marketing, New York: Oxford University Press pp.248-249 35 http://www.isleofmanfilm.com/isleofmanmoviemap.xml accessed 14/04/2010 36 http://www.allmovie.com/explore/genre/drama-649 accessed 14/04/2010 37 http://www.wisegeek.com/what-is-a-period-film.htm accessed 14/04/2010 38 ibidem 39 http://www.gov.im/cso/flourish/benefits.xml accessed 14/04/2010 40 Ibidem
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without any increase of population. Moreover it has not been straightforward for the government to quantify faithfully their ROIs over years because it doesnt have a structure and there is no measurement system. This is evident for instance in the investments on some marketing activities. To promote IOMF abroad, the government uses taxpayers money and it needs to provide some justification for the expenses to the Manx population in order to let them understand the value of their investment41. Marketing Activities: To communicate and engage their target audience IOMF prefer to build, develop and maintain suitable relationships. Therefore, to achieve this objective IOMF is active present in some major and recognized film events and exhibitions such as Cannes Film Festival in Europe and American Film Market in US. In the last years, to make visible its presence in the French festival IOMF invested a huge amount of money coming from both taxpayers and NX to hire a luxury yacht42. The amount spent for this promotional activity, which was around 170,000 was criticized by some Manx people as exaggerated. Hilary Dugdale of the Department of Treasure and Industry's from IOMF replied: There's an image we have to portray. If we didn't, we would lose momentum in terms of securing films we get into production. This shows that even though the amount was very high, it was valuable enough to promote both the island film industry and the Isles brand. Further IMOF has developed an excellent website by which it is possible for the filmmakers to download the produces pack and find all the required information43. Quality v/s Quantity Raising the profile of industry: A look into the recent trends suggests that enough of emphasize will been given to the assurance of quality of production and it remains the objective of IOMF. Exhibit 3 shows the number of films in past few years has been limited to 4 films
http://www.iomtoday.co.im/news/Taxpayers-to-foot-50k-bill.5276023.jp accessed 14/04/2010 http://www.iomtoday.co.im/news/Taxpayers-to-foot-50k-bill.5276023.jp accessed 14/04/2010 43 http://www.gov.im/lib/docs/dti/iomfilm//producerspack.pdf accessed 14/04/2010
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per year. Either a deliberate effort to work on benchmarks of quality or the inability to attract filmmakers in the recessive market can justify the figure. According to Dugdale, the overall industry is affected by the recession44. But this does not imply that the tough time in market is the reason for decrease in number of films perceived per year. It is indeed the objective and aim of IOMF to keep on emphasizing on the quality aspect. One should not forget that the revenues generated are more important than the number of films. IOMF always ensures that they gain a positive exposure worldwide by enhancing the overall experience of the filmmakers. The quality factor of the filming experience of the filmmakers who have already worked on the island determines the type of reputation it will receive from the other potential future filmmakers. Industry Structure The small giant !! : IOMs film industry has three key departments in production marketing and finance. Production, department apart from offering a financial support, it also assists the filmmakers from a logistics side by providing them accommodation, production supplies and a set of other services. Marketing department aims to promote to overseas the Isles identity by building and maintaining relationship with filmmakers and taking part into some international film events. There are only two people who look after these two departments. Beside these, the investment arm45 of IOMF, Cinema NX works closely with the production accountants to keep an eye over the local spends and also ensure sufficient and timely transfer of funds46. Beside these departments, IOMF is assisted by a legal team that handles all its legal issues and an executive producer team from Gasworks media47.

http://www.iomtoday.co.im/news/Taxpayers-to-foot-50k-bill.5276023.jp accessed 14/04/2010 http://www.isleofman.com/businessandfinance/film/interview.aspx accessed 15/04/2010 46 http://www.gov.im/lib/docs/dti/iomfilm/iomfbrochure2006.pdf accessed 15/04/2010 47 Ibidem
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Future aims : IOMF has strong local crew but it is shows interest in the continuous development of the local skill base as it will be very helpful in the coming times. To aid the continuous employment of the local skill base, the opportunity to start a permanent TV local drama series is looked upon. IOMF is also interested to find a permanent employment for the upcoming animation industry. There is a disintegrated model of co-production in which IOMF through the funds of NX co-produces the film and the exhibition is done through independent distributors48. In this model the control over the revenue generation remains mainly in the hands of the distributors. Recently, with Me and Orson Welles IOMF has attempted to integrate the activities of distributor. They were themselves in the charge of primary exhibitions through premier events49 in cinema followed by worldwide screening of the film and also the secondary exhibition releases in form of DVD sales through TESCO50.

Ganti, T. (2004). Bollywood: A Guidebook to Popular Hindi Cinema. New York and London: Routledge, http://www.isleofmanfilm.com/events.xml , accessed 14/4/2010 50 http://www.meandorsonwellesthemovie.com/ , accessed 14/4/2010
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Questions : Critically evaluate the brand positioning strategies of IOM film industry and comment on the marketing approach. The position of IOM in the growth phase in life cycle and future aims and objectives of maintaining an average of 4-6 films per year we approach to a context setting of the brand positioning strategies. In the product and services offered by IOMF, there are some common offerings which double for the offerings of the other film industries in the cluster and there are some unique offerings which act as distinctive advantages of filming in the IOMF. Exhibit 4 shows that when the necessary criteria for filming in IOMF are matched according to those decided by IOMF and NX (which includes the appropriateness of the genre and the story to be filmed in the island) it becomes very much appealing for the production body to select IOM as the filmmaking destination. So the strategy is more of a niche marketing approach which is a customised in nature. It is very important to consider the other issues which affect the selection of the marketing practices. Due consideration must be given to the islanders mentality and the objective of increasing the revenues of the island without an increase in the population. The marketing activities are based more on the person to person approach which is executed by maintaining and developing the relationship with the filming bodies participating in major film events abroad. There is an emphasis given on provision of a wide variety of information to the enquirers on the very well developed website. The aim is to provide quality experience to film makers and gain a positive exposure. It seems as if the aim is to preserve the national heritage of the isle from overexposure. To raise the profile of industry is identified as a key factor in maximising the generation of revenues.

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Determine if there are any barriers in achieving the future aims and objectives of IOMF. We will determine the weaknesses of IOMF using a swot analysis51. Looking at the structure of the industry and the workforce going into IOMF it appears that there are two key people looking after the production and marketing activities.

This can be tricky in some situations where they are already engaged in a set of activities and some additional tasks are to be executed. We can consider the case of the distribution of Me and Orson Welles being integrated into the r or present tasks of IOMF. After the primary release in cinemas, they will themselves execute the secondary release by DVD sales through TESCO. The future aim is to follow this model of integrated approach to have more control over their fate in terms of the revenue generated. So in this case, the number of people in the organisation can be the barriers in the path of following the integrated model which has greater responsibilities.

51

Baines, P. and Fill, C. and Page, K. (2008) Marketing, New York: Oxford University Press p.190.

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APPENDIX : The British Isles Film industry cluster map.

Source: http://www.movie-locations.com/places/uknext.html Isle of Man Movie Map.

Source: http://www.movie-locations.com/places/uknext.html

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Me and Orson Welles Secondary exhibition release on the official website.

Source: http://www.meandorsonwellesthemovie.com/

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REFERENCES Aaker, D. and McLoughlin, D. (2009). Strategic Market Management. (European edition). Sussex, UK: John Wiley and Sons Ltd. Baines, P. and Fill, C. and Page, K. (2008) Marketing, New York: Oxford University Press. Cravens, D. and Piercy, F. (2009). Strategic Marketing. Edition 9. NY, USA : McGraw-Hill Companies, Inc. Ganti, T. (2004). Bollywood: A Guidebook to Popular Hindi Cinema. New York and London: Routledge, Kapferer, J. N (1997) The new strategic brand management; creating and sustaining brand equity, London : Cornwall Keller, K.L. (2001). Strategic Brand Management. Edition 3. NJ, USA : Pearson Education Inc. Minocha, S. and Stonehouse, G. (2006). The learning trap: a Bollywood frame for strategic learning. Management Decision. Volume. 44(10). Miscellaneous Dougdale, H, Isle of Man Film, Presentation, 24/02/2010 Davis, R. (2010). A centre of excellence for International Financial Services, Presentation, 24/02/2010. Web resources The Isle of Man government. (2010). The Isle of man giving you freedom to flourish. (online). Available from: http://www.gov.im/cso/flourish. (Accessed 10/04/2010) The Isle of Man government. (2010). The Benefits. (online). Available from: http://www.gov.im/cso/flourish/benefits.xml (Accessed 10/04/2010) The Isle of Man government. (2010). Key facts. (online). Available from: http://www.gov.im/lib/docs/cso/keyfactsweb.pdf (Accessed 10/04/2010) The world wide guide to film locations. (2009). Film locations in the British Isles. (online). Available from: http://www.movie-locations.com/places/uknext.html (Accessed on 14/4/2010)

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The Isle of Man government. (2010). The IOM Films 1997. (online). Available from: http://www.gov.im/dti/iomfilm/pastproductions/97.xml (Accessed on 14/4/2010) The Isle of Man government. (2010). Theiomfbrochure1996. (online). Available from: http://www.gov.im/lib/docs/dti/iomfilm/iomfbrochure2006.pdf (Accessed on 14/4/2010) The Isle of Man film. (2010). Search Locations. (online). Available from: http://www.isleofmanfilm.com/locations/searchlocations.aspx (Accessed on 14/4/2010) The Isle of Man film. (2010). Isle of Man Movie Map. (online). Available from: http://www.isleofmanfilm.com/isleofmanmoviemap.xml (Accessed on 14/4/2010) The Isle of Man government. (2010). Producers Pack. (online). Available from: http://www.gov.im/lib/docs/dti/iomfilm//producerspack.pdf (Accessed on 14/4/2010) The Isle of Man government. (2010). About IOMF. (online). Available from: http://www.gov.im/dti/iomfilm/aboutiomfilm.xml (Accessed on 14/4/2010) The Isle of Man Film. (2010). Funding - Media Development Fund. (online). Available from: http://www.isleofmanfilm.com/mediadevfund.xml (Accessed on 14/4/2010) All Movie. (2010). Explore Genre: Drama. (online). Available from: http://www.allmovie.com/explore/genre/drama-649 (Accessed 14/04/2010) Wisegeek. (2010). What is a period film. (online). Available from: http://www.wisegeek.com/what-is-a-period-film.htm (Accessed 14/04/2010) Isle of Man Today (2010). Taxpayers 50000 bill Cannes Film Festival superyatch. (online). Available from: http://www.iomtoday.co.im/news/Taxpayersto-foot-50k-bill.5276023.jp (Accessed 14/04/2010) The Isle of Man Business and Finance. (2010). Interview with Hilary Dudgale. (online). Available from: http://www.isleofman.com/businessandfinance/film/interview.aspx (Accessed 15/04/2010) The Isle of Man Film. (2010). News and Events. (online). Available from: http://www.isleofmanfilm.com/events.xml (Accessed 14/4/2010) Me and Orson Welles. (2010). Me and Orson Welles. (online). Available from: http://www.meandorsonwellesthemovie.com/ (Accessed 14/4/2010)

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