Film Contexts: Contemporary British Film From our study of Ex Machina as a contemporary British film answer these general institutional, social, political, cultural contextual questions: How typical was its funding model? Typical enough for a small studio – Garland had stated he wanted to make the movie on a small enough budget as possible. The budget was $15 million, and being so small, did not reflect the eventual success of the film. How did it fit into the landscape of distribution and exhibition in the UK? In the UK, the film was distributed by Universal Pictures. The marketing of the movie was also somewhat unique – a tinder profile was created for Ava, matching with other users and eventually leading them to the promotion of the film. Using social media as a method of engaging their audience, Ex Machina also catered to the younger generation. To what extent is Alex Garland a director of British films? Or is he less of a cultural Auteur and more of a commerci...
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