Dna Films

Media Studies

1. Known for its brilliant deal making, DNA Films is behind some of the
most distinctive UK films of recent years. It was found in 1983 by
Duncan Kenworthy and Andrew Macdonald. They also have a
television division with Fox Networks Group called DNA TV Limited.
DNA was the recipient of large amounts of lottery cash soon after the
creation of the UK Film Council in 1997 and went on to strike a joint
venture with Fox Searchlight which yielded films like 28 Weeks Later
and The Last King of Scotland.

2. Why would your chosen company make
your film?
Most of the DNA Film works have dark
contexts. Their movies are sad
(Trainspotting), violent (The Last King
of Scotland) and feature several
utopias (Ex Machina, Dredd, 28 Days
Later). Our story is also tragic and
similar to their earlier movie Separate
Lies, which is about a crumbling
marriage. The project can be
impressive without a high budget, and
DNA did some quality work without
very big sums before (e.g. The History
Boys, budget £2 million).

3. What movies did they make before?
As well as:
Far From the Madding Crowd(2014), Sunshine on Leith (2013),
Dredd(2012), Never Let Me Go (2010), Shooting
Someone (2009),
Amelia (2009), Sunshine (2007),
Notes on a Scandal (2006), Separate Lies (2005),
Love Actually (2003), Heartlands (2002), The Parole Officer
(2001),
Strictly Sinatra (2001), Beautiful Creatures (2000),
Kansas in August (1999)
The Last King of Scotland (2007)

4. How does the film fit into the ethos of the
institution?
DNA is one of the most successful UK’s production
companies, but they are still not big enough to hire well
known artists all the time. This means that sometimes
they will allow first time writers and directors like us.
The company wouldn’t find it risky to make a movie
about domestic violence, since they made movies on
other civilian problems, such as drug addiction and
paedophilia.

5. How would they market your film?
Because DNA is not a multi-billion Hollywood company, they
would mostly rely on new media which is cheaper than
traditional. Film, print and radio would be used to create to raise
awareness, but most of marketing would be online with the use
of networks such as YouTube, Facebook and Instagram.

6. Do they specialise in a genre?
DNA movies cover a wide range of genres, including
fantasy and comedy, but 10/25 of them are thrillers
and all can be categorised as dramas. So their
specialisations would be crime, drama and thriller.

7. Do the studio have a particular target
audience?
All of the DNA Films productions are limited to the age of 15
years. A large number of their movies is about romance (e.g.
Separate Lies, Never Let Me Go, Life Less Ordinary), several
are dedicated to life crisis (e.g. Heartlands, The History Boys)
and some contain excessive violence ( e.g. Dredd, The Last
King of Scotland, 28 Days Later). Clearly the company is
working on pictures for mature audience who have
understanding of these topics. Most of their action pact
movies would be appealing for men, but they also made
enough pictures for female. Their target audience would be
over twenty years old, which is close enough to our target
audience of 17 to 21 years old women.