Letting the fans be involved: Third window’s cultivation of an audience for disc releases

Abstract

Third Window has been distributing Asian films in the UK since 2006. In order to maintain its position as one of the few UK-based Asian film distributors, Third Window has closely involved its fans and followers with its home media strategy-especially via Facebook and Twitter. In particular, fan votes for package artwork and competitions have now evolved into crowdfunding campaigns for Blu-Ray releases and the financing of co-produced films in Japan. Third Window’s dedication to the home media format and its consumers demonstrates the potential of physical releases of films, in contrast to digital alternatives (such as streaming and downloading services). Specifically, revealing the practicalities of the industry assists in maintaining consumer interest in physical formats and Third Window’s titles.