Art for the masses or art for the few? Ethical issues in film marketing in the UK

This paper explores ethical issues in film marketing in the UK in terms of access to film. Based on an examination of film marketing theory, practice and policy, the paper identifies three main ethical issues pertaining to marketing in the film industry. These are the discrepancy between national policy and commercial practice in terms of social access, sustainability and diversity of choice. The paper proposes structural changes supported by government policy which promotes an integrated supply chain model as a method for redressing commercial as well as ethical challenges facing the industry. Copyright © 2002 Henry Stewart Publications