3) What kind of media institution might distribute your media product and why?

'Filmax' distributed [REC], a similar 'house-bound 'zombie thriller. Here is a trailer:

'Fox Searchlight Pictures' distributed 28 Days Later and 28 Weeks Later. A trailer can be found in Evaluation Q1.
These films are similar to ours in theme and conventions, and acted as our inspirations. 28 Days Later received over 82 million dollars in gross profit. The film clearly appealed to it's target audience and was well marketed. The film was advertised in unconventional ways and advertising was used virally all over the internet for weeks before the films release. These aided the films' quick cult following and made the film a huge success.
[REC] received a similar cult following. Despite being in Spanish, the film is hugely successful all over the world and even gained an U.S. remake called 'Quarantine'. This was the result of lots of viral marketing and good techniques. Here is a marketing video by Filmax:

There are many more marketing videos on YouTube by the distributor for this movie.
Lions Gate Entertainment have done a great job of distributing the SAW films. A ride in Thorpe Park based on the ride, lots of merchandise and powerful online and offline marketing saw the films becoming some of the most successful horror films in recent years.