1. What is meant by the term film distribution? Film distribution is the process of making a movie available for viewing by an audience. This is normally carried out by professional film distributors who determine the marketing strategy for the film, available for viewing, who may set the release date and other matters. The film may be exhibited in many ways and could be for commercial projects which is likely to be accompanied by film promotion. Film distribution is the term used to describe the way a movie has been made to be seen for a variety of audiences who watch films on different media platforms. For example films at cinemas or theatres, individual use to be viewed on the TV, online through websites such as Netflix or in a form of a DVD which developed from a video tape. However, although film distribution has a variety of media platforms for films to be viewed a specific audience is targeted for the film genre and sub-genre.
2. What does a film distributor do? Film distributors are responsible for the marketing of a film, they may set the release date which is available for viewing. Local distributors of any ownership may compete to pick up a film with the availability and correct rights. Therefore, competition to sign a hot property can be fierce as a result. Considering acquiring a new film involves many features to take into consideration and include, distributors look for originality, fresh ideas which could ‘hook’ the audience and be a springboard for a marketing or publicity campaign to entice an audience to watch the film aiming to convert as much interest as possible to sell out receiving many cinema visits which as a result builds awareness of the film to create revenue. Overall, distributors will look for distinguishing features that will help sell the film to audiences. Distributors take into consideration the importance of local product. For example; British audiences naturally warm to good quality British films, Irish audiences to Irish stories, such as ‘The guard’, a hit in 2011. Distribution is a highly competitive business of launching and sustaining films throughout the market place. The distributors challenge to bring each one to market by: • Identifying its audience • Considering why they’d go and see it • Estimating the revenue potential. Across all the formats of its release • Developing plans and partnerships to build awareness of and interest in the film • Aiming to convert as much interest as possible into cinema visits • Persuading exhibitors to play the film
3. How does reach relate to Film Distribution? The reach of a film refers to the advertising and target audience which must include the amount of people, how many will be influenced by it and how the diversity of media platforms will impact widely and so on as the audience will be directly exposed to gain interest in their campaign. Gender, age, platform and interests of the public are all influential. Therefore, the larger reach of the film the better the Box Office should achieve due to a larger audience being aware of the fil m based on the trailers and posters which have been advertised. The trailers and posters allow the audience to gain an insight of the films content and main protagonist.
4. What is meant by the distribution plan? Every film has its own tailor-made distribution plan, which the distributor develops in consultation with the producers and/or studio as appropriate. The distribution plan is carried out to find the optimum time to release a film in order to increase their revenue stream. The company will usually conduct market research which may be conducted to probe audience reactions. This is usually done at pre-release test screenings or to evaluate alternative marketing campaigns. Once the audience has filled in a questionnaire after watching the test screening this information helps the distributor to be more confident of the box-office prospects and expected audience. For example, population density in a specific area and the age demographic will have an impact on the success of the film, for example, an older age group will have no or very little interest in the horror genre therefore they won’t benefit from advertising in numerous media platforms. A distribution plan should be designed based on the goals, film’s content, core audiences and the opportunities in the key avenues of distribution. The release date is a key element in the distribution plan, if the film clashes with another studio’s product of a similar genre this will lead to significant loss in profits for both films. The time of year is another beneficial factor to consider for the target audience, for example National Holidays could be a time where the audience is less likely to go to the cinema. However, this could be used to benefit profits as people are more likely to go and see romantic films such as, ‘50 Shades Of Grey’ during valentines which is when it was released and children’s film are more accessible during half terms.
In a distribution plan the company must consider the following key factors: Focus on the audience: Through research this helps to understand the target audience as the company will profit from the correct research and media platforms targeted at the correct audience resulting in recognition and profit. Satisfying anticipated demand: If the production for the film is commercialised and a very large scale then it needs to be shown in a range of cinemas in order for the audience to view it, if not there will a loss in profits and interest in the company. Distribution risk: There is a risk of a film not being popular once it is released due to the change in society’s interests. Competition: The release of a film could affect the profits and viewers if a similar film and genre is released at the same time. Digital Transformation: This consists of adapting old films so they are suitable to be screened in cinemas again. Due to the advances in technology a variety of older films lack quality, however by bringing back the product this entices the older generations to visit the cinema as well as the younger generations to gain an insight in classical films. Budgeting Release: The distribution plan will normally be completed once the distribution company has reviewed the final film. After an analysis and review in great detail the distribution company will produce a specific budget plan to cover the launch of the film and ensure it is successful after the release.
5. What is meant by the marketing plan? The marketing plan is a system which creates a frame on how the film will be promoted to it’s target audience, there are many factors to consider which include the following: Trailers: The trailer gives an insight to the films storyline which is a drip-feed of information in the build-up to a film’s release. It’s designed to create awareness and a kind of excited suspense in the mind of the audience. A teaser trailer is usually released first, keeping the audience on their toes and intrigued as a teaser trailer isn’t as long giving little away since they are often released early on in the production. Once the official trailer is released it is normally uploaded online before being on the TV and the radio. YouTube provide advertising and easy access as well as social media profiles and the official website of the film which all encourage the public to go and see the film at the cinema especially the targeted audience.
Posters: Posters have an important role in the advertisement of a film they reveal the main protagonist to the public which gives an insight on the films content and genre. Posters are usually printed to be placed on billboards, cinema magazines, bus shelters, underground advertising and any other transport links especially in London due to the population. A poster is to the point allowing moving pedestrians to be aware of the film and important information such as the release date and other features such as tag lines, actors and producers which are useful.
Social Media: This is a beneficial way of marketing a film due to the popularity and free for companies to spread the word to attract a larger audience due to the high success rate. Films often have their own social media sites spread across a range of platforms.
Merchandise: Posters, badges, keyring’s, bookmarks, bags, promotional clothing etc are all types of merchandising which successfully reaches out to a larger audience due to these extra products which will cause other people to notice the film by seeing others with a merchandised item.
Online and Mobile: Many films have their own website featuring cast lists, video clips of trailers as well as ‘exclusive’ clips, news, tickets, sneak peek photos, behind the scenes which are all used to broaden the audience which effectively increases the amount of cinema visits and gain a good rapport with bloggers, magazines and critics.
Premiers and Experiences: Showing a film before the release date and exclusive premiere helps to build up the interest and audience gaining more publicity and allows the fans to meet the cast.
Festivals and Schools: Film festivals are a good way to build awareness and hype from the audience and journalists which help to promote the film to reach a wider audience. Some schools and colleges are offered a lower price for group bookings which is another way to make more people aware as they could tell their friends and family about the film.
Accessible Cinemas: An important factor of a new film release is the accessibility, many films produce editions with audio description for the blind, subtitles for the deaf and even autistic friendly viewing which offer breaks between scenes.
Broadcast and Publicity: Featuring the cast on talk shows or interviews effectively gains more attention to the film as the cast have acknowledgement and give the audience a personal feel to the film. Furthermore, having a deal with other companies for example, shops, fast food restaurants such as McDonald’s extend the publicity and marketing of a film by selling themed toys in their ‘Happy meals’.
6. What is the difference between advertising, publicity and promotion? To encourage the targeted audience to watch the film produced by a distribution company advertising, publicity and promotion are all used. Advertising is what the company who has produced the film uses to promote the film to its targeted audience so the public are aware of its content and release date which is promoted on a variety of media platforms. Publicity isn’t in the control of the company it is the media’s reaction to the product which includes critic reviews and positive feedback which could go either way receiving successful publicity or negative. Promotion effectively attracts a wider range of audience by the release of media platforms such as; trailers, film posters, slideshows or standees which are free standing life-size paperboards of figures from the film. Not everyone has access to a variety of media platforms or hears about a film until it is advertised on TV etc showing the trailer. Although all three are similar they all work together to ensure the film is successful especially at the box office.