What is meant by the term
Film Distribution? Film distribution is the process of making a film that is available for viewing by an audience. The films may be for commercial projects, entertainment or factual purposes and are accompanied by film promotion. Distribution is the sharing of the film among a wide variety of audiences but specifically targeted at the specified audience for the film genre. It can include the rolling out of films at cinemas/ theatres or producing copies for personal use whether in the form of a DVD or online through companies such as Sky Movies and Netflix. What does a
Film Distributor do? Film distributors identify and locate the largest and most appropriate audience for a film and devise ways to entice the target audience to watch it. This is done through looking in detail at demographics and psychographics. Once the audience has been identified the company will have to estimate the revenue income across many aspects. Their main goal is to ensure the film is screened in as many different cinemas as possible to maximize the films outreach and increase profit from purchases. The exact techniques undertaken to achieve this differ due to individual preference within a company.
How does reach relate to
Film Distribution? The Reach of a film refers to the advertising of the product and includes how many people will be exposed directly to the campaign, how many will be influenced by it, how wide the diversity of media platforms used are and so on. The larger the reach of the film the better it will do in the Box Office (Generally speaking) as more people are aware of it and will be enticed to watch it based on trailers and posters they have been exposed to in the run-up to the first showing of the film. What is meant by the
Distribution Plan? The Distribution plan is the procedure carried out to find the optimum time to release a film in order to increase their revenue stream. To fully understand this the company will usually conduct market research and amass commercial experience as well as a vast amount of statistics referring to things such as population density in an area and the age demographic as well- an older population will have little or no interest in a horror movie and so areas such as these will have little benefit from vast amounts of advertising. Furthermore, A key element in the distribution plan is the release date- if it clashes with another studio’s film of a similar genre there will be a significant loss seen in profits for both films. It is also beneficial to look at days in which the target audience will be less likely to access the cinema such as National Holidays like Christmas Day. However, these can be used to an advantage; children's films are more likely to be received better during school holidays and Romantic Comedies just before valentines day (Like The Fault In Our Stars and 50 Shades of Grey).
What is meant by the
Distribution Plan? Continued: Whilst conducting their research key factors which the company must consider include the following: Distribution risk; With society’s opinion changing almost daily there is a significant risk that the genre of film that the company want to make now will not be popular when the film is rolled out. Focus on Audience; Through researching and understanding their target audience, the company will ultimately get the most out of their product, including recognition and profit. Competition; Other films released at a similar time may pose a threat to the film the company want to produce as they would ultimately compete over audiences and profits which is not ideal. Satisfying anticipated demand; if the production for the film is on a very large, commercialised, scale then it subsequently needs to be shown in a wide range of cinemas in order for the audiences to view it, if not there will be disappointment and loss of interest in the company. Digital Transformation; This involves adapting old films to make them suitable to show in cinemas again, because of the differences in technology many older films have been left behind- by proliferating the content older generations are entices to visit the cinema as well as encouraging younger people to experience classical greats from many years ago. Budgeting the release; The distribution company will aim to have the distribution plan completed as soon as they have reviewed the final film- after analysing and reviewing the film in meticulous detail they will then draw up a very specific and accurate budget plan to cover the launch of the film and ensure it carries well after release.
What is meant by the
Marketing Plan? The Marketing Plan devises how the film will be promoted to its specific target audience and the general public as well. There are many factors to consider within this including the following: Posters: these are printed texts which can be put p on billboards, commercial spaces, cinemas magazines and transport links as these areas receive al lot of foot-traffic and so will be seen and hopefully be taken in. For a poster to be effective it needs to be bold, to the point and include the title and the release date, with not so much info that people need to stop walking to take it all in. Tag lines, actors and producers are also useful elements to include. Trailers: The trailer is often released in stages- with a teaser trailer before the official trailer to get people talking and to get them aware and in waiting for the official trailer release. They are usually uploaded online first before being shown on TV and put onto radio. Sites such as YouTube provide free and easily accessible advertising, as do social media profiles and its own website. Following the first official trailer is sometimes a second trailer to keep the film in the audiences mind and to encourage them to watch it. Online and Mobile: Many films have their own website which features video clips of trailers, ‘exclusive’ clips of the film, cast lists, sneak peak photos and behind the scenes footage to all build the hype of the film. Further additions include the nearest showing, ticket sales (including first screening at 12am) all of this information is aiming to attract a wider audience as well as receive good reviews and ratings from critics, magazines and blogs.
What is meant by the
Marketing Plan? Continued‌ Social Media: This is by far one of the most used and beneficial forms of marketing as it has a high success rate and is free for the company to set up and the audience shares and spreads the word of the film. Films will often have their own social media pages over a diverse range of platforms. Broadcast and print media: Marketing films requires a huge variety of media platforms for the advertising to be effective and cost efficient from radio adverts, to talk shows with the lead actors to TV Trailers to posters in the Underground. A collection of different techniques enables the film to reach different types of audiences in different ways to show them an insight into the film. Publicity and promotional partnerships: Film critics, bloggers and journalists are all very influential figures in society and can make or break a film’s success. By also featuring the stars on talk shows or interviews the film gets more acknowledgement and the audience gets a personal feel for the actors involved. Furthermore, by partnering with shops and other types of company, the advertisement company can extend its publicity. McDonalds is a prime example of this as they partner with film producers and sell themed toys in their children’s Happy Meals. Merchandise: This includes promotional clothing, badges, keying's and posters. Not only does it generate a large amount of income it also provides free advertising as the audience will wear the title and show others inadvertently. Premiers and experiences: Exclusively showing the film before general viewing helps to again build up the hype and is an ideal way for more publicity and for the fans to meet the cast.
What is meant by the
Marketing Plan? Continued… Festivals & schools: Film festivals are a good way of building awareness of the film and build up hype from journalists and the public. Some films join up with schools and college whereby they receive lower prices for group bookings and eventually tell family and friends about it or buy a copy. Accessible Cinema: One of the newer but arguably important factors of new film releases is its accessibility. Many films produce editions with audio description for the blind, Subtitles for the deaf and even autistic friendly viewing with breaks in between scenes and cheaper ‘movie snacks’ so the families are encouraged and welcome. What is the difference between
Advertising, Publicity And Promotion? Advertising, publicity and promotion are all methods used to encourage audiences to watch the film that the company is producing- whilst all three are very similar they work together to ensure that the film is a successful box-office hit. Advertising is what the company that have produced the film does to bring the publics attention to the product and to make them aware of both what it is and when it is released. Publicity is not within the control of the company ,however, and is simply the media’s reaction to it- including critic’s reviews and public approval. This can either go very well or receive negative publicity. Despite this the film is being promoted regardless so its not as big of a problem as it seems. Promotion is used to attract further audiences to the film, such as trailers before films of a slightly different genre which still may appeal to that audience.