Film Distribution

Every film has its own distribution plan. The key decisions that a distributor makes are when, and how, to release a film to ensure that the movie is as succesful as possible. Some questions that a distributor might ask before distributing a film are: What sort of audiences have similar films attracted recently?And Can the film be categorised into a recognisable genre?

The next step for distributors is to create a budget. Launching films can be very costly and risky. Realisticly most films don't make a profit from ticket sales alone. When planning a release you can't simply rely on commonsense, each individual release plan requires different treatment. Often distribution plans are just confirmed when the finished film is available to view.

Because of the unpredictability of audiences, market research needs to be taken out. Market research sometimes takes place at test screenings, where after viewing the film audiences complete questionnaires. On rare occasions a film can become a 'sleeper' hit, continuing to be played at cinemas and continuing to bring in large sums of money. But this doesn't neccesarily mean that the next release will be just as succesful. Audience unpredictability means that earnings fluctuate from year to year.

Spectators vary considerably from film to film but generally Uk cinemagoers are more up market. A distributor obviously focuses on its core target audience predominantly, but does need to be flexible and try to 'break out', and  'cross over', to attract different audiences. Most frequent spectators tend to aged between 15-25 and seem to be the most voracious media consumers. 15-25 year olds go to the cinema at least once a month, on average just a quarter of the population go that often. The Uk seem to visit the cinema less frequently then other countries, and approxiamately each British person visits the cinema 2.7 times a year.

When distributing a film the distributor needs to consider the competition and needs to ask various questions. Is the film a specialist film? Is there any famous cast members that could help the film sell? Is the film for holiday period?What certificate will the film have?

Every distributor needs a marketing plan. The objective of the marketing plan is to create awareness about the film and buzz. A succesful marketing plan will persuade audiences that the film is a must see film. Word of mouth is crucial in creating buzz and social recommendation is key. Alot of postive word of mouth gives a film 'legs', even though most cinemagoers know in advance, before setting off to the cinema, what film they want to watch.

A films theatrical release poster is also very helpful in advertising a movie. A poster is produced in a quad format( the traditional Uk size of 30"x 40", lanscape) or in the American one sheet format. Long before a films release a teaser poster is produced. Other materials like cardboard standees and mini posters are also made to advertise a film.

Trailers are also a key way to advertise a movie. Before preparing for campaigns, distributors normally have a range of audio-visual content to work with. Trailers are usually the single most cost-effective marketing technique. Before making a trailer, specialist agencies are briefed by local distributors to create a trailer by using available material. A wide release of trailers will normally include 2,000 copies circulated to cinemas.

Nowadays the internet plays an essential role is shaping cinamagoers opinions of new releases. Some films even have official websites to provide insight into the movie. The web also helps out distributors in building awareness for the film they're distrbuting. Film distributor websites are also very clever as they direct traffic to exhibitor sites where tickets can be purchased.

Social networking sites also create film buzz through comment sharing. Content can also be spread virally.

The Uk has approxiamately 250,000 poster sites by the roadside and railway. Advertising placed on broadcast channels is normally the largest expenditure item on a P&A budget. Terrestrial television is normally the most effective way to reach mass audiences. Blockbusters also provide heavy advertisment for a movie.

Publicity is another way that people can find out about up and coming films. Editorial coverage of a movie can be highly persuasive, but column space and airtime are very limited. The publicity team arrange interviews with film cast members to try to help sell the film, but this is a difficult bussiness because talent normally have a tight schedule and may only be in the Uk for a few hours.

Awards buzz: The build up to major awards is an important for publicists who are promoting a film vying for consideration. Five months before the Oscars is a time to mount speculation, and expensive campaigns begin to secure votes. Set visits are also available to distributors where they can gain behind the scenes information about the movie.

Promotional partnerships are also set up in places where conventional advertising can't reach, like in shops and restaurants.

Merchandising is also a great way to make more money out of a film. Manufacturers may be licensed to use logos, images, or characters in exchange for an advance fee. Toys, lunchboxes, and videogames are just a few examples of different types of merchandise.

Premieres and experiences are also effective in spreading awareness about a film.

In conclusion, one of the difficultest things to do when thinking about how, and where, to advertise and sell your film, is weighing up whether spending alot of money on marketing, will be useful and help create profit in the end. There's no point spending loads of money on advertising your film in places where you won't get much response. It's crucial to advertise your film in the right places, whether that is in countries, cities, or towns, the movie must be advertised in places where it will get a large enough response, or have the biggest reach.