Role of the distributor

This film industry is an industry that has the potential to make millions/billions of pounds. A film is released to a cinema where it remains as long as a decent profit is being made. Home entertainment releases are then issued to make further revenue through DVD and other mediums. Television screenings also help to produce profits.

Planning a release can be difficult. If the film may have the change to win awards they often open between December-February. It should be released when there will not be much competition. A buzz must be created through promotional material and critical material. A certificate needs to be decided upon based on the films target audience. The film should not contain too much violence and bad language, getting possibly a 15 age rating/Rated-R in America, if the film hopes to attract children.

The demand for the film has to be anticipated. If there seems to be a high demand for the film it will open in more cinema screens. Digital regeneration allows films to be released digitally. These disks are cheaper to duplicate and are easily distributed to cinemas. Digital 3D is also something that has became big recently as it gives the audience something new and prevents pirating the film.

The release has to be budgeted paying all marketing costs and the cost to print the copies of the film.

A poster must be created. It should show the films stars, genre, credits and a tagline. The poster will have to represent the film well to appeal to its audience. Posters are under the control of the studio and different posters may be needed to appeal to an international audience. Posters can be presented in billboards, in cinema foyers, bus stops, magazines and other places.

Trailers are created by using several audio and visual shows from the film. The producer has to approve these campaigns. These are very cost effective as the footage is taken from the film and simply edited into the trailer. Early teaser trailers may be released to teases the audience before a later theatrical trailer. Trailers attempt the represent the film, give important narrative information and give a preview of the best bits. Trailers are released as adverts prior to a similar genre film being shown in the cinema. Trailers are distributed online and can be put onto appropriate DVD releases for further promotion.

Online and mobile techniques can be used. Official websites can be created offering trailers, production information, behind the scenes footage, stills and more. Information on the internet increases audience awareness of the film when in the pre-production stage. Reviews and forums are available to discuss and review the film. This can be good or bad for a film as bad word-of mouth/reviews can prevent others seeing the film. Users generated fan videos can also be generated. Cinema tickets can also be pre-booked online.
Media advertising can also be useful. Advertising on broadcast channels is the most expensive part of advertising. Many films cannot afford such costs as they would not likely recoup the hundreds of thousands of pounds that TV spots cost. Media proliferation and fragmentation have given advertisers a multitude of options.

Publicity is also very important. A well written article about a film is likely to persuade someone to see the film more that television advertising. An article in someone’s favourite magazine or newspaper will also have the most impact. The distributor’s publicity team will arrange for interviews and other press coverage. Press kits are given to journalists containing important information about the film.
Films are screened for national critics and are usually held within the week prior to the films release. However some are held further in advance for the more well-known critics. Set visits can be done for journalists, exhibitors and key marketing partners. Award buzz creates hype that a film is so good that it will receive recognition from the film industry. Promotional partners are used to create tie-in-advertising. For example a free toy available in a fast food restaurant.

Merchandising is very important for a film. Manufacturers are given a licence to use the films logo, stills or characters at a reasonable fee. Tie-in-merchandise can be in the form of toys, clothing, screensavers, ring tones and many more. A movie can be made into a cultural phenomenon due to the entire craze related to the film.

Premieres are used to show the film to the cast and crew. This is a red carpet event that is portrays as very glamorous. The films stars are heavily photographed and other well known celebrities are likely to attend. These are very expensive to hold.

Preview screenings are useful as these allow an audience to see a film prior to release and the hopefully create good work of mouth. Film festivals also help to build cult following of films giving good word of mouth. International festivals can be help to test if the film will be well receive abroad.