The term Film Distribution is the process in which a film is distributed (sent to) the various locations in which it will be shown (in the cases of cinemas) or sold (retail stores). The cost of distributing a film will rise in relation to the area in which the film will cover, for example, a film which is getting a UK only release will have a much lower cost than a film being released worldwide. There are various methods for film distribution, previously the majority of movies sent to cinemas used a film reel, which degraded over time and with use and was much larger than anything using a digital format. Naturally, this resulted in much higher costs. In recent years other methods have been used in the distribution of movies to cinemas, this included digital version sent to cinemas on hard drives or discs as well as over the internet. The above image on the right is a hard drive much like those that would be used in digital distribution, whereas below that is the classic film reel.
What is the role of a Film Distributor?
Film Distributors are solely responsible for the marketing and distribution of a film, this may be a single person or a company of people. It is possible for a distributor to restrict themselves into dealing with specific types, such as only movies going "straight to disc" (without a theatrical release). Film distribution includes a number of areas, suitably placed advertisement at an appropriate time, possible settings for a release date and formats in which it will be distributed are just a few of these. Warner Bros. are the highest grossing distributors for films at this moment in time, with 532 movies and a total gross of $29,135,050,869. This gives them a market share of 15.25%, a whole one percent higher than their closest competitor, Walt Disney. Sources: http://www.the-numbers.com/market/Distributors/
Reach
The area that a film's distribution cover is referred to as "Reach". Bigger titles will have a larger reach while smaller ones may only have local releases, some films are released in just a single cinema while others could be shown in hundreds simultaneously. If a film is believed to be very profitable, then it will be shown for longer with a larger reach, "Avatar" is a suitable example as it was still shown over 30 weeks after release in a cinema. Obviously the takings from these showings declined as time progressed, but the total profit from the film counterbalanced this.
What is meant by the marketing plan?
Marketing plans consist of advertising methods, the first of which is usually a trailer for the movie itself, which contains various key moments from the film to lure potential viewers in, though the trailer often resists giving away any of the main plot or how it is resolved. These trailers are tested in focus group like sessions to understand if the intended reaction is created. Another step in the marketing of a film is to create a website (often built as a teaser), this is released alongside the trailer or before. On this website, visitors will be able to download various wallpapers, theme songs and other goods which all build up to the interest of the film. Less noticeable forms of advertisement exist such as scattering movie posters in populated areas. There are also extreme formms of advertisement; publicity stunts. Some producers have been known to organise protests against their own film in order to raise awareness, it has proven to be effective as if a person is told by another that a certain film has shocking content, they will become curious. A marketing plan covers all of these areas and assorts them into when each will be produced and put into action.
What is meant by the distribution plan?
A distribution plan involves the sale of the movie itself, while some filmmakers may choose to distribute their creations themselves, it offers both advantages and disadvantages. Self distribution prevents any possible distribution companies taking a share of profits or other damages to income, but it also reduces spread. Distribution companies are dedicated to getting the movie to where it should be, and this means that they have contacts in various countries. Potentially, signing a distribution contract would mean that you could reach out to the majority of the major countries. Obviously these companies have standards, and so lower budget films often distribute themselves. There are however distributors dedicated to smaller films, naturally, they will not have as many contacts as the larger companies, but could still do a better job than the filmmakers (if they have no previous experience).
What is the difference between advertising, publicity and promotion?
Publicity is something is shown in the media; news, websites etc. This means that the owner of what is concerned has no control over what is said about it, the owners of the media companies control the thoughts on the product. This means that publicity could be good or bad for filmmakers, generally, they attempt to gain any sort of publicity as it gains interest. Publicity stunts are not unheard of, fake protests set up against the content of their own film are examples of this. The developers of a game called Dante's Inferno were accused of such a stunt: http://www.gamepolitics.com/2009/06/05/dante039s-inferno-protest-e3-was-staged-ea#.UPPSpx1FUuc
Advertising is paid for by the owners of the film, they choose the content that is shown to the public, and so they can create the image they desire. It aims for the target audience specifically, catering to their interests and attempting to catch their attention. Essentially all forms of media will use advertising at some point, most even contain advertisements within (adverts for other films before the screening of the one you've paid to see).
Promotion is very similar to advertising, yet it includes more forms. Promotion can include giving free samples of a product and other similar promotional events. The core purpose is still the same, to raise awareness of your film and capture the attention of your target audience (hopefully for good reasons).
Altogether the main differences are that publicity can be good or bad but it is not controlled by the owner.
Advertising is content paid for by the owner to raise awareness, therefore they control it.
Promotion is similar to advertising, but comes in more forms.
Teaser poster, teaser trailer, main poster and main trailer for a horror film
Film Distribution
The area that a film's distribution cover is referred to as "Reach". Bigger titles will have a larger reach while smaller ones may only have local releases, some films are released in just a single cinema while others could be shown in hundreds simultaneously. If a film is believed to be very profitable, then it will be shown for longer with a larger reach, "Avatar" is a suitable example as it was still shown over 30 weeks after release in a cinema. Obviously the takings from these showings declined as time progressed, but the total profit from the film counterbalanced this.
What is meant by the marketing plan?
Marketing plans consist of advertising methods, the first of which is usually a trailer for the movie itself, which contains various key moments from the film to lure potential viewers in, though the trailer often resists giving away any of the main plot or how it is resolved. These trailers are tested in focus group like sessions to understand if the intended reaction is created. Another step in the marketing of a film is to create a website (often built as a teaser), this is released alongside the trailer or before. On this website, visitors will be able to download various wallpapers, theme songs and other goods which all build up to the interest of the film. Less noticeable forms of advertisement exist such as scattering movie posters in populated areas. There are also extreme formms of advertisement; publicity stunts. Some producers have been known to organise protests against their own film in order to raise awareness, it has proven to be effective as if a person is told by another that a certain film has shocking content, they will become curious. A marketing plan covers all of these areas and assorts them into when each will be produced and put into action.
What is meant by the distribution plan?
A distribution plan involves the sale of the movie itself, while some filmmakers may choose to distribute their creations themselves, it offers both advantages and disadvantages. Self distribution prevents any possible distribution companies taking a share of profits or other damages to income, but it also reduces spread. Distribution companies are dedicated to getting the movie to where it should be, and this means that they have contacts in various countries. Potentially, signing a distribution contract would mean that you could reach out to the majority of the major countries. Obviously these companies have standards, and so lower budget films often distribute themselves. There are however distributors dedicated to smaller films, naturally, they will not have as many contacts as the larger companies, but could still do a better job than the filmmakers (if they have no previous experience).
What is the difference between advertising, publicity and promotion?
Publicity is something is shown in the media; news, websites etc. This means that the owner of what is concerned has no control over what is said about it, the owners of the media companies control the thoughts on the product. This means that publicity could be good or bad for filmmakers, generally, they attempt to gain any sort of publicity as it gains interest. Publicity stunts are not unheard of, fake protests set up against the content of their own film are examples of this. The developers of a game called Dante's Inferno were accused of such a stunt: http://www.gamepolitics.com/2009/06/05/dante039s-inferno-protest-e3-was-staged-ea#.UPPSpx1FUuc
Advertising is paid for by the owners of the film, they choose the content that is shown to the public, and so they can create the image they desire. It aims for the target audience specifically, catering to their interests and attempting to catch their attention. Essentially all forms of media will use advertising at some point, most even contain advertisements within (adverts for other films before the screening of the one you've paid to see).
Promotion is very similar to advertising, yet it includes more forms. Promotion can include giving free samples of a product and other similar promotional events. The core purpose is still the same, to raise awareness of your film and capture the attention of your target audience (hopefully for good reasons).
Altogether the main differences are that publicity can be good or bad but it is not controlled by the owner.
Advertising is content paid for by the owner to raise awareness, therefore they control it.
Promotion is similar to advertising, but comes in more forms.
Teaser poster, teaser trailer, main poster and main trailer for a horror film
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| Teaser Poster |
Teaser Trailer
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| Main Poster |
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| Main Distributor (opening first on 2nd September 2012 in 2816 screens - released in at least 15 countries in total) |
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