Film distribution.

Distribution = Marketing and duplication + Getting it into cinema's.

The most important things to consider when distributing film:

1 - Who? Who are the audience? You can find this out with preview screenings, 1st and 2nd hand research etc).

2 - When? The date of the distribution and release play a large part (I.e. School holidays for kids films, horror at October due to DVD's at christmas and Halloween.)

3 - How? Viral or high media attention/advertising?



Film distribution is a mix of strategic and tactical planning. Promotion and the release are all closely tied in, in order to create the biggest hits and sales at initial screenings. When a film is released on a friday, the weekend sales usually dictate whether the film is a success or not thus proving the succsess of the distribution company.


There are two types of distribution company, the large ones like:

Sony
MGM
Disney
Warner Brothers

These companies have in house production arms, that create films to distribute themseleves.

The other type of distribution company are the indie ones such as:

Lionsgate
Metrodome
Momentum

These companies go shopping at film festivals such as Cannes to buy films at negotiable prices. They usually make money from ticket sales. These companies dont have production wings but purchase the films to market themselves.



A large job film distributors have to do is identity a Unique selling point and link it in with the audience in the correct manner. These can be anything from the ape in King Kong or the aliens in Alien. The genre, and the cast can also be considered as a USP. A film with a famous cast are more likely to pull in an audience.

The most profitable audience to target is the 15-24 age group, dominated by males. That is why the biggest and most lucrative genre in film is action/adventure.


Synergy is another important thing to consider when marketing a film. Trailers, tv interview, mobile, PR, Posters, Radio, magazines etc etc are all ways of getting information to a mass audience.

Marketing steps.


1) Posters

2) Trailer - Argued the most important part of a media campaign. Two types, teaser and the full length, often include text anchorage (copy text). Release dates, actors, title.

3) Multimedia - Site, games, viral.

4) P.R. - Free editorial content.

5) Reviews. - Tracking public awareness, and sending your film to the dogs.


Word of mouth is something you cant control, but it is very important. (See paranormal activity).