Film Distribution is an important process in the making of a
film, as it responsible for the marketing of the product. This includes
exhibiting posters and trailers to entice people to go and see it.
A film distributor will be responsible for identifying the audience, deciding the
release date of the film and the method through which it will be exhibited, for
example either for home viewing or theatrically. If they release it
theatrically they secure a contract stating that the exhibitor of the film pays
them back a percentage of the gross. They must also ensure that each exhibitor
gets their copy of the film in time for the opening day, as well as monitoring its
safe delivery and return. They also ensure that each exhibitor has a full line
of advertising material to attract the largest possible audience. Distributors
work with the physical production of film prints, and the creation of
advertisements for newspapers and magazines, posters, television commercials
and trailers. If they are distributing a foreign film, they will be responsible
for dubbing the film and adding subtitles.
Here are some examples of some major film distribution companies. The first one, Warner Bros, is owned by the conglomerate 'Time Warner', because of this it make distributing the film much easier, as Time Warner owns it's own magazines, cinemas, DVD companies etc. So this means it is easier to distribute all the films material.
The reach of a film is in relation to the way it reaches it's audience. For example, a huge Hollywood film such as 'Avatar' (2009) had a large worldwide reach and was released all over the world. It has since become the most successful film of all time, and this could be down to it's reach. However, films with a smaller reach, such as the niche film 'Colin' (2008), it won't have quite an impact. Colin was made using only £60, and ended up with a profit of almost £800, this just shows how even with Niche films, if you market them well enough even they can become popular.
Distributors also work with a marketing plan, which is basically to try and get as many people as possible wanting to see thew movie, so that when it comes out, it will make more money. They do this in several ways, such as releasing a teaser trailer up to a year before the film is even finished, just to get people talking. By doing this, people then become aware of the film, and spread this awareness through word of mouth. When it comes nearer the time of the release, the distributors create posters, trailers and any other forms of advertisement for the movie, such as pairing up with other companies to advertise it. For example, advertising on a cup from McDonalds, or coaster in a pub.
They also work with a 'Distribution plan'. This is where the distributors decide who their target audience are, and research them to find out how best to reach them and when to release the film. For example, they might do private test screenings of a film several times before hand to see how it reaches the audience best. They also might wait to release the film until a certain time which helps promote the film best. For example, if it's a Christmas film it will be more popular at Christmas rather than mid summer. Or a romantic comedy film around valentines day. Distributors must also take into account current events and the context of the film, as if something is quite large in the media at one point, it may be either perfect timing to release the film, or it could end in disaster as it is disrespectful to whatever happened. For example, movies,documentaries and TV programs about 9/11 were not released until several years after as it is a very sensitive subject.
Although very similar, 'advertising','publicity' and'promotion' each mean something different. They are all about making people aware of the film, but publicity is where the actors of the film, or directors etc, are seen everywhere around the time the film is released, for example interviews in every magazine and on TV. This adds subtle hooks to the audience who then want to see the film. Advertising is literally just advertising the film, through posters and trailers etc. Promotion is where other companies work with the distributors to promote the film, such as promoting the film on packaging at a fast food place, or the film sponsoring something popular on TV, meaning it'll get a a large viewing.
Distributors also work with a marketing plan, which is basically to try and get as many people as possible wanting to see thew movie, so that when it comes out, it will make more money. They do this in several ways, such as releasing a teaser trailer up to a year before the film is even finished, just to get people talking. By doing this, people then become aware of the film, and spread this awareness through word of mouth. When it comes nearer the time of the release, the distributors create posters, trailers and any other forms of advertisement for the movie, such as pairing up with other companies to advertise it. For example, advertising on a cup from McDonalds, or coaster in a pub.
They also work with a 'Distribution plan'. This is where the distributors decide who their target audience are, and research them to find out how best to reach them and when to release the film. For example, they might do private test screenings of a film several times before hand to see how it reaches the audience best. They also might wait to release the film until a certain time which helps promote the film best. For example, if it's a Christmas film it will be more popular at Christmas rather than mid summer. Or a romantic comedy film around valentines day. Distributors must also take into account current events and the context of the film, as if something is quite large in the media at one point, it may be either perfect timing to release the film, or it could end in disaster as it is disrespectful to whatever happened. For example, movies,documentaries and TV programs about 9/11 were not released until several years after as it is a very sensitive subject.
Although very similar, 'advertising','publicity' and'promotion' each mean something different. They are all about making people aware of the film, but publicity is where the actors of the film, or directors etc, are seen everywhere around the time the film is released, for example interviews in every magazine and on TV. This adds subtle hooks to the audience who then want to see the film. Advertising is literally just advertising the film, through posters and trailers etc. Promotion is where other companies work with the distributors to promote the film, such as promoting the film on packaging at a fast food place, or the film sponsoring something popular on TV, meaning it'll get a a large viewing.
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