The process of launching a film into the marketplace and then sustaining the public’s interest

To be financially successful, a film has to be marketed, positioned and publicised

The distributor has to acquire the rights to a particular film

There are three stages that they can do this:

Invest in a Film’s Production Buy the rights to Film after it’s been made If they are already part of the larger

organisation, they will automatically distribute

World-wide distribution is dominated by the US-based companies

They will fight for part of the annual $60 billion generated within the global film entertainment business

Paramount Warner Disney Twentieth Century Fox Universal Working Title Miramax Film 4

This is the most important decision made by a distributor

It is the decision of how and when a film should be released

If a film is released at a slow period or against intense competition, this will cause financial disaster

Films rarely break even just from cinema release

The success of a cinema release will rely on word-of-mouth to secure DVD sales

Distributors will use target audience statistics and test screenings to do this

A major concern of the distributor is to decide how many copies to circulate in the cinemas

The average 35mm costs around £1000

They must decide whether to do a ‘saturation release’ (mainstream cinema) or an ‘art-house release’ (art-house cinema)

Film Marketing is used to promote a film to its respective audience and beyond

Film Marketing is as important as the making of a Film

The primary objective of marketing is to make sure the film is seen as a ‘must-see’ film

Distributors have to plan their Marketing very carefully

They have to create a Marketing campaign that presents their film as ‘unmissable’

It can cost as much as the making of the film

On average, the cost of marketing a film can be anywhere up to 50% of a film’s budget

This will be spent on the following:

Film Reviews Trailers Media Advertising The Internet Promotions Merchandising Premieres Festivals Posters

Film reviews now appear anywhere in media; TV, Magazines, Newspapers, Radio

They can let certain audiences know what a film is about, who is in it, whether they think it will be an Award winner

Depending on the type of media, depends on what sort of review a film will receive

Films that have a higher advertising budget will have teaser trailers as well as full-length trailers

Trailers are given a classification, this may be different to the actual film

They must include; the genre, the narrative, the star (if it is star driven) and a USP

http://www.youtube.com/watch?v=FNQowwwwYa0&playnext=1&list=PLCAA44519A396BC56&index=4

What does this trailer tell us about the film?

The distributor will use different types of mediums and media to advertise

Most common will be smaller posters in newspapers/magazines and larger versions on the side of buses

Interviews of stars and/or the director on TV and Radio is also an example of this

The internet allows for a ‘buzz’ to be created before pre-release promotion

This can be positive or negative ‘buzz’

Some films have websites dedicated to it, either production made or fan-made

These can also be real or fake

This applies to Big-Budget films

This could be a display in a high street shop, plastic toys with fast food (McDonald’s being the best example)

Children’s films are the most effective when being promoted in this way

Merchandise that is connected with a film is where real profit is made

This allows companies to use the images and logos of the film in their own promotion

Star Wars is the most famous for this

These are a carefully organised tool for distributors

They help generate publicity through newspapers, TV/Radio, and magazines

It is the official launch of a film, the distributor has to make sure it gets the right attention

They have a dual function

They are competitions that can gain the film awards as well as publicity

It is also where distributors can battle over gaining the rights for a film that has just been produced

Highest profile festivals:

Cannes Sundance Berlin Toronto Venice

Potential blockbusters have a ‘teaser’ poster campaign as well a main poster campaign

Posters are full of generic elements to do with the film

The USP is an element that appears different or special to certain audiences