Film Distribution and Marketing

Film Distribution and Marketing

The distribution and marketing of a film is an incredibly important task. Film distribution is the process of making a movie made viewable by an audience. The task in hand, belongs to the film distributor, who decides the film’s marketing strategy. He decides the release date for the film, and it’s availability on DVD or Blu-Ray releases. The film may in fact, go straight to DVD release, thus missing out on it full, cinematic and theatrical release.

The development and growth of television and technology has changed the world of film. In the 1950’s, all full-length films were shown within a film, showing a rapid shift in the ideology and monetary situation between then and now. Particularly with horror, video nasties, or television movies can easily be created, taking focus away from a theatrical release, and making the movie easily accessible by the audience/consumer.

A business model regulates the standard release routine for a main movie. These “release windows”, as they’re called, was initially created in the 1980’s, on the brink of the home entertainment market. The reason for this, is for the film to avoid competition at the same time, as well as allowing it be broadcast across different mediums (TV, Film, etc.). This could also enhance financial profits, with people wanting to eagerly watch the film at cinema, having to watch it, within this release window.

After approximately two years of release, the film is available on free-to-air television.

A simultaneous release is when the film’s released on multiple platforms at the same time. The film could be distributed at the theatre, television, internet etc. This release significantly benefits the consumer, allowing them freedom of choice, to what medium they want to watch the film in.  However, the profit is much less with simultaneous releases, thus making less common, particularly within Hollywood (It’s all about the money!).

Technically, film distribution and marketing are different, yet they work in co-operation with each other. Film marketing, also known as film promotion, includes theatrical trailers, press releases, merchandising, franchising and media, as well as interviews with star names. The marketing is incredibly important for the overall success of the film. With filmmakers pumping millions into marketing, in order to expand their target audience, as well as spreading the name of the “brand”.

There are 7 aspects to audience research, in which most film distributor’s abide by.

·         -  Positioning studies versus other films that will premiere at the same time

·         - Test screenings of finished or nearly finished films; this is the most well-known

·         - Testing of audience response to advertising materials

·        -  Tracking surveys of audience awareness of a film starting six weeks before premiere

·        -  Exit surveys questionng film goers about their demographic makeup and effectiveness of marketing

·        -  Title testing in an early stage

·        -  Concept testing that would occur in development phase of a film before it is produced.

Advertising – How the product is displayed (Film Poster, Trailer etc.)

Publicity – The attention and hype of the product, created by the media

Promotion – An activity that enhances the awareness of the product to increase public knowledge