The Role Of The Distributor

Distribution Plan

      Each film has its own tailor-made distribution plan and important decisions have to be made such as when and how to release a film in order to optimise its chances. This means looking at many aspects such as who can be convinced to buy a ticket? What sort of audience have similar films attracted? When were they released?

     When distributors have estimated what a film may earn they prepare a budget for it, but launching films is very expensive and risky as you can never tell what they might earn. When planning a new release, relying solely on conventional wisdom is never an option. Sometimes the final distribution plans may be confirmed only when the finished film is ready to view.

     Audience tastes are notoriously unpredictable and traditional preferences may not count count for much in practice however market research may be conducted to probe audience reactions at pre-release test screenings. Occasionally a film becomes a "sleeper" hit, playing for longer and generating greater returns than expected. This makes distributors determined to achieve this but inevitably, as its such an unpredictable, product-driven business, each distributors earnings, market share and profitability fluctuates year by year, reflecting the success or otherwise of individual titles across all platforms.

     It is important to have a detailed understanding of the target audience of naturally the audience can vary considerably film by film, from families with young children to teenagers and other adults however cinemagoing has only an average of 3 people per party so its important never to lose sight of a films target audience.

     The most frequent cinemagoers tend to be aged 15-25 for teenagers, students and young adults, the cinema is a favorite out-of-home leisure activity. Although a majority of 15-25's visit the cinema at least once a month, overall just a quarter of the population goes that often. Amazingly the average number of cinema visits per person in the UK works out at 2.7 a year. The better a film performs at the box office, the more likely it is to be attracting infrequent cinemagoers and repeat visits. Infrequent cinemagoers tend not to come out for the opening weekend but wait until later, raising the challenge to distributors to sustain the run in cinemas.

     Competition is always a primary consideration as many other hit block busters nay be released in the same time or even in the same week so its important to know if there is any space in the market for another film of this sort however it always good if you have some star power in the cast as this can boosts a films response dramatically. Its good to have cast members available for UK/International publicity or to attend the a premier as it boosts awareness of the film. If the film has media reviews on the week of release it highly boosts awareness and will attract more people to go see it.

     If the film is made for a season for example, Christmas is a big selling time especially if its aimed at families for young children whilst they are off school. If films hope for award nomination they will be trying hard to get it and even if they don't win just being nominated will get the film more noticed such as it did with The Artist and this can create a buzz about the film, buzzes can also be made from the cast, director, books such as the Harry Potter films were based on books and even posters of the film even sequels of if it is from a franchise can create a buzz.

     If a film has opened else where especially in America it will create a big buzz in other places as critics and general fans can view reviews of the film and that might make the decision for someone weather they want to see it or not. Film certificates are important for aiming towards your target audience and also for how many people will go and see it, a popular one is 12A as alot of people will see this film due to the certificate where as a 15 films cuts out any fans under 15 meaning maybe making not as much profit or even a loss.

     Different releases are managed in different ways some are played simultaneously on 2 or more screens per multiplex meaning it will be played on over 1,000 screens in the UK. Specialized films offer a completely different cinematic experience as a film may be played in selected locations where local audiences are know to favor such titles meaning you might get it early making it feel alot more individually and special than a film that's released world wide. London has a diverse  population of 7.5m people and accounts for a quarter of UK cinema admissions although only 15% of the screens are situated in the capital.

Marketing Plan

     Every film has a detailed marketing plan with the objective being to create visibility, awareness, interest and cut through the competition. Distributors must compete for a significant share of voice not only against other distributors but also other leisure activities.

     Social recommendation is key a favorable word of mouth highly raises awareness and strong interest however negative word of mouth is extremely difficult to overcome. When constructing a campaign distributors aim to reach as much of their target audience as possible, the main image or artwork can help with appeal to the film and will help attract the right audience but the posters must stand out as they will compete for attention in theaters with dozens more posters on display.

     Film posters may be created by studios or sales agents and will be based on what approved materials are available and how the film is best positioned for local audiences. A poster is made for every release in quad format (traditional UK size of 30" x 40" landscape orientation) sometimes even months before a teaser poster may be created to announce a film is coming. Distributors also provide other display materials for cinema foyers such as banners and mini posters so prime space for advertising is vital.

     Distributors usually have a range of audio-visual content to work with as they prepare campaigns such as campaigns and this can be the single most cost-effective marketing technique. Early teaser at about 90 seconds well raise awareness well before the films release naturally, in aiming to sell the film, they want to include a representative glimpse of the most dramatic sequences and trailer making is a film making art in its own right. Distributors fund the duplication and often the production of trailers making them a even more vital part of the process.

     The Internet plays a pivotal role in shaping many cinemagoers' perceptions of new releases as the web helps distributors to start building awareness of a new film at an early stage with the use of teaser posters and trailers, seeding interest among fans. Film clips are among the web's most searched-for content and sometimes distributors will make fan-made things into finished films!

     The moment a film is screened feedback via comments or videos will appear immediately not just opinions, but content too, can spread virally like wildfire via Facebook and Twitter. Media proliferation and fragmentation have given all advertisers a multitude of options however advertising placed on broadcast channels, outdoor panels and the press is usually the largest expenditure item on a P&A budget. Terrestrial television is traditionally the most effective visual means of reaching a mass audience allowing for films with top stars and heavy advertising to be able to support their wide release. It's important to know that different audiences will react to advertising and reach their decision to see a film in different ways.

     Editorial coverage of a film can be persuasive but airtime is limited so its important to have press kits for journalists, containing cast and crew lists, biographies, notable facts about the production and a synopsis. It's important to have image from the film as all these materials are disseminated via online press rooms and distributors pro-actively devise 'hooks' or 'angles' for feature articles and media promotions.

     The publicity team frequently supported by specialist agencies, arranges media interviews with available members of the films cast as the more the film's talent is willing and able to support the worldwide publicity effort, the better! Screenings for national critics are normally held on the Friday  Monday and Tuesday before a films opening to the public to create an incentive for people wanting to watch the film although positive reviews are no guarantee.

     The build up to the major awards is an important time for publicists promoting the films vying for consideration, receiving or even being nominated for an award can create a buzz for the film and even raise awareness. As with any product development, the film production process is conducted confidentially behind studios doors and are usually kept away from public, however sometimes filming may take place on a public location or trips may be arranged to see the studio being filmed in.


     Depending on the films theme and target audience, the distributor will endeavor to arrange promotional partnerships raise awareness through shops, restaurants or even collecting premium items. Importantly, too, tie-in advertising  under license by a promotional partner or a brand with product placement in a film can add substantial weight to the distributor's own campaign.


     Manufactures may be licensed to use approved logo devices, images or character likenesses on specific products, tie-in merchandise can embrace toys, action figures, ringtones, clothing, stationery, calendars, anything. Media promotions, placed on an appropriate channel or publication, can make effect use of film merchandise or location holiday prizes. Occasionally a film becomes a ubiquitous event, saturating the media as well as appearing in advertising, partner campaigns and other outlets.


     Distributors' publicists organise premieres as an official launch for a film, reflecting an event stature and providing a platform for photo opportunities and red carpet interviews. Star-studded premieres and after-show parties are covered by celebrity publications and news media, often transmitted worldwide. A screening in aid of charity can create a substantial sum while from the distributors perspective the main goal is to raise a high profile. In addition to premieres, distributors may consider other 'experiential events' where fans and visitors can interact with the film characters or situations, for example via touring displays in shopping centers or themed presentations at movie conventions.

Overall

     Everything all adds up to the success or downfall of a film at the box office, some factors you have complete control of and other factors you have no control at all such as word of mouth, so sometimes it can be all down to how good the film is, but no matter how bad or good the film is the distributors have to do their best and advertise and market the film to the correct audience. This production can be long and hard but it is all worth it if the strategy works and the film becomes a hit or a 'blockbuster'.