Film distribution

Distribution = marketing + duplication + eventually getting it into cinemas
Marketing = advertising + promotion

The film distributor's role is to bring the film into the film market, which is often highly competitive. All films are distributed differently.

Some distribution companies, such as Sony, Disney and Warner, receive films straight from production companies to distribute. However, smaller independent distribution companies, such as Lionsgate, Metrodome and Momentum, buy films at film festivals to distribute.

The distributor has to :

• decide the Unique Selling Point (USP) of a film
  
• decide the release date
• narrow down the target audience to a specific demographic group
  
• decide the budget
  
• get audience feedback on aspects such as the draft of a trailer
• stretch the marketing budget as far as it will go
• aim to reach the biggest audience in order to make a bigger profit

The biggest audience age is 15 -24 years old, as they are the age that has been found to visit the cinema or watch films more often.

Whilst publicity is free, advertising and promotions are paid for.

It is important that the marketing campaign for a film sets it apart from other campaigns in order for the film to be a big success. Marketing campaigns include advertising techniques such as:

• television trailers
• posters and billboards
  
• internet advertising (social network sites and websites)
  
• mobile advertising (text campaigns and bluetooth campaigns)
  
• radio adverts
  
• outdoor advertising, such as posters on the side of buses
  
• viral campaigns
• word of mouth (this is essential)
  
• multimedia products (the film's website)
  
• reviews and critics

All of these elements need to be recognisable and essentially make the film a brand in itself. This is known as synergy, which means to have the same identity.

Usually, the first element of a campaign is the poster, and then the trailer.

There are three types of trailer. The full length trailer, a shorter version of the full length trailer, and then the teaser trailer.