Film distribution and marketing

Film distribution and marketing

1. What is meant by the term film distribution?

Film distribution is essentially the marketing of the film and includes advertising and release of the film and is done by either an individual or a group responsible for the marketing of the film. The distribution's job is to reveal the film to the public to advance the chances of the film being successful and to make as much profit as possible.

2. What does a film distributor do?

The film distributor's job is to decide on which platforms the film will be available to the public by cinemas, TV, DVD, streaming etc.and they may set the release date. The film distributor is also responsible for creating a promotion campaign for the film as best as possible. Advertising is a key way to raise public awareness of the film, be it in a specific area to reach the main target audience or advertising on a bigger scale to attract all audiences to try and entice more people to see the film.

3. How does reach relate to film distribution?

Reach relates to film distribution as the size of the reach can depend on whether the film is successful or not. Having a bigger reach, meaning they are advertising to a bigger audience therefore potentially attracting more views for the film can promote the film, however, it may cost more. With a bigger reach comes bigger risk of the film being unsuccessful and making a smaller profit, or a loss. The Green Lantern is an example of when bigger reach goes wrong, the film distributor decided to have a massive reach, however even casting Ryan Reynolds couldn't save the film, critics gave the film negative reviews causing the film to decrease in popularity. On the other hand, The Woman in Black had huge reach but it was successful because of effective advertising and due to David Radcliffe's work promoting the film.

4. What is meant by the marketing plan?

The marketing plan is a plan that includes the marketing objectives set by the company to be achieved within a certain timescale. These objectives may include creating visibility and awareness and encourage interest of the film. To start with marketing distribution must identify what the consumers want by market research and an analysis of the current market situation. Ways of marketing the film include posters, trailers, online and mobile apps in order for the film to be successful. Critics can also potentially boost the film's popularity, if they give a good review more people are likely to go and watch it based on the positive reviews. The last way of promoting the film is through social media, social media is a big platform to use with a big audience, when one person talks/posts/tweets about it more people will hear about it and may go and see it because of this, social media sites include Twitter, Instagram, Facebook etc. 

5. What is meant by the distribution plan?

The distribution plan is created by the management team, they transfer their product to retailers and then to consumers. For example, the distributors may decide the release date based on appealing to the target audience, a Halloween film around Halloween will target the appropriate audience, the team can therefore advertise through products and various services that appeal to the target audience. The distribution plan must also include the budget for distributing. If the budget is low then they won't be able to spend lots of money on promoting the film for the appropriate target audience, however if the budget is high the team are able to spend much more on advertising and promotion and may even be able to aim at other audiences as well as their target audience. The distributor will sign a contract that allows them to promote the film.

6. What is the difference between advertising, publicity and promotion?

Advertising is what materials are created and can advertise across multiple platforms such as TV, radio, online and print. The company will pick the best advertising method based on what they think is the most effective way to attract the target audience.

Publicity is mainstream exposure that gains the public's attention, such as premieres, interviews and stars of the film appearing on TV shows to promote their latest film to the public.

Promotion raises awareness of the film, this can be done by selling merchandise like t-shirts or a mug with the film title or actors on it for instance to promote the film.