Distribution

Distribution Overview

Distributors prepare reports which will decide how much can be spent on the marketing of a film. Contracts are created and submitted. Many films spend around $100m of their marketing and distribution which is a gamble so they must make sure the products are aimed at the correct audience.

Market Characteristics

With roughly 10 films being released a week, the market place can be very competitive and every film must make sure it stands out. Every film has its own distribution plan, which the distributor creates creates with the producer and studios. The most important things for a distributor to decide is when and how a film is released to optimise its chances of success.

Focus On The Audience

The audience are the key feature in a film and the creators must make sure that it appeals to the target audience at all times to create a success at the Box Office. The market is extremely unpredictable and although the average age of film goers is will known(15-24) a string of successes can not be guaranteed. (For example a Rom-Com maybe extremely successful but a sequel may not be as the psycho graphic ideas of the audience can change)

The Competitive Jungle

Every new release will always have pressure from other releases at the time so its up to the distributors and marketing teams to make sure the film is individual and stands out to the audience. Production values such as stars, directors and budgets can pull in the audiences, some critics have gone as far as saying that some stars are "guaranteed box office puller" (Julie Roberts was the GBOP of the 90's while many believe it to be Will Smith at the moment, while Zac Efron is the teenage generation's biggest pull) If a film have received award recognition then it can pull in the audience. Sequels, exception performances or controversial subject matter are also tools of temptation. Cinema only experiences such as 3D and promotion gifts can attract people who would of just bought the DVD. Finally a huge aspect is the certificate the film is given. The 12a certificate was invented due to the demand of "Spiderman" with teenagers. During the summer of 2009 "Bruno" was shown in both a "15" and "18" version to bring in the teenage "Borat" fans who wanted to see the big summer comedy.

P.O.T.A.P covers five of the important factors for a film's distribution.

P - Poster The poster is very important to the film as it gives a general feel of the film and shows many of the production values and the date the film will be released.

O- Online Many films these days use the Internet to advertise it. Many advertise on social networking and entertainment websites.

T - Trailers The trailer is most important tool of advertising as it is shown on TV, Radio and the cinema and gives the audience a real feel of the film and how it will be. The teaser can excite and interest fans while the film is still is production or during the films post production. The full trailer can leave many hooks to urge the fan to watch.

A - Advertising Advertising for the film such as affiliating with a TV Show or promotional reference of food/drinks (i.e popcorn boxes, drinks cups and sweets)

P - Publicity Editorial coverage of film such as reviews, discussions and interviews with the cast all help keeps the film in the public eye and can help be the final decider in whet er the film is watched or not.