A2 Media Film Distribution

Film Distribution



What is Film Distribution

Film Distribution is the conduit between Film Production and Film Exhibition. The Distribution process markets the film and organises the kind of release the film has.



Acquiring the Rights

Distributors acquire the rights to a film; they generally do this in 3 ways.

1. Investing in it

2. Buying the rights after it’s made (often applies to independent films). Some independent films will pre-sell the film rights (before production) as a way of raising production finance.

3. By being part of a multinational corporation in the first place. Some of the big distributors remain (such as 20th Century Fox) part of a larger corporation. To a certain extent the Studio System still exists.



Test Screenings

All major films (Hollywood!) are test screened before release. Small audiences, probably representative of the target audience, will watch a film and then be asked for their response to the film.

• Did they understand the film?

• Did they like the star?

• Would they recommend the film to a friend?

The last point is crucial as word of mouth is one of the best ways of increasing box office success.

There are many examples of Films being changed, scenes cut or new scenes filmed, based on the reaction to a test screening. My Best Friends Wedding and Fatal Attraction would be just 2 examples.

There are pros and cons of responding to a test audience. If film is art then surely the director should make the film as she/he feels they want it to look, but if film is a profit motivated product then changes will be made to maximise revenue.



Marketing

This is about building expectation about a film. The concept of genre is very important here. Distributors spend a great deal of money (perhaps 30% of the total budget of the film) on Marketing.

Sometimes Studios and distributors can pull in opposite directions. For example if the studio has made a quirky film using mainstream stars the distributors may hook on to a small element of the film for their marketing purposes. The problem here is that audiences arrive at the cinema expecting one thing and end up getting something else. As we said in class if you go to a restaurant wanting pizza and you end up getting Chinese, no matter how good the Chinese meal you will come away disappointed.



Merchandising

This is a key element often associated with High Concept films (see lesson 2 notes). Increases interest in the film and develops extra revenue streams. Star Wars is often said to be the first High Concept film.



Classification

Films in this country are classifies by the BBFC (British Board of Film Classification) the classifications are U PG 12 12A 15 18 R.

If a film gets given a stricter classification than the distributors were expecting they may ask the studio to cut certain scenes in order that they can market the film to the target audience.



Publicity

Making a Trailer

Genre Elements

Selling the Star

Identifying Target audience

Use of interextuality. Consider high concept films that often take elements of other successful films. Publicity material may well draw upon this.

USP unique selling points

Advertising Buses, Telephone boxes TV Print Billboards

Below the line publicity such as reviews, stars appearing on chat shows etc to promote the film.

A premier – supposedly for charity but really it is about building awareness.



Releasing the Film



Distributors will decide how to release a film as well as when. Chick flicks are likely to be released during the world cup when it is assumed the male audience will be watching football.



How many screens will be used in the opening weekend? It is likely to cost £1000 for each print.

Distributors may Frontload the film. The opening weekend is crucial. A big advertising campaign followed by a nationwide release could ensure the film makes a profit on its first weekend.