distribution Part 2.

Films don't become well known, or find their place in the world, by accident. Right at the heart of the film industry, there is a dynamic sector working to connect every new film with the largest possible audience.

The distributor's challenge Highly competitive business of launching and sustaining films in the market place. Vital to the health of the film industry as a whole. To bring each one to market, starting from scratch (except for a sequel) and realising its potential.

consumers call the shots The film business is product-driven: the films themselves are the main reason why we buy tickets. There's an insatiable, deep-rooted desire for great stories on the screen as well as in print. Today more than ever, consumers call the shots, deciding for themselves what information to receive or reject, access or delete.

The film value chain Usually feature films open first theatrically - in cinemas. A cinema release has long been, and remains, the most effective way to bestow stature on a film and create demand to see it. But the cinema is just one link in the value chain.

After the big screen run, films are released in flexible timescales on a growing range of other formats so consumers may choose how, when and where to watch. These are the main 'ancillary markets’ Then Digital media such as DVD/ Blu- Ray/download/pay/subscription television. Finally, free-to-air television. Films may be scheduled repeatedly on TV channels year after year.

Team effort The cinema is the place where filmmakers aspire to have their stories showcased. Audiences enjoy a uniquely immersive, uninterrupted experience. The profile built up on a theatrical launch can endure and reap dividends throughout the release cycle, influencing the commercial value a film subsequently commands.

Online and Mobile  Fizzing with networks of film fans, the internet plays a pivotal role in shaping many cinemagoers' perceptions of new releases. Most films have an official website or perhaps a UK site hosted by a partner company, offering trailers, production information, galleries of stills and behind-the scenes footage, and more.

The internet helps distributors to start building awareness of a new film at a very early stage. Even before principal photography begins, they may release news snippets or teaser images online, seeding interest among fans. During shooting, they may gradually accelerate the dripfeed with video diaries and blogs posted from the set, aiming to engage the core audience more fully.

Internet is a two-way street - with individuals in control of their own viewing. There is no hiding place: the moment a film is screened, reviews and feedback can be shared instantly and constantly around the world, as online communities swap opinions in a galaxy of chat rooms.

Film clips are among the web's most searched for content, available across very many sites, while ever more user-generated material, often including film or soundtrack grabs, draws comments from wider networks. Sometimes filmmakers and distributors invite ideas and bloggers' suggestions have been known to make it into finished films.

Viral marketing http://www.launchingfilms.tv/marketing.php?video =5&autostart=1