1. Film Marketing and Distribution

2. LESSON ONE

3. Distribution
The process of launching a film into the marketplace and then sustaining the public’s interest
To be financially successful, a film has to be marketed, positioned and publicised

4. The Distributor
The distributor has to acquire the rights to a particular film
There are three stages that they can do this:
Invest in a Film’s Production
Buy the rights to Film after it’s been made
If they are already part of the larger organisation, they will automatically distribute

5. Distribution Companies
World-wide distribution is dominated by the US-based companies
They will fight for part of the annual $60 billion generated within the global film entertainment business

6. Examples of Distribution Companies
Paramount
Warner
Disney
Twentieth Century Fox
Universal
Working Title
Miramax
Film 4

7. Positioning This is the most important decision made by a distributor
It is the decision of how and when a film should be released
If a film is released at a slow period or against intense competition, this will cause financial disaster

8. Why is Positioning used?
Films rarely break even just from cinema release
The success of a cinema release will rely on word-of-mouth to secure DVD sales
Distributors will use target audience statistics and test screenings to do this

9. Circulation and Release
A major concern of the distributor is to decide how many copies to circulate in the cinemas
The average 35mm costs around £1000
They must decide whether to do a ‘saturation release’ (mainstream cinema) or an ‘art-house release’ (art-house cinema)

10. What is Film Marketing?
Film Marketing is used to promote a film to its respective audience and beyond
Film Marketing is as important as the making of a Film
The primary objective of marketing is to make sure the film is seen as a ‘must-see’ film

11. Why is Film Marketing used?
Distributors have to plan their Marketing very carefully
They have to create a Marketing campaign that presents their film as ‘unmissable’
It can cost as much as the making of the film

12. The average cost of Film Marketing
On average, the cost of marketing a film can be anywhere up to 50% of a film’s budget
This will be spent on the following:

13. Types of Film Marketing
Film Reviews
Trailers
Media Advertising
The Internet
Promotions
Merchandising
Premieres
Festivals
Posters

14. Film Reviews
Film reviews now appear anywhere in media; TV, Magazines, Newspapers, Radio
They can let certain audiences know what a film is about, who is in it, whether they think it will be an Award winner
Depending on the type of media, depends on what sort of review a film will receive

15. Posters
Potential blockbusters have a ‘teaser’ poster campaign as well a main poster campaign
Posters are full of generic elements to do with the film
The USP is an element that appears different or special to certain audiences

16. Task
In small groups, create a mini poster to promote a film that you have made up
Make sure it is genre specific and has a target audience
Be clear about connotations and denotations
Choose actors to star in the film

17. Homework
Using your fake genre specific film, create a case study that includes:
What marketing tools you would use (publicity - see sheet for details – choose at least 3)
Positioning
Distribution
What audience are you aiming the film at?
What would be the approximate marketing budget for this film?
Draw up a basic budget

18. LESSON TWO

19. Trailers
Films that have a higher advertising budget will have teaser trailers as well as full-length trailers
Trailers are given a classification, this may be different to the actual film
They must include; the genre, the narrative, the star (if it is star driven) and a USP

20. Trailers
What does this trailer tell us about the film?

21. Media Advertising
The distributor will use different types of mediums and media to advertise
Most common will be smaller posters in newspapers/magazines and larger versions on the side of buses
Interviews of stars and/or the director on TV and Radio is also an example of this

22. The Internet
The internet allows for a ‘buzz’ to be created before pre-release promotion
This can be positive or negative ‘buzz’
Some films have websites dedicated to it, either production made or fan-made
These can also be real or fake

23. The Internet

24. Promotions This applies to Big-Budget films
This could be a display in a high street shop, plastic toys with fast food (McDonald’s being the best example)
Children’s films are the most effective when being promoted in this way

25. Merchandising
Merchandise that is connected with a film is where real profit is made
This allows companies to use the images and logos of the film in their own promotion
Star Wars is the most famous for this

26. Premieres These are a carefully organised tool for distributors
They help generate publicity through newspapers, TV/Radio, and magazines
It is the official launch of a film, the distributor has to make sure it gets the right attention

27. Festivals They have a dual function
They are competitions that can gain the film awards as well as publicity
It is also where distributors can battle over gaining the rights for a film that has just been produced

28. Festivals Highest profile festivals: Cannes Sundance Berlin Toronto
Venice

29. Task
In pairs, look at the different types of film marketing and do some research on those you don’t know already
Fill out the grids and focus on the Benefits and drawbacks to the distributor
And their effects on the consumer