1. MARKETING AND DISTRIBUTION
CHAPTER 11
MARKETING
AND
DISTRIBUTION

2. CHAPTER OBJECTIVES Examine the Tools used to Market video programs;
Explore the Importance of Good Press Relations;
Review different channels for Film and Video Distribution;
Identify Distribution Strategies that Maximize Revenue.

3. MARKETING Theatrical Trailers Thirty-Second Television Ads
Internet Promotion

4. MARKETING Print Materials Print Advertisements Postcards Handbills
Posters (one sheets)

5. MARKETING Press Relations Advertising Agencies and Publicity Agencies
Publicity Websites
Portfolio Press Kit
Electronic Press Kits (EPKs)

6. MARKETING
Press Junkets
Program Ratings

7. MARKETING The MPAA Rating System
G (General Audiences: All ages admitted)
PG (Parental Guidance Suggested: Some material may not be suitable for children)
PG-13 (Parents Strongly Cautioned: Some material may be inappropriate for children under 13)
R (Restricted: Under 17 requires accompanying parent or adult guardian)
NC-17 (No One 17 And Under Admitted).

8. Broadcast Television Ratings
MARKETING
Broadcast Television Ratings
TVY (All children)
TVY7 (Directed to older children)
TVG (General audience)
TVPG (Parental guidance suggested)
TV14 (Parents strongly cautioned)
TVMA (Mature audiences only).

9. Television Content-Based Rating System
MARKETING
Television Content-Based Rating System
Violence (V)
Sex (S)
Offensive Language (L)
Sexually Suggestive Dialogue (D)
Fantasy or Cartoon Violence (FV)

10. MARKETING Cross-Promotion Merchandising The Marketing Campaign
Publicity tours
Contests
Prizes

11. Theatrical Distribution
Extremely Competitive
Opening weekend returns are Critical
First-run and Second-run
Requires Representation by a Distribution Company

12. Theatrical Distribution
Distributor offers a Percentage of Revenue for the rights to distribute
Many distribution deals include a Cash Advance
Service Deal
Film Festivals serve as Markets for distribution deals

13. Television Distribution
Television is a Hungry Animal; More Than 120 Channels available
NATPE is the primary brokerage forum of TV
A Few Companies control most TV production and distribution
Niche Programming good opportunity for Independents
Front-end Risk

14. Television Distribution Channels
Commercial Broadcasting
Public Television
Cable and satellite include Several Tiers of Programming

15. DISTRIBUTION DVD Popular and Profitable distribution
DVDs can be successfully
Self-distributed
“Bonus material” make DVDs more Attractive
Menu Design
Box Art
Regional Coding
Copy Protection Encoding

16. DISTRIBUTION VHS Market share for VHS is Steadily Eroding
Limited Audience and Interest

17. Stair-Stepping Distribution
Piracy
Uniform release date

18. Internet and Small-Screen Distribution Channels
Webcasting
Video-on-demand (VOD)
Cellular Phones
Personal Digital Assistants (PDA)
Media Players (iPod)

19. SAMPLE EXERCISES
Outline a complete marketing and distribution strategy for a Program You Have Made or One That You Would Like to Make.
Select One of Your Favorite Films. If you were hired to design a cross-promotion for this film in partnership with another company, What company would you choose and Why? Develop a Cross-promotion Strategy for this partnership.
Take one of the projects you have created and develop a plan to Put It Into Distribution. Design the methods for delivering your program to your audience. You can host a Public Screening, Press DVDs, and Post Your Project on the Internet. Can you develop Other Distribution Options for your project? How will you cover your Expenses? Can you turn your program into Profit?
Copyright 2008 Taylor and Francis