The role of the Distributor

Distrubution Plan

Every film has its own tailor-made distribution plan, which the distributor develops. The most important decisions a distributor makes are when and how to release a film. Distributors estimate what a film may earn, then they prepare a budget to release it, the goal is to recoup the costs and turn a profit.

Audience tastes are unpredictable and nobody can be absolutely sure what makes a hit or when and where it might happen. Distributors avoid pre-conceptions or assumptions and try to seek new things, they know its impossible to entice people to a film they have no interest in. the audience can vary considerably film by film, for example from families with young children to teenage males and/or females to older adults. Its important never to lose sight of a films core target audience. But the distributor's challenge is always to attract as wide a spread as possible.

The most frequent cinemagoers tend to be ages 15-24 for teenagers, students and young adults, the cinema is a favourite out of home leisure activity. The average number of cinema visits per person in the UK is 2.7.  Infrequent cinemagoers tend not to come out for the opening weekend, which raises the challenge to distributors to sustain the run in cinemas.

As well as the target audience competition is always a primary consideration. which film are other distributors likely to release at the same time and during the following weeks.

Different releases are managed in different ways. For example a saturation release may open on 1000 screens UK wide this strategy usually deployed for titles such as large scale sequels or star led holiday releases. Specialised films offer a different cinematic experience. The UK release of a documentary, foreign language film or revived classic may comprise 25 prints or fewer. A film might be platformed in a single location before rolling out, most films are released in the UK on fewer than 100 prints.

Marketing Plan

 

Advertising

Every film has a detailed marketing plan. The marketing objective is to create visibility, raise awareness and engage interest. audiences must be reached in compelling ways they should be persuaded that this is an especially entertaining, must see film.Word of mouth or Personal recommendation from a Friend, colleague, relative or trusted online community can be the most powerful stimulus for a cinema visit negative word of mouth is extremely difficult to overcome.

When constructing a campaign, distributors aim to reach as much of their target audience as possible. A variety of complementary 'ad/pub' options is always considered. A poster is produced for every release, in quad format or one-sheet format. Trailers play both on the big screen to a captive audience of active cinemagoers and also online for any interested viewers, full trailers, screened shortly before a film opens may be preceded by early teasers.

 

Publicity

The Internet plays a pivotal role in shaping many cinemagoers perceptions of new releases. sometimes hosted by a partner company or social network site offering trailers, still galleries, production information and behind-the-scenes footage.  The web helps distributors to start building awareness of a new film at an early stage. Film clips are among the webs most searched-for content. The moment a film is screened, comments are shared instantly and constantly around the world.

Approximately 250000 poster sites by the roadside or railway platforms, thousands of local newspapers and radio stations (each with their own websites), and hundreds of digital tv channels where advertising promotions may be placed. Advertising is usually the largest expenditure item on a P&A budget.

Readers tend to accept independently written news items more than paid for advertising. But column space and airtime are limited and the subject of heavy competition in their own right. Film publicist compile press kits for journalists containing cast and crew lists, biographies, notable facts about the production and a synopsis.

 

Promotion and tie-ins

Depending on the films theme and target audience the distributor will arrange promotional partnerships. Such tie-ins  generate displays for the film in places where convention advertising cannot, such as shops, restaurants or on packs. They also enable customers to interact with the film.

Many releases, particularly family films, have merchandising programmes co-ordinated by the film company or an external consultancy. Manufacturers may be licensed to use approved logo devices, images or character likenesses on specific products normally in exchange for an advance fee set against subsequent royalty payments.

Tie-in merchandise can embrace toys, action figures, ring tones, clothing, stationery, calenders. Films regularly have official sound tracks games and books which can generate significant revenues.