Distribution and Marketing

Every film has its own unique distribtion plan which is developed in agreement with the producers and/or studio of the film. The main questions considered are when and how to release a film in order to make the most of its chances. Once distributors have considered what a film may earn they prepare a budget to release it. Launching films is expensive and risky and therefore a lot of thought is put into it. In the UK the distributor pays for all of the release costs including marketing and the duplication of prints (35mm and digital). Each film release is individually planned and the final distribution plan is only confirmed once the entire product is available to view.

- Audience
Another main decision the distributors make is what audience they are going to target the film at in order to maximize the films success. A detailed understanding of the target audience can determine how and where a particular film is promoted. However, as well as keeping sight of their core audience the distributors will also attempt to 'break out' by attracting as wide an audience as possible - from niche interest groups to broad mainstream groups of all ages.
Market research will be conducted to gain audience understanding before the film is released. This can often include test screenings followed by a questionnaire so that the distribtor can formulate a more confident idea of the expected audience at the box office.

- Risks and competition concerning release plans
- Competition is a primary consideration as a distributor will have to know what other distributors will be releasing at the same time in order to know whether there will be competition for target audiences and the amount of screens available in the cinemas. Predicted release dates are often changed as distributors fight for position each week.
- Is the film a mass market blockbuster or a specialised film
- Does the film feature any well known actors and/or famous directors or producers
- Are any cast members available for publicity or a premiere
- Is the film being released for a holiday period such as school holidays
- Will the film have any hopes for award nominations
- Is there already a buzz suurounding the film for example, is it based on a book
- Is it a sequal or franchise, if so what will make it able to do as well or better than it's prequel?
- Has the film already been released in other parts of the world and encouraged positive word of mouth
- What certificate has the BBFC classified the film with?

- Types of Release
- a saturation release 'at cinemas everywhere' could mean that a film opens simultaneously in 1000 screens across the country, usually at more than one screen per multiplex. This type of release is often used for large scale sequels and star-led holiday releases in order to accomodate large numbers of people eager to see the film when it first comes out.
- in contrast to this a specialised film may be released in a maximum of 25 screens in selected locations only, usually including London and university towns.
- In rare cases a film might be 'platformed' in only one location such as London before being ditributed elsewhere.

As well as a distribution plan every film also has a detailed marketing plan. The objective of this is to raise awareness and create interest for the film. Audience members must be reached in interesting and compelling ways in order to persuade them that this film will be entertaining and worth watching. There are three areas of marketing which are advertising, publicity and promotion.

- Advertising
- Posters: there can be large numbers of posters displayed in a cinema foyer at any one time and so distributors and designers must work hard to make theirs stand out and attract audiences. Posters are also displayed in places such as bus shelters and billboards. The UK has approximately 250,000 poster sites at the roadside or by railway platforms.
- Trailers: distributors have to work with the audio and visual content they have available to them as this can sometimes be limited due to some trailers (teasers) being made and released before the film is fully completed. Distributors will brief specialist agencies on creating the trailer to include a representative glimpse of the films best bits without giving too much away.
- Online and mobile: the internet is used to release snippets and teaser images from a very early stage. Many films also have their own websites on which things like stills galleries, trailers, blogs and video diaries can be found.

- Publicity
- interviews: with the film's cast including actors and directors
- TV and press releases: publicists will often arrange events to which a large number of journalists are invited to interview the cast and find out more about the film. Press kits are also produced which include cast and crew lists, biographies, facts about the production and a synopsis of the film.
- premieres: these are arranged as an official launch for the film and give an opportunity for photographs and red carpet interviews. The main aim of a premiere is to give a film an entertaining and high-profile launch in order to create a buzz about the film.

-Promotion
- merchandise: manufacturers are licensed to use logos, images and characters on products in a range of all sorts of things such as toys, clothing and calendars. Each film usually also has an official soundtrack available to buy. Most films do not make a profit from their theatrical runs alone so the selling of merchandise is very important.
- competitons: certain TV channels or publications sometimes have competitions in which people can win film merchandise or holidays to the location of the film. This sort of exposure helps to broaden the film's campaign and create additional talking points surrounding the film.