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What is film distribution? • COMPETITION is always a primary consideration. Which films are other distributors likely to release at the same time or during the following weeks –especially those targeted at a similar target audience? Is there space in the market for something different – some counter programming? Are the most appropriate films for this film available and likely to be offered? Projected release dates are often changed as competing distributors jockey for position week by week. • Is it an EVENT film, a prospective mass market blockbuster or specialised film for more discrete audiences? • Is there any STAR POWER among the cast? What were the leads stars last roles and how successful were they? Is the film made by a ‘name’ director? • Are any cast members available for UK/international publicity or to attend a premiere A film distributor is an independent company, a subsidiary company or occasionally an individual, which acts as the final agent between a film production company, and a film exhibitor, to the end of securing placement of the producer's film on the exhibitor's screen. In the film business, the term "distribution" refers to the marketing and circulation of movies in theaters, and for home viewing (DVD, Video-On-Demand, Download, Television etc).
Sales and marketing • The distributors sales and marketing strategies go hand in glove, with the films target audience kept front of mind. A film can only be launched once. Its first weekend in cinemas is crucial to further progress and its not unusual for a film to generate 30% or more of its entire box office during the first three days so it is important to get the campaign right. A films marketability (how it can be promoted to its particular audience) and playability (how it actually performs in the market place) are not necessarily the same thing. Who is the audience? Who does the film speak to? Do the story, characters and situation grip the intended audience? Does the film deliver and justify the cost and risk of a theatrical release? What sort of audiences have similar films attracted recently. These are all things film distribution companies need to think about during the development of a campaign, and ideally before the film goes into production. Is it a worthwhile project. Due to this individual distributors may only release one or two films a year whereas some may release twenty five to thirty.
Releases • Different releases are managed in different ways. For example, a saturation release ‘at cinemas everywhere’ may open simultaneously on 1000 screens UK-wide playing at two or more screens per multiplex. This strategy, usually deployed for ‘tentpole’ titles such as large scale sequels or star led holiday releases, helps to accommodate mass audiences eager to see a film at the earliest opportunity. Sometimes, one print can service more than one screen if it is ‘interlocked’ between adjacent projectors.
