Homework

What is Distribution? 

• Distribution is about releasing and sustaining films in the film industry.
• Distribution can be divided into 3 sectors, licensing, marketing and logistics. 

Licensing

• Licensing is a process where the distributor gets the legal right to exploit a film. 
• In the form of distribution, licensing can take place on two levels: international and local distribution. 
• International distribution makes sure the film which has been created makes its way to the 90+ market territories in the World. 
• US studios usually have their own distribution offices in the major territories, however, independent producers must sell their films to different distributors on the major territories. 
• Independent producers sometimes hire a specialist sales agent whose job is to understand the price of the film in different markets. 
• Local distribution is when the distributor gets a licence to release and exploit a film in a certain country.
• The distributor in local distribution will pay the producer a minimum a fee and obtain the rights to sell the film to a broadcaster, video and dvd exploitation, theoretical rights, the right to show the film in the cinema and tv rights.
• When the licence has been agreed, the distributor then becomes responsible for launching the film, a release in the cinema is usually chosen. 
• After the film has been released in the cinema, months later the film will be released on DVD and then on forms of pay television. For this to be success the distributor must have knowledge on the current market place.

Marketing

• Marketing of a film depends on when and how; in england films are usually released on a friday. 
• Releases are decided by the Film Distributors Association. 
• Distributors try to find a 'light week' when only a few films are releasing so that there will be screen space and review columns allocated to the film they are releasing. 

Marketing: Prints and Advertising

• Prints and Advertising are very important when releasing a film in the cinema as they make a film public. 
• The key elements of Prints and Advertising 

1. Quantity and production of release prints and trailers (commercial mainstream films have a lot more than specialized films)
2. Press materials, clip reels, images, press previews, screener tapes
3. Design and printing of posters and other promotional artwork ( the cinema poster is the corner stone of theoretical release campaigns, distributors also pay attention to billboards, underground advertising etc.) 
4. Advertising Campaign- locations, ad size and frequency (advertising in magazines and newspapers. With mainstream films heavy advertising is key. In the UK, distributors prefer electronic word-in-mouth advertising as the cost of print advertising is high)
5. Press campaign/ contracting a PR agency ( often hired as many distributing offices dont have a PR department)
6. Arranging visit by talent from the film (use of director and lead actors for editorial coverage)
7. Other preview screenings ( advance public screenings to create a buzz on the film) 

Logistics

• Logistics is the supplying and circulating copies of the film to cinemas, tapes, DVDs, rental stores etc. 
• It is VERY important the distributor delivers the film on time to a cinema
• When films are shown in the cinema the distributor delivers them by film

Bullet Boy

• Bullet boy is a specialized film which was low budget and an independent feature. 
• Due to its context of contemporary urban life, the distributor had faith that the film would receive exceptional reviews.
• The ad campaign approached diverse audiences due to the actor being a rapper from So Solid. 
• By the actor being in So Solid, the film was also advertised on hip hop, r n b and garage radio stations. 

Digital Distribution 

• With Digital Distribution, life is predicted to be a lot less stress free as film files can be sent and received through use of email. 
• It will also be cheaper. 
• The Digital Screen Network is a digital distribution and exhibition program introduced in 2005. 
• In the future, the DSN will allow files will be locked to be sent straight to the cinema to be downloaded and then unlocked, and then opened as files for screening. 
• This will better the logistics of film. 
• It is predicted that with this form of digital distribution, films will go from screening 3-6 months in cinema to 1-3 months. 
• This will bring forward distributors release of DVD.