Once films are completed they are then distributed. The distribution of a film is a large process where it is made available to watch by an audience by the distributor of the film. It may actually be completed in a number of ways with things such as: a theatrical release, home entertainment releases where the movie maybe made on DVD or Blu Ray, or a television programme which may include digital distribution. Film distribution is basically the process of releasing a movie to the general public.
A film Distributor is responsible for working with the producers of the film, movie studios as well as other movie professionals to ensure that the film is released to the widest audience possible. They mainly work to create a strategic publicity plan to attract audience members. A distributor of a film may set the release date as well as the method in which the film may actually be exhibited or made available for viewing.
Relating to film distribution there is something called ‘reach’. It works around how much it costs to distribute a film on how much budget you have. This will also therefore depend on how many cinemas across the world the production company can distribute it within. The more budget a company has the more cinemas they can distribute the films within but will they want to do this? They have the option to release the film in a smaller number of cinemas which will cost less but will more likely make less money back on the film or they can take the risk and release the film in a higher number of cinemas and hope that because of this there will be a larger audience therefore causing the film to make more money.
Every film has a detailed marketing plan. The objective of marketing in a film is to create visibility, raise awareness and also engage interest, cutting through the blizzard of competing messages. The distributors of a film must actually compete with each other for a significant share of voice. This is not only against other distributors however but it is also against other leisure activities. Whatever the size of the marketing budget on a film whether it be large or small, the audiences must be reached in compelling ways as well as within environments where they are most likely to receive this communication. They must always be persuaded that the film is extremely entertaining and is a ‘must see’. As the film is released and opened within the cinemas their interest should peak highly. There are various ways in which the film producers and distributors will market the film and there are ways that it will get marketed on it’s own through natural communications. For example it may get marketed through word of mouth where people tell friends about it and then they tell others and then this may increase audience numbers. Posters are a good marketing product where they catch viewers attention so they can see what is involved in the film, what it’s about, who it stars and when it’s released most importantly. You then get things such as Trailers which is a large teaser for audiences and gives them a sneak preview of what the film is like showing them if it’s something they’ll be interested within or not. Online and mobiles are another good source where most films released today have their own website viewers can visit for further information. There are also various other marketing sources.
Every film which is made has its own trailer made distribution plan where the distributor develops in consultation with the producers and/or also the studio as appropriate. The distributor will make a number of strategic decisions and the most important ones they make are when and how to release a film in order to optimise it’s chances of being successful with the audience. Through a wide combination and mix of market knowledge as well as commercial experience, statistical research and also professional judgement the distributors will estimate the type of audience for each film and will set clear targets for its release. They will look at ‘who can be convinced to buy a cinema ticket to see it and why should they do so? Can the film be positioned within a popular, recognisable genre? What sort of audiences have similar films attracted recently? When where they released?’ When these distributors have estimated what a particular film may earn in the box office, they prepare an overall budget to release it. As with every business plan, the main goal is to actually recoup the costs and make a profit. However launching films is extremely expensive as well as risky- audiences of a film have so many other choices they can go too and in all reality, most films do not make a profit from their theatrical runs alone. When distributors plan a new release, relying purely on conventional wisdom is never actually an option. Early information can be gained by reading the film script as well as from discussion with the filmmakers but every single release is a one-off and is individually planned given the current circumstances. Sometimes the films distribution plans may be actually confirmed only when the whole finished film is available to view.
There is a large difference between advertising, publicity and promotion. The advertising of a film is where products are made and distributors basically try and sell their film to a particular audience. As explained in the marketing plan, there are various sources and ways a film can get advertised through things such as posters, trailers, word of mouth, web banners, TV adverts, website, social network site pages, etc. These methods will try and interest and draw a particular audience’s attention to a film which they may love. Advertising is the use of trailers and posters via different media platforms. This is different to publicity which is also through the use of various media forms but works around reviews, press conferences and articles (magazine and newspaper) on the film. It isn’t the creative team of the film who produce these however it is someone different like the press who will publicize the film to get noticed as much as possible. Promotion of a film is also completely different. It works around film merchandise and created products in order to promote the film. For example, films will produce t-shirts, mugs, pens and much more which fans can buy. Once they have brought these it will furthermore promote the film to other people who see this merchandise also. Promotion of a film can also be done through other companies and things such as competitions. An example is an airline company may promote if you fly with them you may have the chance to win tickets to go and see a movie. This is another promotion method for that particular movie.
Scream is a horror movie which was distributed in various cinemas and has good advertising, as well as promotion and distribution. The film was a worldwide hit after being released in various countries across the globe. The main countries were: USA, UK, Argentina, Australia, Austria, France, Germany, Italy, Japan, Mexico, Netherlands, South Africa. It may have been also briefly released in others too but those shown above are the main ones. As it was released in so many, each had their own distributors. The picture below shows the distributors for the film in the countries in which it was released.
In the opening weekend the film was released within a various number of countries. It had a total number of 2659 screenings this weekend where these were shown in USA, UK, Argentina, Australia, Austria, France, Germany, Italy and Japan.
Shown below is the teaser trailer and the full trailer for the film- Scream (1996). The idea of the teaser trailer was to of course ‘tease’ spectators and give them a short clip from the film so they therefore knew what it would be like. Of course the full trailer would give them a better idea of what the film would consist of and more insight into characters, settings etc. The trailers were again advertising for the film- Scream.
OFFICIAL TRAILER
OFFICIAL POSTER
After doing various research into the film Scream, I have found out that they have produced various types of merchandise for the movie. This is of course part of the promotion for the film. The movie has produced action figures of the main horror character-Ghostface, there is Ghostface fancy dress costumes, Ghostface masks, Scream Machete's and much much more for the film.
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