The Role of the Distributor

This is an incredibly important factor in film distribution. The techniques used for distribution are essential to how well advertised the film is.

The sets of plans used to do this are distribution plans and marketing plans.

Film making is an art. Cinemas are their showcases. But the film maker's job isn't just to release a film - They cultivate and discuss with other parties to craft their work: producers, exhibitors, partners and other staff and colleagues.

Film cycle

• Producer gains rights to film


• Screenplay is developed


• Production, finance, cast and crew assembled


• Principal photography and post-editing takes place


• Distributors develop a release strategy


• Distributors present film to exhibitors


• Marketing campaign begins


• The films are sent to cinemas


• Film runs to additional marketing and demand


• It is released further - DVDs, TV

Feature films are often released in theatres nationally (In one country), internationally (In several countries) or worldwide (In many/all countries). They may even be rereleased if they were highly successful. Following this, they may be released on DVDs or shown on scheduled TV.

Distribution planners should also note the vast amount of films released every year, and every film wanting to stand out from its competition. In addition to this, certain audiences are more likely to view certain films than others. As a result, target audiences are established. It is essential to attract these audiences.

Often, test screenings and questionnaires are used to obtain audience feedback. This could be seen as risky since some films may start out as "sleepers" but receive bad responses in test screenings.

In addition, films need to compete with similar films in order to look more appealing to audiences. Star power, production values, subject and even more advanced editing can make an audience member change their mind on what they think of the film.

The marketing plans, consist of three categories; advertising, publicity, and promotions.

Advertising is the key marketing theme. It consists predominantly of posters, which includes a main image from the film, production titles and credits. Often several different posters are released. They are generally placed in large public areas such as billboards and bus stops. Trailers are also common forms of advertising and can be seen on TV, the internet, and in cinemas. They contain interesting or exciting parts of the film to catch the attention of the audience.

Publicity is the second category, and is created by means of interviews, reviews and awards won. Publicity is most commonly a way of advertising the film from a source outside of the film production company, in that it creates a hype for the film without directly saying "watch the film!". Additionally a good presentation of the film, cast or crew can enhance the film quality.

Promotions are the synergy within the marketing campaign, consisting mostly of merchandise and sponsoring, such as Happy Meal toys, screensavers or even ringtones. Buy the product and you buy your own ad for the film. Often the images of characters will be used in return for a royalty fee so that the film company WILL make money.