Distribution is the third part of the film supply chain. Also known as 'invisible art'. This is because only the people within the industry know about it. However distribution is the most important part of the film industry. Distribution is where completed films come to life and connect with the audience. During the process distribution is all about releasing and sustaining films in the market place.
Licensing:
The process of which a distributor acquires the legal right to exploit a film. Licensing can take place on two different levels. These are: international distribution- Ensures that films find their way to the market 'territories' around the world. The major US studios have their own distribution offices in all major territories. Local distribution- this involves the distributor acquiring the license to release and exploit the film in a particular country. the distributor will pay the producer a guarantee for the license.
Marketing:
The marketing of a film release revolves around two key questions- 1: when? 2: how?
The schedule for forth coming releases is coordinated and published by the film distributors association. A distributor will assess the schedule to make sure only a few films are scheduled for release. After setting a release date the distributor will work towards theatrical release, investing in materials and marketing campaigns to support it.
Points and advertising:
The quantity and production of release prints and trailers: specialised films released with fewer than 10 prints into key independent cinemas, toured over a 6 month period in all parts of the UK.
Press materials, clips reels, images, press previews and screener tapes: Favourable press responses are key in developing the profile for films.
Design and printing of posters and other promotional artwork: Poster designs are highly effective in packaging the key attributes of a film for potential audiences. Other poster campaigns are used, such as: underground advertising and billboards.
Advertising campaigns-location, ad size and frequency: Advertising in magazines, national and local newspapers used to cover the awareness of release by the press.
Press campaign: Hire a press agency to run pre-releases campaign. Distributors bring over key talent for press interviews to support the release.
Arranging visits by talent from the film: The director and/or lead actors wins significant editorial coverage to support a release.
Other preview screenings:
A distributor will consider the use of advance public screenings to create word-of-month and advance 'buzz' around the film.
The logistics of distribution:
Distributors will enter into an agreement with the cinema to screen the film on certain play dates. Its up to the distributor to transport the film to the cinemas.
Case study- Bullet Boy:
Low budget film made in the UK, featured Saul Dibb as the director of the film. Stars Ashley Walters the rapper who was playing a young man who has shortly just been released from prison. He was involved in a violent gang. This film was the first film to tackle gang and gun crime in Britain's inner cities. The film had popular insights.
Digital Distribution:
By the end of 2005, the UK distribution and exhibition sectors where starting to use/move towards digital distribution and exhibition.
The advantages of digital distribution:
- More cost effective
- logistics-light alternative to the tried and trusted
- much cheaper
- less stressful
- easier to send films as computer files than to transport tins in a van.
Digital distribution and exhibition has started to appear in certain parts of the world. In the UK digital technology has been embraced by the non-theatrical sector. Digital distribution gives distributors more flexibility.
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