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  • 1. Film Distribution Marketing & Synergy 18th January 2012
  • 2. By the end of today’s lesson you will all: • Better understand the process of DISTRIBUTION • Be able to explain VERTICAL and HORIZONTAL INTEGRATION and how DISTRIBUTION fits into the model • Understand and be able to exemplify SYNERGY in action
  • 3. This Week’s Reading – Exhibition What can you extract?
  • 4. Six Hats Questions for you: • White – What factual information is presented in the article? • Red – How do you feel about the debates presented? • Yellow – What benefits are presented? Who benefits (audience/institutions)? • Black – What disadvantages are presented? • Green – What are the alternatives? • Blue – What have you understood about exhibition? Can you summarise the debates?
  • 5. Let’s recap: • What is vertical integration? Draw a diagram and label. What do you understand by Horizontal Integration?
  • 6. Horizontal Integration • The consolidation of holdings across multiple industries. The idea of owning many media outlets, which run almost the same content designed to increase the “synergy’ between the different divisions of the same company. Studios seek content that can move fluidly across media channels (music, gaming, film, publishing, TV broadcasting, merchandising, parks). Q What are the advantages and disadvantages of this model for audiences and institutions?
  • 7. Distribution – A definition ‘The Piggy in the Middle’ • Film distribution is the process whereby completed films are brought to life and connected with an audience. A film distributor is a company responsible for releasing films to the public either theatrically (at the cinema) or for home viewing (DVD, Video-On-Demand, online download, TV broadcasting etc.). Distribution can be divided into 3 main stages - licensing, marketing and logistics and these form the of the VERTICAL axis. • Distribution involves • organising for the film to receive an age certificate by regulation bodies, such as the BBFC and MPAA • arranging exhibition outlets globally and DVD/Television rights • arranging for prints of the film to be distributed • marketing, publicity and promotion (product placement/tie-ins/merchandise/spin- offs) of the film which involves planned SYNERGY across HORIZONTAL AXIS holdings and corporate partnerships. IN TEAMS USING YOUR VOCABULARY LIST CREATE A VISUAL ‘VERTICAL & HORIZONALLY INTEGRATED ‘ DISPLAY /POSTER . YOU HAVE TWENTY MINUTES.
  • 8. What have you learnt so far today? Let’s look at some examples of synergy in action.
  • 9. OVER TO YOU Your Task: Marvel Comics and Disney-Buena Vista (who now own Marvel Comics) have decided to release a new film on their character Ms. Marvel (see her profile here: /ms_marvel). Look at a range of existing comic book examples, could be a helpful resources, research the different inter-linked products they have i.e. merchandise, spin-offs, cross-promotions, etc. Mind map synergy potentials for the film Ms. Marvel remember to consider the different potential audiences you could appeal to and how you could develop pre- existing property. LIVE LINKS ON NOODLE : HTTP://
  • 10. HOMEWORK • 1. Complete your Ms Marvel Mind-map • 2. Follow a current release film and collect examples of synergic corporate marketing and partnerships. PRIZES FOR THE BEST COLLECTION