Digital distribution and intro to marketing

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  • 1. Debate! ‘The distribution process benefits all areas of the film industry.’ Discuss In order to prepare for the debate, you will be given a hand out of information on distribution. Use this as a resource to support your argument. Go through and highlight key points that may support either side of the debate. This is important and will help you to see both sides of the argument (which could surface as a question in the exam). Develop
  • 2. Debate! ‘The distribution process benefits all areas of the film industry.’ Discuss Take a card. Think about the implications of the distribution process upon the company or individual on your card. Use this view point to direct you in the debate. Does your company or individual benefit from distribution? Develop
  • 3. You are an independent film maker. You have struck a deal with a major distribution company. You are an independent film maker. You are currently struggling to find a distributor for your amazing new film. You are an independent film company. You have an amazing film in pre-production. The successful distribution company that you have been liaising with wants you to change your script drastically before it will agree to a deal. You are a successful production company, part of a vertically integrated conglomerate. You are a successful distribution company whom is part of a vertically integrated conglomerate. You are planning to distribute a film for your sister company. You are a manager for an independent cinema. You are an indie film fan. You live in a small town and your nearest cinema is an Odeon. You are a film fan. You enjoy big block buster, action films. You live in a small village in the country and cannot get to the cinema. You are a manager of an Odeon cinema in central London. You are the star actor in the film. In your contract you have agreed to attend world wide premieres for the film and attend media interviews on TV, radio and over the phone to promote the film You are a large conglomerate. Your latest block buster film has been produced, distributed and exhibited by your subsidiaries.
  • 4. UK distribution • In the practice of Hollywood, the phases of production, distribution and exhibition operate most effectively when 'vertically integrated', where the three stages are seen as part of the same larger process, under the control of one company. • In the UK, distribution is very much focused on marketing and sustaining a global product in local markets. A reminder KEY FOR THE EXAM DISCOVER
  • 5. Independent In the independent film sector, vertical Integration does not operate so commonly. Producers tend not to have long-term economic links with distributors, who likewise have no formal connections with exhibitors. Here, as the pig-in-the-middle, distribution is necessarily a collaborative process, requiring the materials and rights of the producer and the cooperation of the exhibitor to promote and show the film in the best way possible. In this sector, distribution can be divided into three stages – licensing, marketing and logistics. YOU MUST BE ABLE TO EXPLAIN THE DIFFERENCE BETWEEN BRITISH AND AMERICAN CINEMA AND INDEPENDENT VS COMGLOMERATE DISCOVER
  • 6. • In groups, you are going to read through an area of distribution. • You will be responsible for teaching the rest of the class! DISCOVER
  • 7. Logistics of distribution The distributor will enter into an agreement with the cinema to screen the film on certain 'play-dates'. It is the responsibility of the distributor to arrange the transportation of the film to the cinema, as part of its wider coordination of print use across the UK. Logistics represents the phase of distribution at its most basic - supplying and circulating copies of the film to theatres, of tapes and DVDs to shops and video rental stores, and managing the effectiveness of the supply. Cinemas spend their money publicising film play-dates and times in local papers or through published programmes. So there's an imperative for the distributor to deliver the film on time. Questions to discuss: • What factors effect the ‘play dates’? • If film play dates are being published in local papers – which target audience is more likely to see this? • What could go wrong at the logistics stage?
  • 8. Single print logistics Main print warehouse Delivery van Cinema Assembly Bench Projector
  • 9. Distributor – Printing the film The distributor typically handles 35mm film prints. Each print can cost around £1,000 - or twice that if subtitled - so a degree of care is required of everyone involved in handling the print. In the UK, prints are generally broken down for ease of handling into smaller reels, each lasting around 18-20 mins when run through a projector at 24 frames per second. So a feature print, in its physical form, will usually be 5 or 6 reels, stored and supplied in a single hard case, weighing in at 20-25kgs. Prints are hired by the exhibitor for the duration of their play- dates, and therefore each print is made for repeat use. Questions to discuss: • What issues do you foresee with the method of printing film reels? • What are the positives of printing on film reels? • Can you think of an alternative method of distributing to cinemas without printing on film?
  • 10. Distribution – further Costing 35mm theatrical prints invariably suffer cumulative damage as they pass through different projectors, and the hands of various projectionists. There are also overheads incurred by the distributor for the storage of prints at the UK's central print warehouse in West London. Each theatrical print has a finite lifespan. Distributor will invest in sufficient prints to provide optimum coverage through the first period of theatrical release, usually lasting up to 6 months. Questions to discuss: • What issues do you foresee with the method of printing film reels? • What are the positives of printing on film reels? • Can you think of an alternative method of distributing to cinemas without printing on film?
  • 11. Digital distribution In distribution terms, the advantages of digital technology are even clearer, though perhaps longer term. Digital technology is seen to offer a more cost effective and logistics-light alternative to the tried and trusted, but unwieldy model of 35mm print distribution described above. It will, eventually, be cheaper and much less stressful to send films as computer files to cinemas across the UK, than to transport 20-25kg tins of film in the back of a van. Questions to discuss: • How does this impact on independent and conglomerates? • How might this benefit the audience?
  • 12. Positives and negatives Traditional film print distribution • Who benefits? • Costing implications? • Negatives? • Affect on audience? • Affect on exhibitors? • Affect on Producers? Digital distribution DEVELOP
  • 13. Case study - Distribution • What information can you find about the distribution stage of ‘A field in England’ and ‘Pacific Rim’? A field in England Pacific Rim General info Finance Production Distribution Exhibition Recommended layout for case study to enable you to compare and contrast.
  • 14. How many different methods can you think of to market a film? DISCOVER
  • 15. Marketing methods Traditional methods Posters (teaser campaigns) Trailer (TV, youtube, cinema) Merchandise Interview Radio ads New methods Twitter Word of mouth Online ads (banners, you tube – teaser ads) website DEVELOP
  • 16. Viral Marketing Defined • Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions. http://www.guardian.co.uk/film/2009/nov/14/2 012-roland-emmerich-viral-marketing DEVELOP http://www.youtube.com/watch?v=RDiZOnzajNU
  • 17. Look at the list of people on the next slide. • Provide an example of a film or film genre that you feel would be marketed at them. • What marketing methods would be most effective for this target audience? • How would they consume a film? (would they visit a cinema or watch via another method?) DEVELOP
  • 18. A single man in his 20’s. Works as an estate agent and drives a company car. A retired couple in their 60’s. A 15 year old girl studying for her GCSE’s. She likes to talk to her friends on facebook and often meets up with friends in town to go shopping at the weekend. A 19 year old male student studying Film studies and living away from home. A 40 year old female. She watches TV in the evening to relax and is a big fan of Brad Pitt A married couple whom want to take their 6 year old daughter to watch a film. A tourist looking for something to do of an evening whilst visiting London. A young professional couple that work long hours. A female film fan whom is interested in subtitled films.
  • 19. USEFUL LINKS FOR REVISION • http://www.launchingfilms.tv/marketing.php • http://www.empireonline.com/features/best-movie-viral- marketing-right-now/8.asp • http://blog.moviefone.com/2011/06/07/super-8-best-viral- marketing-movies/ • http://www.purple-consultancy.com/blog/the-top-5-viral-film- marketing-campaigns-blog-22828858282 • http://www.theatlantic.com/entertainment/archive/2012/06/who- actually-falls-for-hollywoods-viral-marketing-well-for-starters- me/258255/
  • 20. A field in England Pacific Rim General info: • Synopsis • Release date • Main stars • Director • Producer • Nationality • Production co • Distributor • Target audience Finance Production Distribution Marketing Exhibition