INTRODUCTION A Brief summary of the way in which films are made could be put down to the Marketing Mix. The Marketing Mix consists of four main elements that explain theways in which films are put onto our screens. This presentation will concentrate on the distribution of films in the UK. 1. Production 2. Distribution 3. Marketing 4. Exchange What is distribution?Distribution is the delivery of media content such as music, films or video games. It isusually done over online delivery mediums, the most obvious one being the Internet.
EXAMPLES OF DISTRIBUTION Dvd/Blue-ray Television Apple products, e.g ipads, etc. Legal and illegal downloads via the internet Cinema Distribution is normally a lot more successful within big film producing companies because of the cost. Companies like Hollywood can distribute many films every year, however low-budget film-makers that do it on theirown may not afford the examples seen above and may settle for things such as; showing to schools and universities or by word of mouth.
VERTICAL INTEGRATION What is Vertical Integration? Films which are vertically integrated go through the following steps; 1. Idea 2. Finance 3. Construction 4. Distribution 5. Promotion 6. Exhibition Low-budgeting film-makers, for example Andy Simpson who distributed ‘Young Hearts Run Free’ normally use vertical integration. They put in a lotof effort to get past the financial stage. When they do, the furthest most go is distribution by word of mouth or school visits.
HORIZONTAL INTEGRATIONLarger companies like the BBC use different media platforms to promote andexhibit films through advertising and distributing them to the public by using television and radio. An example of this could be ‘Elf ’ This is the link to the Elf trailer: http://www.youtube.com/watch?v=_TOQWF_-RWY&feature=fvwrel This was shown for advertisement before the actual film came out in 2003. Since then, the BBC has shown Elf almost every Christmas period.
DISTRIBUTION TIMESThe times in which films are distributed nowadays does not vary as much as it used to. In the past, film-makers had to travel to other countries and pitch their films to cinema-chains in order for their films to be seen by the public around the world. However, now technology has improved, films can be sent digitally from afilm-maker to a cinema-chain meaning it is more likely that distribution times are in instantaneous amongst each other.
THINGS TO CONSIDERFilm distribution companies would have to consider the following questions before the film goes into production: Who is the audience? Who does the film speak to? Do the story, characters and situation grip the intended audience? Does the film deliver and justify the cost and risk of a theatrical release? What sort of audiences have similar films attracted recently?
DISTRIBUTION PROCESS The distribution process (on the right) is the main way in which film-makers over come their problems with the considerations mentioned in the previous slide.There is a lot of pressure on distributors to get it right first time since there are so many films released each year in theUK and people are also finding ways of watching these films for cheaper, online or at home.