Yr 12 MediaAudiences and Institutions:Production, Distribution andExhibition
In the 1990s the British film industry received aboost in funding and this in turn meant that filmproduction increased and things began to look brightfor the industry.Where did that money come from?However, many of the films that were funded did notget distribution, and therefore did not get exhibited.
Distribution problems It became apparent that Britain’s lack of a distribution network, controlled by British film companies, has been a major obstacle to a flourishing industry Criticism of the Lottery-funded films focused on the lack of time spent in development: ideas were rushed through, without sufficient attention to the quality of the script. Can you think of another period in the history British cinema where poor quality films were produced?
What is film distribution? A film distributor is the link between film producers and exhibitors (the cinema chains); their aim is to get as many people as possible to see the film on as many cinema screens as possible.
Producer:Working Title Exhibitors:Distributor:Universal Cineworld UCI Odeon Vue
Film distribution The distributor markets the film and develops an appropriate advertising campaign To market successfully, the distributor has to target the appropriate audience The distributor needs to create interest in a film; this can be easy if there is a clear ‘selling point’ such as a star, but harder in the case of low-budget independent films
Film distribution Distributors employ researchers to track the recognition of the film with the target audience during the campaign The UK has major distributors (affiliated to the Hollywood studios) and independent (unaffiliated) distributors who tend to handle films made outside the major studios In Hollywood in the 1930s and 1940s exhibition was the most financially important part of the filmmaking process; now distribution dominates
Your task You need to take on the role of a film distributor and create a promotional campaign for your new film First you will have to plan when and where will be the best place for the trailer for your film to appear (On TV, Cinema & Internet) in order to hit your target audience (You will need to define this if you haven’t already) You will then have to produce a promotional poster for your film, making sure that you follow all the correct codes andconventions More on that next time…
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