Distribution and the FDA

1. Distribution and FDA
The distributionof amovie isthe actionof sharinga product,a movie,outamonga numberof
recipients. Filmmakersuse multiplewaystodistribute theirmoviesone waywasbyusingthe
packagedfilmsona digital media,suchasa DVD, andmade it available foranyone todownloadit.
Anotherwaythat filmmakersdistribute theirmovies isbyusingvariousforms of pay/subscription
televisionforexample Netflix orAmazonPrime. Anotherwaythatthe filmmakersdistributetheir
moviesonfree-to-airtelevisions.The filmsmaybe scheduledrepeatedlyonTV channelsyearafter
year.
The distributersof the movie willshare anddiscusstheirplanswiththe filmmakersandthe
producers.Thisisbecause theyare likelytohave nurtured theirprojectsforyearsthroughthe
developmentandproductionstages.Theyalsowill tell theirplanswiththe exhibitors,whoare the
cinemaoperators;thisisbecause theypresentthe finishedfilmsonscreen. Lastlytheyalsotell their
plansto a host of external supplierssuchaspublicists,designersandadvertisingagencies.
To distribute the moviesthe distributersneedtothinkof marketingone waytomarketa movie isby
makingsure that people are recommendingeachotherthe moviesthattheyare tryingto distribute.
People willbe more likelytogoandwatch a movie if the recommendationisfromafriend,colleague
or relative.Thisisbecause itisthe mostpowerful triggerforatrip to the cinemasothe distributers
will aspire tohave a positive ‘wordof mouth’circulatingonall theirreleases. If the distributers
release post-releaseswillmake more people speakof the movieinagood way.
Anotherwaythat distributersuse marketingtopromote theirmovieisbyusingposters.The main
image of a posersshouldbe distillingthe appeal of the film- it’sstars,theme/genre,creditsand
oftena tagline tomake the audience wanttoknow more and possiblyevenwatchthe movie itself.
Some movies,sometimemonthsbefore release,an initial teaserpostermaybe createdtoannounce
that a filmiscomingout andthat teaserpostermayevenbe enoughtomake them want to see the
actual postertothe movie.
In additiontheywillalsouse mediaadvertisingtopromote theirmovie.Thisisusuallythe largest
budgetof themall.In today’stime the UK hasmore than1,300 dailyor weeklynewspaper,126,000
roadside postersites,17,000 radiostationsand over250 commercial TV stations.Thismeansthat
the distributersuse thistotheiradvantage byusingthemtopromote theirmovies.Theydothisby
usingthe postersitestoshowtheirfinal posteroreventheirpost-releaseforthe side of the roadsto
catch people’sattention.
The distributersalsouse digital marketingtohelppromote theirmovies.Theyuse websitestohelp
withthis.Theydothisby duringshooting,video diariesandblogscanbe posteddirectlytothe
websitesthatcreated.The photosandotherformsof mediacan show fanslittle sneakpeeksand
can showthe final pieces.Forexampletheycanshow sneakpeeksatcostumes,sets,posters,
trailers,soundtrackgrabs andevenpeople doingbehindthe scenes. Theycan alsouse thisby
showingoff anyreviewsandfeedbackthattheyreceive aboutthe movie.Theycanthenuse thisto
make theirmovie seemevenbetterwiththe positiveresponsesfrompeoplewhohave alreadyseen
it.

2. Anothermethodisthattheyuse accessible cinemawhichmeansthattheyharnessdigital
technologytomake theirfilmsincreasinglyaccessibletocinemagoers.Theydothisbutmake the
movie withless thanperfectsightorhearing.In today’stime 150-200 filmsare releasedeachyear
withsubtitlesandaudiodescription.
The FDA standsfor Film,Distributors’Association.These are the trade bodyforUK distributorsthese
were foundedbackin1915 whenthe filmindustrywasjuststartingtobecome alargerthing. In
today’stime filmsthatare realisedbythe FDA membercompaniesaccountforabout97% of UK
cinemaadmissions. The missionof the FDA isto firstlydeliverarange of genericservicesthat
improve andenhance the capacityof the membercompaniesandothercontactsto manage their
individualworkinglivesbetter. Theirothermissionof the FDA isto be a creditto the UK film
distributorsandis a valuable resource tothe media.Theyalsowanttoplaya facilitatingrole in
developingthe industry.
The servicesthatthe FDA doesare all aimedtowardsfilmsandthe teamof filmmakers. One service
that theydo isby beinga‘one voice’representationof the members’viewsintheirregularliaison
withothergroups.Anotherservice theyprovide isthatthe investmentinthe range of generic
marketresearch,legal advice,traininganda ‘mysterycustomer’operationvisitingcinemasthatare
all overthe UK. In additiontheyalsohave acirculationof benchmarkguidelinesonmatterssuchas
filmprint/disksecurityandprovisionof subtitlesandaudiodescription. Theyalsohave aregular
disseminationof informationandofferstomembersviae-bulletins. Alsotheywill have the
completionof aweeklyscheduleof screeningfornational andregional presscritics.Anotherservice
that theyprovide isanorganisationof the cinema day’seventsforregional filmjournalists.Lastly
theyalsoprovide asa service thatthe publicationof a Yearbookeveryspringcontainingawealthof
data and commentsonthe previousyearinthe UK cinemas. Theyare activelyengagedinthe fight
againstfilmtheft,FDA isrepresentedonthe boardsof the Federation AgainstCopyrightTheft(FACT)
and the Alliance AgainstIPTheft. Some companiesthatworkwiththe FDA are ADLABS, Paramount
pictures,Pathe,Sonypictures,IconmoviesandContendergrouptoname a few. The FDA council
meetingsare where seniorrepresentativesof theirmembercompaniesmeettodiscussmattersof
genericinteresttothe sectoras a whole.
In the course of everydaywork,FDA liaiseswithmanydifferentpeopleandorganisations=.They
welcome anyapproachwhere UK filmdistributor’s genericinterests are concerned.