2. Introduction
Film distribution refers to the physical distribution of a film to an audience,
resulting in raising the awareness of the film’s presence to potential
viewers. This is important as this allows way for the advertisement of the
film, allowing for its presence within the market to become known and,
therefore, to begin to gain the interest of my potential target audience
members. This is important as this means that more people will be aware
of the film and will be more likely to watch the film when exhibited in
places such as the cinema. Therefore, contributing to the overall
popularity and success of the film.
This knowledge will be most useful for understanding the suitable method
for the distribution of my own film, as this will allow for my film to be seen
by my target audience; this allows for the conventions and messages
within the piece to be well received and decoded by our planned
customers.
3. Presentation- Theatrical
One of the ways in which films can be distributed is through the use of Theatre. This is
through the of complexes such as the cinema, in which one’s film can be booked and
shown upon a number of screens within a multiplex system in which other films from other
distributers are also being shown, within set times on different days.
This form of distribution is highly useful as cinemas possess the appeal of attracting a
mainstream audience due to the difference and diversity of the films they possess and
screen. However, due to the expenses of such a technique, as well as the competition of
Hollywood blockbusters, for first time film makers, like myself, this may be too difficult a
method to use for the distribution of my piece; this is due to my lack of reputation (therefore,
it will be difficult to compete and receive good screenings for my film) as well as losing out
upon my audience as they may opt for more highly anticipated films, created under
production companies with an already established reputation for quality.
4. Presentation- DVD Releases
Another method is through creating physical copies of a film. Which can
then be stored upon disks to form a DVD then sold to customers, either
co-operatively or independently within stores and/or online.
DVD’s can be expensive to manufacture, however, in terms of reaching
the public, this can be seen as easier than if the film was screened within
the cinema. This is because, unlike within the cinema, the distributer has
more control over what happens to their films, and can also save
spending large amounts of their fund upon the additional fees that come
with both registering one’s idea twice, as all ideas must be registered and
a small fee paid with the BBFC in order for a film to be shown within the
cinema, which then must be paid and registered again if one wishes to
distribute their film upon a DVD release. Therefore, saving fund in this
way.
5. Also, in terms of selling to the public, distributors can offer their product to
physical shops, often large supermarkets who will be willing to risk a new
product, this can often result in the need to pay a co-op fee as well as the
compromise of the profit received. This is an effective method as this
allows for the likeliness of customers to discover one’s product to
increase. However, this can lead to having to share profits, as well as
running the risk of the return of the product to the distributer, if the store
decides that the film is not selling as well as it should. Therefore,
revealing this to have both advantages and disadvantages in distribution.
Also, distributers can sell these independently using online stores, for
example Amazon. Allowing for an independent online store to be
established and the products distributed without the risk of product returns
from a co-operating party, as sites such as Amazon accept the retrieval of
a percentage of what you distribute and sell, allowing for both store and
seller to co-exist.
6. Overall...
Therefore, I believe that DVD’s are a good form of distribution as
this would cost less than a cinema and allow for more control
over your product. However, a downfall of this would again be
the cost to create the DVD’s as well as the decrease in the
likeliness to be discovered by potential target audience members
as, unlike the cinema, where only new films are shown, within
stores, both online and physically, the are films not as new are
also being sold. Therefore, again revealing the challenge of the
competition of the market. As well as the risk of not attracting as
much customers as that of a cinema, which exists for the sole
purpose of appealing to film fans, rather than stores which sell
other products besides from films.
7. Presentation- Digital/VOD
There is also the option of digitally distributing a film.
This is one of the more simple step options, as this
allows for the distribution of a film across the internet,
without the need to any physical production, allowing
distributors to save money that would have been
spent upon the creation of a physical DVD copy.
Although recent, online distribution is becoming an
increasingly popular way to publish films to an
audience. Also the audience appeal for watching films
online has also begun to grow, partly due to the
emergence of online company’s such as Film Flex, BT
Vision, Netflix, iTunes, which all allow for films and TV
shows to be watched online, as well as downloaded,
after the payment of a small fee (often in the form of
membership or subscription), making for a rather
popular and inexpensive choice in comparison to the
other options available.
8. Marketing- Print Media
Another form of distribution is that of print media. This, unlike the previously
mentioned methods, is a marketing technique rather than presentational. Print media
can be a highly useful form of distribution. This is because this can come in a range
of forms, for example: posters, magazines and newspapers. This allows for a range
of methods for the producer, allowing them more variety to select a method they
believe will be most effective in reaching their target audience. Therefore, revealing
another advantage as the variety of the types of print media helps producers to
appeal to a range of different target audience groups.
However, although this is a brilliant method in terms of variety and vast audience
appeal, this can also possess some disadvantages. For example, due to the
difference in print media in terms of international brands, this can make it difficult to
appeal to audiences on an international scale. Also, due to the popularity of this
method, a producers advert could lose it’s effectiveness, as it can become lost
amongst rival advertisements, also using this method of distribution. Although the
various options help to control the costs that the producer is willing to spend, the
process can be time consuming and can also be inflexible depending upon the print
media form and company one decides to use. Therefore, revealing the unreliability of
this method in this sense.
9. Marketing- Social Media
Another marketing distribution method is that of social media. This is where a
product can be marketed upon social networking sites. This form is a highly
effective method in reaching ones target audience. In regards to my own target
audience this would be a highly useful method as my piece will be aimed towards
teenagers of 15 and above. This will therefore be useful as although many
different groups use social media, it is stereotypically believed that teenagers and
young adults dominate this group. Therefore, this will help me to form a direct link
between my work and my target audience.
Another advantage of this method is that if you’re advertising for a short time then
the adverts that you use can be relatively cheap, therefore, helping to appeal to
first time film-makers such as myself, who do not necessarily possess a grand
filming budget.
Also, in terms of charge, when advertising upon social media the distributer is
only charged if they receive views (or clicks) for their advert. This allows any
additional charge to be avoided therefore, revealing the revenue to be very much
in the favour of the distributor as any charge received means that a view for ones
advertisement is guaranteed.
10. However, there are also disadvantages to this method. For example although the charge can be low
in terms of receiving views and gaining a place upon the site, this can be a time consuming process
to set up as well as to keep the page running.
Also, the information that producers put on these websites can only be viewed for a short period of
time as adverts are quickly replaced with others, before newer posts replace it. This therefore,
reveals that although the advert will be featured upon a website directly linked to one’s target
audience, they may not necessarily reach them, as this is dependant upon the timing that a viewer
enters such media, in correspondence to the time in which an advert is posted. Also, another
disadvantage of this method is that publishing an advertisement that is classed as a copy of another
is not allowed upon this form of media. Therefore, this presents a challenge to producers as they
must continually think of and create a new angle for their advertisement, which can prove time
consuming and tedious.
Therefore revealing a risk and some of the limitations that this method presents.
11. In Conclusion: Presenting
I believe that, after analysing each of the different methods of film
distribution, although cinema is the most conventional form of media
exhibition, allowing for the attraction of a vast and varied audience due
to the popularity of such venues as well as the sole purpose of
appealing to film lovers, which would suit the interest and lifestyle of my
target audience well, the fees, as well as the fierce competition, make
this a form of distribution that mainly caters for large blockbuster films
which can easily remain at the top of the market, due to their riding of
reputation and professionalism.
12. Therefore, I have decided that my own film, as I am a first time
film maker and would not be in possession of a large amount of
funding, would most likely use digital methods when distributing
my film. This is because this allows the avoidance of spending
funds upon the creation of DVDs and allows for a good chance
that audiences interested in films will see my film, as stores such
Netflix focus solely upon targeting those who wish to watch films
and television shows online. Therefore, due to the ever
increasing popularity of such sites as well as the appeal to
potential members of my target audience that the most
appropriate method of distribution for my film would be that of
digital techniques.
13. Marketing
Also, after analysing the different marketing forms of media distribution I believe that
print media is the most suitable. This is because although social media advertising
does allow for a low charge (as you only pay for the views you receive), there is no
guarantee that your advert will be seen and can be quickly lost amongst newer posts.
Also the complications in terms of the disallowment of copying a previous advert,
means that time must be spent upon finding new angles in which to advertise,
making this a tedious and complicated procedure.
Therefore, I believe that the most suitable method of distribution is that of print
media, as this provides more options in terms of the choice of format. This variety in
form, is useful in appealing to a range of different audience groups and will allow me
to select those which are most appropriate for my own audience, this being
teenagers and above. This means that the forms I would most likely use would be
that of magazines and newspapers as these forms of print media are stereotypically
aimed towards these groups. Therefore, proving to be the most suitable method of
marketing distribution for myself.
