The document discusses various distribution and marketing strategies for films, including straight-to-DVD/streaming releases, cinema distribution, television distribution, social media promotion, websites, blogging, press packs, and networking events. It also covers exhibition methods like test screenings, press screenings, and film festivals. The author evaluates these options and decides that film festivals would be most beneficial for a short student film, as it could be screened for an audience and have a chance to win awards.

1. Marketing Plan
Unit 07. & 34.

2. Distribution - ‘Straight-to-video/DVD’
‘Straight-to-video/DVD’
Definition This is the process of a film not being screened in a cinema but is instead ported straight to a DVD.
Advantage(s) There is no need to pay cinemas to screen your film and/or pay for tickets if going to watch the film.
Disadvantage(s) They’re considered lower quality compared to films that are screened in cinemas. Films ported to
DVDs only aren’t qualified for awards.
How could I use this concept? I could put my film straight to DVD rather than having it go through the process of being distributed
to cinemas.

3. Distribution – Online Streaming/Streaming Networks
Online Streaming/Streaming Networks
Definition This is the process of a film and/or television show being distributed online to a mass audience.
These sorts of services are often locked behind a paywall.
Advantage(s) You’re able to watch a variety of films that you may not be able to find DVDs for.
Disadvantage(s) Most online streaming services are locked behind a monthly or yearly membership.
How could I use this concept? It would be easier for my audience to access my film through online streaming services.

4. Distribution – Cinema Distribution
Cinema Distribution
Definition This is when a film is distributed to multiple cinemas.
Advantage(s) If the film is distributed worldwide through cinemas then it’ll be viewed by a mass audience.
Disadvantage(s) You will not receive all of the money made if distributed to a cinema.
How could I use this concept? I could have my film distributed to cinemas around the world.

5. Distribution – Television Distribution
Television Distribution
Definition This is when a film and/or television series is distributed to multiple channels and TV platforms.
Advantage(s) You won’t have to pay cinemas to distribute your film and/or pay for tickets to watch said film.
Disadvantage(s) Cannot be nominated for awards. Also it can be costly when it comes to television licenses and
getting it distributed on TV channels.
How could I use this concept? It is easily accessible and can be distributed worldwide. (This is the same with cinema distribution)

6. Distribution - Evaluation
I think that online streaming/streaming networks is the most beneficial to my film concept. This is because most people
nowadays are more likely to watch films online due to the large variety on sites such as Netflix and Disney +. I think that this
is the best option since it is now the most popular way to watch films (e.g., Marvel films are put onto Disney + after a certain
time period if it being shown in cinemas). However I think that cinema distribution would be the most effective and one that
would most likely make the most money. This is because a large majority of people prefer to watch films on a cinema screen
and enjoy the experience of going to a cinema overall.

7. Marketing - Key Art Design
Key Art Design (posters, trailers etc)
Definition A key element (any attribute and/or asset) that is repeated across multiple designs and/or platforms.
Advantage(s) Designs can be repeated and used for multiple purposes.
Disadvantage(s) Designs won’t be as unique and can be seen as repetitive.
How could I use this concept? If I were to use this it would make the designing of merch much easier since I would be able to repeat
the same photo(logo) onto multiple products.

8. Marketing – Press Packs
Press Packs
Definition A form of source given to journalists (e.g., imagery from movie sets, cast and crew) in which they
would then write a news article about said photos. Used as a form of advertisement.
Advantage(s) Can be used as a form of advertisement.
Disadvantage(s) You would have no control of what the press would write in the article (e.g., if the press doesn’t like
what they have been given they might write something negative which could effect the general
publics opinion as well).
How could I use this concept? I could give magazines (either online of physically published) images of my production and allow
them to write articles about

9. Marketing – Social Media Promotion
Social Media Promotion
Definition Using a social media platform to advertise a product.
Advantage(s) Advertising online can give the audience access from all over the world. It is also more likely to gain a
following on social media rather than just simply publishing the film in cinemas and/or porting them
to DVDs.
Disadvantage(s) You can’t heavily rely on social media as a form of advertisement and/or promotion. You’re also only
limited to social media platforms if you choose to only advertise on said platforms (this is because it’s
difficult to go from one platform to another e.g., Twitter to YouTube).
How could I use this concept? I could use social media to advertise my film but would also need to direct my audience to where
they can actually watch it.

10. Marketing - Blogging
Blogging
Definition A form of online article that is only published and to be read online.
Advantage(s) Since it is being published online there is a higher chance for a large majority of people to view the
product which could then lead to more publicity.
Disadvantage(s) Similar to using social media as a primary advertisement, you can’t heavily rely on it as a main
source for your product to be viewed. This is because it is uncertain how the product will be viewed
by the mass (e.g., whether it’s accepted, is met with controversy and/or hate as well as it being
ignored completely).
How could I use this concept? Similar to social media, I can use it as a way to advertise and direct people to where they would be
able to view my product.

11. Marketing - Websites
Websites
Definition An online page that is used to advertise products.
Advantage(s) Websites are easy to use and are also easy to make.
Disadvantage(s) It still costs money to make websites and even though there are services that can make websites for
free what you can do is very limited and a lot of stuff is locked behind a paywall.
How could I use this concept? Since I already have a website to display my work I could also upload my product to the same
website.

12. Marketing - Networking events with award/academy members
Networking events with award/academy members
Definition An event with academy members (they also sometimes use these events to advertise products).
Advantage(s) Being able to meet academy members as well as meeting other influencers that could help to
advertise your product.
Disadvantage(s) Academy members aren’t likely going to help advertise or talk about a product if it doesn’t interest
them.
How could I use this concept? Could be used as another form of advertisement.

13. Marketing - Evaluation
I think that social media promotion is the most beneficial to my film concept. This is because the majority of people
nowadays use social media in order to stay in touch with the latest news, this is the same for news on film or television
shows which is why I think that it is the best option for myself in terms of marketing and advertisement. I do also think that
there are other ways that could benefit my film concept such as website marketing. During previous projects where we have
had to do research into a certain film and/or company I found that the majority had websites dedicated to self-promotion
where they could display clips or behind-the-scenes footage for the general public to see. I could apply this to my own film by
creating my own website just like the ones I had seen previously and showcase clips, behind-the-scenes footage, a list of both
cast and crew as well as release dates (if needed).

14. Exhibition – Test Screenings
Test Screenings
Definition A test screening is when a small audience selected by the company making the product (e.g., a film
production company) will bring in a small audience from the general public to screen their product
and get their opinions.
Advantage(s) Allows you to see if there are any mistakes/issues with the product which can then be altered before
it’s actual release.
Disadvantage(s) It’s letting the public dictate how the film should be/what it should be.
How could I use this concept? I can use this method to get the publics opinion of my product and see what I can do to improve.

15. Exhibition – Press Screenings
Press Screenings
Definition A press screening is where the press are brought in by the company making the product (e.g., a film
production company) and screen their product and for the press to give their reviews to then post
online before it is distributed to the general public.
Advantage(s) Allows the general public to see the reviews by the press beforehand.
Disadvantage(s) The general public might not want to go see a film that was negatively reviewed by the press even
though it could be a good product/film that was disliked based on opinion.
How could I use this concept? It’s another good way to advertise a product since having the press watch and review the product
online will help to attract more attention to it.

16. Exhibition – Film Festivals
Film Festivals
Definition A film festival is an exhibition/collection of films/short films/animations etc… that have been
submitted by the general public. They are then also reviewed and watched by the general public as
well.
Advantage(s) You will be able to screen your film to a large audience and gain feedback. If it is only submitted for a
competition there’s also the chance to win an award as well.
Disadvantage(s) There is no grantee of making profit from a Film Festival and there is also a limited amount of people
who go to Film Festivals (most which wouldn’t usually enjoy the usual types of films that you usually
see in cinemas).
How could I use this concept? This isn’t a concept that I think I would use however I think that it is good opportunity since there is a
chance that my film could be seen by someone who has lots of influence and/or works for a company
that could support future productions in the future.

17. Exhibition - Evaluation
I think that the most beneficial form of exhibition, whilst considering my film concept, would be a film festival. This is because
my film can only last between 1-2 minutes which fits with the basis of short films that are usually shown at film festivals. My
film would also class as a student film which also fits in with film festivals (i.e., ASFF) since student films are often shown at
events like that. The other options, such as test and press screenings, are things that I think could be possible however there
are much more draw backs to those methods compared to film festivals. A big disadvantage with the two is that the film will
be based on the public own opinion rather than the creators which makes it seem a lot less creative.