The document provides information on various marketing and distribution strategies for a short film. It discusses strategies like direct-to-DVD/streaming release, social media promotion, press kits, websites, and test screenings. The assistant summarizes that the filmmaker plans to release the film online for free, use key art and social media promotion, send press kits to local news, and do a test screening for feedback before final release. The goal is to promote the film widely at low cost and get it in front of an audience, while allowing for improvements based on test screening feedback.

1. Marketing Plan
Unit 07. & 34.

2. Distribution - ‘Straight-to-video/DVD’
‘Straight-to-video/DVD’
Definition Films that skip theatrical release and go straight to physical home-media.
Advantage(s) You can charge more per copy than you could per ticket.
You can reach a wider audience.
Lots of people are staying at home instead of going to the cinema because of
Covid.
Disadvantage(s) Can’t be submitted to many big award events such as the Oscars.
The popular opinion is poor quality films skip cinemas and go Straight-to-DVD
so there may be a lack of interest for the film because of this.
How could I use this
concept?
I could use some of the key art to make a DVD case cover and create copies of
my film to sell to people so they physically own the film I have made.

3. Distribution – Online Streaming/Streaming Networks
Online Streaming/Streaming Networks
Definition When a film is released on a site that allows it to be
streamed (watched without a necessary download)
Advantage(s) Currently very popular way to watch films so you may
reach a broader audience.
Some streaming sites (such as YouTube and Vimeo)
allow audiences to view them for free so again, you’ll
reach a broader audience as people can watch it
without payment.
Easy to upload to a lot of these free sites.
Very convenient way of watching the film for a lot of
people.
Disadvantage(s) Films are shown on smaller screens so viewers may
not be as immersed in the film as they would be if
they were in cinemas.
How could I use this concept? I could release my film on free streaming sites like
Vimeo or YouTube as they would probably reach the
widest audiences here

4. Distribution – Cinema Distribution
Cinema Distribution
Definition The film is screened in cinemas and tickets are sold to
audiences for them to gain access to it.
Advantage(s) Due to large screens and speakers this is considered to
be the best way for audiences to view films.
The film is eligible for award consideration at the
Oscars.
Due to Covid, some people feel uncomfortable going
to the cinema.
Disadvantage(s) Films that do best in cinemas are usually well
established franchises or have star power. A film
without this may struggle to sell tickets.
Quite difficult to get a theatrical deal with a cinema
chain.
How could I use this concept? I may be able to make a deal with a small independent
cinema chain for a screening or two of my film, but
with the length of my film this is unlikely.

5. Distribution – Television Distribution
Television Distribution
Definition Distributed on scheduled Television
Advantage(s) Most people have a TV so it’s relatively accessible.
Can lead to the TV station renewing it’s license if it’s
popular when it’s shown.
Disadvantage(s) People have to tune in at a specific time to watch the
film.
Some channels will show the film with advertisements
throughout it destroying the flow of the film.
How could I use this concept? I could submit my film to TV companies in a hope they
would pick them up to show.

6. Distribution - Evaluation
I believe streaming is the most beneficial way to release my film. The
audience of my film is 16-25 year olds so they probably don’t have a lot
of money to spend on a theatrical or physical release of a short film.
And it’s unlikely a TV company would pick up my film due to the scale
and budget of it. However, I could release it on a streaming site such as
Vimeo or YouTube where people could view my film for free which they
are more likely to do.

7. Marketing - Key Art Design
Key Art Design (posters, trailers etc)
Definition The visual art that repeats itself across several formats
(posters, box-art) to represent and market the film.
Advantage(s) If well made it can be very recognisable and can
create a lot of buzz for the film.
Disadvantage(s) If the art isn’t successful then people can get sick of
seeing it and will actively be put off the film.
How could I use this concept? I have made some posters, logos, etc that I intend to
use as key art through the marketing campaign of my
film.

8. Marketing – Press Packs
Press Packs
Definition A collection of materials that is often sent to
journalists that provides information about the
production, cast and crew, and the company. It is used
for promotional use.
Advantage(s) Allows journalists promote your movie with your
influence.
Disadvantage(s) You can’t guarantee what is said about your film so
some information may be inaccurate or positive.
Very limited audience.
How could I use this concept? I could collect some stills from production and send
them to local press outlets here they may be more
inclined to post about them as the film would have
been made local to them.

9. Marketing – Social Media Promotion
Social Media Promotion
Definition Releasing information about your film on social media
sights such as Instagram, YouTube and Twitter.
Advantage(s) Reaches a wide audience. Lots of people have social
media and will see information, posters, trailers, etc
on it.
Very cheap promotion.
Disadvantage(s) Negative feedback is easy to receive and may
influence the thoughts and opinions of others who
see it.
It requires the accounts to stay active and frequently
post otherwise audiences lose interest.
How could I use this concept? I could set up accounts for the film and post stills,
trailers, poster, etc that would hopeful gain some
attention from people, thus making them interested in
seeing the film.

10. Marketing - Blogging
Blogging
Definition A website that consists of text-based updates about
the film
Advantage(s) Very informal way of reaching your audience. Makes
the reader feel like they have a more personal
connection to the film.
Disadvantage(s) Blogs aren’t very popular anymore so it probably
won’t reach a large audience.
How could I use this concept? I could set up a blog and post updates for the film.

11. Marketing - Websites
Websites
Definition A series of web pages that provide information and
content about the film it is promoting.
Advantage(s) Allows a lot of creativity with marketing.
If done correctly, people will be interested in visiting
the website. The Blair Witch Project made a website
claiming the film was real and it attracted 11% of all
internet users at the time.
Disadvantage(s) Can be a lot of time and effort for something that may
not reach a huge audience as film websites aren’t
really used anymore.
Website domains can be expensive.
How could I use this concept? I could set up a website that compiles all of the
updates, posts, etc from other sites and publish it.
Although it may require me to advertise it elsewhere
for it to gain attention.

12. Marketing - Networking events with award/academy members
Networking events with award/academy members
Definition Meeting up and sharing your film and added bonuses
with important higher-ups that vote for your films
during award season.
Advantage(s) Awards can massively boost the attention towards
your film.
Disadvantage(s) You have to suck up to people in order for them to be
interested and this often means throwing all self-
respect and dignity away for people who claim to be
more ‘important’.
How could I use this concept? It would be difficult for me to gain an audience with
award/academy members as they usually focus on big
studio films, and their aren’t many of these events
locally meaning I’d have to travel if I wanted the
chance to speak to anyone and that likely would be
out of budget.

13. Marketing - Evaluation
I believe that social media marketing would be the best way to market
my film. Blogging and websites require a lot of effort and most people
don’t look at film blogs or websites anymore, press kits have a high
chance of failing as they can result in a dead end or in negative
feedback. I am using key art but that alone isn’t likely to gain much
attention unless I combine it with another form of marketing. It I post
about the film (using the key art) on a social media site then it is likely
to gain some attention, plus my primary audience is 16-25 year-olds
who are also the primary age group for people using social media.

14. Exhibition – Test Screenings
Test Screenings
Definition Showing an early version of the film to a random
audience for feedback.
Advantage(s) You can see what audiences liked/didn’t like about the
film.
If the test screening is a success, you can get people
talking about the film.
Disadvantage(s) Your audience may not represent the majority
audience so you could change the film in the wrong
way.
Audiences may leak what they have seen.
How could I use this concept? I could show the film in private to a select few people
and get them to comment back what they thought
was good and bad about it.

15. Exhibition – Press Screenings
Press Screenings
Definition Showing your film to journalists and critics.
Advantage(s) Positive reviews can get people excited to see the film.
Inviting the press can lead to free marketing.
Disadvantage(s) You can’t change the film after these people have
seen it and their reviews will be on the internet
forever so if your film isn’t received well, it may
damage its reputation and sales.
How could I use this concept? As with press kits, I could send the film to local press
teams and hope they enjoy it enough to report about
it in local newspapers.

16. Exhibition – Film Festivals
Film Festivals
Definition Submitting and having your film shown at a film
festival
Advantage(s) Can generate a lot of buzz over your film.
Good way of showing your film to a lot of big names.
Disadvantage(s) Can be very hard to get films submitted to a lot of the
big film festivals
If the film isn’t well received, it can destroy peoples
interest.
How could I use this concept? Although it probably wouldn’t be able to get into large
film festivals, I could look at some smaller local film
festivals and submit the film to them.

17. Exhibition - Evaluation
I believe test screenings are the most beneficial for my film. It allows
me to share my production to people, but what I show isn’t final. I am
able to take their feedback on board and make changes if I feel it
necessary. Press screenings and film festivals are difficult to achieve for
this film anyway due to the budget and scale of it, but if it did happen,
I’d be submitting the film knowing this was the final cut and I couldn’t
edit it any further as professional and the press would have seen and
reviewed it.

18. My Marketing Plan
I plan to release my film to be streamed online and will use a mixture of key art, press packs and social media
marketing to get the film out there. By releasing online, I am restricting the amount of income that I can make
on the film to virtually nothing (minus some potentially ad revenue), but given the film will be free, more
people will be likely to watch it and I’d rather people see the film than make money off of it. The key art design
will allow me to create some posters and images that will be used repeatedly through the promotion and
distribution of my film. If this is done effectively, then people will notice the images and will be intrigued by
them which should hopefully lead them to see the film. This does come with a risk however, as if the art isn’t
done effectively then people may grow sick of it (as it is key art and is seen everywhere) and in turn won’t want
to see the film. The next part of promotion is press packs. I will collect some photos and information on the
film, cast and crew and will send these off to local news publishers. If they like what they see, thewy may
promote the film for free in the local newspaper which means more people will be introduced to the film.
However, they may also write bad things about the film which would immediately destroy a lot of my chances
to get people to see it so I have to be extremely careful when putting these packs together. Finally I will
promote the film on social media. This allows me to build a following of fans through free marketing and when
the film is down, I will be releasing it to a group of people who are anticipating it as oppose to releasing it to
nobody. There is the risk that people will leave negative comments on the posts which could be de-moralising,
but it shouldn’t impact the reception too harshly. Before I release the film I intend to do a test screening to an
audience so I can get their feedback and make appropriate change where necessary. This may result in me
putting more time and money towards reshoots but it would be worth it to create a better film in the long run.