The role of a distributor is to deliver an audience to each film by promoting, advertising, and getting the film seen by as many people as possible. Major studios distribute their own films, while smaller distributors must find independent films, often at festivals. A distributor's unique selling point or USP is the hook that will attract their target audience, such as a film's genre, cast, or director. Choosing the optimal release date is also important for maximizing advertising, promotion, and audience turnout. Distributors conduct research by screening films for focus groups and getting feedback to meet audience expectations. Their marketing budget is allocated to advertising through media, promotion efforts, and premier events to attract audiences.