The British film industry received funding in the 1990s which led to increased film production. However, many of the films produced lacked distribution networks and cinema exhibition. As a result, they did not reach wide audiences. Critics argued that Lottery-funded films at the time were rushed through development and production without sufficient script quality. The document discusses that film distribution is key to connecting films from producers to cinema exhibitors in order to maximize viewership. Distributors are responsible for marketing films, targeting appropriate audiences, and tracking audience reception during promotional campaigns which aim to pique interest and attract viewers.

1. Yr 12 Media Audiences and Institutions:Production, Distribution and Exhibition

2. In the 1990s the British film industry received a boost in funding and this in turn meant that film production increased and things began to look bright for the industry.Where did that money come from?However, many of the films that were funded did not get distribution, and therefore did not get exhibited.

3. Distribution problemsIt became apparent that Britain’s lack of a distribution network, controlled by British film companies, has been a major obstacle to a flourishing industryCriticism of the Lottery-funded films focused on the lack of time spent in development: ideas were rushed through, without sufficient attention to the quality of the script. Can you think of another period in the history British cinema where poor quality films were produced?

4. What is film distribution?A film distributor is the link between film producers and exhibitors (the cinema chains); their aim is to get as many people as possible to see the film on as many cinema screens as possible.

5. Producer: Working TitleExhibitors:Distributor: UniversalCineworldUCIOdeonVue

6. Film distributionThe distributor markets the film and develops an appropriate advertising campaignTo market successfully, the distributor has to target the appropriate audienceThe distributor needs to create interest in a film; this can be easy if there is a clear ‘selling point’ such as a star, but harder in the case of low-budget independent films

7. Film distributionDistributors employ researchers to track the recognition of the film with the target audience during the campaignThe UK has major distributors (affiliated to the Hollywood studios) and independent (unaffiliated) distributors who tend to handle films made outside the major studiosIn Hollywood in the 1930s and 1940s exhibition was the most financially important part of the filmmaking process; now distribution dominates

8. Your taskYou need to take on the role of a film distributor and create a promotional campaign for your new filmFirst you will have to plan when and where will be the best place for the trailer for your film to appear (On TV, Cinema & Internet) in order to hit your target audience (You will need to define this if you haven’t already)You will then have to produce a promotional poster for your film, making sure that you follow all the correct codes andconventionsMore on that next time…