The key points are: 1) Film distributors control much of the film industry and distribution process. They loan films to cinemas for a set period of time and secure release dates and screen times. 2) The best time to release films is Fridays/weekends and certain seasons like holidays to reach the largest possible audience. 3) Marketing and promotion are crucial to make back production/distribution costs and turn a profit. Distributors employ extensive above and below the line advertising like trailers and interviews.

1. Film digital distribution, print
and marketing

2. Film distributers
 The key players in film distribution are the
big companies which controls much of
the industry, control the distribution of their
own products, and of others
 Films are loaned out to cinemas for a set
amount of time
 release dates are secured
 a set number of screens and screen times

3. Release dates
Things to consider Answer
What is the aim of most films?
Who releases them?
When is it the best time to release
films?
How do they do it?

4. Release dates
Things to consider Answer
What is the aim of most films?
To make the highest amount of
money from the largest audience (at
box office)
Who releases them? Distribtors
Film Distributors Association – oversee
process
10 releases a week
When is it the best time to release
films for optimum success?
Fridays/weekends (when people go out)
Seasons (valentines, Halloween, Christmas)
In relation to other released
Near (before) Oscars
How do they do it? Marketing/promotional campaigns
(most expensive part!)

7. Marketing/promotion
 Why is this important to the film industry?
 To make return (money back which was invested for
production)
 To make return on distribution costs (prints)
 A Hollywood blockbuster is released ‘wide’ with one or more prints sent to each
multiplex. Typically 400-500 prints, each costing £1000. So, a significant investment
 To make more income (profit) at box office and from
merchandise
 The wide release of a film depends on a blanket of
promotional and advertising coverage for the first weekend
(or more) to create a ‘buzz’ about the film.
 Some big films are advertised months before release…..

8. Marketing
 Think of all the ways films are marketed (a way to get people to consume/buy):
 *consider above the line/below the line….

9. Above/below the line marketing/advertising
 ‘Above the line’ advertising which will be funded
as part of the project
 Trailers
 billboards
 various other spin offs e.g. McDonalds happy meal
toys and in house promotion of the film.
 ‘Below the line’ publicity which is not paid for but
generates mutual interest
 an interview with a magazine or newspaper or
reviews (any positive reviews will obviously help the
promotion of the film although any bad publicity will
obviously have an impact on the film

10. Life of marketing
Remember that marketing isn’t just BEFORE the film is released
 To sell DVD
 To sell downloads
 Often the selling points of these is the success in cinemas!
 Re-release (Example – titanic)
 To sell on iTunes (sales such as .99p ……or part of packages)
 Reason to buy netflix/lovefilm etc.
 Of course to sell merchandise too…..clothing…..toys…….video
games etc.

11. Prints
 It is called ‘film’ because this used to be shot on FILM
 Cameras have film reels
 Prints were made to show in cinemas
 Just recently, the industry has moved to digital distribution and digital projection/exhibition
 However, prints still exist
 To show in smaller towns/cities that don’t have digital capabilities
 To show in traditional cinemas that still believe in and celebrate the old tradition of classic filmmaking
 Financially, only massive films with massive budgets can afford to create prints (and digital)
MAKE 35mm (the size of the actual film reel)
COST £1000.00 per print
HOW SHOWN Hired by exhibitor

12. Disadvantages of prints
 What do you think?

13. Disadvantages of prints
Disadvantages
Expensive to make
Expensive to store (very big)
Expensive and difficult to transport
Makes showing time longer
(if only make 100 prints, only 100 cinemas can show it)
Very fragile, easily damaged
Wear and tear = get damage the more used/watched
Wasteful (get thrown away to view)

14. Digital distribution & projection
 It is likely the film is firstly shot on digital cameras and
therefore editing in digital software programs
(production)
 Digital projection, especially when married to the
increasing use digital formats in production, can now
replicate - if not surpass - the image quality of
conventional 35mm cinema presentation
 The compressed and encrypted files sent directly to
cinemas to be downloaded, de-encrypted
(unlocked) and opened as files for screening with
digital projection equipment.

15. Digital distribution & projection
ADVANTAGES DISADVANTAGES
Cheaper (no prints)
Instant transportation as the
files are sent electronically
(not long like transferring
prints)
Piracy
Able to make money faster Films are likely to be more
commercial/mainstream
(preventing the promotion
of independent cinema)
The shortened first-run period
will allow distributors to
release on DVD earlier

16. Digital Screen Network
 DSN sites supports new facilities
 in 211 screens across the country (out of a
total of just over 3,300)
 small but important step change towards
full digital cinema

17. Homework:
(marketing)
 Chose one Hollywood film and describe
how its distributor/institution carried out its
marketing and distribution for a successful
film output.