The document discusses strategies for distributing an independent film, including choosing an independent UK distributor and defining a target audience. It recommends distributing the film through Curzon Artificial Eye due to their reputation and appeal to young adults. The target audience is identified as British males and females aged 15-34 who enjoy drama films with romance and action elements and access information online. Various marketing strategies are described, including using Facebook, Instagram, Twitter and posters to promote the film and engage the target audience.

1. HOW OUR FILM OPENING
ENGAGESWITHWITH OUR
TARGET AUDIENCE AND
HOWWE DISTRIBUTED OUR
FILM OPENING
By Leila Saville

2. DISTRIBUTION
Distribution is the third part of the film supply chain, it is a process known only to those in
the industry, barely written about and almost imperceptible to everyone else.Yet arguably
distribution is the most important part of the film industry, where films are brought to life
and connected with an audience.
Distribution is about releasing and sustaining films in the market place. In the UK,
distribution is very much focused on marketing and sustaining a global product in local
markets.
A distributors role:
The role of a distributor is varied but included: Acquiring a film
- If the distributor is a ‘major’ and is attached to a studio then they will normally work on
the film made by that studio. A ‘major’ might also acquire the rights to an independent
production (made outside the studios)
- If it is an ‘independent’ distributor, unaffiliated to one of the major US studios, then
the company will buy the rights to a film which they may have seen at a film festival or
at script stage, or during a production phase.
Either type of distributor might have the right to distribute the film in t he UK only. Major
studio distributors will often have the right to distribute the film worldwide.

3. INDEPENDENT UK DISTRIBUTOR
The independent UK distributor I would chose to
distribute our movie would be, CurzonArtificial eye.
Curzon is a brand that has stood the test of time,
evolving to meet the demands of audiences and the
fast changes of a dynamic film industry but the same
thing drives us as it always has- ‘offering films that we
believed are worth sharing, that spark conversations
and stay with you long after the light have come up’.
Other films they have aired at their cinema include:
Roma, Mr. Jones, Harriet and many others.
Why I would chose Curzon to distribute our
movie:
I would chose Curzon due to the atmosphere,
comfort, location and, for those who like a
drink (and over 18) the bar, but most
importantly: the film program. Curzon offers
high quality service at lower prices than any
other high quality cinemas around, this would
encourage our target audience (young adults)
to pay the money to go and see our film.
Curzon is known as a place to discover other
worlds and cutlers, or see a different
perspective

4. MYTARGETAUDIENCE
A target audience is “a particular group at which a product such as film or advertising is
aimed”. After researching into professional practices and how they define their target
audience I learned that audiences are profiled by brands in a variety of ways such as
demographics, psychographics, age, gender and social status.
In order to reach our target audience, we needed to develop various strategies of
engagement, to attract and address them. Consequently, we needed to consider the
applicable factors, with the goal of producing a product they want.

5. HOW BRANDS DEFINE AUDIENCES
I started to investigate how different brands define audiences in order to define my own
audience profile. Brands profile audiences through their attitudes, interests, preferences,
and behaviors to pin down how these contribute to their engagement. I investigated
examples including, Bauer media, KISS, and Sky.
For example, Sky media uses traditional markers such as age, gender & occupation,
whereas KISS radio depicts a typical listener in a holistic way a millennial who
embarrassing quality life-style. In contrast Mojo depicts a typical listener as someone who
has a high disposable income, enjoys to listen to music on vinyl or a CD player and tend to
go to live music gigs.

6. MY AUDIENCE QUESTIONNAIRE
I created an audience questionnaire, through analysing the results I was able to
extended my knowledge and obtain a stronger understanding of who our target
audience was. By understanding who they are, and what interests them, my team and I
were able to engage them with similar aspects of our own project, infamous.

7. AUDIENCE QUESTIONNAIRE RESULTS

8. AUDIENCE QUESTIONNAIRE RESULTS

9. AUDIENCE QUESTIONNAIRE RESULTS

10. AUDIENCE QUESTIONNAIRE RESULTS

11. AUDIENCE QUESTIONNAIRE RESULTS

12. AUDIENCE QUESTIONNAIRE RESULTS

13. MY AUDIENCE PROFILE
Through investigating the way in which audiences are profiled by media
brands, I was able to create an audience profile based on my audience
questionnaire. I analysed my own questionnaire data based on the data I
received by asking the questions to different people.
Our primary target audience are British females and males aged 15-34 who
enjoy drama based films with integrated elements of action and romance.
Generally the most popular entertainment platforms where they are likely
to be introduced to the film include social media platforms and trailers.
With the majority of film trailers being watched on social media and the
internet.

14. MY AUDIENCE PROFILE My target audience uses the
internet to stream films.
They access information
about films such as as trailers
fromYouTube on their
mobiles and laptops.They
stream from Netflix more
than they visit the cinema.
They communicated about
their social life through a
range of different social
media platforms where they
can also view film.

15. AUDIENCETHEORY
In order to understand the various aspects of audience theory, I researched into multiple
audience theories.

16. MATT SMITH
Publicity:
Matt Smith explains to his audience how social media has become a big part of marketing and
advertising and that publicity can now be online and digital. Due to digital platforms becoming
increasingly popular, when promoting the film they have to ensure the film has been formatted to make
thing specifically for digital platforms such as iPad, for this reason clips have been cut so they are
suitable to watched portrait or landscape on a small digital device.Trailers have been cut down as Matt
Smith explains that audiences only have a 5 second attention span, and in that time their attention
must be drawn to the trailer. For that reason, often on digital trailers there is a 5 second information
panel which informs audience there is a trailer coming up and it is worth watch
I watched Matt Smith’s interview on the FDA
website, in this interview Matt smith define the
difference between marketing and publicity.

17. MATT SMITH
Marketing:
Film influencers have no become vital in raising awareness for a
film. Film influencers provide third party endorsement, making
them valuable.There are many websites which are particular for
different types of audiences. If an influencer has recommended
something such as a film, then their audience are most likely
going to watch the film as their audience trusts them and their
opinion matters to their audience. Distributors can involved
influences from a very early stage, they occasionally invite
influencers on set to make them feel included in the filming
process. By doing this, it gives the film early awareness to help
produce an early buzz for the film as it can take up to a year to
make, making people even more excited when it is eventually
released.

18. OUR MARKETINGAND DISTRIBUTION
STRATEGIES
As part of distributing our film, we created various marketing
strategies in order to reach our target audiences
Facebook *Instagram *Twitter *P&A (film poster)

19. Our film is a 12-rated film, Facebook is a
media platform which is used by older
generations due to the new social media
platforms that have been released which
are used by younger generations.This
meant that by creating our film ‘Infamous’
Facebook page our target audience are
going to by hooked by our film and will
therefore want to watch it.
In the making of this Facebook page I
posted an image of our film poster, this
helps in conveying to our audience that
this Facebook page is for our newly
released film: Infamous.

20. INSTAGRAM
We chose Instagram as our first choice to
market our film due to our familiarity
with the social media platform. Once we
developed our account names, we moved
onto our biography content ‘The runaway
affair. Pop culture icon BlakeTaylor has
been caught up in a scandal that could
ruin her career. How will she save it?’
By using this as our biography our aim
was to draw in viewers, as they
wonder if she’ll be able to save her
career and whether the scandal is true
or just rumors. On our Instagram we
posted our film poster and clips from
our movie, this was to try and draw in
viewers, making them want to watch
more.

21. TWITTER
Another social media platform we used to market our
film was twitter, again we were all very familiar with
this platform so it was easy to use. In the creation of
this page that we entitled ‘Infamous’ we used pictures
from the filming and posted them to give the
audience a sneak peak of behind the scenes.We also
posted movie trailers that are similar to our movie to
give the audience an idea of what the movie would be
like.
As a wide range of different age groups use
twitter as it is a great way to keep up to date
with everything, this would be a good way to
market our film to people aged 15 and above.

22. P&A
P&A has traditionally been an important element in film
marketing campaigns. In ordered to explore how we might
design a suitable poster for our drama, I took into
consideration various genre codes and conventions such as
colour, lightening, drama, striking visuals and the element of
enigma.
We created a poster using photoshop and lightroom. In the
poster we included a title, a release date, key positions, a
billing block and social medias.
Collectively, our group decided we wanted to integrate the
theme of a celebrity into our film poster, as it plays an
important role in our opening.The visual representation of
the flashing lights in the background suggests that she is in
the public eye, the finger over the lips also suggests there is a
secret that is being kept from the public and she is willing to
do whatever it takes for it to be kept quiet