what is distribution

1. Straight Outta Compton and I, Daniel Black – Distribution
What is distribution?
• Distribution is about releasing and sustaining films in the market place.
• A distributor is the link between the filmmakers and the public, and allows a film to reach the public via the
cinemas, DVD and on television.
• Worldwide distribution is dominated by US conglomerates such as Paramount, Warner, and Universal.
 Distributors may be involved in a film in any or all of the following ways:
 It may invest in the film’s production.
 The distributor might buy the rights to the film once it is made.
 If the distributor is part of a larger organisation that has made the film, then it will automatically distribute
films made by the parent company.
Film distributors are responsible for prints and marketing:
PRINTS MARKETING
 Producing physical copies of a film for cinema/home
release
 Finding the exhibitors/retailers to sell the film
 Raising audience awareness and anticipation of a
new release
A distribution company’s responsibilities include:
 Deciding on a release date;
 Deciding how manyprints to produce and in which cinemas to screen them;
 Advertising campaigns;
 Designing artwork for adverts, posters,flyers and billboards;
 Organising premieres and talker screenings;
 Booking talent(i.e. the stars or director) for press interviews and personal appearances.
Deciding on a release date
Selecting the appropriate release date is important in order to maximise the potential box office
 School holidays are a prime time within the year for the release of blockbusters.
 Fridays/weekends (when people go out)
 Seasons (valentines, Halloween, Christmas)
 In relation to other significant film released (Competition must also be considered)
 Near (before) Oscars
Find the key release dates for Straight Outta Compton
Territory Date
Australia 1st September 2015
Germany 27th August 2015
Mexico 9th October 2015
UK 28th August 2015
France 16th September 2015
South Korea 9th January 2016
What institution distributed Straight Outta Compton and in what way did they get involved in the project?
Universal Pictures was part of the production of the film, they have a distribution agreement with legendary pictures.
A film will likely have different distributors for:
-Releases in different countries
-Cinema Release
-Home-Video Release
When was Straight Outta Compton’s domestic cinematic release? Why might the distributor have selected this
date?
11 August 2015
It was in the summer holidays, so the target audience would be looking for things to do such as go to the cinema.
Why is a simultaneous release pattern being increasingly
used by the film industry?
Piracy of films is increasing so films need to be distributed
faster to other countries for people to pay to see them in
cinemas.
What is simultaneous release pattern?
The releases mostly followed within the latter weeks of
the US premiere. As well as multi platform release.

2. Straight Outta Compton and I, Daniel Black – Distribution
What type of release pattern should be used?
This is an important question because it relates to deciding how many prints to produce and in which cinemas to
screen them.
Go to the link and make notes on the different types of release patterns: http://www.timelockfilm.se/artiklar/english-
articles/distribution-strategies/
Type of Release Pattern Definition
Wide/ Saturation release
Where the distributor tries to open on as many screens as possible so that the movie at least
will be available in one out of two theatres in all major areas.
Plattforming
A distribution strategywhich is based on a release in 2-3 stages,where you start of small in about10-
50 screens,then in the next step increases the number ofcopies somewhat,and finally move over to
the laststep and open wide at 500+ screens.
Wide-Multiple
Where the film tries to reach the audience as fast as possible before bad word of mouth of
word spreads, more difficult nowadays thanks to social media.
Limited release
Screening of the film in a few cinemas in major cities to hope that positive word of mouth
creates excitement.
Market by Market
release
Where the movie is screened area by area due to a lack of funds.
Art House release
Where screening is done in smaller, older cinemas outside of the multiplexes.
Straight Outta Compton opened in 2,757 cinemas in the USA and 429 cinemas in the UK, making it the
wide/saturated release pattern.
Why do Blockbusters often use saturated release pattern?
Blockbuster movies all tend to follow a similar pattern and through this, the audiences may get bored of the pattern and
think negatively of the film. Thisis also the est way to maximize viewings quickly and get msses of people to see the film
before reviews are made.
What was the key factor that enabled
Straight Outta Compton to have a
saturated release pattern?
They had lots of distribution funding from
universal pictures who are part of a
conglomerate.

3. Straight Outta Compton and I, Daniel Black – Distribution
Hollywood dominates distribution
 The Hollywood film industrydominate the UK and worldwide box office. Evidence: In 2015, the top
five distributors in UK were Universal,Disney,Fox, Sony and Warner Bros taking 76.62% of the
total ten revenue. All of the top five distributors are subsidiaries within a conglomerate.
 Being part of a conglomerate means the Hollywood film industryare able to dominate in
distribution because of vertical integration, which means once a film is produced there is a way to
get it into the market.
 Moreover, conglomerates are able to distribute films internationally,as they are transnational
companies,which mean thatthey have distribution arms in numerous countries around the world,
which makes an international release easier.
 Roughly 9/10 films seen in the UK are viewed as a resultof these distributors
 We don’t have vertical integration anymore.So why do the cinemas show so manyHollywood
movies?
 Usuallythe blockbuster films we are familiar with are distributed via blanketor saturated release,so even if a small UK
independentcompanymanages to get its productinto cinemas,itis usuallycompeting for attention with one or more films that
take on the status ofan event. One of the outcomes ofdistribution arrangements outlined above is thathalf of the films
released in Britain do not reach the whole country.
 Digital distribution provides more opportunities for independentfilms to be shown in cinemas .
How does the cinema support the dominance of the US films?
• More screenings [opening weekend could have up to 8 or more
screenings in one day]
• Better Screens
• Use of 3D and IMAX (Gimmicks used to offer a differentiated experience)
• Longer play date [Evidence: US films spentan average of 12 weeks in the
cinema]
The Impact of Technology on Distribution
 Digital distribution means it is cheaper and easier to transport film prints.
Distribution of Independent British Films
In a competitive market that is driven by commercial objectives and moulded by the strategies of major production
companies, it is difficult for non-mainstream films to find theatrical distribution and audience exposure.
Due to the lack of vertical integration in the British film industry, production and distribution is conducted separately.
I, Daniel Blake - Production Companies
• Sixteen Films
• British Film Institute
• Why Not Productions
• Wild Bunch
• BBC Films
Both mainstream multiplexesand art house cinema show blockbusters.
Why?
• Saturated/Blanket release build anticipation for the film.
• Digital distribution means that art house have the facilities to show blockbusters and it is cheaper.
Why might this benefit independent British film?
British independent films have less distribution funding and this enables them to get wider distribution.
Challenge task:
 How much does it cost to produce traditional celluloid print?
 How much does traditional celluloid print weigh?
UK distributor of I, Daniel Blake
• Provide brief details about the background of the institution
• What types of films have been distributed by the institution?
• In what ways does I, Daniel Blake fit with the institution’s portfolio?
• Entertainment One (also simplyknown as eOne, stylized as entertainment One) is a publicly
traded Canadianmultinational record label and entertainmentdistribution company. Based in Toronto, Ontario, Canada,the
companyis primarilyinvolved in the acquisition,distribution,and production ofmusic,as well as the distribution ofother
entertainmentcontent,such as films and television series.The companybecame a constituentof the FTSE 250 Index in 2013.
Focus on independent films. I Daniel blake is an independent film much like the other films in eones portfolio.
What is meant by the term digital
distribution?
The delivery or distribution of media content.

4. Straight Outta Compton and I, Daniel Black – Distribution
International Distribution of British films
In order to distribute internationally, British films need to obtain a deal for each territory.
Find the distributor for the following territories
Distributor Territory
USA (theatrical)
France (theatrical)
Australia (theatrical)
Italy (theatrical)
Independent British films can use film festivals, as an
opportunity for them to obtain a distributor.
Based on the table, what type of British film is the
most likely to be distributed internationally?
The ones with the higher budgets.
Sundance Select is a subsidiary of IFC Films. What
type of films does the institution usually distribute?
Foreign, Independent and documentaries.
What do they have in common?
They are all film festivals.
What are the benefits of a film festival for independent films?
It is an opportunity for free publicity and advertising, as well as
a chance for them to be critically acclaimed and to win awards.
 What film festivals was I, Daniel Blake screened in?
 What film festival awards did it win?
 How does this contribute to the potential marketability of the
film?
Vancouver international film festival:
Most popular international feature
Stockholm international film festival:
Audience award best film
San Sebastian film festival:
Audience award best film
Locarno international film festival:
Prix du public
Denver film festival:
Special jury prize, best actress
Cannes film festival:
Palme d’or, palm dogmanitarian award

5. Straight Outta Compton and I, Daniel Black – Distribution
UK independent films are not really cinematic and usually make its money from ancillary sales. Cinema sales not as
important for UK film compared to high concept films made by conglomerates.
The Distribution of I, Daniel Blake
 https://www.youtube.com/watch?v=h-748lP0D6E
 https://www.hollywoodreporter.com/news/eone-i-daniel-blake-grassroots-marketing-bfgs-uk-success-
q-a-berlin-2017-973402
Watch the video and read the article discussing the
distribution of I, Daniel Blake.
 What was unique about the distribution and
marketing of the film and how did it fit with
the theme of the film?
They invented a new type of distribution
They were committed to making the film available
on DVD, where people hire and borrow the film so
that it makes money for them.
The theme of the film is related to how they
distributed it, they used these tactics to reach the
people who were in similar situations as the actors
in the film so they could use the film as an
inspiration and try to turn their lives around as they
see that they are not alone.
What types of release patterns
were implemented in the different
territories?
Australia saw platforming
UK saw larger scale platforming
Spain saw saturated release

6. Straight Outta Compton and I, Daniel Black – Distribution
Find out release dates for the following platforms
Straight Outta Compton I, Daniel Blake
DVD 19th January 2016 DVD 27th February 2017
Sky Premier 16th June 2016 Sky Premier 27th February 2017
Netflix January 2016 Free to Air TV
How long did it take from the initial cinematic release to the final platform?
21st October 2016 27th February 2017
The distribution window between the releases of film onto different platform is shortening.
Provide a definition of platforming and why would distributor choose to use this method for I, Daniel Blake?
A distribution strategywhich is based on a release in 2-3 stages,where you start of small in about10-50 screens,then in the next step
increases the number ofcopies somewhat,and finally move over to the laststep and open wide at 500+ screens.
In what ways does the statistic suggest that
platforming was used in the distribution of I, Daniel
Blake?
Because the data shows an increase over time in
the profits made as well as the number of screens
showing the film.
Why?
The distributors want to maximize sales and put out films onto platforms of purchase before the film is largely available
via increasing pirate copy.

7. Straight Outta Compton and I, Daniel Black – Distribution
Regulation is a key part of distribution
Before a film can be shown to a paying audience, it is required by law that the British Board of Film
Classification certificates it. This ensures, for example, that films, which are of an adult nature, are
not shown to children.
What is the role of the
BBFC?
They are responsible for the national classification and censorship of films
What are their main
guideline when
classifying a film?
To protect children and vulnerable adults from potentially harmful or otherwise unsuitable
content.
To empower consumers, particularly parents and those with responsibility for children, to
make informed viewing decisions.
Provide details about
each film certification.
May contain infrequent very mild language. May contain very mild sex
references and mild violence, if justified by the context.
May contain mild language (frequent/aggressive use may result in the
work being passed at a higher category) or sex/drug references. May
contain moderate violence if justified by context (e.g. fantasy). A parent
may wish to check the content before they let their children watch or
play it.
May contain adolescent themes, discrimination, soft drugs, moderate
language, moderate violence, sex references and nudity. Sexual
activity may be briefly and discreetly portrayed. Use of strong language
may be permitted based on frequency and how they are used, as well
as contextual justification. Sexual violence may be implied or briefly
indicated.
May contain mature themes, hard drugs, (frequent) strong language,
strong violence and strong sex references, and nudity without graphic
detail. Sexual activity may be portrayed but without any strong detail.
Sexual violence may be shown if discreet and justified by context. Use
of very strong language may be permitted based on frequency and how
they are used, as well as contextual justification.
Films under this category do not have limitation on the foul language
that is used. Portrayals of illegal drug misuse are generally allowed,
and explicit sex references along with detailed sexual activity are also
allowed. Scenes of strong real sex may be permitted if justified by the
context (Sex works cannot be placed at "18"). Very strong, gory, and/or
sadistic violence is usually permitted. Strong sexual violence is
permitted unless it is eroticized or excessively graphic, in which a work
will require compulsory cuts where possible.
What is the difference
between 12A and 12?
In a 12A the viewer must either be 12 or be accompanied by an adult.

8. Straight Outta Compton and I, Daniel Black – Distribution
Why did Straight Outta
Compton and I, Daniel
Blake get awarded the
certificate it received?
Straight Outta Compton I, Daniel Blake
It includes:
Bad language such as f*ck and motherf*cker
It includes scenes of sex and nudity
It includes violence and gun threat
Characters are seen preparing and smoking
drugs as well as referencing drugs
There is frequent use of strong language
such as c*nt and f*ck.
References to prostitution.
In general, conglomeratesare looking to target a mass mainstream audience and consequently look to obtain
a 12A certification for the cinematic release of their films.
In your opinion how might being classified as 15 have positivity and negatively affected Straight Outta Compton
commercial success?
Positively Negatively
Teenagers were a large part of the target audience and
with the film being certified as a 15 it tells the audience
that the film is likely to include scenes of sex, drugs and
violence. These are topics which often prove popular
amongst teenagers.
In opposition to the positive the certification may have
discouraged older viewers as they will have recognized
the scenes that enticed the younger audience but would
not be as entertained by this.
Key elements of distribution:
 Some films using day and date release – examples, benefits/disadvantages. [Analysing simultaneous release
patterns amd types of release patterns used.]
 Shortening distribution windows.
 Early electronic sell-through.
 Proliferation of digital platforms/devices.
 Rise of Video on Demand sales.
 The main element of distribution is getting the film to audiences, which includes the transportation and licencing of
films
 Try to keep marketing separate so that you can focus on different methods of promoting and raising awareness of
a film
In what ways does Straight Outta Compton and I, Daniel Blake’s certificate fit the type of film it is?
They both fit their certifications as the films are showing troubling scenes that may shock audiences. If younger
audiences were to view this films they may be disturbed and upset by the thrilling scenes and stories that the films
include such as violence and prostitution.