PLANNING A RELEASE.
- Distributors must consider what a film will earn so they can prepare a budget to release it. They must have a detailed understading of the core target audience but also try to attract a wider spread of audience.
- Distributors must plan the film release according to many factors such as:
- Which other films are being released the same week?
- Are there any stars amongst the cast?
- Is it being released in a holiday period?
- What certificate will the film have?
- Distributors will need to work out whether the film will be shown worldwide in many screens or in very few independent cinemas, according to how popular it will be.
- When the distributor has viewed the finished film and confirms the release plan, the budget is worked out. This is all paid for by the distributor and this includes marketing costs, the cost of prints (35mm or digital) and advertising for post-release. The budget may be itemised in a table as shown below.
FILM MARKETING
- Full trailers may be preceded by early teasers shortly before the film.
- Most films have an official website, if not one hosted by a partner company which provides more information to the public and they see exclusive photos and behind the scenes footage.
- A poster also may be preceded by a teaser poster with the main stars and production values large. The designers must work hard to make each one stand out.
- Distributors may also provide cinemas with other display materials such as cardboard standee's.
- Screenings are held before the film is released for national critics as th epublic offen accepts news stories and features more readily than advertising.
- UK Film Distributors invest around £170M a year in media advertising alone to launch and sustain their releases.
- Awards and Premiers have to be taken into consideration as television channels can have 30minute slots to cast the newest films and stars walking the red carpet. Festivals also are imporant as new titles may be screened to juries of filmmakers and awarded prizes.
- Tie in merchandising can be literally anything. And the more of it there is, the better.
LICENSING FILMS TO EXHIBITORS.
- Every week, distributors hold marketing team meetings, reflecting on the films they have in current release.
- Sometimes, film eductation promotes educational use of the local cinemas by arranging screenings for school parties.
- Cinema operators need to be persuaded to 'stock' the product. Distributors screen their titles and present a date release as well as marketing plans. Potential blockbusters may be booked into screens simulatenously whereas independent, lower budget films may be just for the catchment area.
- 35mm film prints are sent to cinemas which are opened a few days before the first playdate. These are laced onto the projector. Digital screens have data on hard disks which are connected to a projector.
- A film can only be launched once. Usually a film will generate 30% or more of its entrie box-office during the first three days of release.
