Miss T h/w - Film Distribution

This homework was to watch videos on topics related to Film Distribution and summarise each video. Here's what I learnt... :)

1. Marketability
   The two key factors to keep in mind here are;
   - Who will the film appeal to? (Audience
   -What are the best communication channels.
   You need to develop a campaign that will focus on your target audience. In prepartion for this, it is necessary to think about how much money to spend. Predicting the film's success can help to set an appropriate budget.
   Promotion for the film can come in several formats like Media (radio, TV, newspapers, internet), publicity angles and premiers.
2. Planning a Release
   You must define the audience. Who is your film directed at? Is it people of a particular age group or gender?
   The film's genre must be established to be able to do this.
3. Target Audience
   The target audience are the focus of advertising and publicity. Research needs to be done and data collected to work out;
   -who will watch your film
   -why will they watch it
   -when will they watch it
   - and where will they watch it
   Different audiences have different reactions, so there is an element of risk. Where is the best place to place your advertisments and how will people view the film because of that.
4. Competition
   This is based on the film distribution at your time of release. Your film must stand out, above the rest.
   Things to take into account are holidays, weather and audience pattern.
   For example, July may not be the best time to use television advertisments, as fewer people will be at home watching the TV, as opposed to October half-term.
5. P&A budget
   The budget not only includes the Film Prints, but maily the cost of advertising. Posters, press ads, cinemar trailers all come from within this budget.
   Therefore, it is crucial to think about how best to use the money, thinking about the most effective form of advertising, but also what is cheaper. (eg. Radio advertising is cheaper than television advertising).
6. Word of Mouth
   The word of mouth is crucial. So, when a movie arrives early, you have the chance to do advance screenings. This is a way for people to watch the film for free, before its official release. Then, if they like the film, the idea is that they will go and tell people about it and persuade them to watch it as well.
   Movies that arrive later depend on the opening weekend. Here, the word of mouth depends on the public. Their words can effect the life expectancy of the film.
7. Marketing Plan
   This is all about how best to publicise your film. The more expensive methods are advertisments, press and out-door advertising (bill boards, and bus posters).
   Lower budgets rely on word of mouth. This is especially true to specialist films, where money may be lacking to use other forms of marketing.
8. Film Trailers
   Film trailers are key. This is the public's most close exposure to their experience with the film. They see the trailer on the same size screen and in the same atmosphere that they will be watching the film itself.
   There needs to be excellent portrayal of graphics, sounds, and the film's concept.
9. Persuading Cinemas
   This is the first step. To convice the exhibitors (the cinemas) to take the film. Especially when it comes to independant films.
10. Test Screenings
    Advance research can be done in the form of tests for posters, trailers, concepts, visuals and expectations of the film.
    A test screening is a recruited audience who watch the film and are then asked to fill out a questionnaire about it. Some are even called to a focus group to dicuss what they liked and didn't like about the film.
    According to teh feedback, the film may even change slightly, adusting the ending, for example.
11. Digitial Marketing
    This is the development of elements such as games, vidoes or quizzes, which would hopefully be sent on to more people.
    This is like word of mouth, the best form of communication. A close person's opinion will mean the most to someone.
12. Opening Weekend
    The opening weekend is very important. The film has three days to be as successful as possible; Friday (opening day), Saturday and Sunday. Then, on Monday there is the 'hold-over.'
    Depending on how much money the film has made, it is decided whether or not the film is given another play date. The film has to have made more money than others to stay on.
13. Piracy
    Piracy has escalated over the past five years. In 2006, 20% of all DVD sales were of pirate copies.
    People fail to realise that these are of an inferior quality, and profits made may help criminal organisations.