Film digital distribution, print and marketing

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

Release datesThings 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?

Release datesThings 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 process10 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 releasedNear (before) Oscars

How do they do it? Marketing/promotional campaigns(most expensive part!)

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…..

Marketing Think of all the ways films are marketed (a way to get people to consume/buy):

*consider above the line/below the line….

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

Life of marketingRemember 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.

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

Disadvantages of prints What do you think?

Disadvantages of printsDisadvantages

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)

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.

Digital distribution & projectionADVANTAGES 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

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

Homework:(marketing)

Chose one Hollywood film and describe how its distributor/institution carried out its marketing and distribution for a successful film output.