-Film distribution is the process of making a movie available for viewing by an audience.
Who distributes films normally in the UK?
How does vertical integration affect film distribution?
-The phases of production, distribution and exhibition operate most effectively when 'vertically integrated', where the three stages are seen as part of the same larger process, under the control of one company. In the independent film sector, vertical integration does not operate so commonly.
What are the three steps of distribution?
-Licensing - Local authorities grant licences to the cinemas in their area. When a cinema applies for a licence it must include a condition requiring the admission of children to any film to normally be restricted in accordance with BBFC age ratings. In particular circumstances, the local authority can place their own restrictions on a film - that is change the BBFC rating - or even 'ban' the film.
-Marketing - When a new film is made, it has to be advertised like any other new product,
to let people know it exists and to encourage them to go to the cinema to see it. The advertising of a film is known as film promotion or film marketing. The way in which a film is promoted can have a huge effect on whether or not it is successful. Films are expensive to make and if the public do not buy tickets at the box office to see the film, a lot of money will be lost.
-Logistics - The distributor will enter into an agreement with the cinema to screen the film on certain 'play-dates'. It is the responsibility of the distributor to arrange the transportation of the film to the cinema, as part of its wider coordination of print use across the UK. Logistics represents the phase of distribution at its most basic - supplying and circulating copies of the film to theatres, of tapes and DVDs to shops and video rental stores, and managing the effectiveness of the supply.
What is P&A? And why is it important?
-The key elements of Prints and Advertising (P&A) that a distributor must consider at this stage are:
- Press materials, clips reels, images, press previews, screener tapes
- The design and printing of posters and other promotional artwork
- Advertising campaign - locations, ad size and frequency
- Press campaign / contracting a PR agency
- Other preview screenings
How is digital technology revolutionizing the process of film distribution?
-In distribution terms, the advantages of digital technology are even clearer, though perhaps longer term. Digital technology is seen to offer a more cost effective and logistics-light alternative to the tried and trusted, but unwieldy model of 35mm print distribution described above. It will, eventually, be cheaper and much less stressful to send films as computer files to cinemas across the UK, than to transport 20-25kg tins of film in the back of a van.
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