Role of the Film Distributor.

The role of the distributor is to identify the largest audience possible for every film they help market to the world. Their work is tough, with the growing ways in which entertainment is shared, abled by technology. Vital to individual films is the audience-focused distribution, which is why audience research is increasingly important in the film industry. The main challenge to bring the film to market is to identify the audience, estimate the revenue potential, market the film for audience awareness and the persuasion to release the film into cinemas.

 Audiences are so important, there are many features of audiences that have to be taken into consideration by distributors, for example :-age, lifestyle, social networking sites, consumption patterns and gender. An age range of 15-25 years old have been discovered by research to be the most common visitors to cinemas, the reason for this is the digital age of social networking, mobiles, 3D films, blogging (etc), giving them a label of the biggest media consumers.

The distribution plan is to :-

• develop a release strategy and consider a date to release
• present the film to exhibitors and sort an agreement for the film to be shown in cinemas
• start a marketing campaign to create a 'audience buzz' by launching the film.

The distributors will analyse the film for features that will be very attractive, like a brand new fresh idea, a 'hook' or something that stands out from other film ideas because of the 500 new films every year meaning high competition . They will contribute to the development of the film, work out costs of production and aim for the highest profit by marketing. 

Distributors need qualities like professional judgement, statistical research, market knowledge and engagement with the audience for each film they take on. Audiences are unpredictable, no one can say that the film will be a big hit but marketing the film correctly helps.
Audience research like test screenings followed by questionnaires help the distributor become confident in the expected audience and box-office prospects. Focus on competition with other films that may be similar is important, so the release date often can change due to clashes with genre similarities. Also the need for stars, audiences will jump at their chance to see their favourite actor/ess in a exciting new film.

Also when thinking of release dates, factors that are taken in consideration are:-

• Competition with other films 
• 3D opportunities 
• Actors and Actresses
• Publicity of Cast members, the need to be in the UK for premiere
• Media publicity of the film
• Hope for awards or nominations e.g- Golden Globes
• Ability for sequels 
• Certificate for the age of the film (BBFC classification)

The marketing plan is also vital in the distribution of the film, every film needs a detailed plan that will create awareness and engage interest from audiences. Ways in which films can be advertised to the audience is :-

• Word of mouth- most cinema goers know in advance if they want to see a film, peoples sharing of opinions and also information into the film can have an huge impact that can be positive or negative
• Posters- Includes information that allows the audience to see what genre it is, who stars in the film, a tagline or credits and this often gives the audience something to think about
• Teaser poster- advertising release date 
• Advertising banners, mini-posters, window clings and standees.
• Trailers/Teaser Trailers- teaser trailers in advance giving small parts away to tease the audience to wait for the actual trailer, the actual trailer captivates the audience, as well as being available for millions of online viewers.
• Online and Mobile- films can have official websites offering behind-the-scenes footage, exclusive photos, information and trailers as well as updates that gradually build up excitement for the films release. However sometimes blogs and forums lead to influences in the outcomes of films, giving online users a huge influence on films.
• Social networking, pages dedicated to films occur on Facebook and Twitter 
• Purchases of tickets/screenings and special offers online.

 An example of a film that is promoted is New years eve: 
http://www.google.co.uk/imgres?q=new+years+eve+poster&hl=en&biw=1366&bih=643&gbv=2&tbm=isch&tbnid=Sh5k55GWroUQ6M:&imgrefurl=http://blog.80millionmoviesfree.com/in-theaters/new-years-eve-poster&docid=BZdkczNgRBgXnM&imgurl=http://blog.80millionmoviesfree.com/wp-content/uploads/2011/10/new-years-eve-poster.jpg&w=600&h=898&ei=kTsYT46zKISA8gPO5OXHCw&zoom=1&iact=rc&dur=433&sig=112194977299561245353&page=1&tbnh=131&tbnw=102&start=0&ndsp=27&ved=1t:429,r:1,s:0&tx=43&ty=104




Publicity is when the film attracts attention from the media to promote the film, for example, Journalists, who are given information like cast lists, biographies, facts about the production and a synopsis. There is always images from the film that the media can be published online for pro-actively creating a 'hook' or certain angle for feature articles or promotions of the film. Media interviews with members of the cast or the director as well as publications or entertainment channels attending premieres or award ceremonies. 

Screenings in advance for national critics are often helpful in knowing when a film is a success and why, distinguishing the genre, storyline and features of the film that are appealing and what critics like about the film. Some comments from critics are advertised on billboards, on trailers and posters for the film.

There is an award-buzz, where there is a season awaiting an award ceremony where shortlists of nominations will be announced about a month before the ceremony, which often help hype the films global profile. Set visits are also arranged for top Journalists, exhibitors and marketing partners to be able to see film production in guarded locations where the public is strictly kept away from.

The promotional partnerships will be made by the distributor, which allows advertising to occur in areas where they cannot usually, for example:- shops, restaurants or on packets. Also perhaps creating involvement with the film with competitions or collective items. A way of partnership increasing is when the film will product place an item from where they are allowed to advertise.

Merchandising the film can promote the film with logos, images or characters on special products. Some examples of merchandising that can promote a film is:- clothing, toys, figurines, ringtones, stationary, books, games, and soundtracks. The hope from this is that the film will become popular or spread into being a international news item. 

Another form of promotion is organising premieres or special tours around the country (e.g- shopping centres) where the fans can get close to the stars of the film with autographs, pictures and access the world of that film. There are also after-parties that media publications can be invited along to to cover the celebrities as news media worldwide. 

Promotional preview screening can be arranged, targeting specific audiences in a print or online offer that will be for the core audience of that film. Sometimes there are also film festivals where the competition can be difficult because there are numerous new titles that are promoting their films to Journalists and film buyers internationally.