The FDA site states that the role of a distributor is varied but includes: acquiring a film.
- If the distributor is a ‘major’ and is attached to a studio (e.g. Warner Bros. or Universal) then they will normally work on the films made by that studio. A ‘major’ might also acquire the rights to an independent production (made outside the major studios).
- If it is an ‘independent’ distributor, unaffiliated to one of the major US studios, then the company will buy (license) the rights to a film which they may have seen at a film festival or at script stage, or during the production
Either type of distributor might have the right to distribute the film in the UK only. Major studio distributors will often have the right to distribute the film worldwide.
WHAT:
All films must be looked at as individual and needs to be handled with its own plan and not just based on numbers and statistics. It is not only important to considered what the particular film is, but what genre it is, if there are any similar films that have come out recently and how they performed. They also need to consider if its a sequel, based on a book or a play, each film has to be looked at on its own merits regardless of what it is.
Mark Batey drew attention to the different genres of films that each required individual distribution plans. To illustrate this, make a collage of different films, such as this one that I prepared to show the many different genres that Working Title make:
WHO:
In obtaining the film, the distributor will have considered that there is a viable audience for the film, i.e. WHO might pay to see it.
WHAT:
All films must be looked at as individual and needs to be handled with its own plan and not just based on numbers and statistics. It is not only important to considered what the particular film is, but what genre it is, if there are any similar films that have come out recently and how they performed. They also need to consider if its a sequel, based on a book or a play, each film has to be looked at on its own merits regardless of what it is.
Mark Batey drew attention to the different genres of films that each required individual distribution plans. To illustrate this, make a collage of different films, such as this one that I prepared to show the many different genres that Working Title make:
WHO:
In obtaining the film, the distributor will have considered that there is a viable audience for the film, i.e. WHO might pay to see it.
The most common people that attend the cinema regularly are young adults (20+). However, it can be argued that in todays world this age category is broadening. The FDA have observed a growing divergence on viewing patterns by age, with TV audiences getting older (over half of TV audiences are in the over-54 category), whilst an OFCOM survey found that 48% of12-15 year olds picked YouTube as their favourite platform and 19% picked Netflix. These figures will influence how distributors market their films.
The FDA observes: The 'movies’ can hold various different appeals to people at different times, for example: a family outing; a party; a date; a girls’ night out; an afternoon or evening with a partner or friend; and a way to stay ‘in the know’ among social peers. Audiences comprise a complex mosaic of consumer segments, varying substantially film by film, week by week
WHEN:
The distributor acquires a film for release, In the UK around 700 feature films are released each year making the industry very competitive
Different types of films will be released at specific times in the year dependant on the genre of the film and when they think they are most likely going to reach their target audience, for example horror movies are most likely going to be released at Halloween.
Another example is Grinch and the Nutcracker, which were released during the Christmas period due to them being a Christmas film which helped draw in the public to watch it
The FDA yearbook shows us films that came out in the Christmas period, including Grinch and the Nutcracker, these are both remakes of famous Christmas films. These films are obviously related to Christmas as they have always been marketed as Christmas films or ballet, therefore they need to be realised during the Christmas period to get the public involved in wanting to watch them.
Sometimes, factors outside distributors' control can affect box office takings despite careful planning, such as a football match or a turn in the weather, as the cinema market is product-driven, expanding or contracting according to the films released into it and the extent to which they engage wide-ranging audiences. For instance, FIFA world cup fixtures competed for audiences with cinema on several weekends in 2018, whilst the third weekend in April had hot sunny weather after a long cold winter
HOW:
'How should the film be released?'
'How is it going to be marketed?'
Based on this they will create trailers and display materials to promote the film, create publicity through such things as interviews with the stars online, on TV, radio and in the press, premieres and news stories.
When considering how the film will be released there are multiple factors that need to be taken into account, these include: who its for, how it will be released, how much the business can afford on releasing it, brining it to market and promoting the film to audiences. they also have to consider: how many cinemas will consider playing it. These factors have to be worked out for each individual film, what is the best distribution plan for each particular film.
The FDA shares the different types of marketing strategy: FDA estimates that UK film distributors’ investment in bringing 916 new titles to market in 2018 exceeded £350m. Around half of this is paid-for UK-wide advertising, using many digital, social and physical media outlets. The rest is formed from components: advertising, poster and trailer production; publicity and premiere costs; and digital cinema packages to be supplied to cinemas in many formats. The FDA assert that although the UK is a large cinema territory in terms of box-office receipts, the high costs of marketing and distribution mean relatively low returns for the distributor. It is hard to 'cut through' in a congested marketplace and the fact that it is so crowded makes decisions on release dates very tough.
The distributor acquires a film for release, In the UK around 700 feature films are released each year making the industry very competitive
Another example is Grinch and the Nutcracker, which were released during the Christmas period due to them being a Christmas film which helped draw in the public to watch it
Sometimes, factors outside distributors' control can affect box office takings despite careful planning, such as a football match or a turn in the weather, as the cinema market is product-driven, expanding or contracting according to the films released into it and the extent to which they engage wide-ranging audiences. For instance, FIFA world cup fixtures competed for audiences with cinema on several weekends in 2018, whilst the third weekend in April had hot sunny weather after a long cold winter
'How should the film be released?'
'How is it going to be marketed?'
Based on this they will create trailers and display materials to promote the film, create publicity through such things as interviews with the stars online, on TV, radio and in the press, premieres and news stories.
When considering how the film will be released there are multiple factors that need to be taken into account, these include: who its for, how it will be released, how much the business can afford on releasing it, brining it to market and promoting the film to audiences. they also have to consider: how many cinemas will consider playing it. These factors have to be worked out for each individual film, what is the best distribution plan for each particular film.
The FDA shares the different types of marketing strategy: FDA estimates that UK film distributors’ investment in bringing 916 new titles to market in 2018 exceeded £350m. Around half of this is paid-for UK-wide advertising, using many digital, social and physical media outlets. The rest is formed from components: advertising, poster and trailer production; publicity and premiere costs; and digital cinema packages to be supplied to cinemas in many formats. The FDA assert that although the UK is a large cinema territory in terms of box-office receipts, the high costs of marketing and distribution mean relatively low returns for the distributor. It is hard to 'cut through' in a congested marketplace and the fact that it is so crowded makes decisions on release dates very tough.
Excellent work. This represents extensive research and a detailed grasp of the distribution process. You have drawn on both the FDA site materials and the FDA yearbooks for 2019 and 2020.
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