Homework notes

What is distribution? -  Distribution is about releasing and sustaining films in the market place. In the UK, distribution is very much focused on marketing and sustaining a global product in local markets.

Licensing - licensing is the process by which a distributor acquires the legal right to exploit a film. There are two types of distribution, international distribution ensures that films find their way to the 90+ market 'territories' around the world and local distribution, which involves the distributor acquiring the licence to release and exploit the film in a particular country.

Marketing - When films are released in the cinema, companies ensure they are released during a 'light week' when there are not many other releases so there will be adequate screen space and column space in the press. Seasons matter too as it's assumed that specialised films have greatest potential at reaching audiences during the academic year.
The costs of theatrical distribution, met by local distributors, are often referred to as 'P&A', or Prints and Advertising. P&A are the nuts and bolts of marketing and distributing films into cinemas, the tools used by the distributor to create a public for its film.

Marketing P&A - The key elements of Prints and Advertising (P&A) that a distributor must consider at this stage are:

• The quantity and production of release prints and trailers
• 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
• Arranging visit by talent from the film
• Other preview screenings

The Logistics Of Distribution - 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.

Case Study Bullet Boy - Bullet Boy is a low budget, independent feature helmed by first-time feature director Saul Dibb. The film quickly gathered a reputation as the first film to tackle the difficult subject of contemporary gang and gun crime in Britain’s inner cities. This take on contemporary urban life offered a unique selling point for the film, and gave the distributor some confidence that the film would receive exceptional reviews. Towards the end of its first six months of theatrical release, the film had grossed an impressive £450,000 at the UK box office, most of this achieved in carefully selected urban multiplexes rather than specialised cinemas. It was anticipated that the substantial audiences and awareness generated for the theatrical release would ensure success for the DVD release of the film, six months after the theatrical opening.

Digital Distribution - Towards the end of 2005, the UK distribution and exhibition sectors were starting to move towards digital distribution and exhibition.  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.