The Role Of The Distributor.

The role of the distribution is to make a plan and then to identify and deliver the largest audience possible for every film that is made. It is the job of competing distributors and with their best efforts to promote each film and make the interest in each film titles to it's audience, making them already decide in advance what they want to see at the cinema, even before they have arrived. The entertainment industry however, is forever changing - mostly in the case of moving to 'Digital'.

"Digital has remodelled the ways in which films are released, promoted and consumed, and it is reshaping the kind of entertainment centre that a modern cinema can be."

More and more, consumers decipher how the distribution works. They have the power to recieve or reject what is being handed to them. Distribution is a highly competitve business of launching, and sustaining a a films sucess in the market place.

When considering a new film distributors particular look for original or outstanding features that may help sell it and make it sucessful in the eyes of the audience. An interesting idea or 'hook' in a storyline could be what make or breaks a film within marketing and publicity.

Distributors have to take into account; the audience to be identified, why they would consider seeing the film, estimating the revenue potential, building awareness and interest in the film by developing plans and partnerships, getting as much interest as possible into cinema visits and also the persuasion of the exhibitors to actually play the film.

A formal contract is then signed specifying the rights they hold in respect of the film title, including the right to be able to release the title in UK cinemas and also promote the film in all media types before and during the films release.

Individual distributors may release any amount of films, sometimes one or two and sometimes twenty-five to thirty a year. In a typical week an estimated ten films are opening in UK cinemas. The market place is highly competitive and forever changing - and with 500 releases a year competing for screen time, media space is congested.

In the marketing of each film, the main objective is to engage the audience into as greater interest as possible. This is mostly achieved by advertising, and by which there are a variety of ways;

(1) Word of Mouth.
Social recommendation is key, to get the influence of someone trusted is essential. A recommendation from a friend, relative or an online community can be the most powerful stimulus to promote a film. When constructing a campaign, distributors aim to reach as much of their target audience as possible, as frequently but cost-effectively as possible.
(2) Poster.
A poster contains all the vital information and holds a big part of influence towards the audience. Designers work hard to commute a message through one or a few images promoting each film, chosing the right wording, font, colour and layout is key to make each one different, original and to make it stand out. Sometimes a 'teaser' poster will be created before the release of a film.
(3) Trailers.
Audio-Visual content is also used within advertising as distibutors prepare campaigns. Trailers are used on the big screen to a captive audience of active cinemagoers and they are also used online for any interested viewers with internet access.
(4) Social Media.
Via the internet on social networking sites for example; facebook and twitter comments are shared instantly online after a film release/viewing and also opinions are swapped and shared. With million of participants on social networking sites, distributors are eager for their films to be part of conversation on these websites.
(5)Other advertisment also comes from broadcasting, print media, publicity, promotional partnerships, merchandisng, premiers and experiences, preview screenings and festivals.