Launching Films: Step by Step Guide to Distribution

A film is written, actors are cast, scenes are shot and then it goes through the editorial process (these steps could take from a few months up to a few years - it's a rather lengthy process!)... but what happens next?

The film is distributed....





www.launchingfilms.info - "Film is about shared experiences, about letting everyone in to enjoy a time of escapism, be it through drama and excitement, comedy or tragedy"

"As a filmmaker, I know only too well that films do not exist for their own sakes... they only exist when they are being experienced by an audience."

Sir Alan Parker CBE

The Role Of the Distributor

The film distributor must be brought on board. It is the task of distributors to identify and deliver the largest possible for every film.

500 films are released each year on average. But cinemagoers are thought to known in advance which film they want to see - due to the distributors efforts to promote the films in which they're handling.

Digital has had a transformative impact. It's remodelled the way in which films are released / promoted / consumed - therefore cinema's must offer more of an experience to keep attracting a mass audience. People need more convincing nowadays as they can so easily access films at home, both legally and illegally.

What do Distributors do?

"a highly competitive business of launching and sustaining films in the market place"

The role of a distributor includes:

considering why they'd go and see it

estimating the revenue potential across all the formats of its release

persuading exhibitors (cinema operators) to play the film

developing plans and partnerships to build awareness of and interest in the film

aiming to convert as much interest as possible into cinema visits

identifying its audience

Who are the Distributors?
As is the case in most territories (countries), the UK has six major distributors (directly affiliated to the Hollywood studios) and many independent (unaffiliated) distributors who tend to handle films made outside the major studios.

Distributors negotiate with film producers to gain the rights to a film - usually by inputting finance (scale depends on size of film, plus the number of production companies / distributors involved) or offering their infrastructure eg. studios - the larger distribution companies anyway...

Independent distributors are more likely to acquire their film rights from independent producers.

Copyright systems entitle creators to receive a fair return for the risks they take in innovation and investment. In bringing films to market, distributors act under license on their behalf.

Distributors will look for distinguishing features that may help sell it to audiences eg. USP, ensemble cast, previous reputation from other films

A film's marketability (how it can be promoted to its particular audience) and playability (how it actually performs in the market place) are not necessarily the same thing.

Distributors will firstly consider who is the target audience and then distinguish who is their secondary audience.

The larger the production budget, the more likely a film is to have a distributor signed up before all its financing is confirmed.

Only exceptionally will a film make a profit from its cinema release alone. Distributors will often review the 'downward chain' before committing to a new film.


Film Festivals Provide:

a competition, where new titles may be screened to juries of filmmakers and awarded prizes. Such accolades flashed on a film's poster can add prestige but may also pigeon-hole it as 'arty';

a high-profile platform where films can be showcased prior to release. 

a market, where distributors seeking to acquire product may meet with sellers (agents, producers, studios)

Distribution Deal;

Distributors sign a formal contract with the producer, sales agent or studio, specifying the 

rights they hold in respect of the title.

Distributors normally seek to acquire all available rights in their territory - spreading risk / 

opportunity across multiple platforms. 

Likely to have pre-secured television rights as part of the deal... 

Planning the Release

Developed in consultation with producers...

• Sometimes film is 'locked' - meaning that the distributor more or less knows how successful the film will be - know the cast / quality of acting / good director etc

However sometimes, the distributor is unaware - may only know the title.

• The most important strategic decisions a distributor makes are when and how to release a film in order to optimise its chances. Through a combination of market knowledge, commercial experience, statistical research and professional judgement, distributors gauge the audience for each film.

• Distributors estimate what the film may earn eg. on box office release / dvd purchase ... and then draw up a marketing budget 

WHAT...

The distributor must think about what kind of film it is....

(some questions they must ask themselves about the film..........)

1. Blockbuster? Niche / independent? / Art-house?
2. Cast - any major 'star' - do they have a cult following / how were they received in their previous films? or ensemble cast?
3. Premieres / film festivals
4. Media reviews - is the film able to be reviewed in top magazines etc -- or any hopes for award nominations?
5. What certificate will the film have? BBFC certification 

WHEN...

1. Competition... what films are other distributors planning on releasing around the same time? -- planned release dates often change as competing distributors jockey for position week by week -- Not only other film competition ... but major game releases / TV show finales e.g.  'The X- Factor'
2. Major holidays e.g.  Easter / Christmas / Bank holidays - families etc, more likely to go to cinema - released on weekend

HOW...

Distributors generally pay all release costs...

Budgets are estimated in advance - a theatrical distribution budget may be itemised as follows:

• UK distribution expenditure can vary from thousands of pounds to millions per film
• Release can cost as much as or more than the cost of making the film itself

Film Marketing

Job of distributor: 

1. to create visibility and to raise enough awareness and interest in a film to persuade potential audiences to go and see the film

A marketing plan is produced -- designed to navigate a route to market that allows interest to peak as the film opens in cinemas. This will take into account the competitive environment, to ensure that the opportunities to raise interest and awareness are not lost under the weight of other films or entertainment on release.

1. Film Artwork - e.g. posters - must stand out
2. Trailers - main source of advertisement (most popular) portrays the film in a way that will persuade an audience to go and see the film
3. Digital marketing - social networking - free marketing!
4. Awards / film festivals / premieres - create a buzz for the film

Films must then be listened to exhibitors - cinemas! Deals are negotiated between the distributor and the exhibitor