3 DISTRIBUTION

WHAT KIND OF MEDIA INSTITUTION MIGHT DISTRIBUTE YOUR MEDIA PRODUCT AND WHY? 

Films are distributed by film distributors. The distributors have the job of attracting and addressing the target audience of the film. I have looked at key films that have been particularly successful in order to learn more about the ways in which films are distributed.

I focused on the film from the mega franchise The Hunger Games looking at The Hunger Games catching fire part 1. I looked at the methods used in order to gain attention for the film. This includes digitally as well as in print. Posters are a key part of the distribution of films as they can be posted around in areas where there are lots of people who may see the poster. The posters can then also be used within the website. In The Hunger Games they have a collection of posters which appear to be very similar. This sort of method is interesting as it provides a pattern for an audience which makes it more interesting. 

Below is my slideshare that shows the research I did on The Hunger Games. In order to study film distribution, I undertook research in a number of ways and eventually decided that our group Warp Films would be an ideal distributor for our small independent film. 

I visited the British Film Institute on the 11th February 2015 which involved being able to look specifically at distrubution and how it is achieved. Matthew Hall presented and discussed the topic of UK film in compaorison to film abroad. 

It would be fitting for a smaller independent company to distribute my film as it is an independent film that would not necessarily be a feature length film. Vertigo and Warp are companies that take on much smaller projects that are more independent. Matthew Hall spoke about this at the BFI institute. 

In order to learn about distribution I looked at the FDA's micro site launching films site. Here I was able to watch various presentations that helped me to learn more about the way films are distributed such as this video. I learned about the way film companies tend to follow specific steps to distribute their product. 
From watching the video I was able to make note of the larger hollywood distribution companies:

These have a vertical and horizontal distribution system
:

• Warner Brothers

• Disney
• Universal Studios
• Paramount Pictures
• 
20^th Century 
• Fox 

• Sony 


Some examples of independent film distributors 
include:

• Lionsgate
• 
Momentum Pictures
• Metrodome

Film Festivals are also ways to advertise and distribute films to audiences. Some examples include:

• Sundance

• Toronto

• London


I was able to learn about the distributors role using the launching films website. 

The distributor’s function

• the distrubutor must define and find the audience 
• they must be able to attract and address that audience
• think about the tactics they must use to get their attention
• who wants to go and see it? 
• why would they want to see it?
• how will they attract this audience?
• they must deliver the audience to the film 

I watched Mark Batey chief executive of the Film Distributors’ association explaining that:

• the process is fast moving 
• the marketplace is highly competitive
• the process is highly strategic 

How will they acquire a film to distribute 

• film distributors will acquire a film to distribute in different ways 
• some are given a supply of films from for example by warner brothers, sony, disney (part of the big 6)
• big 6 have a vertical distribution system - big 6 include Sony, WB, disney, Universal, Pixar, 20th century fox, paramount  
• it’s not like that for the rest of the companies. they don’t have this system 
• if you make film and want a distributor and help to publicise it you might be able to get your film into a film festival. This is often done by independent directors 
• independent distributors who don't make films themselves must seek out film e.g. metrodome, lionsgate and momentum are independent distributors 
• they must acquire rights to distribute the films e.g. of a film festival Sundance, SXSW and New Directors New Films

How will they advertise the film?

• the in cinema trailer is most successful distribution method as provides audience with experience of being in the cinema 
• Establish the genre 
• Find the films unique selling point (USP). For example films would often use an actor, cast, location, director to sell their film. For instance the successful film series of  The Pirates of The Caribbean where Johnny Depp features as the main character. This would appeal to many as the actor is well known and widely popular; he is award winning and therefore assists in the distribution process. 
• USP examples: the actor/cast; genre of the film 

Who will want to see the film, why?

• Target audience 
• frequent cinema goers - 15-24 age group as well as family groups and teenage groups 
• films which try to appeal to other groups have to be exceptional and different to attract the audience

Attracting the audience

The distributors role is to try to attract their audience; they need to attract as many people as possible. They attract them early on within the process of distribution. They put the film into the market place with the best chance possible of people wanting to see the film if they distribute it correctly and gain attention and attract the audience. The Launching Films video also makes a note that there are key points within the year when its best to advertise a film. These points would be summer as people are not working they are on holiday from work or school and also christmas. 

The video also talked about staggered releases which can attract an audience in various locations at the best time possible. An example of this would be the Iron Man release in the UK a week before Christmas and release of the film in another location  at the same time. 

There are issues however with staggered releases as large movies often tend to be made with dates in mind and there can be clashes with films being released. This also has to be considered properly as its possible that large films could detract from smaller films if they are released at similar times. They are competing for the same audience and the art house cinemas have niche audiences so this is an issue. 

The video also mentions questionnaires that could be filled out after films. This is an example of the way the audience is targeted and it gives the company an idea of the audience they are aiming at. 

Overall I have been able to identify the most successful ways of attracting and addressing an audience. I have been able to learn how important the role of the distributor is in the success of a film.