The document discusses film distribution in the UK. It covers the different methods of distribution including DVD/Blu-ray, television, streaming, and cinema showings. Large film companies can distribute widely using these methods, while low-budget or independent filmmakers have fewer options and may rely on word-of-mouth or screenings at schools. The document also discusses vertical integration, where a film is developed from idea to exhibition by one entity, and horizontal integration where multiple media platforms are used to promote a film. Finally, it notes considerations distributors take into account like target audience and competition before releasing a film.
2. INTRODUCTION
A Brief summary of the way in which films are made could be put down to the
Marketing Mix. The Marketing Mix consists of four main elements that explain the
ways in which films are put onto our screens. This presentation will concentrate on the
distribution of films in the UK.
1. Production
2. Distribution
3. Marketing
4. Exchange
What is distribution?
Distribution is the delivery of media content such as music, films or video games. It is
usually done over online delivery mediums, the most obvious one being the Internet.
3. EXAMPLES OF DISTRIBUTION
Dvd/Blue-ray
Television
Apple products, e.g ipads, etc.
Legal and illegal downloads via the internet
Cinema
Distribution is normally a lot more successful within big film producing
companies because of the cost. Companies like Hollywood can distribute
many films every year, however low-budget film-makers that do it on their
own may not afford the examples seen above and may settle for things such
as; showing to schools and universities or by word of mouth.
4. VERTICAL INTEGRATION
What is Vertical Integration?
Films which are vertically integrated go through the following steps;
1. Idea
2. Finance
3. Construction
4. Distribution
5. Promotion
6. Exhibition
Low-budgeting film-makers, for example Andy Simpson who distributed
‘Young Hearts Run Free’ normally use vertical integration. They put in a lot
of effort to get past the financial stage. When they do, the furthest most go is
distribution by word of mouth or school visits.
5. HORIZONTAL INTEGRATION
Larger companies like the BBC use different media platforms to promote and
exhibit films through advertising and distributing them to the public by using
television and radio. An example of this could be ‘Elf ’
This is the link to the Elf trailer:
http://www.youtube.com/watch?v=_TOQWF_-RWY&feature=fvwrel
This was shown for advertisement before the actual film came out in 2003.
Since then, the BBC has shown Elf almost every Christmas period.
6. DISTRIBUTION TIMES
The times in which films are distributed nowadays does not vary as much as it
used to. In the past, film-makers had to travel to other countries and pitch
their films to cinema-chains in order for their films to be seen by the public
around the world.
However, now technology has improved, films can be sent digitally from a
film-maker to a cinema-chain meaning it is more likely that distribution times
are in instantaneous amongst each other.
7. THINGS TO CONSIDER
Film distribution companies would have to consider the following questions
before the film goes into production:
Who is the audience?
Who does the film speak to?
Do the story, characters and situation grip the intended audience?
Does the film deliver and justify the cost and risk of a theatrical release?
What sort of audiences have similar films attracted recently?
8. DISTRIBUTION PROCESS
The distribution process (on the right) is the main way in
which film-makers over come their problems with the
considerations mentioned in the previous slide.
There is a lot of pressure on distributors to get it right first
time since there are so many films released each year in the
UK and people are also finding ways of watching these films
for cheaper, online or at home.
