Making profit from a film is very difficult. This is why distributors are needed: to plan how to most cost effectively advertise, publicise and promote the film to the largest audience possible. Distributors often watch the film or an early version of the film and then decide when and how the film is released. They consider how much it may earn with low/medium/high estimates and then prepare a budget for its release.
The distributor needs to have a detailed understanding of the target audience. Demographic and psychographics need to be recognised and the film can be publicized accordingly. Demographics examined may be age groups and gender while lifestyles and values are a couple of psychographic values that might be looked at. Using this information they can advertise to their audience using the most effective means (social networks and internet videos for example). Particularly effective advertising schemes can help a film 'break out' and 'cross over'.
Another thing to bear in mind is that the film industry is competitive. Distributors need to consider when other films aimed at a similar target audience, or other large, hyped up films are to be released, as they could overshadow their own film. It could even be a film likely to overshadow other films released at the same time - or it may be an event or specialised film, aimed for a more niche or discrete audience. Star power also plays a part in whether or not the film will sell, although the distributors need to be careful about whether or not the stars are 'present' and popular enough to sell the film on their names alone. Commercial and critical success of the stars' recent films needs to be considered. If it is a sequel or franchise entry, success of the previous film(s) and what made made them successful or not need to be considered, as well as what makes the newest entry stand out. Awards and buzz/hype can also be considered when scheduling release.
After considering everything, a comprehensive budget is drawn to cover both the launch and sustaining of the film post-release.
There are three general areas of work for a distributor in the film industry:
- Advertising
- Publicity
- Promotion
When advertising a film, distributors do their best to convince the audience that their film is a must-see film. They have lots of competition, moreso now than ever before, so audiences must be reached in more compelling, efficient ways. Distributors try to reach as much of their target audience as frequently but cost-effectively as possible, which ranges from audience to audience. For example, elder audiences might respond best to newspaper or television, while younger audiences will respond best to internet advertisements.
A poster is usually designed to stand out against competing posters, highlighting what makes the film appealing. Film posters may be created by the studio or sales agent or be adapted for local use. A teaser poster is often exhibited many months before release to let audiences know the film is coming and to whet their appetites.
Trailers are made using a selection of audio-visual clips from the film and are one of the most effective advertising methods of film. The audio-visial content is usually provided by the films' producers themselves, so the distributors have something to work with. Trailers generally appeal to audiences by showing glimpes of the best parts of the film without revealing too much of it - and trailers are often made before production has been completed. Distributors fund the duplication of trailers often circulating around 3000 copies to cinemas. Trailers are often played at the start of DVDs and online now as these mediums are becoming more popular and the job of the distributor is to appeal to the largest audience possible.
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