Marketing And Distribution Plans

A films Distributor, will create a distribution plan in order to prepare for the release of the film. Certain factors must be taken into account when creating the distribution plan, such as when and how to release the film. The Distributor must take into account the target audience; for example Disney will most likely release an animated film targeted at children in the summer holidays, as parents will be able to take their children to the cinemas easier.

The Distributor will create a budget plan for the distribution of the film. This budget can be as large as half the production budget, so its critical that the distributor calculates the correct budget. Distributing a film is very risky and the distributor will be under a lot of pressure to reach the films goal of recouping the coasts and ultimately creating a profit.

Final distribution plans might be confirmed only when the film is available to view as circumstances can change during the production therefore reducing the chances of it being a success when released.

Market research is a fundamental stage of any distribution. The risk is huge as know one really knows if the film we be a hit. Therefore test cinema screenings are used to evaluate viewers responses. The viewer will most likely be picked because of the certain genre that they like. Horror fans are more likely to be offered a test screening of a horror film, than an action fan. This is so that the distributor and the film maker can gain a response from their primary target audience. The test screening results can be very important as the film maker may feel that the ending was unpopular and ultimately he may re-shoot the scene.

                                                                         
A detailed understanding of the target audience from age groups to gender, will determine how and where a particular film is promoted. Distributors will want to focus on the films primary audience, however they are also motivated to try and attract a wider audience. Most cinema goers tend to be aged 15-25. Modern social networking provides different options for distributors  when considering were to promote the film. The better a film performs at the Box office, the more likely its going to attract multiple re-visits of that film. Infrequent cinema goers tend to not come out for the opening weekend but wait until later, raising the challenge to distributors sustain the run in cinemas.

Competition is always a problem for distributors, as the potential for releasing too early/late is very high. If a similar films is to be released around the same time as the film being distributed, then the distributor must make sure that his film is being shown in the best cinemas and at the best times. Distributors may decide to use the success and popularity of Talent and Director/producers. A distributor will need to decide whether promoting a film heavily dependent by the popularity of the cast and crew will be a viable option in the distribution plan.

Distributors must also take into account when other distributors will release their films. If other distributors release their film at a similar time, then this could have an affect on the outcome of the films success. If the competitor is targeting the same audience, then this can also be an issue that distributors will have to face. They may have to take into account the availability of of both 3D and 2D cinema screens. Distributors will have to compete with many other Distributors, in order to optimize viewings in cinemas. Usually this means that release dates will constantly change through out the production/distribution process. 

Distributors need to see off competition using several techniques; most of which involve utilizing certain factors of the film, such as the films cast, Director and producer. Popular and critically acclaimed actors/actresses as well as the director and producer, could be the driving piston in creating the attention and "hype" needed  in order to persuade people to view the film once it is released.  Directors can usually be a an effective distribution tactic as critically acclaimed directors are more likely to topic of conversation among-st cinema goers and the media. Distributors might also use different techniques, for instance if the film is an event film such as valentines day romantic comedy's or Friday the 13th horror films. Distributors need to highlight the link between the films genre and the event in order to drive viewings. The famous Friday the 13th franchise has effectively used the date as a reason for cinema goers to view the film. 

The distributor must also consider using the cast members in publicity events such as the films premier  Will the members be available to attend and will the premier create the buzz and attention needed to promote the film just before its general release. The film must also be at the center of attention when it comes to media sources such as magazines, websites, Social media sites and Television programs. One of the differences between a successful and unsuccessful film is the release date.  School holidays and annual holidays are a brilliant time to release a film as parents take their children to the cinemas. 

The distributor will also need to be aware of the films potential to win awards. Acclaimed directors usually find themselves nominated  for awards such as an Oscar. The film must therefore be distributed to as many critics as possible to in order to try and gain as many votes as possible. The film must also be released at the right time. If the film is released to early before the voting begins, then the film might loose its popularity and awareness. The key to creating the most awareness, is to release the film just before the voting begins. This might mean that the film is released in December, January time in order to maximize the films awareness right before voting begins. Django Unchained is a prime example of successful distribution/optimizing the date of release. Quentin Tarantino's eagerly awaited western take on slavery was very successful at the Oscars due its brilliant empowering narrative and clever use of the director knowledge of many genres. However it may not have gained the praise that it deserved if it had not been released in January. The film was at the center of the media industry and was that most talked about film just at the time of voting. 

A film marketing plan is critical in raising awareness of a film, engaging an interest with the audience and must also be successful in overshadowing an competition.However large the marketing budget, the audience must be aware and compelled to see the film. In order to do this, distributors must market the film according to were they are most receptive to communication. The marketing plan should hopefully persuade the target audience to to see the film. Their interest must be at peak, just as the film is released. Creating a word of mouth, is possibly the most effective marketing strategy, however its also the hardest. Having persuaded potential viewers, its critical that they begin to start a chain reaction of recommendations. Distributors aim to reach as much as their target audience as possible and frequently at a viable cost.

A poster must be eye catching, appealing and also give the viewer as much information as possible (Cast,Director, release date etc) without overloading the viewer with nonsense. The images artwork, must mirror the films genre and target audience in order to have a lasting impression on the viewer. Trailers will also be used to advertise the film and hopefully create a positive, appealing impression on the viewer. Trailers will consist of short clips, approved by the producer and edited into a 90 second clip that summaries the general theme of the film. Trailers will be released on websites such as YouTube  Facebook and Twitter. Frequent cinema goers will also find themselves viewing the film before the film in cinemas and on DVDs. Its critical, that the distributors advertise the trailer at certain events in which the target audience will be reached. The trailer must catch peoples attention and create a buzz online. Social media pages/sites are very popular or cinema goers, and its important that the distributor recognizes the sites potential to advertise on these pages. Official websites are often created to advertise the film and allows the viewer to interact in the films hype. Websites can also be used to int   cinema goers but giving the audience the chance to unlock hidden clips

Publicizing the film in newspapers and magazines is also a very common form of advertisement as it creates the possibility to attract older audiences. Readers may indulge themselves, in their favorite columnists in order to find out about the latest films creating a buzz. However column space and airtime is limited and can be exposed to heavy competition. A publicity team supported by specialist agencies, arrange media interviews with the cast and directors/produces. Its important that the publicity team air the interviews on the appropriate channels. For example, it would make more sense to advertise a comedy aimed at the younger generation on MTV than on the Discovery Channel!

Promotional partnerships are also a win win opportunity to both advertise the film/films characters as well as allowing the partners to gain an increase in consumers. Animated films are often partnered with the likes of McDonald's in order to attract parents to take their children to receive a fun gift of one of the films characters. Partnerships may also offer the target audience a chance to win a competition which allows them to experience VIP interactions with the film and its characters.

Releasing Merchandise can promote the film before and after its release in cinemas. Especially with family films, merchandise can allow children to interact with the films characters, settings etc. The Star Wars films were particularly successful in continuing a buzz through merchandise. The Lego toys, costumes, light sabers guns have been extremely popular with both children and Sci-fi fans.

A premier can be very glamorous but also very expensive yet a films distributor can use its as the final method of creating a buzz for a film, just before it enters the cinemas for the first time. The red carpet event attracts all ages and genders but also allow the cast to provide interviews and sign autographs.