Distribution
What
part of the supply chain is distribution?
Distribution
is the third part of the supply chain.
What is distribution often referred to as?
Distribution is also referred to as 'Invisible
art'
What does 'vertical integration' mean when discussing
distribution?
Vertical
integration is where three stages are seen as one larger process.
Why isn't 'vertical integration' so common in the
independent sector?
Producers
have no formal connections with exhibitors and producers need exhibitors to
promote and show the film it its best possible way.
What three stages are involved in the independent
sector?
The three stages involved are licensing, marketing and
logistics.
Licensing
What
is licensing?
Licensing is the process that the distributer of the film would
go through to be able to legally show the film to the public.
What are the two levels of licensing?
International, marketing the film across the world
and local, releasing the film in just one particular country.
What
is the advantage of being a major US studio?
They have their own distribution offices in all of
the major territories already.
What three different types of rights can you acquire on a local level?
Theatrical rights, video rights, video and TV
rights.
What are royalties?
Something that the distributor pays to the producer
out of the profits that the film generates.
What is the most effective way to increase interest in a film?
A theatrical opening.
How
long does it take for a film to reach 'free to air' TV?
It takes two years for a film to reach 'free to air' TV.
Marketing
What are the two key questions surrounding the
marketing of a film?
The two key questions are 'When?' and 'How?'
What day are films typically released on?
Films are typically released on Fridays.
What will a distributor look at before releasing a film on a Friday?
To ensure there are only a few other films which are
released on Fridays.
What is a 'light' week in terms of distribution?
It will ensure that there will be both screen space
and adequate review column inches in the press allocated to any potential
release.
What does it mean to 'position' a film distinctively?
It will be positioned distinctively and a void a
release date occupied by other films with similar traits, such as story,
subject, country of origin, etc.
Why has this become increasingly difficult in the UK?
It has become increasingly difficult, as the release schedule
has regularly featured over 10 new releases in a week.
What are P&A?
Are the nuts and bolts of marketing and distributing
films, and its known as Prints and Advertising.
How much can P&A cost?
Its the bulk of the distributor's investment, after
paying the initial fee for rights, and can range from less than £1,000 to over
£1 million for the release of a film in the UK.
Marketing - Prints and adverts
Typically how many prints will a specialised film have?Specialised films will often have less than 10 prints, with them 'toured' over a 6 month period to all parts of the UK.
How many will mainstream films have?
Commercial mainstream films however, will often open on over 200 prints. These simultaneously screen in all major UK towns and cities.
What is a key factor in developing the profile of a film?
For most films, favourable press response is a key factor in developing the profile of a film.
How else can awareness of a film be raised?
Awareness of a film can also be raised by posters, advertising campaigns (e.g magazines and newspapers), and press campaigns (e.g interviews.)
Why is distribution in the UK seen as risky?
Distribution in the UK is seen as risky compared to other countries because the cost of print advertising is comparatively high.
Why are companies looking towards viral marketing?
Companies are looking towards viral marketing in order to extend the reach of advertising and develop more effective communication with audiences at a lower cost.
What are the benefits of a 'talent visit'?
The benefit of a talent visit is that the director and/or lead actors win significant editorial coverage to support a release. It makes the volume of coverage far outweigh the cost of talent visits.
Logistics
In the pre digital film age what was a
distributor responsible for?
Before film became mostly digital, a
distributor would arrange the transportation of the film to cinemas and
theatres, the tapes, videos or DVDs to shops and ensure that this whole process
is as efficient as possible.
How much does a 35mm print typically cost?
Each
35mm print costs around £1000 so handling it needs to be done safely. If the
film has subtitles than it may cost as much as twice this.
How many reals is a typical feature print?
Within
the UK specifically, feature prints are shortened so that they can be easily
transported. They are usually around 20 minutes long and an entire feature film
would require 5-6 of them.
Why do 35mm prints get damaged? The
simple answer to this question is that 35mm prints get damaged from repetitive
use as they are moved around lots of cinemas and played through many times.
Where are prints stored?
The UK's
central print warehouse which is located in West London.
How long did a theatrical release used to
last?
Originally, the distributor would run two different releases, the
first of which would last for around 6 months, trying to reach optimum coverage
until the prints are essentially destroyed after this period. Any remaining
prints are then used in second-run which lasts for the rest of the
film's licensed period.
Digital Distribution
When
did digital distribution begin in the UK?
It began in 2005
Name two advantages of digital distribution
Easy to replicate and cost effective.
Which countries adopted digital distribution early and why?
China and Brazil.
How many screens were digital in 2005 and how many are now?
112 to 192 screens.
Why has digital distribution radically altered the operating model of distributors?
The comparatively low cost of film copies and additional
logistical effectiveness of digital distribution provide the distributor
with greater flexibility.
What has happened to the typical release period for a film?
Reduced
3-6 months to 1-3 months.
What is a loss leader and why are companies using the Cinema as a potential loss leader?
A loss leader is a product sold as a loss which attracts customers, and Cinema's are used as loss leaders so customers will buy DVDs.
A loss leader is a product sold as a loss which attracts customers, and Cinema's are used as loss leaders so customers will buy DVDs.
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