Distribution and Marketing Plan

Distribution and Marketing Plan

Each film has a distribution plan. When and how to release a film is the most important, researching the target audience also. Before the distributors prepare a budget to release a film, they have to estimate what the film may earn, as the overall goal is to make a profit. Launching films can be risky and expensive, and in reality, most films (from their theatrical run alone) do not make a profit.

Early information can be extracted by discussions with the filmmakers and by reading the script, and final distribution plans may be confirmed after the film is finished and able to view. The distributors have to remember some key factors, for example an important factor is to find out what certificate the film should have, by distributing a copy of the film to the BBFC (British Board of Film Classification) for classification, as this can affect the potential audience. 

Also, distributors need to find out when other distributors are likely to release their films, and also find out if they are directed at a similar audience or not. Because of this, release dates often change. This also means that distributors should keep in mind when to release the film, such as possibly during a holiday period, and if so, also during what season. For example, releasing a horror movie during the Halloween holiday. This is because horror films include connotations that are linked with horror. 


Different releases are managed in different ways, for an example, releasing a film at cinemas everywhere (or a ‘saturation release’) should be considered, meaning that the film may open simultaneously on approximately 1,000 screens, which helps accommodate mass audiences. A documentary, foreign language film or revived classics

may only have 25 prints or fewer and a film could also be ‘platformed’ in a single location. Generally, most films in the UK are released on 100 prints or less.

Having a detailed understanding of the target audience for your film always helps decisions on how and where a film is promoted, focusing on the audiences’ age group, gender, media consumption patterns and lifestyles. It is important to never lose sight of the core audience; however the audience can differ, with the most frequent cinema-goers normally aged 15-25 years old. This is because digital media (such as TV, mobiles, games etc.) 
tend to occupy a big role in their lives, and they are therefore the most eager media consumers, however the cinema audience is broadening.

Audience’s reactions to a film can vary and can be unpredictable. To receive the audience’s reaction to the films beforehand, market research can be carried out, such as holding test screenings. This is where questionnaires are filled out by the viewers after watching the film, and this can help the distributor be more confident with the expected audience.  The better a film does at the box-office; the more likely it will attract infrequent cinema goers. Infrequent cinema goers also tend not to go to the opening weekend of a film, but wait until later, and this is therefore raising the challenge to sustain the run in cinemas for distributors. A film can become a ‘sleeper’ hit, which are films that achieve unexpected success at the box office and play longer than expected, such as Forrest Gump and also such as some romantic comedies or action adventures that appeals to a particular audience. Distributors therefore always seek to try new things, but this business is so unpredictable each distributor’s earnings, market share and profitability fluctuate year by year.

Every film also has a detailed marketing plan, and this creates visibility and raises awareness. The audience should be persuaded that the film is a must see film. The aim is also to reach as much of the target audience as frequently but cost-effectively as possible.

The poster is the main image advertising the appeal and positioning of the film, which shows the genre, credits and stars etc. and they may be used locally or internationally. A teaser poster may also be released many months before, and they are usually created by the studio or sales agents. Also, distributors may provide other displays, such as cardboard standees.

Distributors and designers need to work hard to make their poster stand out.

The single most cost-effective marketing technique is trailers. Production companies or specialist agencies create the trailer, aiming to sell the film. Exhibitors select the appropriate trailers, and distributors fund the duplication.

Most films have an official website, offering trailers, still pictures, information and behind-the-scenes footage. Film clips are among the web’s most searched-for content.

Marketing the film on the internet such as on Facebook and Twitter, make the distributors eager for their films to be ‘part of the conversation’ online.

The largest expenditure item on a P&A budget is advertising placed on broadcast channels and in the press. Films that advertise outdoors and on television can deliver ubiquity, which can also reach a mass audience. TV advertising, however, can costs hundreds of thousands of pounds overall. Therefore, distributors should try to find out fresh and new ways to target specific but different audiences. For an example, advertising on television and in the press is best for older audiences, but online, on bus panels and on radio stations is best for younger audiences. Coverage of a film can also be very persuasive, such as in written news items. Press kits are often compiled for journalists, containing notable facts about the production (with a synopsis), cast and crew lists etc. Interviews with the film’s cast etc. are also arranged by the publicity team. Therefore, also getting positive reviews from critics is important, and screenings for national critics are normally held on the Friday, Monday and Tuesday before the film opens to the public.

Merchandising programmes are usually co-ordinated by the film company or an external consultancy. Manufacturers may be licensed to use approved logo devices, character likenesses or images on products. Films regularly have official soundtracks, games and books, and tie-in merchandise can include action figures, clothing, stationery, ring tones, anything. Media promotions can make effective use of film merchandise, which can help stretch the film campaign, especially worldwide as it could become an international news item. Lego is a classic example of a brand that refreshes its mass appeal by launching their product themed to family movies (such as Harry Potter, Cars 2, Pirates of the Caribbean and Star Wars).

Distributor’s publicists organise premieres as an official launch for a film. This can therefore provide opportunities for photos and red carpet interviews. Covered by celebrity publications and news media, star-studded premieres and after-show parties are often transmitted worldwide. The distributor’s goal of a premiere is to give the film a high-profile and to create a buzz factor. Most premieres in the UK take place in London’s Leicester Square. Also, apart from premieres, distributors may consider other events such as touring displays in shopping centres or themed presentation at movie conventions.