3 DISTRIBUTION

What is Distribution?

What kind of media institution might distribute your media product and why?

The kind of media institution that will distribute our media product would be an independent film distributor. 
Verve is the media institution that will distribute our media product. 

I researched distribution on the FDA website as well as through the FutureLearn course entitled 'The business of film'.

Distribution is the action of sharing something out among a number of recipients. It's about the releasing and sustaining films in the market place.

Vertical integration is when a Media company owns different businesses in the same chain of production and distribution.

Horizontal integration is where a production company expands into other areas of one industry. This mean that the company can develop in a particular area of production or they can buy out another company that deals with these areas.

Here is the full Infographic

Above the Line Marketing

Above-the-line (ATL) marketing involves mass media methods for targeting customers who use Television & Cinema, Radio, Print Adverts and Outside Advertising.

ATL marketing is made to reach a large audience, the advert communications get repeated, it's great for building brand awareness but may or may not drive customer responses.

You can measure the success of the marketing by Reach, Frequency and Gross rating points.

Below-the-line Marketing

Below-the-line (BTL) marketing is the same as direct marketing for smaller audiences. they use methods such as: Public Relations, Search engine marketing, paid research, Social media marketing, Content marketing and Events.
BTL marketing is targeted towards individual consumers, it has a direct contact with customers, it also builds stronger relationships and a brand trust, it is easy to test effectiveness and conversions and also drives individual responses.
You can measure the success of the marketing by number of website visits, engagement, click through rates, conversion rates, cost per click, cost per acquisition and social media likes, follows and impressions.

How are films usually launched?

- Release dates - When & How, Scheduling, FDA, Marketing campaign (Most expensive)
- Film Marketing - Posters/ adverts in newspapers/TV/Trailers, New technologies, Viral, Synergies, Above the line/Below the line

Many independent distributors in particular do not have press departments, and will consequently hire a press agency to run a pre-release campaign. A distributor will consider the use of advance public screenings to create word-of-mouth and advance 'buzz' around a film.

Film Distribution in the UK

- Film distribution has its own unique procedures.
- Success or failure of a cinema release determines how the DVD and TV releases will be handled subsequently.
- In the international film business, the rights to screen a film are sold in respect of distinct 'territories' such as the UK.
- Most hollywood films are distributed directly by the studio which financed the film.
- In the UK the cinema box office is dominated by a handful of major distributors.
- In any year, the 5 major distributors will account for 90% of the box-office rentals.

Typical Practice: Wide Release

- A Hollywood blockbuster is released 'wide' with one or more prints sent to each multiplex. Typically 400-500 prints, each costing £1000. So a significant investment.
- The wide release depends on blanket promotional and advertising coverage for the first weekend to create a 'buzz' about the film.
- Free trailer packages and electronic press kits are sent to radio and TV stations and newspapers. Preview screenings for journalists are arranged. Stars give interviews and newspaper and TV advertising guarantees exposure.
- Cost - over £1m but rely on opening £2m or more at box office.

Digital Distribution

Digital projection, especially when married to the increasing use digital formats in production, can now replicate - if not surpass - the image quality of conventions 35mm cinema presentation
Cheaper
Send films as computer files to cinemas across the UK - piracy
The compressed and encrypted files sent directly to cinemas to be downloaded, de-encrypted (unlocked) and opened as files for screening with digital projection equipment.
The shortened first-run period will allow distributors to release on DVD earlier.

Below-The-Line is Better

63% of readers are more likely to be influenced by blogs than magazines when deciding on a purchase. Below-the-line is: Measureable, More targeted and conversion driven.



I also looked at case studies such as how Jurassic World was marketed. Gatreth Lowrie of NBC Universal explained the campaign to his audience at the FDA (Film Distributors association)