Role of the Film Distributor

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The role of a film distributor is a very complex one. Without them, a film will never become successful in the mainstream market, so it is their job to identify the target audience, develop a distribution plan, and to develop a marketing plan.

A film distributor needs to deliver the largest possible audience for a new film release as it needs to try and make a profit, however this is no easy task considering that there are over 500 new films released to the cinema every year, as well as the other entertainment options available to people both inside and outside of their homes e.g. games, television, and social media. In order for a film to be successful the distributors need to decide on a good distribution and marketing plan.

The distribution of a film involves releasing and sustaining it in a marketplace. In order to do this, the distributor must first develop a release strategy, consider the release date, and take delivery of a master print of the finished film. After this they will then present the film to exhibitors and negotiate bilateral agreements to have it shown in cinemas. This is a crucial stage in releasing film because after this is done, distributors can then begin to create a marketing plan to create a 'want to see' buzz about the film.

The UK has around half a dozen major distributors (Warner Bros. Pictures, Paramount Pictures, 20th Century Fox, Walt Disney Pictures, Columbia Pictures and Universal PIctures), however there are many more independent distributors releasing anything from just 1 or 2 films a year, to 25-30.

Every film has its own distribution plan tailor made for it. The distributor hopes to be able to re-coup all of the costs spent making and marketing the film, and return a profit. The most important decision the distributor will make is when and how to release a film to optimise its chances of doing this.

A detailed understanding of the films target audience is needed. This includes:

• Age group
• Gender
• lifestyles
• social networks
• media consumption patterns

This information can help inform the subsequent decisions on how and where to promote the film. Although it is important to never lose sight of a films core audience, the distributors biggest challenge is always to attract as wide a spread as possible.

Other factors that are considered in the distribution plan are:

• What competition from other films will there be at the time of release?
• Will it appeal to a mass market, or a more discrete audience?
• Is there any star power amongst the cast?
• Is it a film with hopes for award nominations?
• Is it a film for a holiday period?
• What certificate will the film gave (BBFC- British Board of Film Classification)

Complementing the distribution plan, every film has a detailed marketing plan. The objective of this is to create visibility, raise awareness, and engage interest. This is done a huge variety of ways. Word of mouth is important for distributors as a personal recommendation form a friend etc could be the most powerful stimulus for a cinema visit. Posters are used, containing its stars names, genre, credits, and often a tagline to whet the audiences appetite. Another way is the films trailer which is probably the most cost effective marketing technique as its usually uses clips from the film that have already been recorded so little money is needed to produce one. A forth way is through the use of an online website, allowing the film to create more of a buzz on the internet.

Publicity also plays a huge part in the marketing of a film. Independently written news stories/reviews are more readily believed by public as the distributors don't pay to have them written.   

An example of a real-life successful marketing campaign is 'The Lord of the Rings: The Fellowship of the Ring' from the distributor New Line Cinema. Their film poster and trailer worked successfully together to 'sell' the film to the general public.