Distribution - What is it?

What is distribution?

What part of the supply chain is distribution?
Distribution is the 3rd part of the supply chain.

What is distribution often referred to as?
Distribution is often referred to as 'the invisible art'.

What does 'vertical integration' mean when discussing distribution?
Vertical integration is where three stages are seen part of the same larger stage, under the control of one company.

Why isn't 'vertical integration' so common in the independent sector?
Vertical integration is not common in the independent sector as producers tend not to have long-term economic links with distributors.

What three stages are involved in the independent sector?
The three stages in the independent sector are licensing, marketing and logistics.

Licencing

What is licencing?
Licensing is the process by which a distributor acquires the legal right to exploit a film.

What are the two levels of licencing?
The two levels of licencing are International distribution, this ensures that films find their way to the 90+ market 'territories' around the world. The second level of licencing is 'local' distribution, which involves the distributor acquiring the licence to release and exploit the film in a particular country.

What is the advantage of being a major US studio?
An advantage of being a major US studio is they have their own distribution offices in all the major territories.

What three different types of rights can you acquire on a local level?
On a local level, you can acquire

What are royalties?
Something that the distributer pays to the producer out of the profits that the film generates.

What is the most effective way to increase interest in a film?
The most effective way to increase interest in a film is a theatrical opening.

How long does it take for a film to reach 'free to air' TV?
It takes 2 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?
2005

Name two advantages of digital distribution
Easy to replicate and cost effective.

Which countries adopted digital distribution early and why?
China and Brazil, because efficiently bring together supply and demand.

How many screens were digital in 2005 and how many are now (you'll need to google this)
112 to 192.

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 from 3-6 months to 1-3 months.

What is a loss leader (google it) 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.

2010 Exam question

June 2010

What significance does the continuing development of digital media technology have for media institutions and audiences?

The continuing development of digital media technology has a huge significance on media institutions and audiences. The film industry is constantly changing and adapting in order to find new ways to distribute their product. For instance, in recent years companies have been introducing an online streaming platform, which gives the viewer the option to purchase the movie and stream or download that film directly to their computer at home, or even to their smartphone or device.

Production
The significance of developing digital media for media audiences is the production of films such as Mad Max Fury Road, an Australian film directed by George Miller. Also Ex Machina, a British film directed by Alex Garland. The development of computer system when producing a film allows films to be edited with no mistakes. For example, in Mad Max Fury Road, there were 2700 individual shots captured by a Phantom Camera. This camera has the ability to capture 300 frames per second. This was able to happen due to the many cameras featuring and capturing the footage to be shot in the film. This advance in digital media technology allows film makers to get better shots at more angles quicker then they would have beforehand. The mechanical cameras could have not coped with the dust from the desert so it would of had to be filmed in a different location. Another advanced pieces of camera equipment was the edge arm that was also used shows synergy within the film. The edge arm allows 360 rotation so that the shots flowed more. It also allows the audience to easily follow the shot more, an example of this being used is when they are looking at Nux's car, they were able to do close up shot of max to a medium shot of Nux to a long shot of his war boy. Also, the CGI used in the British film, Ex Machina, was perfected by editing through developed computers. Mad Max was originally filmed in 2D but planned to film in 3D, In Ex Machina to do the drawing on of Ava's body that they wanted to do in the editing stages they had to film everything twice. Film originally cost £1000 per roll so it would have cost them £2000 but now they are able to do it on a hard rive it took less time and crucially, less money.

Post-Production
The significance of developing digital media for media audiences is the post-production in films such as Mad Max and Ex Machina. Some features in Mad Max shows the CGI used in the film, for example, CGI was used when blowing up the car as a character jumped towards it. However, in the film it will be shown as if it actually happens. The car being blown up had to be done with CGI as it wanted to have as many special effects in the film as possible, this to aim towards action packed fanatics and everyone that likes big explosive films. Although, during the filming of Mad Max they filming crew came across the issue of the sand, as the location for the film is in the Namibian desert. This caused major problems as if the sand got in a part of the cameras, the mechanics would have jammed, causing filming to come to an abrupt stop. Ex Machina also had to deal with the rotoscoping of Ava's face. This was done to ensure no humane features could be seen other than her face, which was used throughout the whole film. This was significant to media audiences as they wanted to only see Ava as a robot and the rotoscoping of her face helped the character come alive as her character. The final design for Ava's body came from many rough drawings, until they found one in which they liked so they rotoscoped her to fit the character they had drawn. Also, the character Furiosa in Mad Max has one arm, this was shown in the film as Charlize Theron had to wear a green screen glove so the editing could cut out her actual hand. This was significant to the audience as it gave the character a personality to which some audiences could relate to. Although, the green screen glove allowed the editing to be done much quicker in order for the film to be released as soon as possible, this saved time for the editors as they did not have to blank out her hand on every frame.

Marketing

The significance of developing digital media for media audiences is the marketing stage of films such as Mad Max, Ex Machina and Star Wars. Star Wars announced they would be making another film and it went viral worldwide. To market the upcoming film they released a trailer which does not show any major parts of the film, they did this as they knew they will get millions of people going to watch the new film. However, Mad Max released 2 trailers representing the film, it also had a TV spot where they aimed to broaden the release worldwide. This was done to tease fans so they wanted to watch the film even more, it could also have been done to reach wider audiences ensuring maximum profit. Furthermore, Ex Machina being a low budget film, used social media as a way of marketing the film. They created profiles and popular social media sites such as Tinder. On this fans could interact with the robot, Ava. This was significant for media audiences as through developing media they could come in contact with one of the main characters immediately before the film was even released. Also, other films such as the upcoming Batman Vs Superman film have created a social media account on Instagram. The trailer that was released has reached 9 million views creating synergy between two films through the use of social media, they worked together in order to bring individual fans of Batman and those of Superman together with the new film. The use of posters for all films allows sneak previews of setting or cast, for example Mad Max posters included the three main characters on the front with the desert setting in the background. This is significant to media audiences as it allowed fans to see the upcoming films with their preview, thanks to the continuing development of digital media.

Distribution
The distribution of films has changed dramatically over the years as we are now able to watch films over and over again by DVD. Before the audiences could not view them again unless they were played in the cinema but now they can purchase the DVD and watch it over and over again. It also has been increased in quality over time with added blu-ray, blu-ray and DVDs increase the amount of money films make, this would have not been able to happen before the development. Also, the continuing development of online streaming means people can watch the latest films for free meaning they do not have to go to the cinema to watch a film they like. With the development of technology also allows online streaming on smartphones and tablets meaning films can be watched from anywhere, this decreasing the amount of DVD's bought, not only does this make it better for the buyer but it is cheaper for the consumer provider. This is evident as Mad Max Fury Road is the most illegally downloaded film on online streaming sites such as PutLocker. However, this is trying to be overcome as other film sites such as Netflix are trying to slowly kill the online streaming industry outside of themselves. Netflix allows the audience to know the film has not been illegally downloaded and is genuine, this benefiting the media audience as they get to watch films, documentaries and dramas for a very small fee every month.

In conclusion the significance of the continuing development of digital media technology has meant that both institutions and audiences have benefited from a great film experience. Media institutions have made hit films such as Mad Max and Ex Machina generating a huge profit and media audiences have had the opportunity to watch the new films for their enjoyment.