ai 3 film industry
Post on 13-Apr-2017
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Film Industry:
Distribution
Distributors
• Individual distributors may release any number of films – up to 30 per year
• Competition – a typical week 10 new releases• More than 500 releases a year
Distribution processes
• Using your research from the homework task…• Create a flowchart poster / handout of what takes place in
the distribution process
• Include these people and what they do at each stage:• Publicists• Film makers• Producers• Designers• Cinema Exhibitors• Distributors• Media Agencies
Marketing (distribution)
• Create a table
• One side – traditional forms of marketing• One side – new forms of marketing
• Brainstorm as many different forms of marketing as possible that are involved in film• E.g. poster / social media
Marketing research
• Film distributors have to decide how to present a film to potential audiences
• USP – UNIQUE SELLING POINT• What sets this film apart from other films – director /
actor / producer / storyline / special effects
• The marketing campaign will be focused around these USPs• It will help potential audiences understand what they might
expect and provide a narrative image of the film• NARRATIVE IMAGE• An idea of the story of the film based on the way it is
presented through marketing material
Cross media marketing
• CROSS MEDIA• Different medias (TV/Radio/Print/Film) or different
media institutions (studios/newspapers/TV networks)
• CONVERGENCE• Joining of two or more media companies or
technologies to form a new object / promote a new product
• CROSS MEDIA CONVERGENCE• More than one company benefits from working in
partnership, ensuring a film reaches the widest audience available.
Example – The Dark Knight
• Produced by – Legendary Pictures with Warner Bros
• Distributed by – Warner Bros• Directed by – Christopher Nolan (Inception,
Memento)
Example – The Dark Knight
Example – The Dark Knight
Example – The Dark Knight
www.thegothamtimes.com
Example – The Dark Knight
• Publicity stunts – inviting fans to follow a case of clues around the internet, tracking the joker
• Date and time to meet up – hundreds of fans in New York saw the bat symbol projected onto the side of a skyscraper
• Collectables – offered as promotional item in newspapers, etc.
Marketing campaigns
• Choose one blockbuster and one independent film and plan your marketing campaign
• Use the questions on my blog to structure your planning
• Be prepared to justify the choices you are making
• Don’t forget to revisit the budget information from last lesson – remember that your options might be limited!
Exam question
• In what ways does the production, distribution and exhibition of a film impact / effect the film’s success?
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