Straight Outta Compton and I, Daniel Blake

1. distribution
Straight Outta Compton and I,
Daniel Black

2. What is distribution
• Distribution is about
releasing and sustaining
films in the market place.
• A distributor is the link
between the filmmakers and
the public, and allows a film
to reach the public via the
cinemas, DVD and on
television.
World-wide distribution is
dominated by US
conglomerates such as
Paramount, Warner, and
Universal.
Distributors may be involved
in a film in any or all of the
following ways:
 It may invest in the film’s
production.
 The distributor might buy the rights
to the film once it is made.
 If the distributor is part of a larger
organisation that has made the film,
then it will automatically distribute
films made by the parent company.
What institution distributed Straight
Outta Compton and in what way did
they get involved in the project?

3. PRINTS MARKETING
Producing physical
copies of a film for
cinema/home release
Finding the
exhibitors/retailers to
sell the film
Raising audience
awareness and
anticipation of a new
release
Film distributors are responsible for prints and marketing:
A film will likely have different
distributors for:
-Releases in different countries
-Cinema Release
-Home-Video Release

4. A distribution company’s responsibilities include:
 Deciding on a release date;
 Deciding how many prints to produce and in which
cinemas to screen them;
 Advertising campaigns;
 Designing art work for adverts, posters, flyers and
billboards;
 Organising premieres and talker screenings;
 Booking talent (i.e. the stars or director) for press
interviews and personal appearances.

5. Deciding on a release date
Selecting the appropriate release date is important in order
to maximise the potential box office.
 School holidays are a prime time
within the year for the release of
blockbusters.
 Fridays/weekends (when people
go out)
 Seasons (valentines, Halloween,
Christmas)
 In relation to other significant film
released (Competition must also
be considered)
 Near (before) Oscars
When was Straight Outta
Compton’s cinematic release?
The film had its premiere in L.A. on the
11th August 2015 and was released in
cinema on 14th August 2015 in the USA.
Why might this date have been
selected by the distributor?
• During a holiday maximise potential
audience
• Opened on the weekend, so people go
out

6. Key Release Dates for Straight Outta Compton
Territory Date
Australia 27 August 2015
Germany 27 August 2015
Mexico 5 August 2015
UK 28 August 2015
France 16 September 2015
South
Korea
10 September 2015
Why?
Technology
The role of piracy
The use of simultaneous release
pattern
•The gap between a film being
released in the different territories is
shortening.

7. What type of release pattern should be use?
This is an important question
because it relates to deciding how
many prints to produce and in which
cinemas to screen them.
• Did this strategy work?
Blockbusters often use saturated
release pattern
Why?
•Large financial resources mean that
multiple prints can be produced.
•Saturated release pattern supported by
360 degrees marketing
Straight Outta Compton opened in 2,757
cinemas in the USA and 429 cinemas in
the UK, making it the wide/saturated
release pattern.
What was the key factor that enabled
Straight Outta Compton to have a
saturated release pattern?
•Benefited from vertical integration because it
is distributed by Universal Pictures
•Universal Picture is part of the NBC Universal
conglomerate, which is owned by Comcast
(transnational company)
Go to the link and make notes on the
different types of release patterns:
http://www.timelockfilm.se/artiklar/english-articles/distribution-strategies/

8. Hollywood dominates distribution
 The Hollywood film industry dominate the UK
and worldwide box office. Evidence: In 2015,
the top five distributors in UK were Universal,
Disney, Fox, Sony and Warner Bros taking
76.62% of the total ten revenue. All of the top
five distributors are subsidiaries within a
conglomerate.
 Being part of a conglomerate means the
Hollywood film industry are able to dominate
in distribution because of vertical
integration, which means once a film is
produced there is a way to get it into the
market.
 Moreover, conglomerates are able to distribute
films internationally, as they are transnational
companies, which mean that they have
distribution arms in numerous countries
around the world, which makes an
international release easier.
Production
Distribution
Exhibition
Consumption

9.  Roughly 9/10 films seen in the UK are viewed as a result of these distributors
 We don’t have vertical integration anymore. So why do the cinemas show so many
Hollywood movies?
 Usually the blockbuster films we are familiar with are distributed via blanket or
saturated release, so even if a small UK independent company manages to get its
product into cinemas, it is usually competing for attention with one or more films
that take on the status of an event. One of the outcomes of distribution
arrangements outlined above is that half of the films released in Britain do not
reach the whole country.
 Digital distribution provides more opportunities for independent films to be
shown in cinemas.
Five Major Distributors dominate the UK film industry.
What is meant by the term digital distribution?

10. The Impact of Technology on Distribution
Digital distribution means it
is cheaper and easier to
transport film prints.
It means that films can be screened in more cinemas
especially because over 98% of UK cinema have
digital projection.
Why might this benefit independent
British films?

11. Distribution of British Films
In a competitive market that is driven by commercial objectives and
moulded by the strategies of major production companies, it is difficult for
non-mainstream films to find theatrical distribution and audience exposure.
Due to the lack of vertical integration in the British film industry,
production and distribution is conducted separately.
I, Daniel Blake -
Production Companies
• Sixteen Films
• British Film Institute
• Why Not Productions
• Wild Bunch
• BBC Films
UK distributor of I, Daniel
Blake
• Provide brief details about the background of the institution
Entertainment One says it “With the reach of a studio and the flexibility of an indie.” Consequently, the
company has the ability to distribute films internationally and to a certain extent to a wide scale yet
focuses on distribution of niche less mainstream films.
• What types of films have been distributed by the institution?
Low to mid range budget film, independent and art house films with some blockbuster produced outside of
Hollywood
• In what ways does I, Daniel Blake fit with the institution’s portfolio? It is aimed at a niche audience

12. International Distribution of British films
In order to
distribute
internationally,
British films need
to obtain a deal
for each territory.
Based on the table, what type of
British film is the most likely to
be distributed internationally?
Film that have a budget of over
£10 million. It is mostly to be
studio backed films.
Distributor Territory
Sundance Selects (2016) USA (theatrical)
Le Pacte (2016) France (theatrical)
Transmission Films (2016) Australia (theatrical)
Cinema (2016) Italy (theatrical)
Sundance Select is a subsidiary of IFC Films.
What type of films does the institution
usually distribute?
Independent, foreign, documentaries,
and genre cinema

13. What do they have in common?
Film festivals largely for the
screening of independent films

14. Independent British
films can use film
festivals, as an
opportunity for them to
obtain a distributor.
What are the benefits of
a film festival?
For the filmmakers,
festivals present a
significant way to
market their film at a
reasonable rate.

15.  What film festivals
was I, Daniel Blake
screen in?
 What film festival
awards did it win?
How does this contribute
to the potential
marketability of the film?
•It suggests it is critically
acclaimed.
•Creates hype in
preparation for the global
award season such as the
Oscars, Golden Globes
etc.

16. The Distribution of
I, Daniel Blake
 https://www.youtube.com/watch?
v=h-748lP0D6E
 https://www.hollywoodreporter.c
om/news/eone-i-daniel-blake-
grassroots-marketing-bfgs-uk-
success-q-a-berlin-2017-973402
Watch the video and read the
article discussing the
distribution of I, Daniel Blake.
What was unique about the
distribution and marketing of
the film and how did it fit with
the theme of the film?

17. What is platforming?
What is a limited release pattern?
Platforming is a type of limited release pattern.
Provide a definition of platforming and why would distributor choose to use this
method for I, Daniel Blake?
“Platforming” is a distribution strategy which is based on a release in 2-3 stages,
where you start of small in about 10-50 screens, then in the next step increases the
number of copies somewhat, and finally move over to the last step and open wide
at 500+ screens. The strategy can also be applied in just two steps, where you
move directly from small to wide – or start of on 50+ screens.
To build an audience by utilising word-of-mouth, critical acclaim from reviews
and potential award buzz.
The release of film I, Daniel Blake was preceded by a run on the festival (“the
festival route”), which meant the producer and distributor tries to maximize the
exposure of the movie.

18. What type of release patterns were implemented in the different
territories?
Look at the statistics
Territory Release Pattern
UK Platforming
Australia Platforming
Portugal Limitd

19. In what ways does the statistic suggest that platforming was used in the distribution
of I, Daniel Blake.
In the UK release of the film it was initially screened in 94 cinema increasing week
by week before peaking at 273 cinemas on its third week of release. This is the small
pattern used when I, Daniel Blake was released in America.

20. Straight Outta Compton I, Daniel Blake
 DVD = January 11th
2016
 Sky Premier = June 17th
2016
 Netflix UK = September 11th
2017
 DVD = January 11th
2016
 Sky Premier = June 17th
2016
 Netflix UK = September 11th
2017
 DVD = February 27th
2017
 Sky Store = February 27th
2017
 DVD = February 27th
2017
 Sky Store = February 27th
2017
Find out release dates for the following
platforms
How long did it take from the initial cinematic release to the final platform?
The distribution window between the release of film onto different platform is
shortening. Why?
•The use of digital distribution = quicker and cheaper to produce copies of the
film and make it available to audience
•The impact of technology such as piracy means that it is increasingly important
to maximise the earnings of legal means of distribution.
August 28 2015 – September 11
2017 = approximately 2 years
August 28 2015 – September 11
2017 = approximately 2 years
October 21 2016 – September 11
2017 = approximately 1 year
October 21 2016 – September 11
2017 = approximately 1 year

21. Shortening Distribution Window
 In early 2012, movies were available for digital download about 9 months after
theatre release on average, but movies released last summer were available for
download 3-4 months after theatre release, roughly at the same time as DVDs.
Many industry experts had predicted that digital would become a more prominent
channel for film distribution, but what’s striking is the speed at which it is taking
place: it took more than 10 years for the DVD release window to shrink by half to
where it is now, yet it only took 3 years for the digital download window to shrink
by almost two thirds.
 For some films, it is available first for download, then on DVD.
Key features of digital distribution leading to the shortening distribution
window:
 One key driver is the strong demand for content anywhere, due to the proliferation of mobile
devices.
 Another driver is the demand for content anytime, which is too often fulfilled during the
theatre window by pirated-versions of movies in the absence of a legitimate digital version.
 The increase use of simultaneous release patterns where films are released in all platform in
order to satisfy three market segments: movie-goers, home viewers, and on-the-go viewers.

22. Useful Academic Article of Film
I suggest that you read this link
https://www.tandfonline.com/doi/full/10.1080/142
41277.2015.1055533

23. Regulation is a key part of distribution
Do you recognise this logo?
Before a film can be shown
to a paying audience, it is
required by law that it is
certificated by the British
Board of Film Classification.
This ensures, for example,
that films which are of an
adult nature are not shown
to children.

24. BBFC
What is the role of the BBFC?
What are their main guideline when classifying a
film?
Provide details about each film certification.
What is the difference between 12A and 12?
Why did Straight Outta Compton and I, Daniel Blake
get awarded the certificate it received?

25. BBFC's guidelines
The BBFC's guidelines state that there are three main
considerations for any film:
Legal (material may break the law—-there are
several laws to do with obscenity, equality, incitement
and the protection of children)
Protective (material is scrutinised for its potential to
cause 'harm' though this is a huge area for debate—
who decides who needs protecting from what?)
Societal (material is reviewed with broader public
opinion in mind with particular regard to language).

26. BBFC classification
The BBFC classification is based on the demographics of age. It assumes
that certain films are only suitable for certain age groups. The
categories:
 Suitable for all
 Parental Guidance
 Suitable for 12 years and over
 Suitable for 15 years and over
 Suitable only for adult
What is the
difference
between 12A
and 12?

29. Regulation is a key part of distribution
In general, conglomerates are looking to target a mass
mainstream audience and consequently look to obtain a 12A
certification for the cinematic release of their films.
In your opinion how might being
classified as 15 have positivity and
negative affected Straight Outta
Compton commercial success?
In what ways does Straight Outta
Compton and I, Daniel Blake’s
certificate fit the type of film it is?
Positive
•Make it seem
‘dangerous’ and
Negative
•Restrict the
potential audience
• The film is a biographical based on
NWA rap group. The film has been
sold on the premise that NWA was the
most dangerous group.
• I, Daniel Blake is social realist film,
which looks to portray the harsh
realities of British. Independent films
tend to challenge genre conventions,
explore controversial issues

30. Straight Outta Compton DVD
 Although the cinematic release
was rated a 15, for the release of
the DVD it was certificate 18
because of the director’s cut.
 With the rise of home video, the
phrase became more generically
used as a marketing term and
the most commonly seen form
of director's cut is a cut
where extra scenes and
characters are added in, often
making the director's cut
considerably longer than the
final cut.

31. marketing
Straight Outta Compton and I,
Daniel Blake

32. Marketing is a part of a film’s distribution and is the
responsibility of the film distributors.
What is marketing?
Raising audience awareness and
anticipation of a new release
What do you need to be aware of?
•The different types of marketing strategies used by the institution.
•The impact of media ownership on marketing.
•The impact of technology marketing.

33. Film promotion, marketing and advertising
Films have to be marketed and
advertised to be successful.
How many ways can you think
of to market a film?

34. Ways to promote a film
Through mainstream activities – posters, websites, trailers,
stars on chat shows, magazine interviews etc.
Through social media e.g. Twitter, Facebook.
Through gaining interactivity with the audience by
competitions, web-based forums, chat-rooms, and so on.
Through releasing ‘behind the scenes’ information, sections
of footage, shots of the set.
Event marketing such as flash mobs or laser shows.
Through synergy and cross-media promotion, including
merchandising, web-sites, talk-shows and radio shows,
presence in the press, TV magazines, Heat magazine
coverage of the premier and the ‘red-carpet dresses’ and so
on. All this will help to create a ‘buzz’ about the film.

35. Big-budget and low-budget marketing
Big budget films with a lot of money to spend on
marketing can afford to use any marketing strategy!
List the marketing strategies a big-budget film
could use.
Low budget films have very little money to spend on
marketing. They often use online methods and
guerrilla marketing tactics.
List the marketing strategies a low-budget film
could use.

36. Low budget
 Trailer for TV and cinema
 Big billboards
 Posters on buses at bus stops
 Elaborate website
 Merchandising
 Expensive events
 Famous stars on chat shows,
e.g. Graham Norton
Website
Social media
Cheap event marketing
Viral marketing
Guerilla marketing
Marketing
What adjectives would you use to describe the big budget
marketing campaign and low budget marketing campaign

37. Saturated 360-degree marketing
When a marketing campaign is
intense and global, usually starting
18 months before the film’s release.
It uses every available platform to
market the film

38. Additionally marketing methods
Adverts or interviews with the stars of the film in the print
media (newspapers and magazines), including feature
articles about the film, along with posters and billboards
advertising the film.
Press releases announcing the production of the film, and
then the film release
Actors on talk shows to promote the film, for example
the Spectre stars on The Graham Norton Show
What needs might these promotional
methods satisfy?

39. Cross media convergence Diversification
The use of cross-
promotion across
different media
formats to develop a
franchise.
Diversification is the
notion media companies
expanding and
branching out in to
different areas of the
media industry or other
related industries.
Fundamental terminology to explore the effect of
media ownership on marketing
The purpose of cross-media promotion and diversification is to appeal
to a full range of potential audiences.

40. Good examples of cross media convergence
Magazine’s featuring exclusive interviews and feature
promoting the film.
Film trailers being advertised on online platforms such
YouTube.
TV channel broadcasting a special film featurette.
A film’s soundtrack

41. A good example of diversification is
merchandising
Merchandise - Toys, lunch boxes, soundtracks cds etc. any product sold with the
film’s logo or imagery on that help to market the film.
The use of merchandise and official products to promote the film. Accessories
like Spectre wallets and notebooks, collector's items like Spectre and promotional
artwork.

42. In what ways does the film’s distributor being part of a
conglomerate help with cross media convergence and
diversification?
A conglomerate can use their
subsidiaries to market and distribute
media products across a range of
platforms and sectors.

43. Developing symbiotic relationships
What is product placement?
A practice in which manufacturers of goods or providers of a
service gain exposure for their products by paying for them to
be featured in films and television programmes.
Symbiotic
A relationship between people or organizations that depend on
each other equally
Product placement is an example of covert and embedded
advertising.
What are possible strengths and weaknesses of using product
placement for marketing?

44. What brand’s product placement deal to do
think would be the most successful and why?
Think about:
The nature of the brand
How it has been tied into the film?

45. Key Term
Synergy:
Simply put: 1+1=3. When the profit of combining
two products together is greater than the sum of
their individual revenue.

46. Technology and
marketing
James Bond Spectre

47. How does technology help to promote a
film?
Make it easier to promote
your film globally.
Through the use of links
and hyperlinks it is easy to
direct audiences to
multiple websites and
marketing products
Encourages audiences to
be active participants
Increase of viral
marketing
The official website
(downloads, trailers,
merchandise)
Trailers uploaded onto
various online platforms
such as YouTube (cross-
media convergence)
Utilising social network
sites

48. Viral marketing
Viral marketing - Use of the internet in particular social
media for interactive marketing
Social media buzz reflects this
word of mouth and most
promotion will use a specific
hashtag for marketing campaigns.
A viral campaign,
using teasers and trailers on
YouTube with
associated hashtags
The hashtag are used on social media
accounts to generate hype about the film.
This would appeal to the national and global
audiences as they can find and use the
hashtag on these social media accounts to
feel involved.

49. The use of social media
 These pages have build up a huge following, allowing fans to stay up to date with
the newest developments with the film.
 These pages also released new information and videos relating to the film before
release- generating hype.
 Trailers and posters on these social media pages show how these pages are
examples of cross media convergence.
 Social media = better for bigger institutions they can generate more hype and
attention on these sites due to their reputation and status.- larger fan base- more
successful hence the $880 million profit
Spectre only has one dedicated page to the film itself however the film is promoted
on the official 007 account on social media pages such as Facebook, Twitter and
Instagram.

50. Technological convergence supports 360
degrees marketing
Technological convergence supports 360
degrees marketing
What is technological convergence?
When different technologies come together on one
device.
List all the different things
that you can do on devices
like smartphones and tablets.

51. How does technological convergence support
360 degrees marketing?
It makes media consumption more mobile
It makes media more accessible