1. CONNECT
feedback
1. How many films were presented last week across the five
cinemas that you looked at?
2. Who was the most prevalent production company?
3. Who was the most prevalent distribution company?
4. Did you find evidence of any independent production or
distribution companies?
5. Is Warp Films or Warner Bros responsible for any of the current
releases?

2. DISCOVER A reminder
UK distribution KEY FOR THE EXAM
• In the practice of Hollywood, the phases of
production, distribution and exhibition operate
most effectively when 'vertically integrated',
where the three stages are seen as part of the
same larger process, under the control of one
company.
• In the UK, distribution is very much focused on
marketing and sustaining a global product in
local markets.

3. DISCOVER
YOU MUST BE ABLE
TO EXPLAIN THE
Independent DIFFERENCE
BETWEEN BRITISH
In the independent film sector, vertical AND AMERICAN
CINEMA AND
Integration does not operate so commonly. INDEPENDENT VS
COMGLOMERATE
Producers tend not to have long-term
economic links with distributors, who likewise have no
formal connections with exhibitors.
Here, as the pig-in-the-middle, distribution is necessarily
a collaborative process, requiring the materials and rights
of the producer and the cooperation of the exhibitor to
promote and show the film in the best way possible. In
this sector, distribution can be divided into three stages –
licensing, marketing and logistics.

4. DISCOVER
• In groups, you are going to read through an
area of distribution.
• You will be responsible
for teaching the rest of
the class!

5. Logistics of distribution
The distributor will enter into an agreement with the cinema to
screen the film on certain 'play-dates'.
It is the responsibility of the distributor to arrange the
transportation of the film to the cinema, as part of its wider
coordination of print use across the UK.
Logistics represents the phase of distribution at its most basic -
supplying and circulating copies of the film to theatres, of tapes
and DVDs to shops and video rental stores, and managing the
effectiveness of the supply.
Cinemas spend their money publicising film play-dates and
times in local papers or through published programmes. So
there's an imperative for the distributor to deliver the film on
time.
Questions to discuss:
• What factors effect the ‘play dates’?
• If film play dates are being published in local papers – which target audience is more likely to
see this?
• What could go wrong at the logistics stage?

6. Single print logistics
Main print
warehouse
Delivery
Projector
van
Assembly
Cinema
Bench

7. Distributor – Printing the film
The distributor typically handles 35mm film prints. Each print can
cost around £1,000 - or twice that if subtitled - so a degree of
care is required of everyone involved in handling the print.
In the UK, prints are generally broken down for ease of handling
into smaller reels, each lasting around 18-20 mins when run
through a projector at 24 frames per second. So a feature print,
in its physical form, will usually be 5 or 6 reels, stored and
supplied in a single hard case, weighing in at 20-25kgs.
Prints are hired by the exhibitor for the duration of their play-
dates, and therefore each print is made for repeat use.
Questions to discuss:
• What issues do you foresee with the method of printing film reels?
• What are the positives of printing on film reels?
• Can you think of an alternative method of distributing to cinemas
without printing on film?

8. Distribution – further Costing
35mm theatrical prints invariably suffer cumulative
damage as they pass through different projectors, and
the hands of various projectionists.
There are also overheads incurred by the distributor for
the storage of prints at the UK's central print
warehouse in West London.
Each theatrical print has a finite lifespan. Distributor
will invest in sufficient prints to provide optimum
coverage through the first period of theatrical release,
usually lasting up to 6 months.
Questions to discuss:
• What issues do you foresee with the method of printing film reels?
• What are the positives of printing on film reels?
• Can you think of an alternative method of distributing to cinemas without printing
on film?

9. Digital distribution
In distribution terms, the advantages of digital technology
are even clearer, though perhaps longer term. Digital
technology is seen to offer a more cost effective and
logistics-light alternative to the tried and trusted, but
unwieldy model of 35mm print distribution described
above.
It will, eventually, be cheaper and much less stressful to
send films as computer files to cinemas across the UK, than
to transport 20-25kg tins of film in the back of a van.
Questions to discuss:
• How does this impact on independent and conglomerates?
• How might this benefit the audience?

10. DEVELOP
Positives and negatives
Traditional film
print distribution Digital distribution
• Projectionist could • Quicker distribution. Less people
involved. Can get to cinemas
lose job. (exhibitors) quicker
-Film print quality • Quality may not be as good as
deteriorates original print.
• Who benefits? -Longer process to print • However will not deteriorate like
film.
and to physically •
• Costing implications? distribute to the cinema
Not damaged by handling in the
same way as print film.
• Cheaper (not initially) expensive
• Negatives? -Distributor needs to transition – lots of new
work out logistics of equipment.
• Affect on audience? physical distribution. Can • Minimal travel/handeling costs.
Better carbon footprint.
• Affect on exhibitors? be affected by weather • Still potential exhibition issues
and travel with computers
• Affect on Producers? -Positive – provides a • Need training in new projection
equipment
skilled job to • Pos for audience – films viewed
projectionist. quicker
-Prevents increase in • Bigger profit?? (lower distribution
costs vs same price for tickets??)
piracy (to some degree).
Digital distribution is
more capable of being

11. DISCOVER
How many
different
methods can
you think of to
market a film?

12. DEVELOP
Marketing methods
Traditional methods New methods
• Trailers (Cinema, TV, • Website
DVD and Youtube)
• Email promotions
• Premiers
• TV interview • Social media page
• Print campaign • Blog reviews
(posters, billboards, • Product
magazine/newspaper endorsement
adverts)
• Viral marketing
• Music video campaign

13. DEVELOP
Viral Marketing Defined
• Viral marketing describes any strategy that
encourages individuals to pass on a
marketing message to others, creating the
potential for exponential growth in the
message's exposure and influence. Like
viruses, such strategies take advantage of
rapid multiplication to explode the message to
thousands, to millions.
http://www.guardian.co.uk/film/2009/nov/14/2
012-roland-emmerich-viral-marketing

14. DEVELOP
Look at the list of people on the next slide.
• Provide an example of a film or film genre that
you feel would be marketed at them.
• What marketing methods would be most
effective for this target audience?
• How would they consume a film? (would they
visit a cinema or watch via another method?)

15. A single man in his 20’s. A retired couple in their A 15 year old girl studying
Works as an estate agent 60’s. for her GCSE’s. She likes to
and drives a company car. talk to her friends on
facebook and often meets
up with friends in town to
go shopping at the
weekend.
A 19 year old male student A 40 year old female. She A married couple whom
studying Film studies and watches TV in the evening want to take their 6 year
living away from home. to relax and is a big fan of old daughter to watch a
Brad Pitt film.
A tourist looking for A young professional A female film fan whom is
something to do of an couple that work long interested in subtitled
evening whilst visiting hours. films.
London.

16. USEFUL LINKS FOR REVISION
• http://www.launchingfilms.tv/marketing.php
• http://www.empireonline.com/features/best-movie-viral-
marketing-right-now/8.asp
• http://blog.moviefone.com/2011/06/07/super-8-best-viral-
marketing-movies/
• http://www.purple-consultancy.com/blog/the-top-5-viral-film-
marketing-campaigns-blog-22828858282
• http://www.theatlantic.com/entertainment/archive/2012/06/who-
actually-falls-for-hollywoods-viral-marketing-well-for-starters-
me/258255/

17. Homework
• Choose one film produced by Warp films ad
one produced by Time Warner.
• See if you can chart the advertising campaign
used to market the film.
• Can you find examples of film posters, trailers
and any other methods of promotion?
• Who is it aimed at? How can you tell?