Sunday, 2 November 2008

Film Distribution and Marketing in the UK

This article and the related articles on the right of this link's page are crucial for understanding how distribution and marketing is carried out in UK cinema. For students studying independent films this and the related articles offer valuable insight into how independent films are released and marketed. Hollywood films have a major advantage over independently produced films as they are often made by studios owned by companies that have control over every aspect of a film's production, distribution, marketing and exhibition. In other words the companies are vertically integrated in terms of ownership.

Build your understanding by reading the related articles in order as the case study article on "Bullet Boy" refers back to points made in the previous articles. Apply your new knowledge to your own case studies by finding out the relevant information and including it in your blogs, Power Points, Word documents, etc.

If you haven't already started one, begin an Audiences and Instutions Glossary with words and terms under each of the key areas: Production, Distribution, Marketing and Exhibition in Word.

Add topic specific key words and phrases to your glossaries as you read. For instance for distribution and marketing add the following and others that you notice during your studies:
'vertical integration'
'viral marketing',
'local distribution' (in a particular country)
'a release date',
'a release pattern'
'the big screen'
'theatrical openings'
'market territories'
'the marketplace'
'free to air television'
'theatrical rights'
'theatrical distribution'
'theatrical leg'
'word of mouth'
'marketing platform'
'marketing - when and how'
'a light week'
'P & A'
'Other films with similar traits (story, subject, country of origin)'
'The cinema poster - in the UK this means the standard 30" x 40" 'quad' format - is still the cornerstone of theatrical release campaigns. Numerous recent examples indicate that the poster design is highly effective in 'packaging'
'favourable press response'
'advertising campaign'
'Press advertising campaign for specialised films will judiciously select publications and spaces close to relevant editorial.'
'Press materials, clips reels, images, press previews, screener tapes'
'The use of talent - usually the director and/or lead actors - wins significant editorial coverage to support a release.'
'A pre-release campaign.'
'Preview screenings to create ''buzz" and "word of mouth" (usually amongst the press although the public can also be asked, too.)
'mainstream films'
'specialised films'
'For mainstream films scale and high visibility is the key'

These are just SOME of the topic's key terms that you need to use in your essays. Add others to your glossaries as you notice them.

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