Distribution Notes

Distribution 

• Distribution is about releasing and sustainable films in the market place
• It is the third part of the film supply chain, and is often referred to as 'the invisible art' 
• The process is only known to those within the industry 
• Distribution is often considered the most important part of the film industry because it is the point when completed films are brought to life and connected with an audience. 
• The phases of production, distribution, and exhibition operate most effectively when 'vertically integrated'
• In the UK, distribution is very much focused on marketing and sustaining a global product in local markets
• Distribution can be divided into three stages - licensing, marketing and logistics
• Licensing is the process by which a distributor acquires the legal right to exploit a film
• International distribution ensures that films find their way to the 90+ market 'territories' around the world
• Independent producers have to sell their films to different distributors in each territory 
• 'Local' distribution , involves the distributor acquiring the licence to release and exploit the film in a particular country
• The distributor will usually pay the producer a minimum guarantee for the licence. This fee will vary depending on the status and perceived commercial potential of the film
• The licence will stipulate that the distributor will also pay royalties to the producer, taken from the profits that the film generates

The launch of the film

• In the UK, feature films are released initially theatrically (in cinemas) This is seen as the most effective way to create interest in a new film
• The big screen is still the optimum setting for a film for both audiences and the filmmakers
• Months after the theatrical release, a film will be packaged and released on DVD and VHS video, then on various forms of pay television, and after a couple of years of it being in the cinemas, on free-to-air TV

Marketing

• In the UK, new films are released theatrically on Fridays
• A further consideration for scheduling a release is the seasonality of the film
• The distributor will try to position the film distinctively and avoid a release date occupied by other films with similar traits (story, subject, country of origin)

The Theatrical release

• After setting a release date, the distributor works towards the theatrical release, investing in the materials and the marketing campaign to support it
• The costs of theatrical distribution, met by local distributors, are often referred to as 'P&A' or prints and advertising. 
• P&A also represent the bulk of the distributor's investment, after paying the initial fee for rights and can range from less the £1,000 to over £1 million for the release of a film in the UK

The 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 
• Logistics represent the phase of distribution at its most basic - supplying and circulating copies of the film to theaters of tapes and DVDs to shops and video rental stores, and managing the effectiveness of the supply. 

Premier Satellite Event (Case Study)

• The UK premier of 'Another Year' took place on Monday 18th October 2010, as the BFI London Film Festival's Mayor of London Gala Screening
• The UK Film council made £150,000 P&A Award to Momentum Pictures for the wider distribution of the film.
• A portion was allocated to expand the UK premiere from the London Film Festival's Mayor of London Gala. Footage from the premiere and the subsequent question and answer session was beamed to 33 sites in Greater London and across the UK, who also screened the film to paying audiences
• Momentum pictures worked with ITV to deliver the event and it cost around £13,000

Momentum Pictures' reported: 
Overall the event went very well. There was an unfortunate technical glitch early on where we lost all power to broadcast at the very start but this was quickly resolved and we managed to get going again quickly. Aside from a handful of timing issues in individual locations most cinemas received the stage intro and following Q&A perfectly. 

The BFI London Film Festival Verdict:
One of the cornerstones of a successful festival is the bringing together of film-makers with audiences and providing some insight into the making of the film

Catfish 

• Catfish is one of the most talked about titles at the London film festival in November 
• Whilst the film has qualities, the rationale for P&A funding lay primarily in supporting Momentum's innovative release strategy and plans for finding an audience for specialised film, in this case specialised by virtue of being a documentary. 
• The preview screening began simultaneously in all 29 cinemas, whilst 100 online winners - through a competition organised by lovefilm - simultaneously enjoyed a private online premeire of the film on their own computer