For my A2 Media Studies coursework

1. Distribution and exhibition
By May Chung

2. What is distribution?
Definition: It is the process of sharing something
out to a number of recipients.
In this case, releasing and sustaining films in the
marketplace.

3. Vertical and horizontal distribution
Derived from the business term ‘vertical and horizontal
integration’ – strategies that are made to grow your business but
differ in approach.
Vertical integration for film distribution is similar to the business
equivalent: all stages are seen as part of the same larger process
– under control of one company. For example: a film company
owning the production, post-production and exhibition - this
way, they have full control . Also known as synergy.
Whilst the horizontal integration is more of a collaborative
process between a few companies. Working with separate
companies to form one final product: the film. This could be an
independent producer in need of a distributor – this more
common for smaller independent companies than major ones.

4. Distribution is also demands legal rights to show a film.
Major studios generally have their own distribution
offices in all the major territories, such as the major
cinemas, therefore more coverage of the population.
On the other hand, independent producers have to sell
their films to different distributors in each territory.
A local distribution is more common in the UK, where a
film is released only in one country – the UK.
A local distributor frequently share profits equally with
the producer for the theatrical legislation.

5. How are films released?
• Release
• Marketing
• Prints and management of them
• In the UK
• Wide release
• Digital

6. Release
• When and how to release?
• Scheduling – strategy on what day to release as well as seasonality for the
best success
• Film Distribution Association (FDA) http://www.launchingfilms.com/
“Film Distributors' Association Ltd. (FDA) is the trade body for theatrical film
distributors in the UK - the companies that release films for UK cinema
audiences.
Originally established in London in 1915, FDA liaises and works with many
individuals, companies and organisations. FDA's Council, or board, comprising
a senior representative of each member company, normally meets six times a
year and considers only matters of generic interest to film distributors.”
• Marketing campaign is the most expensive process

7. Marketing
There are many ways a film can be marketed:
• Print: on buses, billboards, movie posters on display near the cinema,
newspapers, magazines
• Video: trailers, teaser clips, viral online
• Synergies: companies working together to create a combined effect that’s
greater than if they were doing it by themselves.
• Viral real-time: requires the audience to partake in a real-time activity - a
prominent example would be during the then-upcoming The Dark Knight –
where Warner Brothers promote the Batman film using a viral marketing
strategy, focusing on the ARG (Alternate Reality Game) ‘Why So Serious?
The Dark Knight’. The campaign was launched around 15 months prior
release of the film and witnessed participation from millions around the
world.
http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG224.ht
m

8. Marketing: ATL/BLT/TTL
Above the Line/Below the Line/Through the Line: advertising
techniques or different strategies which companies use to sell their
products.
• ATL: use media to broadcast and publish to mass audiences, it is
also difficult to measure well
• BTL: use media that are more niche focused and have ability to
tailor their messaging more personally, it is also in comparison to
ATL promotions to be highly measureable
• TTL: involves both ATL and BTL communications. Allows brands to
interact with a customer at many points – for example: they see the
TV advert, hear the radio advert and handed a flyer on the street.
This is an integrated communication approach which gives
consistent messaging though multiple media.

9. Many independent distributors do not have press departments, therefore
have to hire a press agency to run a pre-release campaign.
A distributor will consider the use of advance public screenings, premiers
involving the actors/actresses, directors etc. from the production to air on TV
or radio to create a word-of-mouth and advanced ‘buzz’ around a film.
Other ways to create awareness and ‘hype’ of a film could be if the film has a
few sequels already released for example, the Twilight saga - cinemas or a
dedicated movie channel on TV could show the previously released films as a
‘refresher’ for the upcoming new film.
Another way would be the use of movie-related merchandise released before
the film release such as t-shirts, figurines and toys. Use of other companies
such as McDonalds to release kids movie toys in their children’s meal boxes.
Another way of getting customers into watching a specific release of a 3D
film is releasing limited edition collectors 3D glasses which accompany the
film.

10. Prints (film reels)
‘Prints’ used in this context are the 35mm
motion picture reels.
Niche films would have 10 prints or less - are
distributed to key independent cinemas and
then ‘toured’ over a 6-month period to all parts
of the UK.
Mainstream film would have 200+ prints – all
simultaneously screening all major UK towns
and cities.

11. Management of prints
• There’s transportation – risk of damage, delays, etc.
• Huge cost of £700-£1000 per 35mm reel – depending on the length
of the film. http://www.dailymail.co.uk/sciencetech/article-2062289/Digital-
cinema-eclipse-35mm-film-early-2012--celluloid-disappear-2015.html
• Prints hired by the exhibitor – too bulky and expensive to store
• Can be easily damaged – costly!
• More are bought for first few months then destroyed – waste in
money and harm environment
• Digital taking over: http://www.guardian.co.uk/film/2011/nov/29/life-
after-35mm-digital-film

12. Distribution in the UK
Taken from Film Distribution Association guide 2012:
• “UK distributors obtain the films they release from one or more of various
sources:
• a third-party sales agent, acting on behalf of a producer
• a continuous flow of new content from a parent studio
• a studio or production company with whom the distributor has negotiated
an output deal covering a slate of titles
• a single title acquired at any stage before, during or after production
As in other countries, the UK has half a dozen major distributors (directly
affiliated to the Hollywood studios) and many independent (unaffiliated)
distributors who tend to handle films made outside the major studios. Any
local distributor of whatever ownership may compete to pick up a film with
available rights, so competition to sign a hot property can be fierce.”

13. Wide release
• A Hollywood blockbuster film is released ‘wide’ with one or
more prints sent to each cinema. Usually 400-500 film prints,
each totals up to £1000!
• It is dependent on promotional and advertising coverage for
the first weekend to create a ‘buzz’ about the film
• Free trailers packages and electronic press kits are sent to
radio stations, television stations and newspapers. Preview
screenings are made exclusive to journalists and some
members of the public. People who partake in the film like
actors/directors give interviews which are aired on radio or TV
– guarantees exposure of the film.
• Costs over £1m and relies on the opening week of £2m or
more at box office

14. Digital distribution
Digital distribution is taking over 35mm film after 120 years in the business.
“In January, 63% of the world's screens will be digital, according to report from IHS.
Last year, 67% of global screens were still 35mm. The year 2011 is the tipping point,
when digital cinema replaces celluloid as the mainstream form of projection. It's the
end of an era and the start of something new.”
“In 2008, 13 billion feet of 35mm was used per year. Next year, 4 billion feet of celluloid
will be used, as print production costs rise and films are sent out as files on USB sticks.
The switchover is picking up speed. In America, the statistics warn, there will be no
mainstream 35mm usage by 2014.”
Taken from news article: http://www.guardian.co.uk/film/2011/nov/29/life-after-35mm-
digital-film
Since 1889, 35mm was the primary film projection technology – now cinemas are
experiencing rapid change, triggered by the rising popularity of 3D films.
Switching over to digital has many positives: cheaper to distribute, picture quality is
far better, and so on. But will the deterring usage of 35mm film reels strip away
‘authenticity’ and ‘feeling’ of cinema?

15. What is exhibition?
Definition: a public display of works of art or other items of interest.
Retail branch of the film industry – public screening, mainly for paying
customers in a site dedicated to screenings.
“What the exhibitor sells is the experience of a film (and, frequently,
concessions like soft drinks and popcorn). Because exhibitors to some
extent control how films are programmed, promoted, and presented to
the public, they have considerable influence over the box-office success
and, more importantly, the reception of films.”
Taken from: http://www.filmreference.com/encyclopedia/Criticism-
Ideology/Exhibition.html

16. Major cinema chains in the UK
• AMC (American Multi-Cinema): second largest movie theatre chain in
North America with 5,325 screens. Has locations in the UK (Birmingham)
Founded: 1920 in US
• Apollo: locally focused, independently owned multiplex cinema operator
in UK. 14 cinemas nationwide. On 11th May 2012, announced that Vue
Cinemas were to buy Apollo for £20m. Founded: 2002
• Cineworld: Second largest cinema operator in the UK with 801 screens, 78
cinemas. 76 located in UK and one in each Ireland and Jersey. Founded:
1995
• Empire: multiplex cinema in UK. 17 cinemas with 164 screens in total.
Founded: 2005
• Everyman Group founded in 2000 when a group of investors bought
Everyman Cinema which dated in 1933. Currently 9 cinemas.

17. • Merlin: cinema chain based in England. Currently 11 cinemas. Opened
1935 with ‘Regal Cinema’ based in Redruth, Cornwall, UK.
• Odeon: one of the largest cinema chains in Europe. Owned by ‘Odeon &
UCI Cinemas Group’, founded in 1928.
• Picturehouse: art house cinemas in UK. Has 19 sites in England and
Scotland. First Picturehouse opened in 1989 in Oxford. (There’s one in
Norwich called Cinema City)
• Scott: Based in English county of Devon. Has 8 cinemas in total. First
opened in 1931.
• Showcase: owned and operated by ‘National Amusements’. More than
950 indoor screens in US, UK and Latin America.
• Vue: formerly ‘SBC International Cinemas’. Formed in 2003. Now 69 Vue
Cinemas with 654 screens – third largest UK cinema chain.
• Ward Anderson: largest cinema chain in Ireland. Operates in Ireland and
Northern Ireland. Own 32 in Ireland and 12 in Northern Ireland.

18. Possible problems with exhibition
Recently in late October 2012, a Saturday morning screening of 15-rated
Paranormal Activity 4 started playing instead of PG family movie, Madagascar
3.
Children as young as 5 were in that screening and there were around 25
families in there.
Taken from:
http://www.dailymail.c
o.uk/news/article-
2222366/Paranormal-
Activity-4-instead-
Madagascar-3-shown-
screaming-children-
bungling-cinema-
staff.html

19. Other ways of exhibiting
• Outdoor in-car screenings
• DVDs, Blu-Rays
• Stream online e.g Netflix, LoveFilm
• View on movie-dedicated channels on TV e.g
Sky Movies
• View on mainstream channels e.g BBC One,
Channel 4.