The role of the Distributer

The role of the distributer is to ensure that a release reaches the largest audience possible, there are many things to be considered in the release of a film. For example attracting the correct target audience is important advertising techniques need to be considered, for example the stars within the film may be recognisable, this could also help the genre to be identified (eg, Adam Sandler generally sticks to comedy/rom-com films). Obviously it would be easier for a larger budget film to be recognised as there is more money for advertisement. A distributer needs to consider marketability and playability to see how a film can be promoted to certain target audiences. In the mist of all this competition is an important factor to be aware of as if another film of similar or larger status in the same genre is released it can take recognition away from the release whilst working in such a competitive market it is important to be aware of competition and the ongoings in the media world. The marketing plan is aimed to boost awareness of the upcoming release and to grab the attention of the target audience and be most effective. Technology plays a large part of development in production and advertising, due to more people having large tvs and surround sound, cinema's get less business, the impact of technological convergence means that technology forms are combining together and whilst it is making life for everyday people easier it means there is less incentive to go to the cinema. One way this has been battled is by using 3D viewings which people can only see in the cinemas, however 3D tv's are now available for everyone proving the constant battle. A films being recognised by a target audience is one of the most important factors and many things can apply to this such as competition, the budget, is it specialist or an event film, is there any star power (actors, directors etc) who will attend the premiere, is it a holiday film, will it be released in the holidays or school term, is there 'buzz' about the films, does it have a franchise, is it already available elsewhere and what certificate will it be. Advertising can be done in many ways also, posters are generally a large part of films featured on busses and billboards, sometimes in cinemas magazines and on TV. A large and effective way to gain recognition is with a well produced trailer which will grab the attention of the target audience. Showing your trailer before a film in the cinema that applies to the same target audience is a good way to gain recognition or if it's a horror show it on late night tv at the time of a horror film thats showing. Advertising virally on the internet is also a popular route though it generally applies to the younger generation. Film websites are great for franchise films (Twilight Saga) and also films websites, magazines, review sites and critic sites are a good way to boost publicity. Thought one of the top advertising routes is through word of mouth, still a top favourite as a bad word of mouth is hard to work through. Cast and crew interviews highlight publicity and with a star list within the film posters, professional shoots, billboards and posters to gain publicity as they are easily recognised. Competitions and merchandise is a good way to boost promotions as they are available to the public. Premiers and screenings also engage both the famous and the public and help the release date to be recognised.