Distribution

Like any other business, the movie industry relies on a viable method of distribution--it's about contracting, transporting, and merchandising. Unless movies are easy to access, their financial and artistic merit mean nothing. Various steps are involved in the distribution of films. The persons involved in this undertaking hail from studio sales departments, advertising agencies, theater chains, marketing research companies, public relations agencies, entertainment law firms, and media acquisition interests. Furthermore, a host of support systems come into play--producers of trailers and posters, print reproducing companies, transportation systems, and the like. The networking that goes into promotion and distribution requires experience, great instincts, and very good luck.

Why Market Films?

It could be argued that the sales and marketing side of filmmaking has nothing to do with the creation of films. But without distribution (and the guarantee of an audience to see the product), all other phases of the process become redundant. Let us not forget, if there is no audience for the message (the film), what's the point of making a film? Creativity has to be rewarded with recognition and money.

If a movie is not received well critically, the public does not respond to it well, or the box office does not register the right kind of financial news, it is very possible that the film will sink into oblivion. Such a signal could determine how similar themes and stars are treated in the future. On the other hand, a surprise studio hit about "Father/Son" relationships may open a new market. Box-office response is a good indicator about the industry's mainstream tendencies.

The Magic of Films

The film industry is actually three disciplines coming together: Art, Technology, and Business (if you are interested in New Media issues, you might consider clicking HERE to get to my other blog: The New Media. In that blog, I try to address questions from a technology point of view. For a more "fun" approach to films, you might consider looking at film reviews--HERE (where I critique films in the context of film festivals...).

In this blog, only the marketing aspect from the above discussion will be considered from a filmmaking perspective. Then, we will go into the creation aspect of films. We have to know where we are going before we start the journey...

Broadly speaking, there is a Preproduction Phase (Screenwriting, Production Design, and Casting), a Production Phase (Directing, Art of Technique, and Cinematography), and the Post production Phase Editing, Sound Design, and Marketing/Distribution).

Before we start with the Marketing/Distribution aspect, a quick summary would not be out of place... We start with the written word--a script. Movies are, after all, a storytelling medium. From the word, we turn the script into visual art. Bringing in actors, takes the medium into the realm of performance art. A team of artists and technicians turn words into a product--thus the need for marketing and distribution. So let's start there...