The role of the Distributor

What does a distributor do?

Distributors fulfill a easily over-looked yet crucial role in the film industry. Films form a massive part of our culture, influencing games, fashion and music. But in order to have such an impact, films need to connect with their audience. The distribution industry is responsible for forging this link. According to Lord Puttnam, head of the FDA (Film Distributors' Association), distributors "identify and deliver the largest possible audience for every film". Distribution is a highly lucrative and competitive business. After all, no matter how good a film may be, it cannot sell by itself.

There are several steps in the distribution process, which usually begins after the movie has been filmed.
1) A release strategy for the film is developed. This includes the release date, which is particularly important due to factors like national holidays and potential "rival" films being released at the same time.
2) The distributors meet with exhibiting companies and negotiate for them to show it in their cinemas.
3) A copy of the film arrives at cinemas a few days before screening, along with the BBFC certificate.
4) The film runs in cinemas for a number of weeks as agreed by distributors and exhibitors. If the marketing department has created a big enough "buzz" for the film and it does particularly well, the number of weeks it runs for may be augmented.
5) After completing its run in cinemas, the film is released in other windows (first as a DVD release, and then on television channels), becoming a "catalogue" title.

Working parallel to the distribution plan is the marketing plan. While distribution is mostly concerned with finance and logistics, marketing is more creative. They need to pinpoint their target audience and create a marketing campaign tailored to them. They need to get inside their heads and make them exited about the film. This is done via trailers, posters, advertisements, and tie-ins with other products the target audience consumes. Social media (such as Facebook or Twitter) are also good for marketing because they allow word of mouth to be spread about the film quickly. More dubiously, marketing has been known to bribe film critics in order to give a good review of a film. Also, marketing also considers licensed merchandise such as clothing, stationary, books, games and official soundtracks. Anything that can make an extra bit of money is always useful. Below is an sample of the licensed merchandise made for The Adventures Of Tintin.