Distribution

What part of the supply chain is distribution?
Distribution is the third part of the supply chain.

What is distribution often referred to as?
'Invisible art'

What does 'vertical integration' mean when discussing distribution?
Vertical intergration is where three stages are seen as one larger process.

Why isnt 'vertical integration' so common in the independent sector?
Producers have no formal connections with exhibitors and producers need exhibitors to promote and show the film it its best possible way.

What three stages are involved in the independent sector?
Licensing, marketing and logistics.

Licensing

What is licensing? 

The process that the distributer of the film would go through to be able to legally show the film to the public. 

What are the two levels of licensing? 

International, marketing the film across the world and local, releasing the film in just one particular country. 

What is the advantage of being a major US studio? 

They have their own distribution offices in all of the major territories already. 

What three different types of rights can you acquire on a local level? 

Theatrical rights, video rights, video and TV rights.

What are royalties?

Something that the distributer pays to the producer out of the profits that the film generates. 

What is the most effective way to increase interest in a film? 

A theatrical opening. 

How long does it take for a film to reach 'free to air' TV?
 Two years. 

Marketing
What are the two key questions surrounding the marketing of a film?
The two key questions are 'When?' and 'How?'

What day are films typically released on? Films are typically released on Fridays.

What will a distributor look at before releasing a film on a Friday?

To ensure there are only a few other films which are released on Fridays.
What is a 'light' week in terms of distribution?

It will ensure that there will be both screen space and adequate review column inches in the press allocated to any potential release.

What does it mean to 'position' a film distinctively?

It will be positioned distinctively and a void a release date occupied by other films with similar traits, such as story, subject, country of origin, etc.
Why has this become increasingly difficult in the UK?

It has become increasingly difficult, as the release schedule has regularly featured over 10 new releases in a week.
What are P&A?

Are the nuts and bolts of marketing and distributing films, and its known as Prints and Advertising.

How much can P&A cost?

Its the bulk of the distributor's investment, after paying the initial fee for rights, and can range from less than £1,000 to over £1 million for the release of a film in the UK.

Marketing - Prints and adverts

Typically how many prints will a specialised film have?

Specialised films will often have less than 10 prints, with them 'toured' over a 6 month period to all parts of the UK.

How many will mainstream films have?

Commercial mainstream films however, will often open on over 200 prints. These simultaneously screen in all major UK towns and cities.

What is a key factor in developing the profile of a film?

For most films, favourable press response is a key factor in developing the profile of a film. 

How else can awareness of a film be raised?

Awareness of a film can also be raised by posters, advertising campaigns (e.g magazines and newspapers), and press campaigns (e.g interviews.)

Why is distribution in the UK seen as risky?

Distribution in the UK is seen as risky compared to other countries because the cost of print advertising is comparatively high.

Why are companies looking towards viral marketing?

Companies are looking towards viral marketing in order to extend the reach of advertising and develop more effective communication with audiences at a lower cost. 

What are the benefits of a 'talent visit'?

The benefit of a talent visit is that the director and/or lead actors win significant editorial coverage to support a release. It makes the volume of coverage far outweigh the cost of talent visits.

Logistics

In the pre digital film age what was a distributor responsible for? 

Before film became mostly digital, a distributor would arrange the transportation of the film to cinemas and theatres, the tapes, videos or DVDs to shops and ensure that this whole process is as efficient as possible

How much does a 35mm print typically cost?

Each 35mm print costs around £1000 so handling it needs to be done safely. If the film has subtitles than it may cost as much as twice this.

How many reals is a typical feature print?

 Within the UK specifically, feature prints are shortened so that they can be easily transported. They are usually around 20 minutes long and an entire feature film would require 5-6 of them.

Why do 35mm prints get damaged?

The simple answer to this question is that 35mm prints get damaged from repetitive use as they are moved around lots of cinemas and played through many times.

Where are prints stored?

 The UK's central print warehouse which is located in West London.

How long did a theatrical release used to last? 

Originally, the distributor would run two different releases, the first of which would last for around 6 months, trying to reach optimum coverage until the prints are essentially destroyed after this period. Any remaining prints are then used in second-run which lasts for the rest of the film's licensed period.

Digital Distribution

When did digital distribution begin in the UK?
2005

Name two advantages of digital distribution
Easy to replicate and cost effective.

Which countries adopted digital distribution early and why?
China and Brazil.

How many screens were digital in 2005 and how many are now (you'll need to google this)
110 and now 192 screens.

Why has digital distribution radically altered the operating model of distributors?


What has happened to the typical release period for a film?
Reduced 3-6 months to 1-3 months.

What is a loss leader (google it) and why are companies using the Cinema as a potential loss leader?
A product which is a loss and so attracts customers and cinemas are lost leaders so people buy dvds.
 

June 2010

'Decoding'

What significance does the continuing development of digital media technology have for media institution and audience?

TOPIC- Film industry

APECT- Digital media- Computers:
-CGI: Ex Machina
-Editing: Mad Max Fury Road

-Distribution: Netflix combats illegal downloads
                                    Marketing- YouTube, social media, viral marketing etc
                                    DVD, blu-ray (offers free downloads which makes it cheaper for the consumer                                                              provider)

VIEWPOINT- Developing- improving

INSTRUCTION- Talk about the significance.

First Essay

The Second Essay on this:

"Successful media products depend as much upon marketing and distribution to a specific audience as they do upon good production practices"

To what extent would you agree with this this statement, within the media area you have studied?

I believe that for a British film to be successful it must be profitable, if a British film wins awards this emphasises its success as it connotes its recognition and popularity amongst its specific audience. An American film also needs to make profits to be successful, these profits are often a lot larger than those generated by a British film but I don't consider this to make the American film more successful. American films have expanded their audiences by including Chinese locations therefore this increases the movies profit because more people in China will go and see the film. This ability to inflate the target audience of the film makes an American film more successful.

Two films I have studied are: 'Mad Max: Fury Road', an American film directed by George Miller and 'Ex Machina' a British film produced by DNA Films and Film 4 producers and directed by Alex Garland. Both films made healthy profits and succeeded in reaching their specific target audience. 'Mad Max: Fury Road' presents the story of a female warrior 'Furiosa' and her alliances on a pursuit of escape, it features successful and well known actors; Tom Hardy and Charlize Theron. 'Ex Machina' tells the story of a computer coder played by Domhall Gleeson and his experience with a bio-engineered robot, 'Ava', played by Alicia Vikander.

A contributing factor to 'Mad Max: Fury Road' being a success is its cast. Tom Hardy plays Max, he is a well known actor that has featured in other successful action movies like 'The Dark Knight Rises' and 'Inception'. This background gives a positive base of a specific audience therefore appeals to mainstream audiences that enjoy action movies and fans of Tom Hardy will be attracted to the movie as they know they've enjoyed his previous performances, also the gaze theory increases the audiences attracted to the movie. Featuring Charlize Theron and Nicholas Hoult, creates the expectation that the film will be impressive, this enticing reputation will encourage even the likes of less common cinema goers to see the film; these production practices are important for a film to be successful through profit. Also, this sequel of 'Mad Max' (1979), 'Mad Max 2' (1981) and 'Mad Max Beyond Thunderdome' (1985) had a crew of 1,700 workers on the film set including 150 stunt performers. This large crew and successful previous movies provide predictable success. The making of the movie faced challenges such as dealing with the weather conditions like the extreme dust and also rain on multiple occasions which meant the crew needed specialised waterproof and dustproof equipment. Another problem faced by the team was managing to film with all different camera angles in a moving environment to capture the scenes in the best way possible. The constant movement while filming was what Charlize Theron believed was 'tricky' about the production. Recognisably, the movie conforms to containing Summer Blockbuster conventions like impressive explosions and exciting car chases and successfully attract a mainstream audience therefore relied on action over plot. For example, 'Mad Max: Fury Road' contains a lot of car chases specifically a very exciting one as 'Furiosa' drives the war rig into a dust storm and is followed by the war boys; to make this scene as impressive as it was production practices like camera angles and movement were very important. Also, a very tasking scene is when the war rig blows up, to create this very visually appealing image the crew took mobile refinery out into the desert and drove it remotely and surrounded it by camera cars. This explosion is a contributing factor to the films success as it adds to fulfilling the films expectation of a hollywood blockbuster it also would entice audiences that enjoy action packed and visually thrilling. These appealing features urge the target audience to see the movie in cinemas as that is where the film is shown at its best therefore the film increases its profits. Certain scenes like when the war rig blows up are known to look better in cinemas. The film made $374 million at the box office.

Unlike 'Mad Max:Fury Road' a British film like 'Ex Machina' didn't have such an allowing budget, it featured less well known but undoubtably upcoming actors and actresses. Domhall Gleeson and Alicia Vikander are to appear in the upcoming 2015 'Star Wars: The Force Awakens' a very popular sequel which similar to 'Ex Machina' appeals to 'films buffs'. 'Ex Machina' relies on a strong script to entice its specific target audience of 'film buffs', a good plot is more important than action in this movie. Instead of using computer generated imagery the crew rotoscoped the body of 'Ava' which took a lot of time but created a sensation on 'the big screen'. Using a production practice like editing a body onto a robot takes time; a scene that would have been difficult to create would have been when Ava runs towards Nathan, the fast pace contrasts with the rest of the movie to create an effective scene but made rotoscoping more difficult.The movie reached its specific audience therefore made a healthy profit of $6.9 million. 'Ex Machina' challenges institutional practices.
A sum of $7 million was spent on television advertising of 'Mad Max: Fury Road' in order to reach the specific audience of this blockbuster, television is the most effective method of marketing. The TV trailers featured small snippets of the film to portray the general idea of the movie. In marketing the film it typically became influenced by the production practices used, its marketing would be used to demonstrate these(e.g. car chases and explosions) to portray the film at its most appealing. An example of a scene the trailer shows is within its opening; Max is being chased by War boys and almost ends up running over the edge of a cliff, the shot then cuts to Max leaping from the cliff but then doesn't reveal its outcome. The cliff scene, ironically, leaves a cliff-hanger where the audience want to see more. The scene used in the trailer immediately demonstrates the fast pace of the movie and how it will contain fight scenes and thrilling chase scenes. In collaboration with the trailers, film posters were released featuring Tom Hardy and Charlize Theron, this created a 'buzz' over the well known faces therefore enticed their fans to see the movie. The marketing of 'Mad Max: Fury Road' lead to the specific target audience(mainstream) facilitating the studios by going to see the film at the cinema. In comparison, 'Ex Machina' used fairly minimal marketing methods. It used digital initiative creating modern accounts on popular applications. This enabled the crew of 'Ex Machina' to exploit social media to promote the film with either very small costs or for free to its target market. This unique marketing method was hugely effective as it reached 'film buffs' that would go to see the film.


Distribution plays a key role in the success of a film. 'Mad Max: Fury Road' used a wide release on many IMAX screens. On the 14th May 2015 'Mad Max: Fury Road' opened on 12,000 screens in 48 countries. In the United States and Canada the movie opened on 3,702 screens and earned $16.77 million on its opening day. This is similar to other blockbusters like 'Transformers age of Extinction' and 'Avengers: Age of Ultron'. The film was originally planned to be shot in 3D but the crew changed to more straightforward 2D shooting, audiences would engage well with this as 3D revenues have been decreasing as the fascination has faded. The film needs to distribute well or people would challenge institutional practices and not watch the movie in the cinema but choose to use 'Netflix' or an alternative source.


'Ex Machina' was released through universal pictures on the 21st January 2015 in the UK. The film at first, was only shown on one or two screens using modified wide release as the new release of 'Avengers: Age of Ultron' dominated the cinema screens. 'Ex Machina' then piggy backed the 'Avengers' sequel by increasing the number of screens it was shown on as 'Avengers' decreased. The films specific target audience facilitated the studios as they went to see 'Ex Machina' as its screens increased.


I agree that successful media products depend as much upon marketing and distribution to a specific audience as they do upon good production practices. I think that in years to come methods of marketing will need to change and adapt to more fresh and exciting ideas. The marketing of 'Ex Machina' supports this because although it wasn't expensive; it was new and unexpected which is an effective factor and appealing to audiences of the current generation. I think that while action movies are increasingly overtaking other genres of the film industry there are films that are already being made, e.g. there are fifty marvel films to be produced within the next ten years. However, this genre is currently popular, I predict that it will become too familiar and less of an experience to see at a cinema therefore audiences will gravitate towards other genres that are more exclusive and interesting for them to see. The contributes to how a film will need to expand its methods of marketing and distribution to make a profit and in turn generate a successful profit.

The 'British' Film Industry

Who did what in the British film industry?

• BBFC (British Board of Film Classification): An independent non-government body which classifies and sensors film, video as well a computer and console based games released in the UK.
• UK Film Council: Promotes understanding and appreciation of Britain's rich film and television heritage and culture.
• BFI (British Film Industry): The official UK agency for international cultural relations. Its film department promotes new British films (features and shorts), internationally principally through festivals and showcases.
• British Academy: aims to support, develop and promote the art forms of the moving image.
• British Council: Government backed lead agency for film in the UK ensuring that the economic, cultural and educational aspects of film are effectively represented at home and abroad.

The production company Film4 has produced films such as:

• Ex Machina
• Slumdog Millionaire
• Sightseers

Working Title:

• Everest
• Love Actually
• Les Miserables

Momentum Pictures

• The woman in Black(sequel)
• Yakuza Apocalypse

Pathe:

• Beauty and the Beast
• Selma
• The Iron Lady

BBC Film Network:

• The Last Man on Earth
• The World Turns

British Vs American

British films can claim 25% tax relief from the government therefore this is appealing to film makers, including large budget Hollywood blockbusters.

The points some films scored on the 'Britishness Test':

Ex Machina - 32

Avengers - 22

Star Wars The Force Awakens - 23

How do British films attract audiences(consider how the films might attract either a British or global audience)?

In the case of 'Ex Machina' the movie appeals to film buffs therefore the sci-fi genre effectively attracts audiences. There is a classic British theme in most movies for example; 'Suffragette' portrays the movement and fight for women rights, 'Macbeth' was written by Shakespeare a very influential figure in Britain's history and 'The Inbetweeners 2' has a clear British Humour that appeals to British audiences. There is noticeable recognition of Britishness and how proud we are as a nation and this shows through the films produced therefore attracts audiences.

How are they distinct from Hollywood blockbusters?

British films differ from Hollywood Blockbusters as they don't so often contain explosions or car chases which are a key convention in a typical hollywood blockbuster. Also, British film are more likely to follow the sic-fi genre or ramose instead of action. This appeals to the British audience more.

Far from the Madding Crowd - Aficionados - $30.2 million at the Box Office.
Inbetweeners 2 - Mainstream - $63.8 million at the Box Office.
Macbeth - Aficionados - $5.2 million.
Attack the Block - Mainstream plus - $5.8 million.
Suffragette - Mainstream plus - $14.5 million.
Ex Machina - Film Buffs - $37 million at Box Office.

Why have a British film industry?
The British film industry generates income from big films that are shot here-due to the 25% tax relief - this also means that British workers develop good skills as they take the roles of camera man, producer, editor and other important roles. British films promote British culture and therefore appeal to audiences and make profits for the industry and economy.

Representation on Ethnicity

How are black, white, Chinese and asian people represented in Tv Drama?

Black: An example of a black character is 'Danny' in 'Danny The Human Zoo'.

The British TV Drama 'Danny The Human Zoo' portrays black people as exotic by putting them in bright colours, also the show presents a large close family which conforms to stereotypes of black people. Also, the drama shows the racial struggle the main character 'Danny' faces in day to day life therefore supports stereotypes that black people are dangerous or seen as 'different'.

Another example in TV Drama is: 'Empire'

'Empire' constructs a representation of black people as being reckless in position power. Lucius conforms to the stereotype of violence within the black community because he has committed murders and is a intimidating character. Also, the TV Drama supports the common stereotype that black people come from a poor environment and grow up in single parent families.

Bonnie from 'The Vampire Diaries'

Bonnie from 'The Vampire Diaries' challenges stereotypes that black families are very close as her mother and father are not present, she lives with her grandmother and her friends are the closest thing to family. Also, Bonnie fails to conform as she doesn't only mix with people of the same ethnicity which is a common stereotype in the media.
Asian: Navid from '90210'

Navid is a very rich character with a large family this conforms to stereotypes of very rich asian men that live in exotic homes and drive expensive cars. Also, he is the head editor of the school newspaper and there are storylines related to his academic ability; this supports stereotypes that Asians are very clever.

Anwar Kharral from 'Skins'

Anwar supports stereotypes as he is an intelligent character who is also very religious. However, Anwar does drugs therefore he challenges stereotypes in this representation since he could take his religion more seriously and be more dedicated.

Emily from 'Pretty Little Liars'

Emily is quite a shy character which conforms to stereotypes of Asian people. She is very good at swimming and also intelligent, this portrays that she works hard therefore conforms to the common representation of asian people. Emily is gay which challenges stereotypes of asian people and it is rare to see this in a TV Drama.

White: Blair from 'Gossip Girl'

Blair conforms to stereotypical white girls and she is very focused on maintaining popularity, her reputation and always looking the best and having the newest trends. The TV Drama 'Gossip Girl' creates a reputation of white teenage girls to be spoilt and lack appreciation but are intelligent and well educated.

Effy Stonem from 'Skins'

Effy fails to conform to the stereotypes of white teenagers as she is doing drugs and recklessly getting drunk. Effy falls more into the common representation of black teenagers, this emphasises hw rebellious she is and portrays her generation as changing.

Ronnie Brooks from 'Law and Order UK'

As seen on the image above, Ronnie dresses in smart attire, he has a respectable job and is an intelligent friendly man. These representations conform to stereotypes of white people and this character perpetuates the ideology that white people are of power and status more often than not.

Chinese: Agent May from 'Agents of SHIELD'

Agent May fits into the common stereotypes that Chinese people are good at martial arts. She is the oldest member of SHIELD team but her quality and fitness stands out.  Her fighting technique requires fast thinking in order to have fast reflexes therefore she conforms to the stereotype of intelligent Chinese people.

Miranda Collins from 'Ravenswood'

Miranda is very brave and shows natural intelligence which conforms to stereotypes. However, she comes from a broken family therefore challenges common representations of Chinese people and the strict background they grow up in.

Glenn Rhee from 'The Walking Dead'

Glenn's signature item is his baseball cap and he worked as a pizza delivery boy therefore fails to conform to the stereotype of Chinese people having intellectual jobs. His character is resourceful and hopeful therefore does conform to stereotypes, his character is intelligent, calculating, selfless and brave. This positive representation reflects Chinese people to be brave and loyal.

Conventions of TV Drama

You will find that TV dramas all have the following ingredients:

• Characters – even particular kinds of characters: eg, at its most simple, ‘good’ and ‘bad’ characters.
• Stories – they all tell stories, whether those stories involve adventure, crime or romance and they often, but not always, end happily.
• The stories are told against familiar backdrops: – eg, homes, police stations and offices (for crime dramas), hospitals (for medical dramas) – most of which are created in studios. However, most dramas also use outside locations to create particular effects.
• Camerawork – particular kinds of shots are used: eg, sequences involving establishing shots followed by mid-shots of characters, shot/reverse shots to show character interaction and, in particular,close-ups to show the characters’ emotions.
• Stories use dialogue to tell the stories. Occasionally, monologues are built in (as voiceovers, a character telling a story).
• Music is used to punctuate the action, create effects (suspense, tension) and underline emotional moments.
• Particular subgenres tend to have items which make them immediately identifiable – police cars, blue lights, operating theatres and scalpels, triage/reception areas in hospitals. Icons of the genre, they symbolise the (sub)genre.