Distribution, i daniel blake and straight outta compton

What is distribution?

•       Distribution is about releasing and sustaining films in the market place.

•       A distributor is the link between the filmmakers and the public, and allows a film to reach the public via the cinemas, DVD and on television.

•       Worldwide distribution is dominated by US conglomerates such as Paramount, Warner, and Universal.

—  Distributors may be involved in a film in any or all of the following ways:

¡  It may invest in the film’s production.

¡  The distributor might buy the rights to the film once it is made.

¡  If the distributor is part of a larger organisation that has made the film, then it will automatically distribute films made by the parent company.

Film distributors are responsible for prints and marketing:

PRINTS	MARKETING
—  Producing physical copies of a film for cinema/home release —  Finding the exhibitors/retailers to sell the film	—  Raising audience awareness and anticipation of a new release

A distribution company’s responsibilities include:

¡  Deciding on a release date;

¡  Deciding how many prints to produce and in which cinemas to screen them;

¡  Advertising campaigns;

¡  Designing art work for adverts, posters, flyers and billboards;

¡  Organising premieres and talker screenings;

¡  Booking talent (i.e. the stars or director) for press interviews and personal appearances.

Deciding on a release date

Selecting the appropriate release date is important in order to maximise the potential box office

·       School holidays are a prime time within the year for the release of blockbusters.

·       Fridays/weekends (when people go out)

·       Seasons (valentines, Halloween, Christmas)

·       In relation to other significant film released (Competition must also be considered)

·       Near (before) Oscars           

Territory	Date
Australia	1st September 2015
Germany	27th August 2015
Mexico	9th October 2015
UK	28th August 2015
France	16th September 2015
South Korea	9th January 2016

  Find the key release dates for Straight Outta Compton

What is simultaneous release pattern? The releases mostly followed within the latter weeks of the US premiere. As well as multi platform release.

 

What type of release pattern should be used?

This is an important question because it relates to deciding how many prints to produce and in which cinemas to screen them.

Go to the link and make notes on the different types of release patterns: http://www.timelockfilm.se/artiklar/english-articles/distribution-strategies/

Type of Release Pattern	Definition
Wide/ Saturation release	Where the distributor tries to open on as many screens as possible so that the movie at least will be available in one out of two theatres in all major areas.
Plattforming	A distribution strategy which is based on a release in 2-3 stages, where you start of small in about 10-50 screens, then in the next step increases the number of copies somewhat, and finally  move over to the last step and open wide at 500+ screens.
Wide-Multiple	Where the film tries to reach the audience as fast as possible before bad word of mouth of word spreads, more difficult nowadays thanks to social media.
Limited release	Screening of the film in a few cinemas in major cities to hope that positive word of mouth creates excitement.
Market by Market release	Where the movie is screened area by area due to a lack of funds.
Art House release	Where screening is done in smaller, older cinemas outside of the multiplexes.

Straight Outta Compton opened in 2,757 cinemas in the USA and 429 cinemas in the UK, making it the wide/saturated release pattern.

 

Hollywood dominates distribution

—  The Hollywood film industry dominate the UK and worldwide box office. Evidence: In 2015, the top five distributors in UK were Universal, Disney, Fox, Sony and Warner Bros taking 76.62% of the total ten revenue. All of the top five distributors are subsidiaries within a conglomerate.

—  Being part of a conglomerate means the Hollywood film industry are able to dominate in distribution because of vertical integration, which means once a film is produced there is a way to get it into the market.

—  Moreover, conglomerates are able to distribute films internationally, as they are transnational companies, which mean that they have distribution arms in numerous countries around the world, which makes an international release easier.

—  Roughly  9/10 films seen in the UK are viewed as a result of these distributors

—  We don’t have vertical integration anymore. So why do the cinemas show so many Hollywood movies?

—  Usually the blockbuster films we are familiar with are distributed via blanket or saturated release, so even if a small UK independent company manages to get its product into cinemas, it is usually competing for attention with one or more films that take on the status of an event. One of the outcomes of distribution arrangements outlined above is that half of the films released in Britain do not reach the whole country.

—  Digital distribution provides more opportunities for independent films to be shown in cinemas.

How does the cinema support the dominance of the US films?

•        More screenings [opening weekend could have up to 8 or more screenings in one day]

•        Better Screens

•        Use of 3D and IMAX (Gimmicks used to offer a differentiated experience)

•        Longer play date [Evidence: US films spent an average of 12 weeks in the cinema]

The Impact of Technology on Distribution

·       Digital distribution means it is cheaper and easier to transport film prints.

Distribution of Independent British Films

In a competitive market that is driven by commercial objectives and moulded by the strategies of major production companies, it is difficult for non-mainstream films to find theatrical distribution and audience exposure.

Due to the lack of vertical integration in the British film industry, production and distribution is conducted separately. 

I, Daniel Blake - Production Companies

•       Sixteen Films •       British Film Institute •       Why Not Productions •       Wild Bunch •       BBC Films

 

International Distribution of British films

 

In order to distribute internationally, British films need to obtain a deal for each territory.

Sundance Select is a subsidiary of IFC Films. What type of films does the institution usually distribute? Foreign, Independent and documentaries.   Find the distributor for the following territories
Distributor	Territory
	USA (theatrical)
	France (theatrical)
	Australia (theatrical)
	Italy (theatrical)

What do they have in common? They are all film festivals.

Independent British films can use film festivals, as an opportunity for them to obtain a distributor.

What are the benefits of a film festival for independent films? It is an opportunity for free publicity and advertising, as well as a chance for them to be critically acclaimed and to win awards.

—  What film festivals was I, Daniel Blake screened in? —  What film festival awards did it win? —  How does this contribute to the potential marketability of the film? Vancouver international film festival: Most popular international feature Stockholm international film festival: Audience award best film San Sebastian film festival: Audience award best film Locarno international film festival: Prix du public Denver film festival: Special jury prize, best actress Cannes film festival: Palme d’or, palm dogmanitarian award

 

UK independent films are not really cinematic and usually make its money from ancillary sales. Cinema sales not as important for UK film compared to high concept films made by conglomerates.

The Distribution of I, Daniel Blake

—  https://www.youtube.com/watch?v=h-748lP0D6E

—  https://www.hollywoodreporter.com/news/eone-i-daniel-blake-grassroots-marketing-bfgs-uk-success-q-a-berlin-2017-973402 

Watch the video and read the article discussing the distribution of I, Daniel Blake. —  What was unique about the distribution and marketing of the film and how did it fit with the theme of the film? They invented a new type of distribution They were committed to making the film available on DVD, where people hire and borrow the film so that it makes money for them. The theme of the film is related to how they distributed it, they used these tactics to reach the people who were in similar situations as the actors in the film so they could use the film as an inspiration and try to turn their lives around as they see that they are not alone.

 

Find out release dates for the following platforms

Straight Outta Compton		I, Daniel Blake
DVD	19th January 2016	DVD	27th February 2017
Sky Premier	16th June 2016	Sky Premier	27th February 2017
Netflix	January 2016	Free to Air TV
How long did it take from the initial cinematic release to the final platform?
21st October 2016		27th February 2017

The distribution window between the releases of film onto different platform is shortening.

Why?  The distributors want to maximize sales and put out films onto platforms of purchase before the film is largely available via increasing pirate copy.

 

Regulation is a key part of distribution

Before a film can be shown to a paying audience, it is required by law that the British Board of Film Classification certificates it. This ensures, for example, that films, which are of an adult nature, are not shown to children.

What is the role of the BBFC?	They are responsible for the national classification and censorship of films
What are their main guideline when classifying a film?	To protect children and vulnerable adults from potentially harmful or otherwise unsuitable content. To empower consumers, particularly parents and those with responsibility for children, to make informed viewing decisions.
Provide details about each film certification.		May contain infrequent very mild language. May contain very mild sex references and mild violence, if justified by the context.
		May contain mild language (frequent/aggressive use may result in the work being passed at a higher category) or sex/drug references. May contain moderate violence if justified by context (e.g. fantasy). A parent may wish to check the content before they let their children watch or play it.
		May contain adolescent themes, discrimination, soft drugs, moderate language, moderate violence, sex references and nudity. Sexual activity may be briefly and discreetly portrayed. Use of strong language may be permitted based on frequency and how they are used, as well as contextual justification. Sexual violence may be implied or briefly indicated.
		May contain mature themes, hard drugs, (frequent) strong language, strong violence and strong sex references, and nudity without graphic detail. Sexual activity may be portrayed but without any strong detail. Sexual violence may be shown if discreet and justified by context. Use of very strong language may be permitted based on frequency and how they are used, as well as contextual justification.
		Films under this category do not have limitation on the foul language that is used. Portrayals of illegal drug misuse are generally allowed, and explicit sex references along with detailed sexual activity are also allowed. Scenes of strong real sex may be permitted if justified by the context (Sex works cannot be placed at "18"). Very strong, gory, and/or sadistic violence is usually permitted. Strong sexual violence is permitted unless it is eroticized or excessively graphic, in which a work will require compulsory cuts where possible.
What is the difference between 12A and 12?	In a 12A the viewer must either be 12 or be accompanied by an adult.
Why did Straight Outta Compton and I, Daniel Blake get awarded the certificate it received?	Straight Outta Compton		I, Daniel Blake
	It includes: Bad language such as f*ck and motherf*cker It includes scenes of sex and nudity It includes violence and gun threat Characters are seen preparing and smoking drugs as well as referencing drugs		There is frequent use of strong language such as c*nt and f*ck. References to prostitution.

In general, conglomerates are looking to target a mass mainstream audience and consequently look to obtain a 12A certification for the cinematic release of their films.

In your opinion how might being classified as 15 have positivity and negatively affected Straight Outta Compton commercial success?
Positively	Negatively
Teenagers were a large part of the target audience and with the film being certified as a 15 it tells the audience that the film is likely to include scenes of sex, drugs and violence. These are topics which often prove popular amongst teenagers.	In opposition to the positive the certification may have discouraged older viewers as they will have recognized the scenes that enticed the younger audience but would not be as entertained by this.

In what ways does Straight Outta Compton and I, Daniel Blake’s certificate fit the type of film it is? They both fit their certifications as the films are showing troubling scenes that may shock audiences. If younger audiences were to view this films they may be disturbed and upset by the thrilling scenes and stories that the films include such as violence and prostitution.

 

Key elements of distribution:

·       Some films using day and date release – examples, benefits/disadvantages. [Analysing simultaneous release patterns amd types of release patterns used.]

·       Shortening distribution windows.

·       Early electronic sell-through.

·       Proliferation of digital platforms/devices.

·       Rise of Video on Demand sales.

—  The main element of distribution is getting the film to audiences, which includes the transportation and licencing of films

—   Try to keep marketing separate so that you can focus on different methods of promoting and raising awareness of a film