CHAPTER 11 MARKETING AND DISTRIBUTION CHAPTER OBJECTIVES Examine

CHAPTER 11 MARKETING AND DISTRIBUTION

CHAPTER OBJECTIVES Examine the Tools used to Market video programs; Explore the Importance of Good Press Relations; Review different channels for Film and Video Distribution; Identify Distribution Strategies that Maximize Revenue.

MARKETING Theatrical Trailers Thirty-Second Television Ads Internet Promotion

MARKETING Print Materials Print Advertisements Postcards Handbills Posters (one sheets)

MARKETING Press Relations Advertising Agencies and Publicity Agencies Publicity Websites Portfolio Press Kit Electronic Press Kits (EPKs)

MARKETING Press Junkets Program Ratings

MARKETING The MPAA Rating System G (General Audiences: All ages admitted) PG (Parental Guidance Suggested: Some material may not be suitable for children) PG-13 (Parents Strongly Cautioned: Some material may be inappropriate for children under 13) R (Restricted: Under 17 requires accompanying parent or adult guardian) NC-17 (No One 17 And Under Admitted).

MARKETING Broadcast Television Ratings TVY (All children) TVY 7 (Directed to older children) TVG (General audience) TVPG (Parental guidance suggested) TV 14 (Parents strongly cautioned) TVMA (Mature audiences only).

MARKETING Television Content-Based Rating System Violence (V) Sex (S) Offensive Language (L) Sexually Suggestive Dialogue (D) Fantasy or Cartoon Violence (FV)

MARKETING Cross-Promotion Merchandising The Marketing Campaign Publicity tours Contests Prizes

DISTRIBUTION Theatrical Distribution Extremely Competitive Opening weekend returns are Critical First-run and Second-run Requires Representation by a Distribution Company

DISTRIBUTION Theatrical Distribution Distributor offers a Percentage of Revenue for the rights to distribute Many distribution deals include a Cash Advance Service Deal Film Festivals serve as Markets for distribution deals

DISTRIBUTION Television Distribution Television is a Hungry Animal; More Than 120 Channels available NATPE is the primary brokerage forum of TV A Few Companies control most TV production and distribution Niche Programming good opportunity for Independents Front-end Risk

DISTRIBUTION Television Distribution Channels Commercial Broadcasting Public Television Cable and satellite include Several Tiers of Programming

DISTRIBUTION DVD Popular and Profitable distribution DVDs can be successfully Self-distributed “Bonus material” make DVDs more Attractive Menu Design Box Art Regional Coding Copy Protection Encoding

DISTRIBUTION VHS Market share for VHS is Steadily Eroding Limited Audience and Interest

DISTRIBUTION Stair-Stepping Distribution Piracy Uniform release date

DISTRIBUTION Internet and Small-Screen Distribution Channels Webcasting Video-on-demand (VOD) Cellular Phones Personal Digital Assistants (PDA) Media Players (i. Pod)

SAMPLE EXERCISES 1. 2. 3. Outline a complete marketing and distribution strategy for a Program You Have Made or One That You Would Like to Make. Select One of Your Favorite Films. If you were hired to design a cross-promotion for this film in partnership with another company, What company would you choose and Why? Develop a Cross-promotion Strategy for this partnership. Take one of the projects you have created and develop a plan to Put It Into Distribution. Design the methods for delivering your program to your audience. You can host a Public Screening, Press DVDs, and Post Your Project on the Internet. Can you develop Other Distribution Options for your project? How will you cover your Expenses? Can you turn your program into Profit? Copyright 2008 Taylor and Francis