Distribution: Media context- Revision Notes

February 26, 2021

Question 2, case study examples and exploring digital distribution

*For question 2 we don't know what the question will be?*

Will cover one of three topics: Audience, ownership and technology.

Be based from one of these topics or all 4 areas of film making:

• Production
• Marketing
• Distribution 
• Exhibition 

*Important to remember these terms might not be used as there is a wide range terminology- may not be that straightforward*

Tip: a good way to understand the question is to follow 3 steps.

Step 1: What topic or topics? Is it audience, partnership or technology?

Step 2: What area or areas of filmmaking? Questions on technology, marketing, distribution, etc? If question doesn't specify any specific area then it refers to all of them.

Step 3: A plan. 

*Only 45 minutes to write a response- should make a short plan.*

Example is question of essay was referring to Distribution.

Distribution- organizing the film, spreading it nationally and world wide. 

                   - process of making a film available for an audience to watch. 

Key terminology 

Vertical and horizontal integration= 

Warner Bros. are vertically integrated- they both and distribute their films. 

Pros: 

• They don't share any profits, money they make goes to Warner only
• Can control and easily organize their film for large scale international release

Cons: 

• If film is a flop they take full weight of this

Belstone Pictures are horizontally integrated- they only do one aspect, only make films. They have to work in synergy with other companies. 

Pros:

• Share the success but also failure of film- if film flops they are protected and in some cases still make money
• Helps protect a slow growing film company that doesn't have high budget 

Cons:

• Have to share profits, grow slowly 
• Have less control, have to make a product other companies will buy

Belstone Pictures worked in synergy with these companies for the release of 'Tank 432'. Finn Bruce chose to make a horror film as their first feature release- he knew it would have a wider international appeal. Changed the title from 'Belly of the Bulldog' to 'Tank 432' as their distribution partners for a wider appeal. 

Distribution companies:

• IFC Midnight (2016) (USA) (theatrical) 
• Dystrybucja Mówi Serwis (2016) (Poland) (all media) 
• Fox Networks Group (2016) (Hong Kong) (DVD) 
• Front Row Filmed Entertainment ((2016) (United Arab Emirates) (all media) (Middle East, North Africa and Iran)
• GAGA (2017) (Japan) (DVD) 
• Kaleidoscope (2016) (UK) (all media)
• NonStop Entertainment (2016) (Sweden) (all media)

Negative Impact of Digital Distribution 

1. Not in control of online marketing (negative reviews, etc.)
2. Prosumer content online (people that sue to footage to make parodies or bad review content)
3. Piracy 

*Fact- Wonder Woman has the most pirate film of 2017 estimated to have lost over $1 billion dollars*

Digital distribution can change this, technology can be used to fight these negative impacts. 

Technology means its easier for studios to release their films within the same month world wide. Helping to fight piracy by making film available at the same time to every country. 

*Fact- Wonder Woman 1984 had its release on HBO Max, but was also release as digital rental at the same time to countries that can't access HBO Max.*

Distribution and technology

Digital distribution helps big studios like Warner Bros. release their films worldwide, also helps smaller studios a great deal. 

Belstone only exists because of digital distribution. It is cheaper and easier to make a film and release it to an international audience- skipping cinemas which are expensive, competitive and big risks.

Platforms

Cinema- main source of income and quicker return for the studio. 

Physical: 

DVD, Blu-Ray, 4k Blu-Ray, limited editions such as steelbook Blu-Rays and special cover artwork. 

Online: 

PlayStation network (PSN), Xbox, YouTube, GooglePlay, ITunes, Prime video, Sky Movies, Virgin Movies. 

Streaming: 

Netflix, Prime video, Disney Plus, HBO Max (USA and Canada), Hulu (USA and Canada).

Task: complete sheet with examples of distribution.