Summary of Key Points from FDA Yearbook extract.

The most important decision a distributor can make are how and when to release a film. They need to optimise the chance of making as much money as possible. Once the distributor has worked out what they think the film is going to earn they prepare a budget release, the goal is to turn the costs into a profit however releasing films is both expensive and risky. When planing a new release for a film relying on conventional wisdom is not an option as every release is a one-off and each release is individually planned on the certain circumstances.

The audiences tastes are very unpredictable and no one can ever tell what their reaction is going to be, and nobody knows what is going to be a hit at the box office. Although you can conduct market research to probe the audiences reaction at test screenings etc. Sometimes a film becomes a 'sleeper' hit which means it plays for longer and generates more returns than expected, however just because the film done well it doesn't mean a film that is similar is going to do well as well. As it is such a unpredictable, product driven business the earnings differ every year.

If you have a very detailed understanding of your audience this can give you a huge advantage over competitors, but obviously the audience can vary hugely. Generally, UK cinemagoers are upmarket and its normally a shared experience with an average of 3 people per party. Its very important to not lose sight of the films core target audience, but with anything you are trying to attract as big audience as possible ideally identifying niche groups helping the film to 'break out' and 'cross over'. The average age for cinermagoers is 15-25 and for teenagers, students and young adults the cinema is a favourite out of home leisure activity. 15-25 year old go to the cinema at least once a month however just over a quarter of the population goes that often. 35+ are growing in share ticket sales. The average number of cinema visits per person in the UK is around 2.7 a year. The better the film and the better is does at the box office the more likely it is going to attract infrequent cinemageors and also have repeat visits. Infrequent cinemageors don't tend to go and watch the film on the opening weekend they wait until later to go and see the film.

Different releases are planned and distributed in different ways, 'saturated' strategy is where the film is released in 1000s of cinemas across the country. Specialised films give the audience a different cinematic experience. Sometimes a film might be 'platformed' in a location before it is released. London has an increasing population of 7.5m people and they account for around a quarter of the UK cinema admissions, however only 15% of screens are situated in the capital. social recommendation is probably the most powerful ways to get people to watch a certain film, if you get a review from a friend, colleague, relative or even a trusted online community is can persuade 1000s of people to get up and go watch a film. As a result of this most cinemagoers know what they want to watch before they even head off to the cinema.

The main poster normally shows who is in the film, what its going to be about, credits and often a tag line this wets the audience appetites and so makes them excited for that certain film to be released. Months before the actual film release a teaser poster may be released to show that the film is coming out and again wet the audiences appetites. Distributors also have other methods apart from posters to advertise a film like banners, window clings and cardboard standees.

Trailers are normally screened shortly before a film opens (typically around 90 seconds). Trailers are also played before you go and see a film and exhibitors, who programme their own screens select trailers that would fit in with the film the audience is about to watch there would be not point in showing a horror trailer just before you are going to watch a comedy, you would show a comedy trailer as the audience likes comedy films as they are about to watch one, and sometimes trailers for new releases are added to the front of compatibly targeted DVDs as well.

The Internet can play a crucial role in shaping many cinemagoers perceptions of new releases. Most films have an official website. The Internet helps distributors create awareness of this film from a very early stage as film clips are among the web's most searched-for content. Also film distributors websites give links etc to exhibitors websites where you are able to purchase tickets and also look at special offers on food and drink etc.

As soon as a film is shown comments are shared worldwide as people swap opinions on what they thought of the film, not just opinions though, content too and the news spreads very quickly and distributors want to be part of the conversation on social networking sites like Twitter and Facebook which has millions of participants. The UK has around 250,000 poster sites by the side of the road and hundreds of TV channels where advertising can also take place. Terrestrial Television is where the the broadcast is on the ground unlike satellite etc, this is the most effective way of reaching a mass audience however TV advertising is highly expensive. Distributors must remember that different audiences react differently to different advertising.

Depending on the films target audience and the theme of the film the distributor will arrange promotional partnerships. This generates displays in places the TV cannot reach such as shops and restaurants. Many films have merchandising campaigns however most of the films are family films like Spiderman and Iron Man. Films normally have official soundtracks, games and books which can bring in a lot of money. Sometimes a film becomes a ubiquitous event, soaking up the media and the advertising. The film can then turn into a popular phenomenon and become an internatial news item. Charity events also help the publicity of the film and can effect the tickets sales of the film.