Transcript PPT - Routledge

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)
TVY7 (Directed to older children)
TVG (General audience)
TVPG (Parental guidance suggested)
TV14 (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 (iPod)
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