Institutional Research

Sales

Selling the product

To sell her film she needs an agent who specialises in film sales.
The producer needs to distribute it to as many places as possible which the agent will sort it out and she needs to negotiate with.
The agent negotiates deals, values it and organises the deals.
Trailers are used for the audiences of films, the economic target, shows most marketable parts.
Producer and sales agent will organise everything needed to sell the film to distributors.
Must go to great lengths to attract attention to the film.
High profile screening at a film festival is the best way to get attracted.
Star Names are useful to get it more recognised.
Could be made a hot product.
Distribution deal when the producer negotiates a deal with distributor for the rights.

Marketing

Marketing team runs test screenings to see how film is received, audience response is important.
Potential audience is targeted through all sorts of advertisement. (Above the line marketing)
T.V, Radio and newspapers can create a positive response to it.
Internet is also used. Good for low budget films as viral adverts, such as Blair witch got attention.
The distributors must negotiate a deal with the cinemas to screen it.
Cinema programmer organises the exhibits schedule.

Exhibition

· A star studded premiere is used to launch the film with a lot of media.
· The Cinema does not get a lot of money from the film but does it through food and drink.
· Distributors give the exhibitors prints of the film, the more screens, the more prints.
· Data is collected from the film attendance, called box office performance.
· The exhibitors take their share and the distributors recoup their marketing costs. Producers can see how much they can make through the revenue.
· Once distributors are paid they can recover investments with a recoupment schedule.


Other Windows
Hospitatiy such as in flight movies and hotel channels can bring in millions.
UK audiences spend more on DVDs so it can make up for box office losses.
T.V is the final venue when the rights are handed to pay-tv channels and terrestrial, called the broadcasting rights.
Rights for the computer games are made and can be extremely lucrative.
Once they make a profit the producer has a lot of money, apparently.
Final income is not known, it may even be re-released in the future.