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• After setting a release date, the distributor works towards the theatrical release, investing in a marketing campaign.

• The costs of theatrical marketing by local distributors, are often referred to as 'P&A', or Prints & Advertising.

• P&A are the nuts & bolts of marketing films into cinemas, the distributors tools used to create a public for its film.

• P&A represent the bulk of the distributor's investment after paying the initial rights fee (ranging from £1,000 to over £1 million for the release of a film in the UK).

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Campaign/Package

Campaign/Package

Question: How many forms of advertising can you think of?Question: How many forms of advertising can you think of?

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TrailersTrailers

• The most common form of film marketing is of course.. The Movie Trailer!

• Many films released in the modern cinema can advertise up to three different trailers:

1. Teaser Trailer: (Minimal, intriguing)2. Action: (Story based, main action scenes, styling)3. Character: (Introduce characters, narrative

actors, more action)

• All three are released one at a time, sometimes months apart. Each trailer gives the audience a little more information… keeping the buzz of release consistent.

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Posters + BillboardsPosters + Billboards

• The second most common form of film marketing is the traditional cinema poster.

• In the UK, the movie poster is the standard 30”x40” ‘quad’ format & is the cornerstone of theatrical release campaigns.

Posters + BillboardsPosters + Billboards

• Movie posters can be full of information (Dates, Coming Soon, Actors, Directors etc), or they can be very minimalistic.

• Poster design is highly effective in 'packaging’ the key attributes of a film for potential audiences.

• Distributors will consider many poster campaigns, from Underground advertising, to billboards & art prints.

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Press Release

Press Release

• Press releases can consist of clip reels, images, press previews, screener tapes, magazine spreads & features.

• For many releases, favourable press response is a key factor in developing the profile & desirability of a film.

• Distributors consider the quality & breadth of coverage, & inscribe this into the scale of a press campaign.

• Advertising in magazines & newspapers works in tandem with press editorial coverage to raise release awareness.

• The cost of print advertising in the UK is comparatively high, and is seen as a riskier business than in other countries. For mainstream films, scale and high visibility is key so ‘Major’ film companies will pay & take the risk.

• Independent film companies can not afford as much!

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TV/Radio Slots

TV/Radio Slots

• Featured slots on popular TV channels, programmes & radio stations, is a great way to reveal more about the theatrical release.

• Press releases, interviews, pre-screenings, & press previews, are an effective way of reaching thefilms audience, through free advertising.

• Many independent distributors in particular do not have press departments, and will consequently hire a press agency to run a pre- release campaign.

• It is the distributors job to bring over key talent for press interviews to support the release.

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Viral Marketing

Viral Marketing

• The cost of Print advertising in the UK is high. • In order for distributors to extend the reach of

advertising & develop more effective communication with audiences at low cost, they are looking increasingly to 'viral marketing’.

• Viral marketing refers to different forms of electronic word-of-mouth advertising via:

• websites, email, mobile phones, social networking sites, pop ups, applications, iPods etc.

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It is

WebsiteWebsite

• It is now very common to create a website to accompany a movie.

• Like trailers, over time, more & more information may appear on the site. Piece by piece this causes public interest & keeps the movie buzz consistent.

WebsiteWebsite

• The website is generally the first port of call when a new piece of the marketing campaign is released.

• Movie websites may include: – Fans Forum– Prizes– Videos & Photos– ARG (Alternate Reality Game) – Storyboards/Fan Art

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Merchandise

Merchandise

• Most major releases will try to embrace as many different avenues of possible profit as they can.

• This can come in many different forms such as:

• Toys – Games – Merch – Clothing – Gadgets – Food – Company Partners

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Premieres/Previews

Premieres/Previews

• The final part of a movie marketing campaign is the launch party or Premiere.

• The use of talent (Director or lead Actors) wins significant editorial coverage to support a release

• The volume of coverage can far outweigh the cost of talent visits, so it is worth the gamble.

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