CJ Evaluation: 3) Distribution

Distribution is the process whereby a film is released to the wider public in order to bring in revenue and get publicity. This process can involve months of planning and advertising beforehand, with advertising campaigns starting the moment the film is given a green light. The process goes like this:

• The production process will be completed, and the distributor will be sent a print of the film.
• The distributor will then decide on release tactics for the film, including release date, advertising campaign and the main target areas to broadcast to i.e. which television channels et cetera.
• The advertising campaign will start on websites, t.v. channels and at cinemas a few months before the release of the film. This will serve to inform more people about the film, and to increase the hype surrounding the release.
• The film will be delivered to the exhibitors who have chosen to release the film. This will occur a few days before the general release to avoid piracy. 
• The film will be shown for as long as the exhibitor deems fit, or for as long as audience interest is high and the film is profitable.

In terms of our film:
After taking into consideration the niche nature and mature target audience of our film, I have come to the decision that the distribution of our media product would be handled by an independent distribution company. This would allow us to get the right kind of publicity for our film. We could experiment with internet release as an alternative to hard-copy distribution, like with Loose Change 9/11, or we could go for a live broadcast as with The Age of Stupid. However, I am of the opinion that our film would be best suited to a cinematic environment due to the conventional standards that it follows.

In terms of the exhibitor, I would place the film within the realms of an arthouse release due to it's unconventional narrative and little-known stars. However, some films have been known to spread from an arthouse setting into wider popularity and a general release, in which case I believe that certain aspects of our film would be suited to a widespread cinematic release into cinemas like Odeon et cetera. I would stick with an initial release period in smaller arthouse cinemas though, due to the fact that it would make more sense to release a niche film to a niche audience.