The Role Of The Distributor

At its most basic, the distributor has the sole job of seeking out the largest possible target audience for the film that they are working for. There are many entertainment options available for the distributor to complete their job in hand, making their choice of distribution method very difficult. Distributors are chose for their ability to create a higher interest in the film through their promotion techniques. The first step in distribution is working out how much the film may yield from their box office and dvd success etc. It is through this that a budget for distribution is worked out, with big budget films obviously able to have well distributed material.


There are three main things that the distributor is required to find out.

Who can the distributor convince to go buy a cinema ticket?

Who is the target audience?

The audience that was attracted for previous films within the same genre.

The distributor has a specific marketing plan, starting with budgeting the film release (this covers the launch and post-release products).
Advertising is then organised by the distributor.

A poster is created which advertises the movie. The social construction of 'word of mouth' advertising can be sparked through this poster.

They then create a film trailer, which is viewed as the most powerful advertising technique within the current technological climate (YouTube, Sky+, ITVPlayer etc.).

Online services are then set up for the movie which can include exclusive media such as behind the scenes info/footage/photos, free downloads (desktop backgrounds/screensavers etc.). This helps to gain a massive following within the online community.

The distributor then takes an active approach to the audience (rather than a passive approach) which is for the sake of media advertising.

After the advertising is taken care of, they aim to take care of the publicity;

• The publicity team within the distributor arranges cast interviews and press junkets and sends the cast to film premieres etc.


• A press kit is formed by publicists for journalists. This can contain cast/crew lists, film facts, biographies and a film synopsis.


• Screenings are constructed for national critics before the films release, and also set visits are organised.


• Merchandising is also part of the publicity stage.

Promotional partnerships can be created by the distributor which enables the film to be consistently advertised in as much places as possible. For example, the McDonalds Happy Meal is constantly creating a promotional partnership with childrens film. This helps to create sales of happy meals to go up due to the toy the child wants, and also advertises the film to parents and children alike.