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The marketing, distribution, and promotion of Film

The marketing, distribution, and promotion of films has changed within the last decade as the result of changes in ancillary markets, notably the continuing development of sales to cable and other television outlets and the growth of the home video industry both as a rental market and as a sales market. In addition, there have been changes in the structure of exhibition which has contributed to new methods of distribution and promotion. Costs have also been a factor and are becoming even more so today, and the expense of promoting a film has risen greatly, just as has the average cost of film production. The film business has become more expensive and more risky, but at the same time the potential for high returns has continued as an incentive for producers. Indeed, this potential has itself contributed to the increase in costs because it has created a blockbuster mentality that causes studios and producers to throw everything into a few large movies in the hopes of producing high grosses at the box office. This has always been a risky venture, but it appears to be getting even riskier as costs rise so high that grosses have to be extremely high in order to reach break-even.

Traditional methods of promotion and marketing are still widely used, but television has become the centerpiece of every campaign, with the advertising blitz in the week or so before a film opens being the determining factor in the success or failure of the effort. Much marketing effort today goes into developing ancillary markets and product tie-ins of various sorts, all to help recoup expenses and, if a film is very successful, to cash in to an even greater degree.

Theatrical exhibition is still a vital part of the film business, but in many ways it has changed in terms of the importance accorded it. At one time, of course, theatrical exhibition was the only goal for producers, who reaped their profits entirely from box office revenues. This is ...

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The marketing, distribution, and promotion of Film. (1969, December 31). In LotsofEssays.com. Retrieved 06:14, March 29, 2024, from https://www.lotsofessays.com/viewpaper/1687079.html