The First Film
The first film that was screened, was by Auguste Marie Louis Nicholas and Louis Jean, also known as the Lumiere brothers. The name of the film was ‘Workers Leaving The Lumiere factory’ and it was screened on 22nd of March 1895 in Society for the Development of the National History in Paris. The Lumiere Brothers, were the producers, distributers and exhibitor for all their films but as time wore on, Distribution and exhibition of films were classified under the Post-production stage of filmmaking (Aveyard 2016).
Filmmaking is divided into three parts, Pre-Production, Production and Post- Production. Post- Production : Distribution and Exhibition of films falls under the Post-production stage of film making when the film has been shot, edited and completed and only needs to be distributed and exhibited for the audience to see.
The Key Distribution Functions of a distributor include buying or acquiring content that can make money, licensing to cinema and their audiences, formulating a distribution strategy on when, where and how the film would be distributed, the release pattern of the film, planning out the logistics of getting a film to audiences, marketing, ie. launching new movies, and controlling costs in order to maximize profit. The distributor takes commission at every stage of the release and recoup their expenses to distribute and market their content (Aveyard 2016).
Television affected the business of films as television was a complete revolution in the entertainment industry. Film theatres no longer held a monopoly on recorded audio-visual entertainment and the audiences shifted to the new technology known as the television. This in turn had an adverse effect on the box-office collection of films (Aveyard 2016).
Content is the king. A film begins with an idea which is most important. The story, content and script of the film decide its success or failure. Film distribution is extremely important because one may have good content but if there is no one to display that content properly then the film shall fail at the box office. Film distributers distribute the content among the masses and ensure that people can gain access to the content, ensures that people are aware of the film. It charts the shift from the content makers such as production studios to the new digital players of connectivity such as Facebook, Google, Yahoo, Netflix, iTunes, Amazon, Hulu etc. However, not everybody has access to the internet and so the digital revolution has not yet started. A film distributor is responsible for marketing of the film. The functions of an exhibitor are to screen the promos of films, trailers etc.
Filmmaking and its Stages
In earlier days, the distributor was in control for screening the films, and for making sure that the film reaches the audience. However, at present, the producer has the control of ensuring that the film reaches the audience. Earlier there were fixed plans for releasing films. At present, there are a plethora of strategies to release a film and they are all flexible. Earlier films were distributed and screened keeping the mass audience in mind but now they are also screened for core and crossover audiences. Earlier the distribution costs of a film were much higher as compared to the present. Earlier, audience would gain access to movies only through distributors but now viewers have direct access to movies through a plethora of digital platforms. Unlike earlier times, when films were distributed keeping territories in mind, films now are distributed globally across the world (Brown 2016).
With the advent of technology, YouTube (Google), Netflix, Amazon, Apple and Facebook are all giving competition to distributors and the traditional way of distributing films. Many of them have hired former Hollywood studio executives to run their content production and distribution efforts. The traditional boundaries that separated the major studios from these technological companies are disappearing. The digital revolution has altered the film release patterns, collection of revenue and have caused audience fragmentation. Audience want the content immediately and cheaply (Brown 2016).
Digital distribution is rewriting the rules of the business of feature film. While the internet has led to the rise of people watching films, it has also led to a fragmentation of audience across several platforms. These changes are affecting the entire film industry, in particular the distributors. This fragmenting distribution poses a major problem for small independent films and those engaged in the production and distribution of independent films worldwide. Given that a majority of Australian films inhabits this landscape, it is becoming the single biggest issue faced by the Australian feature film industry. Audiences today expect films to be available everywhere, available across several platforms but there is a decline in people willing to pay for the content. However, independent films made on a low budget have benefitted from digital distribution because the internet has become a powerful tool to finance (Crowd funding), release, and distribute projects that would previously not have been possible. (Brown 2016)
Online distribution of low budget films have helped producers and directors greatly as they have broken down the barriers between the creators and the audiences and allowed films to be marketed and distributed across the world on digital platforms.
The Key Distribution Functions
The distribution of a film depends on producers, distributors and exhibitors who signs certain deals during the different stages of making a film from producing, to completion of a film and its subsequent launch both nationally and internationally.
The distribution of feature films begins with release of the film in theatres in the domestic market, following which it goes to the home entertainment market such as DVD, Blu-ray and online rental, after which it goes to subscription television, a screening on free-to-air television.
Digital forms of distribution has led to copying and sharing of films which has in turn led to piracy. Apart from Hollywood films, independent films of Australia have also been plagued by piracy, an example being, ‘Wyrmwood’, ‘A Little Death’, American Sniper, ‘Interstellar’ etc
Distributors play an important role in deciding the budget of a film. Distributors give a certain amount of money to the production house and studios, as a guarantee or for distribution and sales advance. The distributor gives the producer this money based on their assessment of the revenue potential of a film. When a distributor gives money to a producer for his film then the film gets financial help from government agencies and investors. Distributors also affect the scale of release of the film for they negotiate with exhibitors to determine the number of locations where the film is released.
Event screenings increases the pleasure of going to a theater to watch a film, for example through themed screenings encouraging people to come in costumes. The distributor may at times also choose to enhance the events by bringing in the cast and arranging for question answer round with the cast and crew of the film. Event screenings can be used to build a customer base for a film ahead of a home entertainment release.
Production is that part of the movie making process that makes the product i.e the film. Productions are made by production houses and studios. Distribution refers to that part of the industry that brings the film from the studio to the theatre. Exhibition refers to the process wherein films are exhibited by projectionists with the help of projectors, sound equipment etc.
The conventional distribution system is undergoing a major change. The non- theatrical release model include Video On Demand, Netflix, Shrinking Theatrical Windows, Bit Torrent, Theater Exclusivity and Tugg.
Distributors tend to release films through Video On Demand, or VOD which causes a loss to movie theatres. Small budget films are released through Video On Demand shortly before the theatrical release or they are released through Video On Demand along with the release of a movie in theatres by distributors hoping to make a quick profit. With the films that are being released through Video On Demand making huge profits, this trend of releasing films on Video On Demand, is here to stay (Hiller 2017).
Television and its Effect on Films
Having already entered television production and distribution with hits like Orange Is The New Black and House of Cards, Netflix now plans to control movie distribution as well. Netflix premiered Crouching Tiger, Hidden Dragon 2: The Green Legend on the same day that the films released in theatres. Netflix recently announced a deal with comedian Adam Sandler wherein the actor will produce and also star in four feature films for Netflix. This shows that Netflix not only plans to distribute films, it wants to portray itself as a one-stop for film production and distribution. Other companies like Amazon, Hulu might follow suit, which shows that in future, these companies will give competition to production houses in Hollywood by making and delivering films to the audience all by themselves (Hiller 2017).
Distributors in Hollywood are shrinking the window between theatrical and Video On Demand releases. Distributors in Hollywood are providing a quick access of films to audience via DVDs and digital platforms as fast as possible. Film studios also feel that releasing a DVD or Blu- Ray of a film will revive the home – video business as well (Hiller 2017).
Bit Torrent has always been under the scanner for piracy. However, Bit Torrent is now legitimizing the process of distribution by BitTorrent Bundles, wherein artists and companies can create their own online distribution campaign and reach out to audiences worldwide. Thus, BitTorrent Bundle seems like an option for distributing films (Prince 2015).
Some theatres like AMC, Regal, Cinemark and Carmike have decided to foray in to distribution and has recently struck a deal with a film company to book and distribute up to ten films a year. Such a process may lead to exclusive theatre runs for many medium budget movies preventing them from being released on Video On Demand for a long time (Prince 2015).
Tugg, that was founded in 2011, allows filmmakers and movie buffs to book films in theatres and then advertise and sell tickets to friends, family and other people etc. One needs to sell enough tickets before the event deadline to confirm one’s screening. If one does not meet this ‘threshold’ then the event is cancelled and no one is charged. If one meets the threshold, then one can watch the movie with one’s community and also get 5% of the ticket sales. Tugg thus empowers people and helps the distribution industry by getting people to come back to the theatres and watch a film (Jenner 2016).
Content is King
SVOD or Subscription Video On Demand is a type of service where one enters into a subscription agreement with the provider in order to gain access to the service, in order to watch a plethora of programs for an unlimited time for a flat monthly rate. Most services require a monthly subscription which renews until the subscriber cancels the agreement or membership. The user has full access to the program and can pause the program, rewind the program, fast forward the program, play the program and stop the program whenever he or she wants. This kind of television programming is paid and it includes television sitcoms and major hit films. This kind of programming which is paid, has no programming schedule. Good and superior quality of shows and programs are available on demand and is screened on the customer’s television. A notable example of Subscription Video on Demand service is Netflix (Jenner 2016).
It can be seen that there have been lot of changes in the world of the film exhibition and distribution in the modern times. The preference patterns of the viewers have also changed a great deal. Most of the film agencies in the present scenario are trying to distribute the films through the digitalized platforms like the Netflix, YouTube and others. It is seen from the surveys that the audiences particularly the tech savvy people are becoming a major attraction of all the shows available on the digitalized platforms. Some of the films and shows that have gained a huge popularity after the digitalized exhibition and distribution are Orange is the new Black, House of Cards and many more.
So, it can be recommended that the directors must try to upgrade the schemes and the plans of these YouTube and Netflix series so that it can reach to a large number of audiences. They have to understand the needs and demands of the consumers. One of the major concerns is the security of the gateways. The subscription process must be made easier so that the audiences can easily reach to the films that are being distributed online. Privacy has to be maintained so that there are no hacking attacks in the digitalized distribution channels. The film agencies who are distributing the films through the modern digitalized platforms must be inding out more client friendly schemes.
Conclusion
So, it can be concluded that there is a plethora of options when it comes to distribution and exhibition of films. With the rise in technology, the conventional mode of distributing films is undergoing a sea change with new entrants coming in and new ways of distributing a film is taking place. With the advent of technology and easier access of films, audiences are in for a royal cinematic treat.
References
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Brown, W., 2016. Non-Cinema: digital, ethics, multitude. Film-Philosophy, 20(1), pp.104-130.
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Hiller, R.S., 2017. Profitably bundling information goods: Evidence from the evolving video library of Netflix. Journal of Media Economics, 30(2), pp.65-81.
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Prince, S., 2015. Movies and meaning. An introduction to film. Boston: Allyn.
Rigby, J.M., Brumby, D.P., Cox, A.L. and Gould, S.J., 2016, September. Watching movies on netflix: investigating the effect of screen size on viewer immersion. In Proceedings of the 18th International Conference on Human-Computer Interaction with Mobile Devices and Services Adjunct (pp. 714-721). ACM.
Roderik, S., Higson, A., Mateer, J., Jones, H. and D’Ippolito, B., 2018. Report: Distributing films online: The Farm Group, London, 27 April 2017. Journal of British Cinema and Television, 15(2), pp.291-299.
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