- There are two competing views on who holds the most power in influencing what films get seen.
- Tony Andellotti from within Hollywood says that the audience has the greatest power due to the fact that if they like an actor hollywood is forced to get that actor and then they become extremely powerful.
- Toby Miller, an academic says that where money is spent on the budget of a film with often 50% going on promotion as opposed to what you actually see on screen, the idea that the consumer can exercise authority is absurd. It doesn't rely on waiting, listening and responding to what audiences want and then deliver it to them. It relies on knowing which parts of the world and media need its products and will pay for them.
- five major distributors dominate the UK film industry:
- United international Pictures (universal is part of this company)
- Warner Brothers
- Buena Vista
- Twentieth Century Fox
- Sony
- nine of ten films seen in the UK are viewed as a result of these distributors.
- Distributors are linked directly to the hollywood production companies who make the film.
- They deal with exhibitors who are no longer owned by the same Hollywood companies.
- Prints - producing physical copies of a film for cinema/home release and finding the exhibitors/retailers to sell the film.
- Marketing - raising audience awareness & anticipation of a new release.
A distributer may :
- Be part of the same parent company as the production company
- have a long term arrangement with a production company& provide financial assistance for productions.
- Provide financial assistance for a single film by a production company.
- acquire a film after it has completed production.
360% marketing
- This kind of marketing is never intrusive.
- Very inexpensive.
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