Question 3) What kind of media institution might distribute your media product and why?
What a distributor does?
1. They decide on the release date
2. They do audience research
3. They decide how many prints to make of the film (they need these for the cinema)
4. They decide what kind of cinema to show the film at
5. They also sort out the advertising and marketing
A Cinderella story is one of the films that we looked at, the film is a chick flick genre the same as ours, their distribution company was Warner Bros. pictures. Mean girls was distributed by Paramount pictures. Overall Paramount pictures are owned by Viacom. So I would pick Paramount pictures also to distribute our film, this would also give us access to MTV and Nickelodeon. This would allow us to do horizontal integration. Paramount are a mainstream company and are very well known around the world.
We are aiming to get our film into multi-plex cinemas all around England and maybe even in America as the chick flick genre is very popular there. A lot of chick flicks are actually made in America and are successful like Mean Girls and Raising Helen.
Mean Girls is an example of a successful chick flick film. It was distributed by Paramount Pictures, it had a budget of $17,000,000 which is average for this genre. It was released in the USA in 2839 screens, it was released in 364 screens in the UK and it was also released in more screens around Europe. This is similar to what we would want for our film. This film was just as successful on DVD if not more.
The benefits of using this strategy is that using Paramount will expose us to other companies that can help promote the film, being a Paramount distributed film will also give us credibility as it is a well known company. The number of prints would be over 2000 and this would mean we get a higher coverage. Paramount movies such as 10 Things i hate about you had a marketing budget of 16 million. We would get a figure similar or higher than this to spend on the marketing of our film. This money would be spent in marketing in different ways. We will also do some online marketing which will be very low cost.
Stratergies that we will use to spread word of mouth will come from things such as early screenings, with tickets given to competition winners. This will help spread word of mouth. The internet will probrably be the best place to start if we want people to start talking about our film. We could set up a group on social networking sights such as Facebook or Myspace. Which is used by people all around the world this would give us coverage. We could also set up an account on a network like twitter and this will keep people informed of release dates and whats going on. These sorts of things would be succesful as they can be seen by a lot of people, and can spread within minutes. We could also do marketing by sending out our stars and get them interviewed or invited to red carpet events, at these places they could advertise themselves and the movie. If there is enough money we could also do some tv trailers or a few billboard campaigns to get our film seen. 
We could use new technologies to advertise and market our film. This is a good stratergy as millions of people now have the internet so it is accesible by a lot of people who are just browsing. We could start by uploading a trailer or some sneak peeks onto youtube. These can be watched by anyone and the more popular the videos become the more people watch. Pop up advertisements may also work as people will se them, if we have access to MTV, whenever someone goes on the MTV website we could have a pop-up or a link to the trailer of our film. Social Networks will also be very useful for campaigning.
Cinema websites such as odeon and Vue are looked at everyday and these are what people mainly look at before they go to the cinema, so our film should be advertised on the websites before the release date and whilst it is showing so that people have the option to see the film.
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