Distribution means to spread the product throughout the marketplace such that a large number of people can buy it.
Exhibition
Showing films in cinemas or on DVD. Media attention through opening nights and premieres How the audience can see the film: in cinemas, at home, on DVD, through downloads, through television, including premieres, the box office take in the opening weeks; audience reviews which includes those of the film critics, ordinary people, cinemas runs; awards in festivals, The Oscars, BAFTAS, etc.
Exchange
The unintended use of an institution’s media text by other people who use the film or parts of it to form new texts. What happens to a film, etc. after the public get their hands on it using digital technology.
Synergy
The interaction of two or more agents to ensure a larger effect than if they acted independently. This is beneficial for each company through efficiencies in expertise and costs.
Vertical and Horizontal Integration
Absorption into a single firm of several firms involved in all aspects of a product's manufacture from raw materials to distribution.
Media Convergence
Convergence of media occurs when multiple products come together to form one product with the advantages of all of them.
Technological Convergence
It is the growing interactive use of digital technology in the film industry and media which enables people to share, consume and produce media that was difficult or impossible just a few years earlier.
A Mainstream FilmA high budget film that would appeal to most segments of an audience: the young, boys, girls, teenagers, young people, the middle aged, older people, the various classes in society. Distributors often spend as much or more than the film cost to make when distributing mainstream films that are given wide or universal releases.
An Indie Film
An independent film is a professional film production resulting in a feature film that is produced mostly or completely outside of the major film studio system. In addition to being produced and distributed by independent entertainment companies, independent films are also produced and/or distributed by subsidiaries of major film studios. Independent films are sometimes distinguishable by their content and style and the way in which the filmmakers' personal artistic vision is realized. Usually, but not always, independent films are made with considerably lower film budgets than major studio films.
Art House Film
A low budget independent film that would mostly appeal to an educated, higher class audience who follow unusual genres or like cult directors that few people have heard of. Therefore it is usually aimed at a niche market. Foreign films often come under this category.
Ratings Body
How your institutions films are rated will affect audiences in so far as WHO can see them. Remember that sex scenes, offensive language, excessive violence, the use of profanity, etc. can affect the rating and certificate the film receives and therefore affect who is able to see the film.
Viral Marketing
A marketing technique aiming at reproducing "word of mouth" usually on the internet and through existing social networks. YouTube Video pastiches, trailers, interviews with cast members, the director, writer, etc. You can find interviews of “the talent” trying to gain publicity for your case study films on YouTube.
Guerrilla MarketingThe use of unconventional and low cost marketing strategies to raise awareness of a product. The aim is usually to create “buzz” and “word of mouth” around a film. Unusual stunts to gain publicity on the film’s opening weekend, etc.
