Know How - Distribution and Marketing

1. Define Your Product

Your film isn’t just art—it’s a product in a competitive marketplace. Understanding what you’re offering is the foundation of your release strategy.

Key Questions:

• What makes your film unique? Genre, tone, production values, and point of difference.
• How does it compare to similar films? Look at local releases with similar budgets and audiences.
• What are its creative and commercial strengths and weaknesses?
• What’s the competition when you release? Consider both local and international titles.

Action: Write down three films similar to yours and note what sets yours apart. This will help shape your positioning and marketing messages.

2. Know Your Audience

Your audience determines everything—from where you release to how you market.

Steps:

• Identify core, primary, secondary audiences.
  Example: Core = 18–25-year-old males; Secondary = genre fans aged 30–45.
• Understand their viewing habits: Do they stream on Netflix or binge TikTok trailers? Do they attend festivals or multiplexes?
• Consider censorship rating and its impact on reach.

Action: Create a profile for your core audience: age, interests, platforms they use, and what excites them about your genre.

3. Route to Market

How will your film reach its audience? Today’s landscape offers multiple paths.

Options:

• Theatrical release: Wide or limited? Multiplex or boutique cinemas?
• Streaming-first strategy: VOD platforms, subscription services, or hybrid models.
• Festivals: Build buzz and attract distributors.
• Self-release or hybrid: Handle marketing yourself while partnering for bookings.

Modern Tip: Streaming and social buzz can amplify theatrical success—or replace it entirely. Align your route to market with your goals: revenue, profile, or audience reach.

Action: List your top three distribution options and note pros/cons for each.

4. Marketing Strategy

Marketing starts before production wraps. Your campaign should feel fresh, authentic, and audience-driven.

Essentials:

• Brand your film: Define its look, tone, and key messages.
• Social media: Choose platforms your audience loves (TikTok, Instagram, YouTube). Plan engagement tactics and timelines.
• Publicity: Identify angles and risks. Decide if you need a publicist.
• Partnerships: Media outlets, influencers, and cross-promotions can stretch your budget.
• Events & timing: Align with cultural moments (e.g., Anzac Day for war-themed films).

Action: Draft three key messages that will resonate with your audience. Example: “A bold, genre-bending thriller for fans of [Film X].”

5. Budget & Goals

Your release strategy should reflect your intentions and resources.

Consider:

• What’s your primary goal? Revenue, career profile, or awareness for a cause?
• P&A spend: Allocate funds for advertising, PR, and social campaigns.
• Income streams: Theatrical, VOD, TV, DVD—what’s realistic for your film?
• Sponsorships: Seek promotional partners or in-kind support.

Action: Set a realistic marketing budget and identify at least one potential sponsor or partner.

6. Distribution Timing & Logistics

Timing can make or break your release.

Plan for:

• Release dates: Avoid clashes with major blockbusters. Consider holidays and award seasons.
• Media rollout: Trailer launch, interviews, screenings—schedule for maximum impact.
• Technical formats: DCP for cinemas, HD for streaming. Confirm specs early.
• Windows: Coordinate theatrical, VOD, and TV release dates.

Action: Create a timeline for your release campaign with key milestones: trailer drop, press interviews, premiere date.

Final Thoughts: Marketing and distribution aren’t afterthoughts; they’re part of your creative vision. Start early, stay flexible, and think like both an artist and an entrepreneur. Your film deserves an audience—make sure they know where to find it.