Module: FM7004-30 Finding an Audience: Distribution Techniques

Level: 7

Credit Value: 30

Module Tutor: Robert Brown

Module Tutor Contact Details: r.brown2@bathspa.ac.uk

1. Brief description and aims of module

The British Film Institute has identified distribution and marketing (the process of finding audiences) as the key issues for UK feature films. It is these areas that determine whether they will make a return on investment. This module will give students a thorough grounding in the theory and practice of contemporary marketing as applied to film. The module will introduce traditional marketing theories and strategies regarding communications, consumer behaviour, direct and customer relations marketing. It will then update these approaches with a focus on digital marketing techniques. Crowdsourcing sites such as Kickstarter will be explored, which enable filmmakers to engage with audiences while the film is yet to be made.

2. Outline syllabus

Topics covered may include:

• UK Market Overview - Looking at the film landscape Distributors, Exhibitors.

• Distribution Strategy from Acquisitions to Distribution - how a distributor thinks

• Case Studies of four films to illustrate key Distribution and Marketing strategy (The Arbor,

DogTooth, Red Road, Kill your Darlings).

• Introduction to understanding audience psychology.

• Marketing Communications strategies – Traditional and Web 2.0.

• Building social networks and using the power of digital word of mouth.

• Traditional marketing approaches segmentation, targeting, & positioning.

• Direct and database marketing – creating and using marketing data

• Branding your film and identifying potential commercial partners.

• Creating marketing assets before and during the production.

• Long tail income streams for low budget filmmakers.

Assessment Item 1:

• Assessment Type: Course Work
• Description: Presentation (15 minutes)
• % Weighting: 25%

Assessment Item 2:

• Assessment Type: Course Work
• Description: Marketing communications plan normally including detailed audience breakdown, list of necessary marketing assets and script for a trailer for any distribution platform.
• % Weighting: 75%