Production, Distribution, Marketing and Exhibition

PRODUCTION

Production starts all the way from the very first ideas for the film. This includes initial written plans and storyboards. There are typically three stages of production. These are:

 Development/The Pre-Production Phase

  Production Phase

 Post-Production Phase

Development/The Pre-Production Phase

At the very beginning of this stage, a vague story-line for the film has been conceived. It is then the responsibilities of the producers and individual unit production team managers to research and hire the best possible scriptwriter that would be most suited to writing the film script and have on the project.

An example of this is best demonstrated by the making of the film “The Hangover”.

The script for The Hangover was originally written by Lucas and Moore. They thought of this plot after executive producer Chris Bender's friend disappeared and had a large bill after being sent to a strip club. Lucas and Moore were able to the sell this script to the studio and production team for $2 million. The script was then re-written by Philips and Jeremy Garelick, to include a tiger as well as a subplot involving a baby and a police cruiser, and also including a role for the famous boxer Mike Tyson.

(Cinema poster for "The Hangover")

Once the scriptwriter and script have been established, the producer must then organise how this project is to be funded and budgeted. The origin of the money used to finance this project determines whether the film would be an American, British or foreign production. The unit managers and producers must then deal with the legal work, such as the rights to the film. These usually belong to the studio or producers, and I will explain and expand this concept further on during the course of this essay. Other rights explored through legal work, are ones that may be compromised during filming. These are rights such as human, child and animal. Referring back to “The Hangover,” a tiger and baby were included in the script. This meant that there was a chance issues involving child and animal rights, could arise. Therefore the producers would have to make sure that there was constantly a Social Care worker and Animal rights activist on site, when scenes involving the tiger or the baby were being filmed, as well as other trained professionals, in the event of any emergencies.

Once given the all clear by completing all legal work and regulations, this means that the unit managers and producers can then advance on to the next part of the pre-production process. Working as strictly to the budget as possible, this is the point at which a director must be contacted and hired, along with other essential members of the crew such as the set designers, cinematographer and editors. It is found that on most productions, the scriptwriter, director and producers work together to produce a casting list.

There cast members of “The hangover” were, Ed Helms, Zach Galifianakis, and Bradley Cooper. It is said, one reason they were casted was because they had been casual acquaintances before “The Hangover” was filmed. So, it was believed this helped fuel the natural chemistry amongst their characters. In the original casting, Lindsay Lohan was offered the role of Jade; however, she refused the role, claiming that the script "had no potential." 

Before entering the production phase, the producers must run last checks to approve and sign-off on the final copy of the shooting schedule, budget, and script.

Production Phase

The production phase is the actual shooting of the film. Principle photography is considered the main part of this phase. Principle photography is the moment when the cameras rolls to record the actors and start the filming of the movie. The reason why pre-production is so important and should be carried out correctly is because, all the procedures, decisions and methods applied during this phase determines how smoothly the principal photography will run. Without a doubt, principal photography is the most expensive process of the production phase. It is estimated that major producers in Hollywood pay around $1500 a minute. This amount also accounts for salary of the cast and crew. Even student filmmakers shoot on an estimated average of $100 a day. Thus it can be seen that principal photography in any film must be fast and efficient. To achieve this, the director and his crew must be able to work well together, almost like a “creative family”. Traditionally what usually prolongs the principal photography is lighting and camerawork. During this phase, the producers must constantly oversee and approve deals for the principal components of the production. Regular consultations between the producers and the director, cast members and crew must also take place.

“The Hangover” was filmed on a budget of $35 million. The principal photography took place in Las Vegas, Nevada, Los Angeles, California, Rialto, California and West Hollywood, California for fifteen days. Actor, Ed Helms was quoted saying, “The Hangover was more physically demanding than any other role he had done”, and that he had “lost eight pounds while making the film.” He also spoke of scene which required more stunts and physical work, as being the most difficult day of shooting, as it required many takes and was very painful. The producers were able to make some cut backs in the budget. For example, prosthetics or visual effects were not needed for the missing tooth, as it was not created but is naturally occurring. This is due to the fact that Helms adult incisor never grew whilst he was a teenager, and thus he was fitted with a dental implant, which was removed for filming. 

During filming, Phillips made an effort to convince the actors to allow him to use a real Taser. The lawyers however, at Warner Bros. studios swiftly took action to intervene, as this goes against basic human rights. This is an example of legal issues sorted in the pre-production, arising in the production phase. Another example is that the scenes involving animals were filmed mostly with the use of trained animals, trainers and safety equipment. The safety equipment was then digitally removed from the final version of the film. It was also ordered by lawyers that some prop animals were used, such as when the tiger was hidden under a sheet and being moved on a baggage cart. One other reason for the producers agreeing to this is that it also saved on money. The American Humane Association for the monitoring and treatment of animals gave these efforts an "Outstanding" rating.

Post Production

This is the third phase of production. This phase typically starts at the end of the principle photography. However, it is normal for these two stages to overlap. This phase is about reviewing the footage and editing. A rule about this phase of production in the film industry is that ‘the time editing takes to complete is directly proportional to the amount of footage recorded and how good camera notes are’. Camera notes help because they tell the editor where to look and what to look for.

DISTRIBUTION

Distribution is the process of releasing the film once it is completed. It is important that a film gets a very good, and the right kind of distribution deals, as this is how producers make their money back. A successful distribution deal is characterised by theatrical releases, as opposed to the direct-to-video agreement. It is mostly seen that studio produced movies have greater distribution from the very first stages of production. However, independent producers find it a lot harder to find suitable distributors.

Theatrical distribution is also yet another expensive process, as it involves making several copies of a movie and distributing it nationwide. This is a risky form of distribution as a bad response from the audience, may result in a heavy loss in the money spent on this distribution form. However there have been cases where the opposite has taken place.

EXAMPLE:

The North American rights to Slumdog Millionaire were bought by Warner Independent Pictures in August 2007. Pathé purchased the international theatrical distributing rights. Things took on a different direction however, in May 2008, when Warner Independent Pictures was shut down. All of its projects were then transferred over to Warner Bros. This compromised Slumdog Millionaires chances of distribution, as Warner Bros. highly doubted the success of Slumdog Millionaire and offered the alternative of it going straight to DVD without a U.S. theatrical release.

In the following year, August 2008, Warner Bros. wanted to get rid its collecting end-of-year films, and consequently began searching buyers for various productions. It was at this point, Warner Bros. entered into a pact with Fox Searchlight Pictures to share distribution rights of the film and  50% of Warner Bros.' interest in the movie.

After Theatrical release, the film gained great success at the 81st Academy Awards, topped the worldwide box office and grossed $16 million from 34 markets in a week. The film has grossed over $377 million worldwide.

(Cinema poster for Slumdog Millionaire)

MARKETING

One way of ensuring that the theatrical release has a large viewing audience is to have good marketing strategies. This is usually handled by promotions departments, as they are the ones responsible for designing effective and attention grabbing advertising campaigns in order to attract people. Without Marketing, the studios would have very little chance of making back the money they invested into the project, as people would not know about the new releases.

There are many ways of Marketing, such as:

Word-of-mouth: Promotions departments manage to spark this by releasing little bits of information to the press in order to spark a reaction. Naturally, the media exaggerate on the information released, invoking a greater reaction from the general public, and more publicity. People then spread the things they had read, or heard about the film to others, creating an interest, long before the film is released.

Trailers and Adverts: Trailers are an excellent form of marketing, because they are more specifically aimed at people at home, and woven into the adverts, during your normal everyday viewings. Subconsciously, as you’re seeing an advert repeatedly, you start growing an interest for it. As well as playing on this, trailers are made to contain the best bits of a film, if these are particularly witty, action packed, romantic, or scary, they may appeal to you and therefore you’ll be interested in watching the film when it is released. Trailers also contain commentary which may say “from the same directors/makers/writers/producers of….” Automatically, this may attract you to the film, because it is made by your favourite director or from the makers of your favourite film..etc.

Social networking sites: In this modern day, technology is the faster way of communication. Therefore, using sites such as Twitter or Facebook and Facebook to spread the word about upcoming blockbusters, is a fast and efficient way. This is extremely effective, especially for films aimed at teenagers, as they are the primary users of these types of sites.

EXHIBITION whereas traditionally, we engaged more in films by watching films at the cinema, a whole new range of ways have opened up. Digital TV: With ever-expanding companies such as Sky, Freeview and Virgin media, watching films in the comfort of your own home has become easier. Not only are there channels dedicated to films, but new releases, a certain time after they have been premiered in the cinema, can be bought for a period of days, and watched, before they are premiered on the normal channels. Cinemas: Many still enjoy the experience of watching new releases in the cinema, before others. However with TVs being created at incredible sizes and in HD, every day, people are choosing to stay at home to watch their films. Online websites: Online websites, both legal and illegal, offer an alternative to renting or watching films in the cinema or on your TV. They are also proof of the evolution of film’s exhibitions, as the ways of viewing them are changing with the advancements of modern technology. Movie stores: Shops such as Blockbuster also provide a solution to the dilemma of wanting to watching a film, but fearing to pay full price for the DVD and ending up being disappointed. This way, many people are able to view films at their convenience. DVD: With DVD’s expansion into Blu Ray, home entertainment has been on a rise. People are able to enjoy High Definition quality films, as well as the extras that come on the DVD, and share them with their friends  Film clubs: Film clubs are a fast way to view and spread the word about films. Most film clubs also explore a range of films, from underground, Indie and foreign to Hollywood and British.