How to study film trailers

The main questions to ask of any trailer should be as follows:

What type of trailer is it?
1. A teaser?
2. Theatrical trailer?
3. A TV spot advertising the film on release?

What is the film's USP? ( Its unique selling point?) In other words how are the distributors positioning the film in the marketplace? Which elements in the film's genre is the distributor highlighting which sets the film aside from other films in its genre.

What are the messages in the film's trailer and what do they say about the film?

Remember that the type of release ( wide, limited, universal ) and the date of release will have been carefully planned to maximise potential audiences.

In the media studies and film studies exams all you need to do is be able to write a paragraph or two on the posters and trailers of your case study production company's film so you can argue how the distributors tried to market the film.

Here's a good link to practice with film trailers for films currently on release.
http://uk.filmtrailer.com/cinema/AllCinemaMovies/

The link to Frank Baker probably has more than most students would need.
http://www.frankwbaker.com/movie_trailers_as_persuasion.htm

A Scottish TV interview with Glen Hansard and Marketa Irglova on "ONCE"

This 14 minute interview with Glen Hansard and Marketa Irglova was made during the pairs promotion of the film as they helped ICON Films market "ONCE" when it was released in mid October, 2007. It's useful for understanding the origins of the film and for Glen's comments on how "ONCE" compares with mainstream Hollywood films released during the same period.

Why FOX Searchlight acquired the rights to "ONCE"

This is an important article for anyone doing a case study on ONCE for FS6: Independent Films and their Audience. This link refers to a press release by FOX Searchlight. It is worth noting that major distributors like FOX have specialised subsidiary arms, in this instance FOX Searchlight, that acquire the rights to independent (specialist films) and then distribute them in that manner, obviously in art house cinemas or in limited regional or selected cinemas releases.
http://www.comingsoon.net/blog/2007/02/fox_searchlight_picks_up_once.php This brief post in Cinematical also has useful info. on the deal with FOX Searchlight.
http://www.cinematical.com/2007/02/04/fox-searchlight-buys-american-rights-to-once/

A film review on "ONCE"
http://jacksonfilmreviews.blogspot.com/2007/07/once-fox-searchlight-2006.html
Amazon would be another good site for critical reception. Of course, read Roger Ebert, too, along with other reviewers. Their links are on the right hand side of this blog.

Film terms explained by a movie critic

Kevin Maynard, a US movie critic explains in a number of short videos useful terms for various aspects of films.
http://www.videojug.com/tag/careers-film-critic

A discussion on distribution - "the holy grail" of independent film making

Another good article for understanding the importance of distribution for independent film makers. The example used is The Sundance Film Festival. Note the three main criteria that distributors are looking for before they will attempt to distribute a film:

"STAR POWER … participation by recognized industry creatives
FESTIVAL FEVER … selection in a key festival
GREAT REVIEWS … recognition by film critics"

http://www.cinemaminima.com/index.php/2008/02/16/4/discussing-distribution/

The increasingly heated row between cinemas and distributors/studios

This fascinating debate hinges on what distributors and studios regard as "as changing marketplace". For exhibitors (cinema chains) who are independent from major film distributors and studios the argument is to retain a six month release pattern for films in their cinemas. The distributors and studios are agitating for quicker release dates for DVDs. (shorter windows). Of course, there's money at stake and the publicity that sold the films could be used to help sell the DVDs. What's interesting is that distributors and studios are citing video piracy as the cause for wanting to shorten the theatrical release "window". While film piracy is an issue for each institution the cinema chains increasingly think that distributors and studios are using this issue to bounce them into shorter release patterns.
http://www.cinematical.com/2007/03/12/the-theater-dvd-release-window-debate-heats-up/
and,
http://www.cinematical.com/2007/02/01/fox-continues-battling-europe-on-release-window-issue/

German exhibitors won out over the release date issue with FOX. The writer suggests that US theaters could learn a lesson from German defiance; however the writer also argues that US exhibitors are more at the mercy of giant Hollywood distributors and studios because of the importance of home produced content.
http://www.cinematical.com/2007/01/30/germany-wins-in-release-window-battle/

An example of a cinema release pattern for Cormac McCarthy's "The Road"

The site has an up-coming release pattern for "The Road", based on Cormac McCarthy's novel of the same title. It is a good example of how distributors release current films. The author's novel, "No Country For Old Men" won the Oscar for best film for 2008.
http://www.cinematical.com/2008/06/13/weinsteins-set-a-release-pattern-for-the-road/

Here's some information on release patterns for other new films
http://www.cinematical.com/search/?q=release+patterns&searchsubmit=%3CIMG+alt%3DSearch+src%3D%22www.blogsmithmedia.com%2Fframework.weblogsinc.com%2Fmedia%2Fbtn-search.gif%22+minmax_bound%3D%22true%22%3E

Several types of film release patterns

Again, this article is old and it does not take account of new release patterns such as the one devised by Warner Bros for "Jesse James". Yet it is helpful for definitions, etc.

Types of Release Patterns
Industry Analysis by Anthony Leong, Lara Kalins, Oren Levy, Marion De Marcillac, and Annekatrin Scholze
© Copyright 1996

Wide Release
The most common release pattern, in which the film is released nationally in all markets. This is the pattern used by the majors, since this type of release pattern requires a heavy investment in prints and national advertising, which while having reach into all markets, is expensive. With a wide release, the producers and distributors can realize revenues to recoup their investment in a shorter time period (provided that the film is successful). Finally, revenues from videocassette sales can also be realized faster from a quickly-executed theatrical release (the shorter the time period between the theatrical release and the videocassette release, the greater the potential for videocassette income).

The Modified Wide Release
The film will open in a few major markets and expand week by week to build awareness and allow positive word-of-mouth reputation to develop. This type of release would initially be supported spot advertising (advertising in a specific geographical area, such as a city) and may move to national advertising once it expands to other markets.

Exclusive and Limited Runs
Exclusive and limited runs begin with engagements at a limited number of screens, traditionally in large urban areas, such as Toronto. Based on favourable reviews and positive word-of-mouth, the film may move slowly to additional theatres. This release pattern is almost always used for upscale 'arthouse' or foreign films and may be part of a platforming strategy, where critical acclaim in an important market will assist in providing momentum for a wide release.

Territorial Saturation
Territorial saturation involves saturating a territory with bookings, heavy advertising and promotion, before moving on to another territory. This method would be used for films tailored to specific markets. In Canada, this would be seen with French-language films, which primarily would be well-received only in Quebec. It is also used by independent distributors for exploitation or family movies.

Film release patterns from theatrical release to free to air TV

This report is quite old but much of its information still holds. Its useful for understanding the release patterns for films and how they work their way towards free to air tv.
http://www.bsac.uk.com/reports/briefingnoteforwindows.pdf

Movie release patterns and the "select" release of "Jesse James"

This is an interesting article which examines "the select" movie release of "Jesse James". The distributors wanted a rolling release to build "the accolades" and the film's audience for a "wider release". In the event this led to frustation among prospective audiences.
http://blogs.orlandosentinel.com/entertainment_movies_blog/2007/09/movie-release-p.html

The Distribution and Marketing of Films

This article and the related articles on the right of this link's page are crucial for understanding how distribution and marketing is carried out in UK cinema. For those of you studying independent films this and the related articles offer valuable insight into how independent films are released and marketed as opposed to Hollywood films that have the advantage of film companies that are 'vertically integrated' as they have control over every aspect of a film's production, distribution, marketing and exhibition. Read the related articles in order as the case study article on "Bullet Boy" refers back to points made in the previous articles.
http://www.screenonline.org.uk/film/distribution/distribution1.html

Financial Crisis Puts Squeeze on Hollywood

An article which cuts to the current financial state of the film industry.
http://www.time.com/time/business/article/0,8599,1842122,00.html

Film distribution - an important read to understand current developments

The information that YOU NEED to understand current developments in film distribution for major studio films and for independents! Very useful for stats and for getting detailed ideas for case studies.
http://wingatefilms.wordpress.com/2008/05/18/film-synergy-development-distribution-workshop-part-one/

http://wingatefilms.wordpress.com/2008/05/22/film-synergy-magic-distribution-and-marketing-workshop-part-two/

http://wingatefilms.wordpress.com/2008/05/23/allen-choujosh-levin-film-distribution-marketing-workshop-part-three/

Film Distribution Explained

This looks like a good starting point for understanding how films are distributed and the steps and arrangements that take place along the chain of film production.
http://entertainment.howstuffworks.com/movie-distribution.htm

Cinematical - an important website for researching films

The articles, categories and links associated with this site make it indispensible for FS2 case studies, etc. See the permanent linke in the FS2 links on the right, too.

http://www.cinematical.com/category/distribution/

Film distribution from Screenonline

http://www.screenonline.org.uk/film/distribution/distribution1.html
This is a good link to understand film distribution in the UK.