Digital Innovation in Distribution
The internet is transforming the way that audiences discover and engage with films. There are new opportunities for distributors to utilise online tools and services to engage with and build audiences for a film, particularly over a longer lead time than is normally the case for distribution.
Consultation with the distribution sector has shown that securing substantial cinema bookings, particularly for smaller specialised films, can be challenging. By accruing more data on the prospective audience for a film (eg location/nearest cinema, email address, media habits etc) a distributor may be better equipped to secure more bookings for a film in appropriate cinemas.
Furthermore, this data can feed into the wider release plan for the film across other platforms such as DVD and online distribution, helping to ensure that the film reaches its widest possible audience. The internet is a highly efficient environment in which to gather such prospective audience data, particularly if the audience development activity can be carried out a long time in advance of the release date.
The UK Film Council piloted a specific application process on a trial basis that allowed a film's distributor to seek funding to cover the cost of online media and website promotion only. This allowed funding to be accessed at an earlier stage in the distribution marketing process, therefore enabling a longer lead time to develop audiences for the film. This Digital Innovation in Distribution process focused on applications that demonstrate innovation and experimentation in the use of digital marketing tools.
The scheme was initially launched for a maximum of five awards. Following a successful uptake of these, we propose to make up to a further seven awards at no more than £30,000.
Please see the
Prints and Advertising Fund Guidelines for further information. Application forms can be downloaded from our Funding section.
