| The Theatrical Opening |
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Page 2 of 3 The size of the release is directly related to your choice of date, since it all depends on theatre availability. In Canada, a wide release is anything over 130 screens. A platform release involves a few major markets, nationwide, and a limited release selects just a few screens, also nationwide. With both platform and limited releases, screens will be added in other markets (or B and C markets) if the picture performs when it opens. Test screenings Distributors now often do screenings (whether organized internally or by an independent firm), either to test the film itself, or to test several different marketing campaign options. A very high score is a good indicator of future performance – but not a guarantee. The campaignTools and timingWork on the campaign starts even before the film’s opening is decided. With the target audience in mind, the distributor hires the necessary people to develop the appropriate campaign tools. These elements include:
Tip:
Some two to six months prior to the release, place trailers, teasers (if any), one-sheets and standees in the selected theatres. Trailers are still the best way to create awareness for a picture – provided, of course, you are targeting the right audience, by placing the trailers on appropriate pictures. Size (budget) Once the key decisions about dates and size of release have been made, the size of the campaign will be determined, and the distribution team will create an overall campaign strategy. This strategy can include all or some of the following: elements:
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