The role of the distributor

Every film has it's own distribution plan which the distributors develop with the producers. The most important part of this plan is to decide when and how to release the film in order to optimise its chances at becoming a successful production.
With an average of ten films being released a week, the challenge is to produce a film which is different and will attract a wide-range audience for example families with young children, teenage males and/or teenage females to older adults or sometimes a combination. Some new films have test screening which the viewers then fill out questionnaires at the end. This gives the distributor an idea of the expected audience and box-office prospects.
'Word of mouth' can be the most powerful trigger to go and watch a new film at the cinema so it is vital for the distributor the advertise the film successfully in order for the word to be spread. Posters are a common feature of advertising with the main image as the appeal of the film - its stars, theme/genre and credits. Film posters can be created by the studio or sales agent either internationally or for local use. Many months before release, an initial teaser trailer can also be released as part of the advertisement for an upcoming film as well as cardboard standees, banners, window clings and mini-posters in cinema foyers.
Persuading an audience to visit the cinema and see their new film is more likely to happen if the film has good publicity. For example premiers and media interviews are all set up with available members of the cast in order to get a good story written about the upcoming film. The audience are more likely to be persuaded to see a film from an independently-written story then posters and other forms of advertisements.