Film Marketing and Distribution - FILM6370

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2022 to 2023
Canterbury
Spring Term 6 30 (15) Mattias Frey checkmark-circle

Overview

Content producers - especially actors and directors – are the most publicly visible representatives of the film industry. However, these individuals stand in for only a tiny fraction of the jobs, roles and institutions that ultimately shape films and frame their horizons of expectations for audiences: e.g. funding bodies, festivals, critics, exhibitors and regulators. This module delves into one such vital value-adding institution, film marketing and distribution, regarding it as much more than a neutral 'pipeline' for delivering films and making audiences aware of them. Using a range of case studies that will vary from year to year, the module illuminates, for example, how marketing is used to mitigate risk and maximise revenue; the various purposes, forms and formats of film publicity; how distributors purchase rights and assemble lists; how distributors and marketers position individual films to certain target audiences and territories; how film audiences select which films to view; how cinematic exhibition fits within multi-platform distribution strategies; and the rise of ‘non-traditional’ distribution portals (e.g. Netflix and Amazon).

Details

Contact hours

Contact hours: 36
Private Study Hours: 264
Total Study Hours: 300

Method of assessment

Main assessment methods:

Digital Portfolio – 80%
Presentation – 20%

Reassessment methods:
Like-for-like

Indicative reading

Indicative Reading List:

Becker, H. (1998). Art Worlds. 2nd ed. Berkeley: University of California Press.
Dibb, S., et al. (2019). Marketing: Concepts and Strategies. 8th ed. Andover: Cengage.
Grainge, P. & Johnson, C. (2015). Promotional Screen Industries. London: Routledge.
Havens, T. & Lotz, A. (2017). Understanding Media Industries. 2nd ed. Oxford: Oxford University Press.
Kerrigan, F. (2017). Film Marketing. 2nd ed. London: Routledge.
Lotz, A. (2017). Portals: A Treatise on Internet-Distributed Television. Ann Arbor: Maize.

Learning outcomes

The intended subject specific learning outcomes.
On successfully completing the module students will be able to:

1. critically reflect on the diverse and specific purposes and roles of film marketing and distribution in the context of the major media industry institutions;
2 critically review secondary literature on film marketing and distribution and integrate it into their own work;
3. critically apply their acquired knowledge regarding film marketing and distribution to academic and/or creative written, visual and/or audiovisual work;

The intended generic learning outcomes.
On successfully completing the module students will be able to:

1 Demonstrate skills of critical analysis, together with generic intellectual skills of synthesis, summarisation and critical judgement
2 Learn how to organise their private study and research
3 Acquire the ability to manage a workload in the context of a professional organisation
4 Approach problem solving creatively, and form critical and evaluative judgments about the appropriateness of these approaches to a level where a substantial degree of autonomy and self-reflexive awareness is achieved in these tasks.

Notes

  1. Credit level 6. Higher level module usually taken in Stage 3 of an undergraduate degree.
  2. ECTS credits are recognised throughout the EU and allow you to transfer credit easily from one university to another.
  3. The named convenor is the convenor for the current academic session.
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