"[..] The notion that distribution is a hard-headed enterprise is correct. But the assertion that this leads to real competition is ludicrous - it ensures market domination by US producers. For all the blathering to the effect that US audiences have no interest in foreign film, in addition to university screenings across the thousands of US colleges, there is a vast array of small companies striving to meet the needs of this supposedly non-existent demand.
Decisions about the number of prints are also important during the final promotional effort for exhibition. combined with the advertising budget, prints often raise marketing costs to 50% of a feature film's total value. From a marketing perspective, the investment is justified, because more prints mean more opportunities for poster displays and for the film's title to occupy available marquee space, much like a billboard announcing a new product. Release strategies, therefore, usually include considerations of an optimal volume of prints as part of a single marketing event with advertising ad other promotions. Major distributors usually opt for wide US release, with 1,000 or 2,000 prints distributed and advertised on a nationwide basis, including '100 theatres in Los Angeles and 80 theatres in New York'. Wide releases have come to 'represent about 3/4 of total box office revenue'. In contrast, speciality distributors use a method called platforming, in which they release prints in 3 to 5 key theatres in Los Angeles and New York to build awareness through the local press and then 'platform' their films to other cities. Limited releases are those that do not appear beyond 2 or 3 major cities."
Global Hollywood 2 (Toby Miller, Nitin Govil, John McMurria, Richard Maxwell, Ting Wang; 2005; BFI)
- High Concept: Movies and Marketing in Hollywood (Justin Wyatt; 1994)
- Movie Marketing: Opening the Picture and Giving it Legs (T. Lukk; 1997)
- "Old-World Moviegoing: Theatrical Distribution of European films in the United States" in Film Journal International (Elisabetta Brunella; March 2001)
- October 2011 releases USA
- Dissecting American Distribution / GQ vs Hollywood (Harris) / Second Class Film Distribution
- USA quarantine year's best films
- Slow release / Weak's Cutoff : No Cinephilia
- Long Tail Consumers