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Transcript of Dark Knight
The Dark Knight
How have the filmmakers tried to make these trailers appeal to the audience?
Concessionary deals may be offered to sectors of the public believed most likely to be interested in the film being promoted; competitions connected to the film may be set up in magazines or on food packaging likely to be picked up by the target audience.
Cinema exhibition has always tended to be controlled by a relatively small number of companies and often the major studios responsible for making films will have stakes in these companies.
Exhibition is not just cinema though as we now see films on terrestrial TV, Cable, Satellite, DVD, Blu-Ray, the Internet and even Mobile Phones.
A film might be given a ‘general release’ right across the country or it might have a ‘select release’ to a few cinemas in cities where the audience is felt to be right for this particular film.
A ‘saturation release’ would indicate that the effort has been to put the film out immediately to as many cinemas as possible to saturate the market. The Dark Knight opened on 4,366 screens.
A film is usually released first of all within its country of origin before moving out to other countries although it is now possible for a big Hollywood film to have a single global release date. Why might the producers wish to release the film on the same date worldwide?
Distributors occupy a key strategic position in the film industry as they get the films to the public.
Distribution is about releasing and sustaining films in the market place. In the practice of Hollywood and other forms of industrial cinema, the phases of production, distribution and exhibition operate most effectively when 'vertically integrated', where the three stages are seen as part of the same larger process, under the control of one company.
the total package
of strategies used
to try and promote
and sell a film