The Distribution Process

There are several critical things the distributor must consider in order to create a productive campaign:

Who is the target audience?
The distributor will think about the demographic and psychographic profile of the target audience. Demographic profile includes: gender, age, socio-economic class and ethnicity. There are many measures used for identifying psychographic profiles, however that most commonly used by advertisers is young and rubicam's 4Cs( Cross cultural consumer characterization)

What do the target audience do?
What magazines and newspapers do they read?Where do they travel and how?What are their interests? What other films are they likely to watch? The distributor will aim to define everything about the audience, in order to maximize profit for the film, by targeting advertising in the most appropriate places. The distributor will find out about their audience through surveys and data analysis and will divide their data into three areas:
Who the audience is
What they think
Their media

Is there a wider audience this film could appeal to?
Major studio projects are so successful because they are mainly family films. Distributors will look for secondary audiences or whether a film has mass audiences appeal, they may create a number of different poster campaigns for example in order to to appeal to these different audiences. This means they could advertise the film in trailers and posters if there are elements of these genres in the film.

What major cast or crew are involves in the project?
The distributor will consider how to maximize the exposure of key cast and crew, measuring the successful of their most recent productions will not only allow the distributor to see what audience particular stars attract and perhaps widen the audience appeal in the marketing campaign, but it will also allow them to see which stars or crew should feature prominently in the advertising campaign.