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BFI StatisticalYearBook_2014

Chapter 9: Distribution – 101 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 9.4 Release costs The opening weekend is recognised as being crucial to the success of a film, both in cinemas and on subsequent release platforms. A good opening weekend, for example, will encourage exhibitors to continue to screen a film which is particularly important for independent films which do not have the backing of the major studios. Distributors invest heavily in advertising across all media (outdoor posters, print media, television, radio and online) in order to raise a film’s profile with potential audiences. The estimated total advertising spend by distributors in 2013 was just over £189 million, slightly higher than in 2012 (Table 9.9). However, there were 698 films released in 2013 compared with 647 in 2012, so the average advertising spend per film decreased by 7% (from £0.29 million per film in 2012 to £0.27 million per film in 2013). Press spend has fallen by around a third and radio spend has fallen by 40% since 2003, while spend on TV and outdoor advertising have increased by 46% and 53% respectively over the same period. Table 9.9 Estimated advertising spend, 2003 and 2007-2013 (£ million) Medium 2003 2007 2008 2009 2010 2011 2012 2013 TV 61.2 74.1 79.3 74.3 76.0 90.8 89.1 89.2 Outdoor 46.6 65.3 56.2 57.0 61.0 69.1 67.2 71.2 Press 30.1 27.0 22.6 19.9 19.9 22.0 21.5 20.7 Radio 9.7 8.4 9.4 10.7 7.6 6.8 6.8 5.9 Internet – 4.7 4.5 6.4 6.1 8.5 4.0 2.5 Total 147.6 179.5 172.0 168.3 170.6 197.2 188.6 189.4 Source: Nielsen Media Research Note: Figures may not sum to totals due to rounding. Figure 9.2 shows the percentage share of advertising spend by medium since 2007. Over the period the highest proportion of advertising spend has been allocated to TV and outdoor advertisements. As noted above, the spend on advertising in the press has been steadily decreasing, in part due to falling newspaper circulations. In 2013 press advertising represented 11% of the total spend, compared with 15% in 2007. In most years, advertising on the internet accounted for the lowest proportion of spend compared with other media, but it increased every year from 2007 to 2011, when it overtook the percentage spent on radio advertising. This proportion decreased in 2012 and again in 2013 when it was not only the medium with the lowest share of spend, but was also at its lowest level of all the years web-based advertising has been monitored.


BFI StatisticalYearBook_2014
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