No one,
even major studios, can guarantee what will happen after a motion
picture is produced, but there are several strategies that can minimize
investment risk and maximize potential profit.
The first and most important is to ensure that the produced film
is saleable in other countries. Even low-budget films can sell in
foreign territories, but only if they meet certain technical standards
for sound and picture and have appropriate accompanying “elements,”
such as a PAL transfer (the European standard) and separate music
and effects tracks (to allow for language dubbing). It also helps
if the movies fall into popular overseas genres, such as action/adventure
or science fiction, which tend to be more visual and have universal
appeal.
As budgets increase, the most important factor becomes casting “name”
actors. Such actors carry a very real value which, as much as anything
(and almost independent of the artistic quality of the films), can
allow producers to project and realize foreign sales. Such sales
are not dependent on theatrical distribution in the U.S., although
their value certainly can be increased by publicity and success
in America.
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Films produced
outside the studio system can also realize financial return through
sales to cable, video (VHS and DVD), free TV, syndicated TV and
other ancillary markets, such as airlines. Again, these sales are
enhanced by genres and name actors.
Although highly visible, theatrical release in U.S. multiplexes
is often the least profitable area of film distribution, due to
the high cost of prints and advertising. This visibility, however,
serves to increase value in other markets. For independent productions,
film festivals and limited theatrical exposure can serve the same
purpose.
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