The three most important parts of a video release, as explained by one model, are marketing, Blu Ray distribution, and lastly content creation. Many people feel that the content greatly surpasses any other issues, that a great video will immediately find a following. Nevertheless, seasoned brand managers know that substandard, less popular products can actually do better than their superior competitors can with an effective marketing strategy. They also understand that a faulty distribution program can foil the best efforts of both the video producers and the marketer’s.
One famous example from several decades ago is Cabbage Patch kids. The dolls were launched to mass production just a few short months before Christmas 1982, each with their own one of a kind look. Little girls fell in love with the baby dolls. Enormous demand coupled with a strong marketing campaign created a huge success for the toys. Demand far out stripped production in the weeks leading up to Christmas. Stories emerged of parents going to excessive lengths to get one of these toys for their expectant daughters during the Christmas rush. Despite the fact that huge demand sounds great to the nonprofessional, professional business managers understand that an opportunity was missed, and the weakness in the distribution aspect of the Cabbage Patch Kids product caused suppliers to lose the profits they would have garnered otherwise. In more recent history, weak distribution induced diminished profits for the release of the second and the third Harry Potter books. Perceptive business individuals esteem distribution at or near the level of significance of the content creation and the marketing.
The choice for firms to set up the channel for Blu Ray distribution hinges chiefly on two aspects: the target audience and the projected volumes. The distribution operation has many outlets available to the distribution firms. Each one of these is controlled so that each outlet can achieve optimum profits. The consumer market is the first outlet for the distribution regarding Blu Ray discs. Included in this outlet are entertainment stores, discount stores, and online outlets. It is important that each of these sell on the same day, in order to avoid an advantage to any one channel. Afterwards it is released to rental portals, this is done through either streaming media or physical media. These are detained so as not to leach demand from the consumer purchasing channels. At a later date the content could become available to television and cable stations.
Physical Blu Ray distribution is important during the consumer and rental release phases. At those times, the right avenues must be in position and the right fabrication runs need to be completed. It is important to video producers to not anger the consumer or the channel managers throughout this process. In a sense, a Blu Ray release can be just like a commodity. Alternate motion pictures provide plenty of competition too. If you are releasing a movie like Spider-Man or Star Wars, then competition is weak because there are no viable alternatives. The model for distribution for these titles is more like a monopoly. Most movies do not get this luxury, as a romantic comedy might have three or more competitors at any time, though a consumer is only likely to choose one. Effective distribution can make the visible difference in the choice. In other words, the consumer might just choose the movie that they can see first at their favorite store.
Choosing which distribution company is best left to the professionals when trying to make that match for Blu Ray content. The many companies are in competition. Letting a broker recommend a choice can be a power strategy for a movie producer.
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