Prints and Advertising

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In the film industry, prints and advertising ( P&A ) are the sum of the technical costs of theatrical exploitation such as film copies ("prints"), dubbing, etc. as well as the costs for advertising ("advertising") and public relations . These are created before a film is evaluated in the cinema. One also speaks of the rental costs or release costs .

The costs for advertising and public relations are also referred to as ad / pub ("advertising / publicity"). This describes the comprehensive marketing of the film in question, whereby advertising refers to classic paid advertising (e.g. television , online and radio advertising , advertisements in print media , billboards , cinema trailers, etc.). Under publicity is understood, however, any beyond publicity as press releases , interviews , previews together, etc..

Marketing expenses have risen sharply since the 1980s, while technical costs, also accelerated by the switch from 35mm copies to DCPs , have fallen sharply in recent years. While most of the numbers are not publicly available, it is estimated that marketing now accounts for over 90% of the P&A budget.

Often, a contractual arrangement is made between the companies involved in the film (e.g. production company and film distributor ) about who has to bear the P&A costs and how much.

In the case of German film productions , the costs for prints and advertising ("production costs for copies as well as expenses for marketing and advertising a cinema film") can be funded by the FFA with conditionally repayable loans in accordance with the provisions of the German Film Funding Act .

When considering whether a theatrical release is a financial success or a flop , only the film production budget and the box-office figures are often compared in a simplistic way . For a closer look at the theatrical success, the production budget plus the costs for prints and advertising (sometimes referred to as marketing costs in the press ) must be compared with the distribution share of the theatrical results.

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Individual evidence

  1. ↑ a b Stephen Follows: The cost of movie prints and advertising . In: stephenfollows.com of February 27, 2017
  2. ↑ Distribution and marketing funding . In: ffa.de, accessed on April 5, 2017