Role of Film Sales Agents in Film Industry

The Role of Film Sales Agents in the Entertainment Industry

The entertainment and music industry has become so multifarious in today’s most dynamic market where many films are being produced on a daily basis. Acute competition has continued to rock the movie industry, and there is a need for companies to come upon with policies which can help a company to survive in the market (Peranson, 2008, p 37). There is need to develop a strong team which is capable of influencing the market to adapt and use certain firms film as opposed to another. Consequently, of an equal task is to make sure that the movies produced are well accepted, and other legal requirements for its usage are adhered to. However, to do this; film companies are in dire straits of competent films sales agents.

The Definition of Film Sales Agents

By definition, film sales agents are those individuals who are concerned with the overall representation of filmmakers who desire to distribute their film and artistic works from one region to another (Miller, 2005, p 352). Similarly, a sales agent can be defined as the person or any affiliated institutions which have an extensive connection both locally or internationally in regard to a specific product or service being offered to the market. Commonly, sales agents are known to have expansive knowledge in segmenting and selling products to precise territories. Based on the agreement with the company, they can act in capacity to of an agent alone or as distributors as well. In addition, such individuals may be regarded or considered to be the first time directors that work outside of the leading studios. Considerably, the role of film sales agent cannot be downplayed or be wished off but any entertainment companies which wish to publicize its frill and attract a large number of clients watching and using their products. They work in close ties with the producers into ensuring that they promote the overall growth of the organization in the market. Notably, the success of a film company is directly contingent upon the competencies, abilities, and skills of sales film (Jones, 2001, p 911). To underscore their functions and role in sales film industry, the following section will extensively discuss their functions and role in promoting the industry as well as the concerned.

The Roles of Film Sales Agents

Strategy formulation: Film sales agents have the responsibility of working closely with other distributors within the company to formulate a marketing strategy for the films being produced. They are required to advise distributors on how to come up with a comprehensive marketing plan that can reach more people within the shortest time possible and at an affordable price (Peranson, 2008, p 37). In addition, while drafting the marketing plan, the sales agent can also advise on better pricing methodology, publicity, market segmentation, the positioning of the films in the market among other things which are critical to the marketing strategy formulation that can enhance the acceptance of the films and other related products.

Company representation: Film companies are represented by sales agents. For instance, they can act on behalf of the organization in different meetings and other international meetings which are critical for the firm. In addition, they can also represent the company in matters relating to legal issues and consultation with other stakeholders regulating the industry (Jones, 2001, p 912). The agents are also required to attend essential seminars and other inductions organized by monitoring bodies to ensure that they operate in accordance with the applicable laws; this is of great importance because films are sold internationally, and each country has its own law regulating the industry which has to be adhered to avoid legal pitfalls against the producers (Miller, 2005, p 350).

Market research: Due to the acute competition in the film industry, penetration has become difficult as some consumers are directly subscribing to film-related structures which can help them retain their market share (Peranson, 2008, p 37). As a result, critical information relating to consumers is needed to identify what consumers want, their preferences and lifestyle film that they wish to have around them. To fill such gaps and provide companies with relevant information which can help the company in providing the required products which satisfy consumer’s needs, film agents conduct market intelligence and thus aiding and commenting on what should be done right and the need for improvement in different products.

The link between producers and consumers: Film sales agents act as a link between the producers and suppliers in the industry. Consequently, they interact more frequently with consumers and thus enhancing their relations with the company management by presenting their concerns on issues that need to be improved (Peranson, 2008, p 37). The direct link with company representatives has the capacity of attracting loyalty and confidence from customers who will view such a company to be caring for them and thus improve sales.

Contract negotiation: After selling the films, it usually becomes the responsibility of the sales agents in collaboration with other distributors to negotiate contracts as well. For instance, they discuss things like the copyright aspects which relate to resale to a third party after buying a particular film, factors relating to inter-negative and inter-positives, contracts relating to sound masters, the script, legal binding documents among many other factors which are within their span (Miller, 2005, p 350). In addition, the agents are also tasked with the responsibility of brokering beneficial deals for filmmakers in instances when they have not employed their own legal advisors. Moreover, the agents can also work with delivery services that will ensure that all material needed is delivered to the distributors timely.

Paying producers: It is the role of the film sales agent to pay film producers their dues. The producers for the different art of work are paid once the films have been distributed and are profitable (Miller, 2005, p 354). Occasionally, the returns are shared between the two parties based on the agreed percentage proportion among other factors governing their pact. Apart from ensuring producers are paid for their work adequately, the agents also have a duty to ensure they provide a comprehensive statement of financial position. Regular reporting of the sales must be done so that the producers are informed about the entire process. The information must importantly capture the breakdown of all expenses incurred by the agent for easy computation and the sharing of the profits.

Film acquisition: Habitually, it is the responsibility of the Film Sales Agent to ensure that he or she acquires new films so as to keep the catalog fresher to intrigue customers. To do this effectively, they are required to be attending different screenings, filmmakers as well as related festivals (Miller, 2005, p 349). Well-arranged and updated catalogs can help in marketing other films which are not moving fast and thus enhancing the profitability of the process of producing and selling them. Latest films are supposed to be stocked throughout as clients always need them.

Film promotion: Besides the roles mentioned above, the sales agents also have a central role to play in promoting films from different manufacturers. By attending unique festivals and marketplaces both locally and internationally, sales agents are bound to support their films (Miller, 2005, p 351). Frequently, the promotion process can be done through the issuance of DVDs and other relevant copies to potential buyers. Publicity and another advertising mechanism can also be used to promote the films in case the sales figures are low, and similarly other desirable.

Distribution services: Depending on the nature of the agreement entered into by the two concerned parties, film agents are likely to perform the duties of a distributor by ensuring that films are distributed from one place to another especially in instances where the agent has been hired on a contractual basis or works independently.

Conclusion

As discussed in this paper, and as means of recapitulating the entire discussion, it is imperative to note that film sales agents have got a unique role to play in the film production process. Among the core duties and roles discussed and which are performed by them include film acquisition, film promotion, distribution services, paying producers, contract negotiation, the link between producers and consumers, market research, strategy formulation, and company representation. Consequently, these entire roles make the film sales agent person to of great value in film production and even distribution.

References

Jones, C., 2001. Co-evolution of entrepreneurial careers, institutional rules and

competitive dynamics in American film, 1895-1920. Organization Studies, 22(6), pp.911-944.

Miller, G.J., 2005. Solutions to principal-agent problems in firms. In Handbook of

            new institutional economics (pp. 349-370). Springer, Boston, MA.

Peranson, M., 2008. First you get the power, then you get the money: Two models of

            film festivals. Cineaste, 33(3), p.37.