This paper will examine how a film’s distribution strategy is increasingly becoming more than a function to enable a film to reach audiences and maximise monetary return and is additionally being marketed as an attractive aspect of a film’s overall offering. Using a number of simultaneous multiplatform releases from the last decade as case studies, I will explore how the platforms that a film will be released upon and the length of time between those releases has been incorporated into the marketing strategy for the film in a way that highlights the novelty and appeal of the release strategy itself as much as it informs audiences how they might watch the film being released. However, this paper will also suggest that if simultaneous multiplatform releasing strategies become more commonplace then the efficacy of such an approach will inevitably diminish.

The impact of digital technology ...

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