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Exhibition is the final stage of the film industry process. People working in the exhibition areas of film production help to form the final link between the finished film product and the target audience.
Programmers are employed by cinemas around the country to select a range of films to be screened at a specific venue.Programmers are generally film enthusiasts who will research upcoming releases across many genres, to discover the latest films that they can sign up for viewing in their venue, to fit their target audience and ultimately, to bring in the highest possible revenue.
Programmers will view every film before selection, weighing up the factors that determine whether it will be a successful purchase or not. The role can require elements of travel to various film previews and screenings.
Programmers can work either for a large cinema complex, independent or art-house cinemas, or film festivals and events. The requirements for the venue differ greatly, as they all have different target audiences. For example, in smaller independent cinemas, programmers may be involved in the marketing of a film to increase sales in their venue. Programmers must always be aware of contractual commitments to the distributor and must work under strict budgets of their venue.
Communication and negotiation skills are also important as a programmer, as they are required to build good relationships with distributors and be able to make beneficial deals on signing up new releases. Programmers must ensure that films are not lost to other competitors, so being focused and determined is vital.