The media institutions and distribution.

For small independent film producers there would be many ways to distribute our film on various scales and ways. The smallest way would be to use an independent theater to screen our film, our local cinema that takes part in this is called the Broadway and it also holds a film festival called the Bang! short film festival. Many theaters across the country hold small film festivals for independent film makers and this is a good way to broadcast your product.

A way to get a larger release but still maintain a smaller scale and not go to a major distributor, is to go to a smaller distributor. An example of a company like this is Fantastic Films International, these distributors help getting the films they accept in to a theatrical release at many theaters as well as helping the making of trailers and posters. By using smaller independent companys like this it allows for the film to have a much wider release than it otherwise would have, it also helps in generating interest and exposure to the film.

The largest scale possibility would be to present your film to a larger distributor like Lionsgate or Warner Brothers Entertainment Inc. these larger scale distributors as well as distributing their own products also distribute the products of other smaller companys and teams. This rout would have the largest theatrical release and have the largest advertising push behind it, however larger companys do not like taking risks so more adventurous films may be rejected.

For a Full scale film release the standard rout would be a standard release this would include:

1. Theatrical release, this is where the film is release in theaters and is the first release.]
2. DVD release, roughly 4 months after the theatrical release it is made available on DVD.
3. TV release. roughly 2 years after its initial release it is made available for TV institutions.

Other release methods are available however release strategys like simultaneous release are controversial and typically do not receive the same level of funding and promotion as standard releases.

Advertising.
Advertising takes many forms and depending on the level of release and the amount of money available many techniques can be used.

• TV commercials while being expensive are an effective method of creating interest for a film to mass audience. however it is expensive and so typically reserved for the largest distributors and their largest films.
• Online adds depending on the popularity of the site can vary in cost, they often have links that lead to a trailer or movie website for more information.
• Billboards are a classic advertisement method and are usually placed in places with busy traffic. they usually display large images that are iconic to the film and large important information like the name. 
• Social networking has also been used to create viral video's that advertise some films. even using sites like twitter to raise awareness for films.