Film- How To Host A Movie Premiere

Clearly, this post is not an exhaustive guide on movie premieres, but based on my personal experience hosting a premiere.  A premiere is often a one time event (unless a big movie has premieres all over the world), but when it goes successfully, it can be the memory of a lifetime.

I will go through the steps chronologically to hopefully avoid confusion.

Obviously, the first step in planning a premiere is to complete your film or have a very good idea of when it will be complete. You do not want to book a venue and invite everyone, only to have a rough draft to present. Note--your premiere is not a test audience. Any test audience should happen before the film premieres.

If you are applying to film festivals, be really sure to read the fine print. Some festivals will not consider your submission if your film has already premiered somewhere else. Festivals have details of their own, so that is a story for another day. For the purpose of this article, we are assuming that you have already presented at festivals or are deciding to not do the festival route.

I live in a small area, so there are only 4 local cinemas. I simply sent out an email inquiry to each explaining that I was a local, independent filmmaker that had completed a film and wanted to rent a screen to premiere my film. Be sure that the cinema knows you only want to rent a screen and not the entire facility. Within a couple of days I had heard back from each company. I was surprised at how each already had a policy for rentals. 

In my area, each cinema is either locally owned or locally managed, so the situation would be different in a larger area with national chain theaters like AMC. 

I decided to go with the locally-owned theater that was very willing to work with me to be sure that the finished product met my expectations. I believe the price might have been a little higher than the other options, but the fact that the service included that personal touch attracted me.

At that point, I was introduced to the behind the scenes operations of the cinema multiplex. In terms of the world, this cinema was small, with only 8 screens. The entire facility could be operated with simply one employee if necessary. A computer or phone could check on the status of each projector. 

I think the part that blew me away was the business arrangement from the film studios or distributors. What happens is that the distributor, or the movie studio (sometimes the same company, but sometimes not) leases the screen and they decide what will be shown on that screen for the duration of the lease. For example, if Warner Brothers leases Screen 1, the cinema owner cannot show anything else on Screen 1 without Warner Brothers’ permission. Because I wanted to show my movie at a specific time, I not only had to pay for the use of the facility, but also for the amount that the movie distributor might have made for the movie I was replacing at that time. 

It is a very strict system and the massive studios hold all the power. If the owner of the cinema did something to tick off Disney, they may lose the contract and not be able to show any future movies from Disney. 

This arrangement is another reason why small independent movies have such a hard time getting distribution in theaters, unless several small distributors can get together to lease one screen. This also explains why so many smaller movies are released only in “select theaters”.

Once the date and time was all set and we knew which screen to use, we had to check all the specifications for that particular screen. At this particular cinema, all the screens had similar specifications, but that is not always the case. Some screens may project in 4K, others in 2K (about the same as 1080p television), while others are 6K or higher. Another specification to check is the sound. No matter how many speakers are hooked into the room, the system itself may only broadcast one channel or split the signal into 2 channels (stereo) or more. 6 speakers in the room does not mean that the signal is split into 6 separate channels. The same channel may be going through each speaker.

I based my timeline of invitations on the big premieres of the 1950s like Around The World In 80 Days, The Ten Commandments, and Ben-Hur. These were called “roadshow” presentations, which meant that once they were released in theaters, there would be few showings in a day and the details would be very precise. My movie also included an intermission, just to add a bit of class (and a bathroom break).

I sent out a “save the date” invitation about 6 months before the premiere and then another reminder 3 months before.

One detail I forgot to mention was that all of the projectors in this cinema are digital projectors. The majority of cinemas today use digital projectors. The reason for this returns to the distributors leasing the screens. It is more cost effective for a distributor to send a hard drive with a file (or several movies) on it to plug into a digital projector than reels of film. Remember how I said that one employee could run the whole facility? That means there is not a projectionist for each screen that knows how to operate film projectors.

Even though all the projectors were digital, it didn’t mean I could just have a Quicktime or MP4 file on a hard drive and hope that it went well. Digital projectors require a DCP, or Digital Cinema Package. This package contains all the video and audio files needed to show the movie as well as all the information that the system requires, including the dimensions of the image, how many channels of sound and which speakers to send that sound, etc.

The cinema owner showed me a free program called DCP-o-Matic, which did the trick. Of course, before the big premiere, we tested it out to be sure that the video and audio were exactly what they needed to be. Don’t just assume it will work because all the specifications line up.

For the big night, I hired a photographer. That way I could concentrate on interacting with people and not worry about capturing the event. Not to mention, the pictures came out much better than if I had done them myself.

Since the system is completely controlled by computer, the film would start at 6PM whether I was ready or not. I made sure to tell guests to arrive before 5:45. In a situation like this, you cannot plan the start time based on when the last people arrive. If you say it starts at 5:45, that is when you start.

Around 5PM, I greeted guests in the lobby of the cinema, so that they could know which screen to go to. Of course, I was wearing a tuxedo, just to show how special the event was for me. 

At 5:30, I was greeting guests at the entrance to the screen itself. At 5:45, I began a presentation before the film began. Since everything was connected and automated, the lights went down when the film began and went up at the end. This was a life saver and a real important idea. By the time of your premiere, you want all the technical details to be handled by someone else or set to run automatically. You don’t want to be greeting guests and then run out to press play at the right time. This is another reason why I hired a venue instead of just renting a screen for my backyard.

After the film was over, I had a Q and A session with the audience. This was a great opportunity to interact with people, some that had been involved with the production and others learning about it for the first time recently. Since I had planned ahead, I had DVD copies of the film and CDs of the soundtrack available for sale, which helped to offset some of the cost to rent the screen. Similar to performing live for an audience, there is nothing like being in the moment to encourage people to buy a product that they might not think to do if it is only online.

My biggest takeaway from the experience of hosting a premiere is the necessity of planning. If I had not planned out every detail before the event, it would have been overwhelming and probably not an enjoyable experience for me. Once you are finished with the product, let the presentation be a celebration and not just more work.