The Film Industry in Canada: A Report (1977)

= 15/7 There are three principal ways in which producers obtain access to markets: i. A producer may deal exclusively with a single distributor or agent. ii. A product may be directly commisstoned and bought by a client. iti. A producer may contract with a distributor to cover certain market sectors or to handle particular types of product, and at the same time deal directly with one or more main clients for other types of product. Successful film production is highly dependent on creative talent and an ability to conceive audio-visual means of communication. There is no repeat business in film production; every product must differ from its predecessors. Each successive episode in a television serjes must be a variant on a situation and characters that have proved to be successful. A client may call for a similar product, but the producer must always create new products in that style. A producer generally develops a client's initial interest by offering an original concept or a presentation of a concept that the client himself may have in mind. The ability to turn a concept into a high-quality product is the basis of a producer's reputation. If a producer is to establish a differential standing in relation to his competitors, he must have, in order of importance, creative ability, a record of high-quality production, and a pricing policy that accords with the expectations of his clients. Very few products are sold on the basis of price alone, but distributors with an eye on probable market response and potential profit usually seek to hedge their risks by means of favourable agreements with producers. A producer often has to maintain a close relationship with the client throughout the production process. In producing