Producers must dream expansively, plan comprehensively, work valiantly, and live completely. Here are some additional considerations for a producer’s career that require their attention to ensure success.

Managing Library Pictures

Producers WorkOnce a movie has premiered in a theater and enjoyed its run, it becomes a library picture and is stored away while a new audience comes of age. Then, mostly through global syndication, movies are re-released, continuing their earnings life with a whole new audience.

Most audiences evolve in seven-year cycles. Whatever the year of the picture’s premier, seven years later there will be a new audience ready to see it for the first time. Children who are seven when the picture premiers will be fourteen and ready for young adult movies. Children who were then fourteen will now be twenty-one and ready for young-adult pictures, and so on.

Because of this evolution, it’s important for producers to analyze the possibility of a new audience for their past projects every five years. Some of the pictures in a producer’s library will warrant a more aggressive re-release, including higher distribution windows, new advertising and public relations campaigns, new consumer brand tie-ins, or novelization.

Producers must manage his or her past projects to present to new target audiences and revitalize the enthusiasm of prior audiences. In doing so, they maximize the earning power of their inventory.

In some cases, a theatrical re-release will be warranted. Because motion pictures are created to be seen on large screen with excellent sound systems and no distractions that one can experience in the home theater situation, certain movies with passionate followings are very successful in a theatrical re-release.

Epic films like Star Wars, or Gone with the Wind are examples of pictures whose fan-base will repopulate a theater. It is important to remember, however, that much of the success of a theatrical opening is tied to the media blitz before the premiere. The same holds true for a re-release and not marketing the release properly will likely cause the event to fail.

If there ever was a company that understands the value of a re-release, Walt Disney is the one. They aggressively market their re-releases of audience-proven movies to great success. For example, 101 Dalmatians was re-released theatrically during the 1985 Christmas holidays, earning $31million. Then again, in summer of 1991, earning almost $61 million.

Likewise Disney re-released Snow White and Seven Dwarfs in both 1987 and 1995 with earnings of $46.6 million and $41.6 million, respectively.