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After a studio has created a project, the next step is marketing and distributing. The premiere of every film involves advertising in magazines, on television, and in previews shown before currently running films. After a film is released, the studio may also pay for the principle actors to publicize the film on television and radio talk shows.

If a studio thinks that a film is really bad, it’ll try to cut its losses by eliminating most of the marketing budget. So if you ever appear in a really awful film, take heart that at least you got paid, got some experience, and did your best in your role. Then worry about going out and getting your next role that will hopefully put you in a blockbuster hit the next time around.

Through their marketing and financial power, studios can ensure that a film appears in as many theaters and Internet streaming sites as possible. Without the backing of a major studio, a film may appear in a few cities or in the smaller (and less profitable) independent theaters (although in rare cases, positive word of mouth can boost a film from the independent theater circuit to the wider mainstream theater market).

During the initial release of a film, the studios earn the majority of the ticket sales. The longer a film plays (which, in show business terms, means that the film has legs), the more the theater gradually earns from ticket sales. If a film is doing poorly, distribution centers will yank that film to make room for a new film or for an existing film that’s doing well.

Besides marketing and distributing a project to theaters, studios may also market and distribute films to television and cable networks, foreign markets, and the home entertainment market.

If a film or TV show has any tie-ins (such as books, action figures, or video games), the studio may negotiate the licensing fees for these as well. In some cases, a film may make more money through foreign or television network distribution than they do during the initial run in theaters.