Hard power and film distribution: transformation of distribution practices in Poland in the era of digital revolution
Abstract
This article focuses on film distribution in Poland within the framework of hard power and soft power interplays. Contrary to perceptions of culture as soft power, film distribution is located mainly in the sphere of hard power, which includes capital dominance, negotiating leverage, pressuring partners and the need to control physical space.
An analysis of the modern history of the distribution field in Poland after 1989 is presented in three stages. The first stage is characterised by the formation of a distribution market following new capitalist rules during the 1990s; the second, by the dominant influence of newly introduced multiplex chains; and the third, by digitalisation and the development of the VOD market.
Referring to statistical market data, industry reports, semi-structured interviews and personal communication with industry insiders, the author underlines the separateness of traditional cinematic and VOD distribution on the level of corporate control and revenue streams. VOD distribution is dominated by platforms owned by local corporations built around TV broadcasters or by huge global conglomerates.
The main stream of revenues from the VOD sector is kept by these two kinds of players.