The Core Concept
A trade screening is a business-to-business event, distinct from a press screening which is for media, or a test screening which is for audiences. The ‘trade’ in this context refers to the commercial side of the film industry. These screenings are held for the people who will buy, sell, and exhibit the film as a commercial product.
Purpose and Audience
The specific purpose of a trade screening depends on who is hosting it and who is attending. There are two primary scenarios:
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For Distributors (Sales): A production company or sales agent will hold a trade screening for potential distributors. The goal is to sell the distribution rights for the film in various territories. This often happens at major film markets like the Marché du Film in Cannes or the American Film Market (AFM) in Santa Monica. An independent filmmaker with a finished film needs a distributor to get it into theaters, and a trade screening is how they showcase their product.
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For Exhibitors (Bookings): A distribution company that has already acquired a film will hold trade screenings for exhibitors—the owners and booking agents of movie theater chains and independent cinemas. The goal here is to convince them to ‘book’ the film to play in their theaters. The distributor will show off the film and present their marketing plan to demonstrate its commercial potential.
Role in the Film Industry
Trade screenings are a fundamental part of the film distribution lifecycle. They are a crucial step in the journey from a finished film to a theatrical release. While they lack the glamour of a red carpet premiere or the influence of a press screening, these purely business-focused showings are where the deals that determine a film’s commercial fate are often made.