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This is the final stage, where the film is released to cinemas or, occasionally, to DVD, VCD, VHS (though VHS tapes are less common now that more people own DVD players), Blu-Ray, or direct download from a provider. The film is duplicated as required for distribution to cinemas. Press kits, posters, and other advertising materials are published and the film is advertised.

Film companies usually release a film with a launch party, press releases, interviews with the press, press preview screenings, and film festival screenings. Most films have a website. The film plays at selected cinemas and the DVD typically is released a few months later. The distribution rights for the film and DVD are also usually sold for worldwide distribution. The distributor and the production company share profits.