This is the final stage, where the movie is released to theaters or, occasionally, to DVD or VHS. The movie is duplicated as required for theatrical distribution. Press kits, posters, and other advertising materials are published and the movie is advertised. The movie will usually be launched with a launch party, press releases, interviews with the press, showings of the film at a press preview, and film festivals. It is also common to create a Web site to accompany the movie. The movie will play at selected theaters and the DVD is typically released a few months later. The distribution rights for the movie and DVD are also usually sold for worldwide distribution. Any profits are divided between the distributor and the production company.

Independent Filmmaking: Filmmaking also takes place outside of the studio system and is commonly called independent filmmaking. Since the introduction of DV technology, the means of production have become more democratized. Film-makers can conceivably shoot and edit a movie, create and edit the sound and music, and mix the final cut on a home computer. However, while the means of production may be democratized, financing, distribution, and marketing remain difficult to accomplish outside the traditional system. Most independent film-makers rely on film festivals to get their films noticed and sold for distribution. However, the Internet has allowed for relatively inexpensive distribution of independent films; many filmmakers post their films online for critique and recognition. Although there is little profitability in this, a filmmaker can still gain exposure via the web.

Advertising: Many Indian artists, including M.F.Hussain, used to make a living by hand-painting movie billboards and posters. This was because human labor was found to be cheaper than printing and distributing publicity material. Now, a majority of the huge and ubiquitous billboards in India`s major cities are created with computer-printed vinyl. The old hand-painted posters, once regarded as ephemera, are becoming increasingly collectible as folk art.