Film stills have to go through a rigid approval procedure before being added to the kit. This process usually involves the producer, the sales team, the actors and the director who all have to give their consent. The copyright for the pictures is held by the production company behind the movie. The company contractually requires the photographer to turn over all material, including the negatives, and reserves the exclusive rights to the pictures. In return the photographer receives not only payment, but also film credits that can further his career if the movie turns out to be successful. Movie producers are contacted for permission if film stills are required for an advertisement or exhibition purposes.
Film distributors outside the United States have acquired the rights to a movie for a certain territory and are often authorized by the producer or his representatives to make decisions about the use of the film’s press materials. Distribution companies can be affiliates or subcontractors of Hollywood studios. If the distribution company has not received authorization, or the rights are not clear, the distributor's sales or marketing department will have access to the right channels to obtain permission to use the photos. The contact details for the distributor of a movie can be obtained from local cinemas in any country.
Commercial use of film images without the permission of the copyright holder infringes international copyright laws and is illegal. However, there are possibilities to get hold of film stills for free, provided the photographs are only used for private purposes. Most modern film stills are delivered digitally, as opposed to traditional paper prints, as the recipients they are meant for have the technical means to make their own paper copies. After a movie has finished its run at the cinemas, the press kits are made obsolete. Producers, distributors, cinemas and newspapers will keep some of the material for their archives, the rest will be thrown out or given away. Movie fans and memorabilia collectors are often welcome to the unwanted materials.