Target Audience Research Objective I

Created by: Jordan Crichlow Subject: Media Class: 12A/Me1 Teacher: Mr Becker

Distribution

Who distributes social realism films?

IFC Films Icon Film Distribution ThinkFilm United Artists Anglo-Amalgamated Optimum Releasing Pathe Pictures International Continental Bryanston Films Northern Arts Entertainment Skouras Films

Distribution Channels

These are just some of the examples of distribution channels, and some of the films they have distributed. These are the main film distribution channels.

BBC ITV

Made in Britain My Name is Joe

Channel Four Films

Overview

The style of the promotion and publicity of the film tells us about its main target audience. Usually, these films are made to target a specific age group, but occasionally, there will be films which are targeted at numerous audiences.

Types of target audiences

Age groups

Young Children Teenagers Adults Elderly people

Gender groups

Male Female

Genre groups

Comedy Horror Action and many more.

Promotion and Publicity

Promotion is an important part of the film release, as it involves high financial risk, as film studios will invest in expensive marketing to maximize revenue in the release cycle. Publicity is usually handled by the distributor and exhibitors.

Example

In a poster of the film Transformers, Dark of the Moon, it shows a huge robot standing in front of burning buildings, with two people standing in front of the robot, looking up at the sky in dismay and wonder, with a number of spaceships in the sky. The words Earths Last Stand are printed on the poster. It is clear from this poster, and the many details on it, that this film is targeted at a young male audience, aged between perhaps 7-18, as this type of genre is directed at this particular group, who enjoy action and thrill.

Types of Promotion

Theatres Television and Radio Internet Print Merchandising Promotional tour

Other Format Examples

A4 Magazine Page A5 Magazine Billboards (size) Bus advertising

NEW MOVIE COME AND SEE NOW!

Theatres

Trailers

a preview of the movie, which tells the story in a highly condensed fashion.

Film posters Slideshows

Trivia Stills Trivia games freestanding paperboard life-size images of figures from the film.

Standees

Television and Radio

Commercials Product placement Extended placement (chat/talk shows) Advance trailers Longer previews

Internet

Hyperlink marketing Online digital film screeners Virtual marketing

Free distribution of film trailers on

Movie orientated websites Video user-generated content websites Links via

Emails Blogs

Print

Paid advertisement in

Newspapers Magazines Inserts in books

Cross promotion of original books or novels. Comic special editions or special episodes.

Merchandising

Paid co-branding or co-advertising of a product with the film. Promotional giveaways:

Branded

Drink cups Toys Food combinations at fast food chains

Audience Research (Marketing)

Marketing can play a big role in whether or not a film gets the green light.

Audience research is a strong factor in determining the ability of a film to sell in theatres, which is ultimately how films make their money. As part of a movie's marketing strategy, audience research comes into account as producers create promotional materials. These promotional materials consistently change and evolve as a direct consequence of audience research up until the film opens in theatres.

Audience research (involvement)

When audience research is conducted for domestic theatrical release, it involves these areas:

Testing of audience response to advertising materials. Test screenings of finished or nearly finished films; this is the most well known. Exit surveys questioning film goers about their demographic makeup and effectiveness of marketing. Tracking surveys of audience awareness of a film starting six weeks before premiere. Positioning studies versus other films that will premiere at the same time. Concept testing that would occur in development phase of a film before it is produced. Title testing in an early stage.

Exhibition and Consumption

Consuming exhibition

Films can be consumed via:

The art house Independent cinemas

Which screen social realism films.

National Theatre Live

National Theatre Lives project is to broadcast the best of British theatre live from the London stage to cinemas across the UK and around the world. Each live broadcast is filmed in front of a live audience in a theatre, with cameras carefully positioned throughout the auditorium. Satellites allow the productions to be broadcast live, without delay, to cinemas throughout the UK as well as many other European venues. This tells us they are trying to attract an audience who are interested in modern drama, as it is a theatre project. They are trying to attract people from overseas to take notice of their productions, for recognition and for a gain of wider interest from around the world.

Arnolfini, Bristol

Arnolfini is a Space For Ideas, and is a fantastic waterside location at Bristols harbourside, and is a registered charity, which is core funded. Arnolfini is one of Europes leading centers for the contemporary arts, performance, dance, film, music and events, and much more. There is a theatre/cinema auditorium, Reading Room and Light/Dark Studios, and art bookshops. Arnolfini exchanges programmes, ideas and skills with the Plus Tate network of visual arts organizations across the UK. This tells us they are trying to attract an audience interested in art and dance, and tries to focus on helping many audiences, seeing as it offers music and different events, and educational activities.

LoveFilm

It is the most popular screening site and film rental site. Users can purchase movies, able to watch them online or they can get films delivered to their house directly. After watching the film, you can express your view of it by ratings and comments online and can contrast your opinions with other users within the site. The website is very successful as it shows popular and recent movies and has top comments about the films. From this, we can understand that these film watchers are perhaps critics of the films they watch, eager to give their feedback, including praise and criticism.

MUBI

It is a social networking site made for film streamers. Films to watch on this website are some of the best classical films, independent and foreign films. The website isnt too dissimilar to LoveFilm, but MUBI isnt as popular. You can share your opinions and comments on MUBI as well as there being a lot of detail about the films on the website. From this, we can understand that these film watchers are fans of low budget films, and are interested in international films, eager to explore the ways in which films worldwide are made, or how they are similar or dissimilar to British films.

IMDB

This site is used as a reading source for films. IMDB is different to LoveFilm and MUBI as you can create yourself an account to the website and be involved with it. You can also share your comments and views. From this information, we can understand that the these film watchers are eager to express their opinions, and perhaps add to the existing film information, because they have watched the film, and love to add information about the film, in their own words.