Each film has to be positioned through considering the selling points against an understanding of age, gender, lifestyles and activities of the audiences available – all of which inform the later decisions on how and where a film is promoted. Films have to compete for audiences’ time as well as disposable income.
The target audience can vary considerably from film to film, for example from families with young children to teenagers to older audiences. It is the distributor’s job, through research, comparison with previous films and their audiences, commercial experience and professional judgement to define who the audience for any particular film is. Each film has to be treated as an individual product.
Genre and audience:
Keiza Williams from eOne, explains the importance of understanding your target audience In order to market the film.
- what motivates them?
- interests them?
- what drives them to going to the cinema?
The distributors will examine comparable films, films that are similar to one the distributor is working with. They then create a set that they can look back at data and research to identify who the audience was for those films.
Looking at demographic data
- male
- female
- age group
Box office data
- regionality
- how each cinema performs
- was there a specific cinema chain people went to?
They must also do this research to understand their target audience
- bespoke research
- focus groups
- go out and talk to potential audiences
- film may be an established book/game, this will have data on who is already interested
- is there certain talent that appeals to certain demographic/group
- understand core audience and persuadable audience
- if the film is a 4 quadrant film (Film with multiple target audiences)
Chris Bessling talks about how distributors need to research to support the release strategy, as the film industry is massively high risk, there are anomaly at box office weekly as it is unpredictable. This is why the mostly rely on historical data.
The historical data helps them get an idea of makeup of the audience who saw the films, age demographics, socio economical standing, who should they be target? how comparable titles performed at box office? This will allow the distributors to forecast potential taking. The hook and audience:
Reaching the target audience:
I thought about how I would market a film using the information I learnt from Williams and Besseling in the short videos.
Marketability and Playability:
I took what I've learnt from Kezia Williams and Chris Besseling to try and imagine how I would market a film.
Marketability is the ability for a product or service to be sold or marketed. Marketability for film is extremely important otherwise people may not have awareness of the film and pay more attention to it.
Playability is the quality of the product or service, it is how the audience react to the film and if they are satisfied, if the audience are satisfied this will mean there will be good word of mouth and they may encourage peers to see the film. It is about the outcome of the film and how many people continue to watch the film after using DVD, streaming.
4
I took what I have learned from Kezia Williams and Chris Besseling and tried to imagine how I would market a film.
Marketability is referencing the ability for a product to be sold or marketed. In the case of films, the marketability of a film is very important otherwise people will not pay attention to your film.
Playability references the quality of something to be played, in the case of films these are legacy views. How many people will buy the eventual DVD or watch on a streaming service time after time. This is very important for the life span of the film.
TASK
4
I took what I have learned from Kezia Williams and Chris Besseling and tried to imagine how I would market a film.
Marketability is referencing the ability for a product to be sold or marketed. In the case of films, the marketability of a film is very important otherwise people will not pay attention to your film.
Playability references the quality of something to be played, in the case of films these are legacy views. How many people will buy the eventual DVD or watch on a streaming service time after time. This is very important for the life span of the film.
TASK
I took what I have learned from Kezia Williams and Chris Besseling and tried to imagine how I would market a film.
Marketability is referencing the ability for a product to be sold or marketed. In the case of films, the marketability of a film is very important otherwise people will not pay attention to your film.
Playability references the quality of something to be played, in the case of films these are legacy views. How many people will buy the eventual DVD or watch on a streaming service time after time. This is very important for the life span of the film.
TAS
I took what I have learned from Kezia Williams and Chris Besseling and tried to imagine how I would market a film.
Marketability is referencing the ability for a product to be sold or marketed. In the case of films, the marketability of a film is very important otherwise people will not pay attention to your film.
Playability references the quality of something to be played, in the case of films these are legacy views. How many people will buy the eventual DVD or watch on a streaming service time after time. This is very important for the life span of the film.
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