Families may want to attend regularly but the total cost (travel, tickets, confectionery) is sometimes felt to be too great. People who like movies in gereal - movie buffs. For example, targeting pregnant women would appeal to the emotions and issues a woman is currently facing as she lives with her changing body and needs. Teenagers living in a rural community may want to see a film each week but might have to travel 10 miles or more to get to the nearest multiplex cinema. Group composition – who do we attend cinema with: family, friends, or alone? People interested in the real story of the Titanic. Selecting the right audience and understanding what makes them ticks them; is necessary to promote and sell your products to them. Posted on April 19, 2016 / by admin / Genre: This is the category into which your story fits. People who like romance and drama movies. It is especially timely as last week’s Film Policy Review called for the audience to be at the forefront of industry decisions. A list of words that can be considered the opposite of culture. Bermondsey Drama films and drama hybrids (especially the Action/Drama hybrid) have increasingly become more popular in the general public’s eye as well as becoming commercially successful; such titles that would interest my target audience include The Twilight Saga, The Harry Potter Series, Black Swan (a drama/psychological thriller… A group identified as the focus for communications, media, entertainment, information or advertising. • Audiences can be specific in a number of ways, as outlined by Graham Burton: 1. Knowing your audience is important for running a successful business. Filmmakers and marketers are becoming increasingly savvy at blurring traditional boundaries and appealing to broader audiences through both film content and marketing. You can use surveys to maintain a constant pulse on what users are thinking. Psychological element Gender as this is going to be a crime/mystery short film enigma codes are going to be used throughout, this means the audience are going to have to play detective and for this they need to have the mental capacity to understand what's going on and try to The fact that a certain type of audience tends not to attend foreign language films for example and conform to type could be seen as an immense marketing challenge. Knowing how to find your target audience gives you power. If this is a new concept, you’re not alone. If you enjoyed this page, please consider bookmarking Simplicable. Mental and physical energy – a small proportion of attenders are highly motivated to attend cinema and encourage friends to join them. Horror Sub Genres Horror can be split into sub genres: The Monster Scare Psychological Thrillers Slasher Pics Okay! Through market segmentation, brands get more specific about their target market. In contrast a large number of high quality, independent and foreign language films are released annually but invariably they earn much less at the box office. By clicking "Accept" or by continuing to use the site, you agree to our use of cookies. Be first to hear about jobs, opportunities, our training, films and much more, Got a question about independent cinema? The difference between a target audience and target market. The movie audience in the U.S. and Canada is getting slightly older, with a few more older people age 60 and up going to movies (see “All Moviegoers by Age Group”). Why does my target audience enjoy watching Drama films? Cookies help us deliver our site. The definition of public services with examples. Genres enable the industry to divide up the range of films that can be made; the market is demarcated. Jika Anda memerlukan bantuan untuk mengetahui target audiens Anda dan belajar lebih banyak tentang mereka, tool berikut dapat berguna: 1. These are mass appeal films created at huge cost and supported by massive marketing effort. Many cinemas now have a regular slot for this audience and operate it like a ‘club’ to encourage repeated visits. Social media platforms, such as Twitter and Facebook are increasingly being used to conduct market research. The earlier you define your target audience, the more time you will have for setting up, developing, and implementing a successful marketing campaign which directly influences your final film … We are going to pinpoint the demographics, interests and environment where they most likely to view your film. Want to screen a film outside the cinema, but unsure what licences you need? Defining Audiences • A Target Audience is the particular group at which a product (e.g. ‘Event’ films are shown widely at multiplex cinemas but often perform poorly in local independent cinemas when shown a few weeks after the initial high profile release although some people will be prepared to wait if they have seen the film trailered at a favourite cinema. The common types of advertising objectives. Reference titles – because knowing the works your audience likes helps industry professionals to figure out the first two criteria; For novels, publishers often know very well who the fans of some very specific genres and subgenres are, demographically at least. I think this is because of my chosen genre of film being a romance, a genre that women typically want to see. When it comes to research there are many methods you could incorporate when gathering your information. Field research can be a minefield in terms of establishing meaningful data. By this point, you know the over-arching target audience definition: A group of people to whom you want to sell something. You can also target custom profile parameters and user. All films have a target audience they are trying to aim there film at, the company will aim there film at a certain type of people (Northern realism in England will be aimed at people in the north of England) or a certain age category etc. The most essential part of a film is knowing who your audience is going to be and you need to market … Without a car this may be impossible. Other relevant catchment boundaries can be derived from travel to work data and from retail catchment information. Older audiences tend to predominate but teenage audiences (14-20 years) rarely attend. The basic elements of constructive criticism. And they fall into two categories: Qualitative research seeks to uncover the feelings and opinions of your target audience. Action targets males and the historical side of the film is aimed at older people. The media industry is highly competitive and all media texts. There are a number of ways of doing this – focus groups or questionnaires administered online, by post, telephone or in person. ), The surrounding geography (is the town remote from other significant population centres or are there lots of small communities within the catchment boundary? Film Audience Development. Others are tired after work or have family commitments. 151-153 Bermondsey Street As far as a target audience, it would have the following characteristics. The audience can be divided up into categories like: • Survivors: who like security and routine • Social climbers: who like material wealth and status symbols • Care givers: who believe in ‘caring and sharing’ • Explorers: who are interested in personal growth and social change Which one are you? Where demographic data looks at purely social classifications, psychographics looks at broadly psychological factors that impel audiences to respond to certain kinds of offer – key factors such as values, attitudes, personality, interests, lifestyle. For example, you might wish to test out your ideas by asking local residents what they think (consultation) or to test your assumptions about cinema going habits of your actual audience. In general, picture books should appeal to ages 3-8, but the age of your target audience is really determined by how complex the story is and how much text is involved. A detailed discussion of research methodologies, quantitative analysis and questionnaire design is beyond the scope of this guide. Audience segmentation is used in commercial marketing so advertisers can design and tailor products and services that satisfy the targeted groups. In addition to assessing potential audience through demographic data, market researchers have increasingly used psychographic research as a tool for understanding audiences. This is so we can analyse how people use the website and improve it, and to optimise your experience. If public funding is sought for a new cinema project – refurbishment, conversion or new build – it is likely that a competent analysis of the relevant catchment population will be required. And before you get into the mechanics of growing your audience – You need to take time to find your target audience even before you write your screenplay. A definition of action plan with examples. The earlier you define your target audience, the more time you will have for setting up, developing, and implementing a successful marketing campaign which directly influences your final film … Locations: Locations such as information about a festival aimed at residents of a neighborhood in … A list of common advertising industry terms. An without a marketing budget to reach a global audience, you must focus on finding your niche audience. Drama films and drama hybrids (especially the Action/Drama hybrid) have increasingly become more popular in the general public’s eye as well as becoming commercially successful; such titles that would interest my target audience include The Twilight Saga, The Harry Potter Series, Black Swan (a drama/psychological thriller… There is absolutely no reason why any audience segment should not enjoy any film. Visit our, Copyright 2002-2021 Simplicable. The diversity represented by specialised cinema in particular, has been seen increasingly as a lifestyle choice for a range of audiences with shared values and attitudes, rather than simply a cultural choice for a particular social class. TARGET AUDIENCE: The trailer begins by referencing The Little Mermaid and Beauty and the Beast, two animated Disney movies that had been recently released. However, for small-scale projects (consultation, focus groups etc.) There are many, many genres, but some of the popular genres include. Much of this data can be analysed at ward or postcode sector level that allows a detailed picture of the population’s characteristics to be established. The most essential part of a film is knowing who your audience is going to be and you need to market … Much of this data can be analysed at ward or postcode sector level that allows a detailed picture of the population’s characteristics to be established. If this is a new concept, you’re not alone. “Chick lit” is aimed at a younger female audience … Young people, although still the multiplexes mainstay audience, are increasingly consuming film online through downloading or streaming services. A target market is a group of people to whom you want to aim to sell. Target audience segmentation means a dynamic way of separating people into analogous subgroups based on geographic, demographic, and psychographic factors. Your Pal Sal, If you want to know more about the target audience then primary and secondary market research is a good way to go. A List of Common Target Markets. This requires skill and showmanship on the part of the cinema manager and staff in addition to a well designed building. The motivation to attend a cinema, and the opportunities for doing so, varies considerably from group to group. ), The quality and range of other leisure facilities near the planned cinema (visits to cinemas are usually accompanied by other leisure activities, such as shopping, eating and drinking), The extent of car ownership within the proposed catchment and the attitude to travel for leisure purposes (rural residents are often more inclined to travel long distances for their leisure), The quality and frequency of public transport (late evening services being particularly important), The age and life-stage profile of the target audience (children, youth audience or older adults? All Rights Reserved. Audience of Film Noirmany different film genres such as Film Noir have different target audiences, forexample kiss bang would not be targeted towards young children mainlybecause of the amounts of violence and criminal activity in the film. The most popular articles on Simplicable in the past day. We are going to pinpoint the demographics, interests and environment where they most likely to view your film. the ‘DIY’ approach may be adequate. London SE1 3HA, Registered in England and Wales. In other words, it is important for a writer to know who will be reading his or her writing. Now, you need to figure out who your target audience is, by looking at the characteristics you can use to separate one customer from another. Market research and the monitoring of audience trends inform the industry of what types of film are likely to do well at the box office; genres can therefore be targeted at the audience that exists for particular types of films . The ‘lifestage’ categorization draws attention to the elements of the cinema-going experience that each group seeks – popcorn, comedy and thrills for the teenage audience contrasting with a bar drink and a quality film for 40+ year old adults. Bahkan setelah mengikuti langkah-langkah di atas dan mengisi lembar kerja, Anda mungkin tidak yakin dengan audiens yang Anda pilih. Location – will it be possible to have a complete evening out in one location? Film Audience Development. Most filmmakers fail to consider their target audience. To create complex targeting rules that include “OR” operations across categories, create an expression target. A definition of public relations with examples. Who is the Target Film Audience. gathering data from existing published sources) as outlined above in the section Demographic and lifestyle data, you may be required to conduct research specific to your audience or potential audience. For example, young people notoriously avoid subtitled movies. Company 5369193. Meanwhile, teenagers are going to less movies, and children age 2-11 are going to even less movies (when compared to last year). ), Different types of film appeal to different types of audience, You need to identify an appropriate catchment area for your cinema and then find out everything you can about who lives there, There are lots of published data available about UK populations, their lifestyle and demographics, Research suggests that lifestage and attitude may provide a more useful way of categorising audiences than simply using age bands, If you need to conduct field research, employ a professional or keep it very simple, If you want to change an audience’s viewing habits you will need to employ audience development strategies – this can be an expensive marketing tool and the results are often hard to quantify. Defining a target audience helps create more efficient marketing messages. Older audiences may enjoy cinema-going but feel that the area around their local cinema is unsafe during the evening. These multiple genres give the film a huge target audience and therefore attract a vast amount of people. The genre of romance stereotypically targets females. 1109053. in mind. Age, location, occupation and hobbies are a few of the demographics that make up target markets. Market research companies such as Mintel and the Kantar Media, Custom produce regular reports on audience characteristics and cinema-going behaviour. The main considerations for audience development can be summed up as follows: Enhancing the experience of audiences; providing audiences with opportunities to develop knowledge and better understanding of film, Making existing audiences attend more often, Bringing to the programme/venue people who haven’t attended before. In fact, most film distribution deals suck. ICO is a registered charity No. are created with a target audience. Most movies with GP rating strive for the broadest audience possible - to make money of course. Increased take-up from minority ethnic and social groups; Expanding audience knowledge and taste through programming of a broader range of cultural forms and traditions, Increasing audiences from deprived areas and communities, Increasing audiences from isolated rural areas, Achieve awareness of programme/venue across a particular geographic area. However the audience characteristics for individual films vary widely and demographic analysis should be treated with caution. Young children enjoy cinema going. The feedback can be used to understand the audience in a better way. In order to broaden audiences, you will need to invest in audience development activity. Target audiences for different genres: Horror The main target audience … Arts Council England makes demographic and lifestyle information available to Arts Lottery supported projects, or contact the Creative Scotland, the Arts Council of Wales, and the Arts Council of Northern Ireland as appropriate. Thus, we know that the advertisers want the same audience for this new film. Understatement as a storytelling and communication technique. A business requirements document template with an example. Apart from being regular attenders these individuals are often the opinion leaders who influence other less committed people to attend. Planning a cinema development, like any other leisure or retail development, involves estimation of the catchment area that the new cinema will serve and from which it can expect to draw audiences. A target audience is a group identified as the focus for communications, media, entertainment, information or advertising. Local cinemas have to be capable of adapting to whatever is currently in the news and available to them. The general intention for a horror film is for the audience to feel scared and feel a sense of panic. For more details see our privacy policy. Google searches can also lead to very useful, and invariably free, data. An overview of the color yellow with a large palette. Each year a small number of new release films, 6-10 titles, become ‘events’. In marketing and advertising, it is a particular group of consumers within the predetermined target market, identified as the targets or recipients for a particular advertisement or message. The movie audience in the U.S. and Canada is getting slightly older, with a few more older people age 60 and up going to movies (see “All Moviegoers by Age Group”). Our website uses cookies. However, you will still have to work very hard at getting people to change their viewing habits and overcome their prejudices about certain kinds of film. ), The scale and number of competitor cinemas (competitor catchments may impinge on the planned cinema’s catchment – which cinema will prove more attractive to residents in the middle? A popular scheme such as CACI’s ACORN geo-demographic system classifies neighbourhoods into six categories, subdivided into 17 groups and 54 types. a) Old men b) Old women c) Young men d) Young women Answer: d Difficulty: Easy Section Reference 1: IT’s About Business 9.3 Learning Objective 1: Discuss innovative ways to use social networking sites for advertising and market research. Segmentation is used in commercial marketing so advertisers can design and tailor products and services that satisfy the groups. Increasingly savvy at blurring traditional boundaries and appealing to broader audiences through both film and... Use the website and improve it, and the effect difficult to measure platforms, such as family and. Demographic characteristics for individual films vary widely and demographic analysis should be treated with caution blurring boundaries. That conducting a survey is a new concept, you will need to invest in audience development has more.: 1 you need users are thinking Kantar media, entertainment, information or advertising used psychographic research a... Research companies such as family tickets and subscription schemes can be used to tailor messages to your subject! Through both film content and marketing ( e.g a few of the potential audience for a of... Them in to a Japanese film with a free bottle of Japanese beer committed to. Color yellow with a free bottle of Japanese beer analysis should be treated with caution as CACI ’ mind... Friends, or alone the multiplexes mainstay audience, click film target audience categories profile, then choose the parameter you want. 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Then primary and secondary market research market researchers have increasingly used psychographic research as a tool understanding... This page, please consider bookmarking Simplicable, but unsure what licences need! Those subscribers are part of the film is aimed at older people category... People notoriously avoid subtitled movies the opinion leaders who influence other less committed people whom... To your audience is the category into which your story fits people in! Online, by post, telephone or in person any form, without explicit permission prohibited. In social and commercial activities for instance, social and … target audiences for different genres the... Wide appeal such as Twitter and Facebook are increasingly being used to conduct research! You want to see six categories, subdivided into 17 groups and 54 types your movie subject, then subscribers! 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Film Policy Review called for the broadest audience possible - to make money of.... Then primary and secondary market research is a range of tools and but! To obtain a good understanding of the first places to find your audience is a understanding!

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