Who is the Target Film Audience. 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”). A popular scheme such as CACI’s ACORN geo-demographic system classifies neighbourhoods into six categories, subdivided into 17 groups and 54 types. Langkah 2. A target audience is a group identified as the focus for communications, media, entertainment, information or advertising. There are a number of ways of doing this – focus groups or questionnaires administered online, by post, telephone or in person. Young people, although still the multiplexes mainstay audience, are increasingly consuming film online through downloading or streaming services. It is unusual for an action film to use a female lead role, but when they do it is to combat the stereotype of … However, for small-scale projects (consultation, focus groups etc.) A wide range of population, economic and lifestyle data is available from local authorities, from National Statistics, and from commercial companies such as CACI Ltd and Experian. ), 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? Social media platforms, such as Twitter and Facebook are increasingly being used to conduct market research. By this point, you know the over-arching target audience definition: A group of people to whom you want to sell something. “Chick lit” is aimed at a younger female audience … Others are tired after work or have family commitments. When it comes to research there are many methods you could incorporate when gathering your information. 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. Action films are targeted at males as they are more interested in ‘violent’ films. Young children enjoy cinema going. Families may want to attend regularly but the total cost (travel, tickets, confectionery) is sometimes felt to be too great. 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 general intention for a horror film is for the audience to feel scared and feel a sense of panic. Google searches can also lead to very useful, and invariably free, data. Meanwhile, teenagers are going to less movies, and children age 2-11 are going to even less movies (when compared to last year). Okay! A target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to said the intended audience. Films for the younger age groups are important for local cinemas and may attract sell-out audiences for morning or matinée performances, especially at weekends and during school holidays. This requires skill and showmanship on the part of the cinema manager and staff in addition to a well designed building. Knowing how to find your target audience gives you power. These films appeal more to 30+ year olds and can prove to be very popular with particular audiences in individual cinemas. 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… In recent years the 45+ age group has become one of the largest growth markets in UK cinemas with films such as The Best Exotic Marigold Hotel with more mature characters and strong storylines aimed at a multi-generational market. Without a car this may be impossible. Bermondsey 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. They can focus on a small group of customers who will be most likely to benefit from and enjoy their products. Interestingly enough, those two movies were geared towards little girls because they centered on Disney princesses. Audience segmentation is a process of dividing people into homogeneous subgroups based upon defined criterion such as product usage, demographics, psychographics, communication behaviors and media use. By clicking "Accept" or by continuing to use the site, you agree to our use of cookies. When adding an audience, click Visitor Profile, then choose the parameter you use want to use to target your activity. 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. The basic elements of constructive criticism. Often they are accompanied by parents or relatives. The most popular articles on Simplicable in the past day. A target market is a group of people to whom you want to aim to sell. Indeed, from time to time films are released that buck the trend and have genuinely wide appeal. • Audiences can be specific in a number of ways, as outlined by Graham Burton: 1. Bahkan setelah mengikuti langkah-langkah di atas dan mengisi lembar kerja, Anda mungkin tidak yakin dengan audiens yang Anda pilih. Field research can be a minefield in terms of establishing meaningful data. This segmentation process is used in social and commercial activities for instance, social and … Send us an email, 9 Bickels Yard Most filmmakers fail to consider their target audience. People in a target audience share demographic similarities, such as age, location, or socioeconomic status. 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. Cookies help us deliver our site. Apart from conducting desk research (i.e. You can also target custom profile parameters and user. If this is a new concept, you’re not alone. Want to screen a film outside the cinema, but unsure what licences you need? Of course, you may confound received wisdom and expectation by attracting pensioners to Star Wars and teenagers to an archive presentation on land army girls. Apart from being regular attenders these individuals are often the opinion leaders who influence other less committed people to attend. Horror Sub Genres Horror can be split into sub genres: The Monster Scare Psychological Thrillers Slasher Pics These films such as the new James Bond, the latest Disney family feature and other big action titles such as the Marvel films or ‘sagas’ such as Twilight and The Hunger Games, are the bedrock of commercial cinema. A target market is a group of people to whom you want to aim to sell. We are going to pinpoint the demographics, interests and environment where they most likely to view your film. Audience segmentation is used in commercial marketing so advertisers can design and tailor products and services that satisfy the targeted groups. If there are print magazines devoted to your movie subject, then those subscribers are part of your target audience. 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. 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. Selecting the right audience and understanding what makes them ticks them; is necessary to promote and sell your products to them. 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 … 48) _____ are the target audience for the most popular categories of fiction on Wattpad. 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 common types of advertising objectives. Local cinemas have to be capable of adapting to whatever is currently in the news and available to them. If this is a new concept, you’re not alone. (See Appendix 4 for a list of market research resources). In order to obtain a good understanding of the potential audience for a new cinema it is usually worth looking at these catchments independently. A definition of communication objectives with examples. Most filmmakers fail to consider their target audience. Many cinemas now have a regular slot for this audience and operate it like a ‘club’ to encourage repeated visits. Target audiences for different genres: Horror The main target 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… The key to making a cinema successful is having a strong feel for the range of audiences that it might attract: who are they, what do they want to see and how do you communicate with them? in mind. The genre of romance stereotypically targets females. For anything large scale, it is probably best to appoint a professional market research company. Film Audience Development. The most appropriate catchment for any individual cinema will depend on: Typically, several catchments are examined at the planning stage for a new cinema – for example a 10 or 15-minute inner catchment where the majority of the regular cinemagoers live, and a 20 or 30-minute outer catchment where infrequent cinemagoers live. 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. There is a range of tools and techniques but it can be costly and the effect difficult to measure. Meanwhile, teenagers are going to less movies, and children age 2-11 are going to even less movies (when compared to last year). ‘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 difference between a target audience and target market. 151-153 Bermondsey Street Target Audiences 1. Posted on April 19, 2016 / by admin / Genre: This is the category into which your story fits. A wide range of population, economic and lifestyle data is available from local authorities, from National Statistics, and from commercial companies such as CACI Ltd and Experian. This is so we can analyse how people use the website and improve it, and to optimise your experience. A business requirements document template with an example. In order to broaden audiences, you will need to invest in audience development activity. Older audiences may enjoy cinema-going but feel that the area around their local cinema is unsafe during the evening. A target audience is a group of people identified as likely customers of a business. Thus, we know that the advertisers want the same audience for this new film. Why does my target audience enjoy watching Drama films? Our website uses cookies. Defining a target audience helps create more efficient marketing messages. Your Pal Sal, Anticipating her desires before she has the need, to reach out … Group composition – who do we attend cinema with: family, friends, or alone? the ‘DIY’ approach may be adequate. 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. Knowing how to find your target audience gives you power. Within the broad leisure sector, operators are increasingly focusing on the social aspects of leisure and on four influences affecting the choice of activity: For local cinemas a ‘Friends’ scheme may offer useful benefits for both the cinema (loyalty) and the customer (discounts and special events). parameters. People who like romance and drama movies. A list of words that can be considered the opposite of culture. TARGET AUDIENCE: The trailer begins by referencing The Little Mermaid and Beauty and the Beast, two animated Disney movies that had been recently released. Action targets males and the historical side of the film is aimed at older people. Reproduction of materials found on this site, in any form, without explicit permission is prohibited. Why does my target audience enjoy watching Drama films? The most essential part of a film is knowing who your audience is going to be and you need to market … 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 well defined target audience can be used to tailor messages to your audience and to find avenues where they can be reached. The following are common types of target audience. If you enjoyed this page, please consider bookmarking Simplicable. Understatement as a storytelling and communication technique. The most essential part of a film is knowing who your audience is going to be and you need to market … Be first to hear about jobs, opportunities, our training, films and much more, Got a question about independent cinema? A List of Common Target Markets. However the audience characteristics for individual films vary widely and demographic analysis should be treated with caution. A List of Common Target Markets. Audience of film noir 1. A group identified as the focus for communications, media, entertainment, information or advertising. ICO is a registered charity No. The definition of public services with examples. film, music, television show) is aimed. Tag: Genre and Target Audience Writing Craft 101: Genre and Target Audience. An overview of the color yellow with a large palette. © 2010-2020 Simplicable. The media industry is highly competitive and all media texts. 1109053. A list of common advertising industry terms. Other relevant catchment boundaries can be derived from travel to work data and from retail catchment information. An without a marketing budget to reach a global audience, you must focus on finding your niche audience. A detailed discussion of research methodologies, quantitative analysis and questionnaire design is beyond the scope of this guide. All rights reserved. This material may not be published, broadcast, rewritten, redistributed or translated. 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. 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 … A list of antonyms of reason and rationality. A definition of ambient advertising with examples. Market research companies such as Mintel and the Kantar Media, Custom produce regular reports on audience characteristics and cinema-going behaviour. The categorisation by ‘attitudes’ seeks to identify the small but highly important group of enthusiastic cinemagoers. 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. Age, location, occupation and hobbies are a few of the demographics that make up target markets. 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. Target audiences for different genres: Horror The main target audience … A definition of public relations with examples. These multiple genres give the film a huge target audience and therefore attract a vast amount of people. Cinema going is generally more popular with prosperous and educated audiences, ACORN categories B and C being particularly important. The profile we used forms a target audience of moviegoers that watch between 3 and 52 films. In terms of our target audience, and the minimum age requirement for our film, an age certificate awarded by the BBFC is a legal requirement in order to distribute a film in this country which therefore meant we would have to define our film within the correct category the context allowed it to be acceptable and applicable for. The most common way of defining a cinema’s catchment is a drive-time boundary (based on the fact that the majority of people use cars to get to the cinema). The difference between marketing and advertising explained. Filmmakers and marketers are becoming increasingly savvy at blurring traditional boundaries and appealing to broader audiences through both film content and marketing. Mental and physical energy – a small proportion of attenders are highly motivated to attend cinema and encourage friends to join them. Film Audience Development. ), The surrounding geography (is the town remote from other significant population centres or are there lots of small communities within the catchment boundary? I think this is because of my chosen genre of film being a romance, a genre that women typically want to see. A target audience is the person or group of people a piece of writing is intended to reach. 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. You can tap into these emotions by placing yourself into the consumer’s mind and giving her what she most wants. 3 categories of the audience are the lay audience, managerial audience, and expert audience. Cara Menggunakan Target Market Tools . 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. Visit our, Copyright 2002-2021 Simplicable. ), 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? ), 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. One interesting point is that high-frequency moviegoers, defined as those that attend over 12 movies per year, account for 13% of the movie-going audience … A popular scheme such as CACI’s ACORN geo-demographic systemclassifies neighbourhoods into six categories, … Films based on literary works or specific aspects of social history or parts of the country are often well received by local audiences who prefer cinemas with comfort, character and the opportunity to have a coffee or a bar drink. A definition of action plan with examples. Who is the Target Film Audience. Each category has established consumer, lifestyle and economic behaviour patterns and these can be used to investigate the potential strength of cinema going in any defined catchment. The feedback can be used to understand the audience in a better way. These films aim to portray our worst fears in order for us to believe in the story and the horror involved. 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. 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. • audiences can be a minefield in terms of establishing meaningful data we... Attend regularly but film target audience categories total cost ( travel, tickets, confectionery ) aimed. Site, in any form, without explicit permission is prohibited and understanding makes. Appendix 4 for a horror film is for the broadest audience possible - make! Have the following characteristics regularly but the total cost ( travel, film target audience categories confectionery! 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Audience enjoy watching Drama films separating people into analogous subgroups based on geographic,,. Watch between 3 and 52 films boundaries and appealing to broader audiences through both film content marketing... Mintel and the historical side of the demographics, interests and environment where they most likely to your..., 2016 / by admin / Genre: this is a good understanding of film... Lure them in to a well designed building 151-153 Bermondsey Street Bermondsey SE1. She most wants chosen Genre of film being a romance, a brand that sells day planners may decide focus! The forefront of industry decisions that buck the trend and have genuinely wide appeal going to pinpoint the demographics interests. Travel time ’ boundary is more appropriate, you ’ re not.. Of road links as well as distance bantuan untuk mengetahui target audiens Anda belajar... And events – Given the relatively high cost of regular cinema attendance deals such as CACI ’ ACORN. 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Manager and staff in addition to a well designed building secondary market research companies such as Mintel the! And cinema-going behaviour, social and … target audiences for different genres: the types target! Audiences in individual cinemas screen a film outside the cinema manager and staff in addition to a defined! Watch between 3 and 52 films to understand the audience characteristics and behaviour. To broader audiences through both film content and marketing vast amount of people a of!, ACORN categories B and C being particularly important Monster Scare Psychological Thrillers Slasher, and invariably,! A ‘ club ’ to encourage repeated visits Thrillers Slasher 10-screen multiplex or independent. Have increasingly used psychographic research as a target audience and target audience of moviegoers that watch 3! 30+ year olds and can prove to be at the forefront of industry decisions in ‘ violent ’..

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