Want to screen a film outside the cinema, but unsure what licences you need? The boundary takes into account the type and quality of road links as well as distance. Target audiences for different genres: Horror The main target audience … The scale of the cinema planned (10-screen multiplex or 2-screen independent? If this is a new concept, you’re not alone. Google searches can also lead to very useful, and invariably free, data. TARGET AUDIENCE: The trailer begins by referencing The Little Mermaid and Beauty and the Beast, two animated Disney movies that had been recently released. Google searches can also lead to very useful, and invariably free, data. By Wendy Mitchell 2012-01-31T17:00:00+00:00. Who is the Target Film Audience. If there are print magazines devoted to your movie subject, then those subscribers are part of your target audience. They provide a disproportionately large amount of a cinema’s annual income and they generally appeal strongly to the youth audience (16-24 year olds). 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? Jika Anda memerlukan bantuan untuk mengetahui target audiens Anda dan belajar lebih banyak tentang mereka, tool berikut dapat berguna: 1. Mental and physical energy – a small proportion of attenders are highly motivated to attend cinema and encourage friends to join them. 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. For more details see our privacy policy. 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 genre of romance stereotypically targets females. (See Appendix 4 for a list of market research resources). 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. Other relevant catchment boundaries can be derived from travel to work data and from retail catchment information. Company 5369193. Target audience analysis: The types of target audience. We are going to pinpoint the demographics, interests and environment where they most likely to view your film. The categorisation by ‘attitudes’ seeks to identify the small but highly important group of enthusiastic cinemagoers. The general intention for a horror film is for the audience to feel scared and feel a sense of panic. But will they come back next time when there is no beer on offer? 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. 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. There are a noticeably higher proportion of people in education or with higher educational qualifications. A List of Common Target Markets. However, for small-scale projects (consultation, focus groups etc.) I think this is because of my chosen genre of film being a romance, a genre that women typically want to see. If this is a new concept, you’re not alone. People interested in the real story of the Titanic. When adding an audience, click Visitor Profile, then choose the parameter you use want to use to target your activity. Age, location, occupation and hobbies are a few of the demographics that make up target markets. Who is the Target Film Audience. Target audience. Market research companies such as Mintel and the Kantar Media, Custom produce regular reports on audience characteristics and cinema-going behaviour. 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. This material may not be published, broadcast, rewritten, redistributed or translated. 3 categories of the audience are the lay audience, managerial audience, and expert audience. Locations: Locations such as information about a festival aimed at residents of a neighborhood in … 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 popular scheme such as CACI’s ACORN geo-demographic system classifies neighbourhoods into six categories, subdivided into 17 groups and 54 types. Older audiences may enjoy cinema-going but feel that the area around their local cinema is unsafe during the evening. Through market segmentation, brands get more specific about their target market. Target audience. Apart from conducting desk research (i.e. “Chick lit” is aimed at a younger female audience … Thus, we know that the advertisers want the same audience for this new film. 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? 151-153 Bermondsey Street 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 the audience characteristics for individual films vary widely and demographic analysis should be treated with caution. The profile we used forms a target audience of moviegoers that watch between 3 and 52 films. 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. Why does my target audience enjoy watching Drama films? For anything large scale, it is probably best to appoint a professional market research company. An overview of the color yellow with a large palette. By clicking "Accept" or by continuing to use the site, you agree to our use of cookies. Your Pal Sal, ), 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? The most popular articles on Simplicable in the past day. A detailed discussion of research methodologies, quantitative analysis and questionnaire design is beyond the scope of this guide. Meanwhile, teenagers are going to less movies, and children age 2-11 are going to even less movies (when compared to last year). An without a marketing budget to reach a global audience, you must focus on finding your niche audience. Local cinemas have to be capable of adapting to whatever is currently in the news and available to them. © 2010-2020 Simplicable. Knowing how to find your target audience gives you power. ), 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. The demographic characteristics for specialist cinema audiences differ in important respects from commercial cinemas audiences. The Target Audience. As far as a target audience, it would have the following characteristics. 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. the ‘DIY’ approach may be adequate. 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. The motivation to attend a cinema, and the opportunities for doing so, varies considerably from group to group. • Audiences can be specific in a number of ways, as outlined by Graham Burton: 1. Target Audiences 1. For example, a brand that sells day planners may decide to focus on a smaller, specific target market. A definition of action plan with examples. Age, location, occupation and hobbies are a few of the demographics that make up target markets. This is so we can analyse how people use the website and improve it, and to optimise your experience. You can also target custom profile parameters and user. 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 … Meanwhile, teenagers are going to less movies, and children age 2-11 are going to even less movies (when compared to last year). 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) 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. Most filmmakers fail to consider their target audience. Action films are targeted at males as they are more interested in ‘violent’ films. 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. The basic elements of constructive criticism. Audience of film noir 1. 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. Send us an email, 9 Bickels Yard When it comes to research there are many methods you could incorporate when gathering your information. In addition to assessing potential audience through demographic data, market researchers have increasingly used psychographic research as a tool for understanding audiences. 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. A list of antonyms of reason and rationality. In fact, most film distribution deals suck. These films appeal more to 30+ year olds and can prove to be very popular with particular audiences in individual cinemas. 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 definition of public services with examples. A target audience is a group of people identified as likely customers of a business. 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. There are many, many genres, but some of the popular genres include. Deals and events – Given the relatively high cost of regular cinema attendance deals such as family tickets and subscription schemes can be attractive. Reproduction of materials found on this site, in any form, without explicit permission is prohibited. In other words, it is important for a writer to know who will be reading his or her writing. ), The surrounding geography (is the town remote from other significant population centres or are there lots of small communities within the catchment boundary? 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. All Rights Reserved. The concept of Audience Development has become more broadly defined during the past decade, and encompasses aspects of marketing and education. Without a car this may be impossible. Indeed, from time to time films are released that buck the trend and have genuinely wide appeal. To conclude, my film would target teenage girls as my audience. ‘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. Horror Sub Genres Horror can be split into sub genres: The Monster Scare Psychological Thrillers Slasher Pics Field research can be a minefield in terms of establishing meaningful data. 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 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). 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. Films cater for this target audience by mainly using males as their main characters. 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. Langkah 2. 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. 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. Most movies with GP rating strive for the broadest audience possible - to make money of course. 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. This segmentation process is used in social and commercial activities for instance, social and … You could lure them in to a Japanese film with a free bottle of Japanese beer. Tag: Genre and Target Audience Writing Craft 101: Genre and Target Audience. Cinema going is generally more popular with prosperous and educated audiences, ACORN categories B and C being particularly important. A list of words that can be considered the opposite of culture. 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. 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. 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. There is absolutely no reason why any audience segment should not enjoy any film. Target audiences for different genres: Horror The main target audience … For example, young people notoriously avoid subtitled movies. 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. 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). 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. 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. One of the first places to find your audience is the local newsstand. Location – will it be possible to have a complete evening out in one location? The feedback can be used to understand the audience in a better way. A group identified as the focus for communications, media, entertainment, information or advertising. Defining a target audience helps create more efficient marketing messages. If public transport is particularly important then a ‘travel time’ boundary is more appropriate. You can tap into these emotions by placing yourself into the consumer’s mind and giving her what she most wants. Selecting the right audience and understanding what makes them ticks them; is necessary to promote and sell your products to them. 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. Report violations, Example of a Business Requirements Document. 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. 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… Film Audience Development. 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… All rights reserved. These multiple genres give the film a huge target audience and therefore attract a vast amount of people. Apart from being regular attenders these individuals are often the opinion leaders who influence other less committed people to attend. 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”). We are going to pinpoint the demographics, interests and environment where they most likely to view your film. Social media platforms, such as Twitter and Facebook are increasingly being used to conduct market research. Bahkan setelah mengikuti langkah-langkah di atas dan mengisi lembar kerja, Anda mungkin tidak yakin dengan audiens yang Anda pilih. The most essential part of a film is knowing who your audience is going to be and you need to market … A List of Common Target Markets. Our website uses cookies. Each year a small number of new release films, 6-10 titles, become ‘events’. Film Audience Development. If you want to know more about the target audience then primary and secondary market research is a good way to go. Anticipating her desires before she has the need, to reach out … There are a number of ways of doing this – focus groups or questionnaires administered online, by post, telephone or in person. Audiences and Target Audiences A2 Media-Research 2. Audience Research Methods. 48) _____ are the target audience for the most popular categories of fiction on Wattpad. parameters. ), 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? A well defined target audience can be used to tailor messages to your audience and to find avenues where they can be reached. Families may want to attend regularly but the total cost (travel, tickets, confectionery) is sometimes felt to be too great. This requires skill and showmanship on the part of the cinema manager and staff in addition to a well designed building. A target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to said the intended audience. Interestingly enough, those two movies were geared towards little girls because they centered on Disney princesses. The difference between marketing and advertising explained. 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. Often they are accompanied by parents or relatives. The belief that there is enough for everyone. Knowing how to find your target audience gives you power. ICO is a registered charity No. In order to broaden audiences, you will need to invest in audience development activity. Genres enable the industry to divide up the range of films that can be made; the market is demarcated. Be first to hear about jobs, opportunities, our training, films and much more, Got a question about independent cinema? Target audience segmentation means a dynamic way of separating people into analogous subgroups based on geographic, demographic, and psychographic factors. London SE1 3HA, Registered in England and Wales. A business requirements document template with an example. Group composition – who do we attend cinema with: family, friends, or alone? in mind. film, music, television show) is aimed. A target market is a group of people to whom you want to aim to sell. This segmentation process is used in social and commercial activities for instance, social and … Facebook Audience Insights Young children enjoy cinema going. Okay! So you know that conducting a survey is a perfect plan to go with. In order to obtain a good understanding of the potential audience for a new cinema it is usually worth looking at these catchments independently. 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. Others are tired after work or have family commitments. A target audience is the person or group of people a piece of writing is intended to reach. are created with a target audience. Young people, although still the multiplexes mainstay audience, are increasingly consuming film online through downloading or streaming services. By this point, you know the over-arching target audience definition: A group of people to whom you want to sell something. A definition of ambient advertising with examples. Read More. Target audience segmentation means a dynamic way of separating people into analogous subgroups based on geographic, demographic, and psychographic factors. 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. Understatement as a storytelling and communication technique. Visit our, Copyright 2002-2021 Simplicable. The difference between a target audience and target market. If you enjoyed this page, please consider bookmarking Simplicable. The media industry is highly competitive and all media texts. Why does my target audience enjoy watching Drama films? They can focus on a small group of customers who will be most likely to benefit from and enjoy their products. Bermondsey A popular scheme such as CACI’s ACORN geo-demographic systemclassifies neighbourhoods into six categories, … People in a target audience share demographic similarities, such as age, location, or socioeconomic status. A definition of public relations with examples. People who like romance and drama movies. 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. 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 … Posted on April 19, 2016 / by admin / Genre: This is the category into which your story fits. 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”). Sometimes they attend with a group of friends. The cinema industry categorises audiences in many different ways but often relies on an age-related scheme which closely follows the film certification categories (U, PG, 12A, 15, 18): Research by the All Industry Marketing (AIM) Committee for the UK cinema industry has proposed two new audience segmentation schemes. Defining Audiences • A Target Audience is the particular group at which a product (e.g. Most filmmakers fail to consider their target audience. 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. It is especially timely as last week’s Film Policy Review called for the audience to be at the forefront of industry decisions. The most essential part of a film is knowing who your audience is going to be and you need to market … 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. A definition of communication objectives with examples. Action targets males and the historical side of the film is aimed at older people. Filmmakers and marketers are becoming increasingly savvy at blurring traditional boundaries and appealing to broader audiences through both film content and marketing. A target market is a group of people to whom you want to aim to sell. A target audience is a group identified as the focus for communications, media, entertainment, information or advertising. 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. Knowing your audience is important for running a successful business. A list of common advertising industry terms. The following are common types of target audience.
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film target audience categories
