2 film marketing
Post on 04-Apr-2018
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TRANSCRIPT
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Do Now
Look at the film
consumption sheet,discuss it with theperson next to you andfill it in.
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Film Audiences and marketing
Aims: To explore how films find theirtarget audience.
To explore how the film industrymarkets the films.
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Why audiences view films?
Aside from the industrys marketingcampaign, what other reasons can yougive for audiences going to see a film:
Favourite actor
The genre
Have seen the sequel Its based on an old film or TV programme.
Any others?
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Film Marketing
Once the film has been researched, the marketingprocess begins.
Ways films are marketed in the current correct order:
Internet marketing
Magazine previews
Cinema Trailers
Poster campaign - billboards
Radio and TV trailers
Reviews
Stars appearing in the media to promote it, e.g. chatshows
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The Cinema Audience The cinema audience is all about the industry targeting
an audience or demographic.
What is a demographic?
What are demographic determinants?
Age Gender
Ethnicity
Region
Religion Sexuality
Class
Look back at the film posters and discuss the targetdemographic.
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Audience Profiles
Before a film is released it has to be marketresearched to its target demographic by theindustry
What is market research?
Preview screenings, focus groups, comparativetrends, star/director box office takings.
There are some films that need little or no marketresearch. Which ones and why?
Sequels and remakes. As they already have anaudience.
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Social- economic demographics and film
Traditionally the way of measuring social class wasaccording to the job of the main breadwinner. Theclassifications are as follows:
A: high ranking professionals; lawyers, doctors etc.
B: middle ranking professionals; middle managers in business,teachers etc
C1: white collar office workers, clerks, semi and nurses etc.
C2: skilled manual workers; carpenters, electricians.
D: semi and unskilled manual workers; drivers, labourers, cleanersetc.
E: people on state benefits, the unemployed, pensioners etc
Do these differences still exist? What might be some of theproblems with this sort of classification?
What films are aimed at As and what films are aimed at Ds? Isthere a difference?
Is class as important to the film industry as age or gender?
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Analysing a campaign
Look at the posters for the Tim Burton film Alice inWonderland. Annotate the sheet.
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The trailer
Trailers are one of the most important ways thata film is marketed to potential audiences. The
trailers are deliberately placed in films with a
perceived similar audience
Watch the trailer forAlice in Wonderlandmake
notes on the way that these trailers target their
audience.
http://www.imdb.com/video/imdb/vi4240966169/
http://www.imdb.com/video/imdb/vi4240966169/http://www.imdb.com/video/imdb/vi4240966169/ -
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Make notes on the sheet providedand then write an analysis of thechosen film trailer.
Think about:
Use of sound, particularly dialogue
Editing and narrative
Use of Cinematography and Mise en Scene,
Issues of representation
The unique selling point of the film.
Who is the films target audience and how are
they targeted?
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Film Posters
Posters are often the first visual marketing
campaign for a film.
Task :On the next slide decide on which
demographics the films are targeting and
then discuss the devices it uses to target
this audience
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Film Posters
http://images.google.co.uk/imgres?imgurl=http://ironmantonystark.com/wp-content/uploads/iron-man-movie-poster-6.jpg&imgrefurl=http://ironmantonystark.com/2008/03/07/with-the-final-ironman-movie-poster-out-its-time-to-review-all-iron-man-movie-posters&usg=__BwR7PpcKgc9ztrPMF1RQdO4iKz4=&h=672&w=448&sz=53&hl=en&start=4&tbnid=8nv0LDnqqqyUEM:&tbnh=138&tbnw=92&prev=/images%3Fq%3Diron%2Bman%2Bfilm%2Bposter%26gbv%3D2%26hl%3Den%26safe%3Dactivehttp://images.google.co.uk/imgres?imgurl=http://weheartangelina.com/wp-content/uploads/2008/04/angelinajolie-wanted-movie-poster1.jpg&imgrefurl=http://weheartangelina.com/2008/04/&usg=__UOJTQzRfNhEzb1ELCVHseh8EE-k=&h=858&w=556&sz=128&hl=en&start=1&tbnid=ohKz212avKPx8M:&tbnh=145&tbnw=94&prev=/images%3Fq%3Dwanted%2Bfilm%2Bposter%26gbv%3D2%26hl%3Den%26safe%3Dactivehttp://images.google.co.uk/imgres?imgurl=http://www.iwatchstuff.com/2008/06/04/madagascar-2-poster.jpg&imgrefurl=http://www.hollywoodcinema.co.nz/index.php%3Foption%3Dcom_content%26view%3Dcategory%26id%3D3:now-showing%26layout%3Dblog%26Itemid%3D7&usg=__0RPHt7aXRouDF_7oejum31yu-S8=&h=667&w=450&sz=65&hl=en&start=3&tbnid=kqxG4P7m1vf9XM:&tbnh=138&tbnw=93&prev=/images%3Fq%3Dmadagascar%2B2%26gbv%3D2%26hl%3Den%26safe%3Dactivehttp://images.google.co.uk/imgres?imgurl=http://backseatcuddler.com/wp-content/uploads/2008/08/twilight-movie-poster.jpg&imgrefurl=http://www.buzznet.com/tags/twilight/journals/&usg=__Ad15obNtocn7lcrqIvI5kINCQ5k=&h=644&w=435&sz=57&hl=en&start=1&tbnid=Kqorz8Rw-ks-XM:&tbnh=137&tbnw=93&prev=/images%3Fq%3Dtwilight%2Bfilm%26gbv%3D2%26hl%3Den%26safe%3Dactivehttp://images.google.co.uk/imgres?imgurl=http://i2.photobucket.com/albums/y38/blue_tooth2/mammamia.jpg&imgrefurl=http://www.pinoyblog.com/music/mamma-mia-movie-soundtrack-ost-set-for-july-10-release-from-mca-music/&usg=__VdxoAo4mfR2SAOLxg3J_hLU5kmc=&h=298&w=310&sz=23&hl=en&start=15&tbnid=MpChCQWr2StOGM:&tbnh=112&tbnw=117&prev=/images%3Fq%3Dmamma%2Bmia%2Bfilm%26gbv%3D2%26hl%3Den%26safe%3Dactivehttp://images.google.co.uk/imgres?imgurl=http://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2008/12/29/1230563039253/Slumdog-Millionaire-001.jpg&imgrefurl=http://www.guardian.co.uk/deals/slumdog-millionaire-win-tickets&usg=__rijKtmf6rstB_QWZwZns6mpU07M=&h=345&w=460&sz=54&hl=en&start=15&tbnid=fyZ6Vg9vdjJ9PM:&tbnh=96&tbnw=128&prev=/images%3Fq%3Dslumdog%2Bmillionaire%26gbv%3D2%26hl%3Den%26safe%3Dactive%26sa%3DG -
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Recap
What does demographic mean?
Name 3 demographic determinants.
What are the socio-economic categories?
Why do films have to market research?
What reasons can be given for an audience to see afilm?
Which kinds of films need little marketing?
What is the correct order for a film to be promoted?
What is the film industries strategy when placing trailers?
What techniques do trailers use to sell the film to anaudience?
What techniques do film posters sell the film to anaudience?
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