Download - Dividing up British Audiences
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Dividing up British Audiences
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• On average, there are 450 UK films produced a year
• The top 20 earn 50% of all UK box office takings
• The top 50 earn 75% of all box office takings
• The top 100 earn 92% of all box office takings
• The last 350 sink without trace…
British Film Council Statistics for 2008-9
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More audience statistics
• People aged 7-34 form 64% of UK audiences
• But, people aged 7-34 only form 39% of the UK population
• What factors influence this uneven spread?
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A way of dividing audience tastes
The ‘buff’ spectrum
Mainstream only
(only watch mainstream films)
Mainstream plus
(mostly watch mainstream, but will watch the odd ‘art house’ film if it is a big enough event)
Aficionados
(Associate themselves with specialised films, but will also watch an equal amount of mainstream cinema)
Buffs
(usually reject mainstream cinema)
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Where does the potential for most box office returns lie?
Mainstream only Mainstream plus Aficionados Buffs
So, should all British films be aiming for a mainstream audience?
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• Ok, so it’s not cost effective to market to film buffs.
• Think about the role of film to a mainstream audience:
• Fun• Excitement
• Release/Escape• Social Activity
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So, what’s wrong with Hollywood films then?British film Hollywood film
Good points Knowing & clever
Uplifting & glamorous
Bad points Unglamorous & too gritty
Schmaltzy & moralising
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Hollywood axis
Art House axis
+
- +
-
Mainstream Audiences Chart
Unglamorous & gritty
Uplifting & glamorous
Knowing & clever
Schmaltzy & moralising
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So what are the barriers to a mainstream audience?
• Unclear genre• Cultural dissonance (seems too ‘alien’)• A downbeat experience• Difficult subject matter
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What qualities make a non-Hollywood film marketable?
• Clear genre• Positioning aligned with the mainstream• ‘Barriers’ played down• A good ‘hook’• Buzz• Recommendations from trusted sources• A sense of being ‘new’ & fresh
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UK Box Office: 11 - 13 February 2011
No. 2 The King's Speech
Weekend gross: £1,986,871 Playing in 543 cinemas
Total gross to date: £33,740,153
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UK Box Office: 11 - 13 February 2011
No. 9 Never Let Me Go (UK/USA co-production)
Weekend gross: £625,496Playing in 265 cinemas
Total gross to date: £625,496
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