Apart from being regular attenders these individuals are often the opinion leaders who influence other less committed people to attend. A List of Common Target Markets. Filmmakers and marketers are becoming increasingly savvy at blurring traditional boundaries and appealing to broader audiences through both film content and marketing. 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”). The definition of public services with examples. 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. TARGET AUDIENCE: The trailer begins by referencing The Little Mermaid and Beauty and the Beast, two animated Disney movies that had been recently released. Meanwhile, teenagers are going to less movies, and children age 2-11 are going to even less movies (when compared to last year). Bermondsey Target Audiences 1. 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. Visit our, Copyright 2002-2021 Simplicable. Defining a target audience helps create more efficient marketing messages. ), 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? We are going to pinpoint the demographics, interests and environment where they most likely to view your film. Others are tired after work or have family commitments. 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 ‘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. 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. 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. A definition of communication objectives with examples. Target audiences for different genres: Horror The main target audience … Cara Menggunakan Target Market Tools . Thus, we know that the advertisers want the same audience for this new film. Films cater for this target audience by mainly using males as their main characters. Who is the Target Film Audience. Reproduction of materials found on this site, in any form, without explicit permission is prohibited. For example, a brand that sells day planners may decide to focus on a smaller, specific target market. 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 basic elements of constructive criticism. The difference between a target audience and target market. Company 5369193. In other words, it is important for a writer to know who will be reading his or her writing. The common types of advertising objectives. ICO is a registered charity No. 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. Indeed, from time to time films are released that buck the trend and have genuinely wide appeal. When adding an audience, click Visitor Profile, then choose the parameter you use want to use to target your activity. The most essential part of a film is knowing who your audience is going to be and you need to market … Cinema going is generally more popular with prosperous and educated audiences, ACORN categories B and C being particularly important. (See Appendix 4 for a list of market research resources). 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. If this is a new concept, you’re not alone. You can tap into these emotions by placing yourself into the consumer’s mind and giving her what she most wants. A target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to said the intended audience. Audiences and Target Audiences A2 Media-Research 2. These are mass appeal films created at huge cost and supported by massive marketing effort. You can also target custom profile parameters and user. 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. Bahkan setelah mengikuti langkah-langkah di atas dan mengisi lembar kerja, Anda mungkin tidak yakin dengan audiens yang Anda pilih. There are a noticeably higher proportion of people in education or with higher educational qualifications. Facebook Audience Insights But will they come back next time when there is no beer on offer? By Wendy Mitchell 2012-01-31T17:00:00+00:00. 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 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? The categorisation by ‘attitudes’ seeks to identify the small but highly important group of enthusiastic cinemagoers. Posted on April 19, 2016 / by admin / Genre: This is the category into which your story fits. 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 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? Langkah 2. They can focus on a small group of customers who will be most likely to benefit from and enjoy their products. Group composition – who do we attend cinema with: family, friends, or alone? Google searches can also lead to very useful, and invariably free, data. Audience of film noir 1. The motivation to attend a cinema, and the opportunities for doing so, varies considerably from group to group. A definition of public relations with examples. Target audience segmentation means a dynamic way of separating people into analogous subgroups based on geographic, demographic, and psychographic factors. You could lure them in to a Japanese film with a free bottle of Japanese beer. People who like romance and drama movies. 48) _____ are the target audience for the most popular categories of fiction on Wattpad. This material may not be published, broadcast, rewritten, redistributed or translated. London SE1 3HA, Registered in England and Wales. Age, location, occupation and hobbies are a few of the demographics that make up target markets. 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 … Through market segmentation, brands get more specific about their target market. Apart from conducting desk research (i.e. ), 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. Gender specific marketing reaches out to the needs and desires of specific consumers based on gender. A detailed discussion of research methodologies, quantitative analysis and questionnaire design is beyond the scope of this guide. Want to screen a film outside the cinema, but unsure what licences you need? Why does my target audience enjoy watching Drama films? 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). parameters. Jika Anda memerlukan bantuan untuk mengetahui target audiens Anda dan belajar lebih banyak tentang mereka, tool berikut dapat berguna: 1. ‘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. A business requirements document template with an example. Young people, although still the multiplexes mainstay audience, are increasingly consuming film online through downloading or streaming services. A popular scheme such as CACI’s ACORN geo-demographic system classifies neighbourhoods into six categories, subdivided into 17 groups and 54 types. However, for small-scale projects (consultation, focus groups 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. The general intention for a horror film is for the audience to feel scared and feel a sense of panic. Why does my target audience enjoy watching Drama films? Sometimes they attend with a group of friends. 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. Horror Sub Genres Horror can be split into sub genres: The Monster Scare Psychological Thrillers Slasher Pics 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). Often they are accompanied by parents or relatives. In fact, most film distribution deals suck. There are a number of ways of doing this – focus groups or questionnaires administered online, by post, telephone or in person. The Target Audience. However the audience characteristics for individual films vary widely and demographic analysis should be treated with caution. The most essential part of a film is knowing who your audience is going to be and you need to market … People who like movies in gereal - movie buffs. Social media platforms, such as Twitter and Facebook are increasingly being used to conduct market research. Target audience segmentation means a dynamic way of separating people into analogous subgroups based on geographic, demographic, and psychographic factors. Local cinemas have to be capable of adapting to whatever is currently in the news and available to them. 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. A target market is a group of people to whom you want to aim to sell. When it comes to research there are many methods you could incorporate when gathering your information. A well defined target audience can be used to tailor messages to your audience and to find avenues where they can be reached. To conclude, my film would target teenage girls as my audience. 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. 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. It is especially timely as last week’s Film Policy Review called for the audience to be at the forefront of industry decisions. These films appeal more to 30+ year olds and can prove to be very popular with particular audiences in individual cinemas. Send us an email, 9 Bickels Yard The media industry is highly competitive and all media texts. Knowing how to find your target audience gives you power. A list of common advertising industry terms. Interestingly enough, those two movies were geared towards little girls because they centered on Disney princesses. in mind. Report violations, Example of a Business Requirements Document. Target audiences for different genres: Horror The main target audience … In order to broaden audiences, you will need to invest in audience development activity. An without a marketing budget to reach a global audience, you must focus on finding your niche audience. For anything large scale, it is probably best to appoint a professional market research company. The concept of Audience Development has become more broadly defined during the past decade, and encompasses aspects of marketing and education. So you know that conducting a survey is a perfect plan to go with. The feedback can be used to understand the audience in a better way. 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… Market research companies such as Mintel and the Kantar Media, Custom produce regular reports on audience characteristics and cinema-going behaviour. 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. 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