Audience issues
- 1. AUDIENCE ISSUES: The UK Audience - Production Stage 1: Development, planning + pre-production Development: Before green lighting a film project: 7 audience factors to take into account 1. Story 2. Appeal 3. Genre 4. Marketability 5. Payability 6. Casting 7. Budget 8. Past experience of the Production Company What do UK audiences want/enjoy? What are audiences looking for? Escapism/comedy/fantasy/romance Stage 2: Production Stage 3: Post-production Creation of a style - naturalistic, realism, historical Creation of a look - mise-en-scene, aesthetics Developing the story Finalising the music Believability/plausibility Development of the final cut Previews/test Audience expectations screenings Responding to audience Representation and realism feedback Is the audience confused? Development of character and themes Bored? Producing a film audiences can relate to Making a film that the UK audience can relate to/ engage with. What are UK audiences looking for in a film? Differences between the expectations of a US and a UK audience Themes/characters/endings/settings/relationships/story
- 2. AUDIENCE ISSUES: The UK Audience - Distribution Testing the film prior to grading, re-editing if audience feedback suggests changes are needed Planning the film's theatrical release -where + when Dating a film Knowing your audience, reaching your audience Audience categories -ABC 1's C2DE's, but also by lifestyle, tastes etc Planning a local, national or international release Marketability + Payability Choosing the right distribution channels/outlets - theatrical, festivals, dvd, web, tv Selling the film across a range of platforms - theatrical, dvd, web, tv rights Classification Advantages of D-Cinema to the audience Advantages of the web - more legal distribution channels -more ways to reach the audience > greater profits Disadvantages of the web - illegal downloading Opportunities offered by converged/ portable technology -providing more and diverse ways to reach the audience
- 3. AUDIENCE ISSUES: The UK Audience - Marketing Who is the audience? Marketing to a specific audience Audience categories-ABC 1's C2DE's, but also by lifestyle, Web based marketing tastes etc Viral/ interactive marketing Audience appeal - uses and gratifications 360 degree marketing strategy How an audience judges a film Stealth marketing How marketing works on the audience 3 stages of film marketing Testing the film and tracking audience Broad/ niche tactics - placement of marketing recollection The official website - downloads, merchandise, interactivity Trailers Posters TV spots Marketability Internet Payability Reviews Deciding on the marketing budget Word of mouth - fan sites Who and what is being marketed - promoting Special articles, featurettes, teasers, log lines, more than exclusives just the film Planning the premiere, creating a buzz, front page Branding photos Construction of a narrative image DVD cover Deciding the film's USP Press release Festivals - creating an identity for the director as well as the film
- 4. AUDIENCE ISSUES: The UK Audience - Exhibition Pros of changing technology for cinemas and their audiences eg D-Cinema and Awareness of audience needs + audience broadband, satellite dish, web and email expectations, targeting the audience direct marketing opportunities, booking online, more choice and diversity for the Use of research to determine the local audience audience and track changes in local demography Local competition for audiences – O2 Vue, Greenwich Odeon, Bexleyheath Cineworld, Greenwich Picture House, etc The need to constantly update, expand and diversify to remain competitive and provide the audience with a special experience Differences between independent and multiplex Finding new ways to retain and widen cinemas pros and cons appeal - cafe-bar, clubs, special screenings, satellite link-ups, festivals etc Laws and legal factors, Licensing Act, regulation - keeping the audience safe Alternative forms of online exhibition - pros and cons for the audience and industry - eg streaming sites, legal and illegal downloading Audience - pros and cons of the Exhibition via portable converged different forms of exhibition technology, exhibition 'on the go', available DVD, Multi-channel Digital TV
- 5. AUDIENCE ISSUES: The UK Audience – New Technologies Amateur film makers Consumers Lightweight, cheap cameras and mics More choice, diversity, control, portability, non-linear Accessible hardware and software to use at home experience, free downloading Ability to do away with sets and expenses eg green screen Pros and cons for different audience groups - not all the same technology Pros and cons of the different forms of exhibition available -dvd, Non-linear editing, easy to use sfx, sound recording etc web, multi-channel digital TV and PPV, portable converged Fun, imaginative, creative control, can make fan films, remakes, technology shorts, documentaries - no limits Online reviews, trailers, interactive film websites, can Opportunities to share their own short films with a potential download freebies - screensavers, ringtones global audience of millions Pleasures offered by viral marketing - can get involved Easy uploading of own content Can book tickets, check cinema programmes, comment on and Online advice and feedback discuss films with other consumers Many websites offer ways for consumers to distribute their own short films, cutting out the costs of traditional distribution and negating the need for a distribution deal Can gain feedback from other film fans, directors etc Consumer can turn producer Case study Reference Case study Reference Examples of named technology - hardware and software Own choice examples of film website, channel, digital TV service Websites that support amateur film makers -with advice, provider, streaming/downloading website, converged portable distribution, exhibition etc technology, film on DVD Streaming websites - Spotify, Youtube - easy uploading of own Specific named audience groups - age, gender, lifestyles etc content Examples of own experiences Examples from own experiences