2 Film Marketing

7/29/2019 2 Film Marketing

1/13

Do Now

Look at the film

consumption sheet,discuss it with theperson next to you andfill it in.


2/13

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?


4/13

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


5/13

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.


6/13

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/


10/13

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?


11/13

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?

2 Film Marketing

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