2. How did they attempt to attract their audience?
They wanted the film to appeal to woman by having 4 actresses in the film, however this element didn’t make the
target audience that clear for people to take on board. They also tried to in theory appeal to an American audience by
having the film based in London and New York, and by having known American actors playing main roles in the film to
attract more people to see the film.
What is their USP?
4.3.2.1’s unique selling point is that the target audience for the film was an American audience, and having American
actors in the film playing main character, which are quiet well known by British and American audiences.
Explain how successful they were achieving their aim and why you think that was?
I don’t think that they were successful at achieving their aim, because the genre of the movie wasn’t clear to the
audience, as the film was directed by Noel Clarke, people that have watched his previous films that he has directed such
as Kidulthood and Adulthood, assumed that the film would be urban, gritty and based in London. As Noel Clarke
wanted to try a new approach to this film, he may have lost his fans support as they preferred the genre and the
narrative of the previous films he directed. Noel Clarke should of made the target audience, genre and narrative of
4.3.2.1 clearer as this also gave the film a bad reviews because the audience watched the movie thinking it would be like
Kidulthood and adulthood only to find out that it wasn’t.
What did they make at box office in relation to their production costs.
Box Office Budget: $4,600,000 (estimated)
Gross Revenue - £983,863 (UK) (25 July 2010)
3. How did they attempt to attract their audience?
Avatar has quiet a large target audience because the film consists of a range of different genres, that interested and appealed to a lot of people. They tried to attract people of all
ages and people from all walks of life as they promote d the film as a must see film for everybody, by doing this they were able to bring lapsed audiences back to the cinema.
The first thing that was done to attract their audience was having 100 IMAX 3D theatres world wide show a 16 minuets of footage from the film Avatar. As it was only showed at 100
theatres this created awareness for the film because only a small amount of people were able to see an exclusive 16 minutes of the film. By having this exclusiveness it made the
people that didn’t get to watch the footage think that they were missing out on something, which only made people more anxious to see the film and brought even more
awareness, also by the director of the film announcing on the same day that it was officially Avatar day again brought awareness and made people more excited for the upcoming
film.
They attracted their audience by having the films fans turn into advocates who would create viral buzz and awareness of the film which persuaded more people to see it because it
was trending so much people became curious and went to see it in the cinema. Also popular companies would mention the film such as MTV, BBC and Capital FM, these companies
have huge followings which further increased the amount of people hearing and talking about the upcoming film. They were attracted their audience by having there film trending
and linked with every piece of media, they had a brands promote the film by having the avatar trailer playing on a mobile phone, they had the movie poster plastered worldwide,
there were exclusive picture in magazines and movies, and gaming, all these elements made you focus and get involved in the upcoming movie because the movie was
incorporated in media that people used on a daily basis.
What is their USP?
I think that the films USP for their marketing campaign was when fans of the film were able to create an Avatar toy and buy it so that they were able to activate it a home and bring
to life the character that they made through special products tags and webcams. By doing this the fans were able to interact with the movie, even before seeing it and still not
knowing what would happen in the movie, this gives the target audience a sense of enigma.
Explain how successful they were achieving their aim and why you think that was?
I believe that the Avatar campaign was extremely successful at achieving their aim, because they had a carefully orchestrated plan which consisted on publicising the movie in a
range of magazines such as Empire and Culture magazine which included exclusive pictures from the film and also in range of Newspapers. They also promoted the film in various
ways which caught the audiences attention such as having an exclusive 16 minutes of footage at a limited amount of cinemas , also the directors appeared at different panels to
talk about and promote the film, this created the sense of enigma for the people that were not only not able to make these events but for the people that got to hear and see the
exclusive information about the film. They also had paid for media such as billboards and posters on buses which were placed world wide. All these elements created awareness
for the film and got everybody talking about it, not only the movies target audience but company’s such as MTV, SKY, BBC, Capital FM and Evening Standard, which are very
popular company’s where people are more likely to hear about it and the keep the movie trending in the media. All this publicity was able to give the film a huge amount of fans and
media outlets, for example James Cameron announced August 21st Avatar Day because it had such a huge following. All the promotions gave brands a chance to get involved,
which helped them promote not only their products but the Avatar film at the same time. Even though they spend and incredible estimated amount of 100million just for
advertising, it really did help and enable the film to be extremely successful in the UK and worldwide.
What did they make at box office in relation to their production costs.
Box office budget - $237,000,000 (estimated)
Gross revenue: $1,439,375’063
Box office - $2,787,965,087
Estimates put the cost of the film at about $280–310 million to produce.
