2. Demographics
&
Psychographics
For our campaign, we needed to outline who our target audience
were. Since our film is part of the action genre, based on my
research I found that the action genre is well received by the
general public. Although we came to a conclusion that the age
demographic of our opening sequence would be people ages 16 to
17, however, this range is too small to draw out any analysis. This
group can be classified as ‘teens’. Due to their age range, their
occupation maybe limited (mostly students and film makers). Our
narrative also uses the conventions from the action genre so
themes such as violence, like car chases may appeal more to
males, we also have an all-male cast excluding female extras,
meaning that our target audience will likely to be male
dominated. In terms of psychographics, we stated that since
our production company isn’t popular, we’d reach out to cheaper
viewing sites in order to promote our movie and extend it our
viewers. Instead ‘Strugglers’ is who we aim at, this group tends
to be alienated and disorganized as they seek escape. They
value money and alcohol, this fits in appropriately with our
narrative as the audience will begin to see Troy as a role model in
the same state of them, they would then realize their decision
they’ve made and hopefully revaluate their lives.
3. USES
&
GRATIFICATIONS
Initially, my intention was to create a short film that would
provide intense action shots throughout and have a unique
narrative, separating it from existing short films. This relates to
diversion when referring to the uses and gratification theory. Our
target audience receives a sense of escapism as they explore a
different lifestyle as the story of Troy Garner develops. They gain
insight of his life through his addictions and combat with the
antagonist. This also links in with the idea of the psychographics
of our target audience being ”Strugglers” who are experiencing the
same thoughts and troubles of our protagonist.
Since our film is also part of the action genre, I believe it
contributes to some of the uses and gratification categories. One of
which is reinforcing the idea of escapism as the deep subjects
discussed in our film can provide emotional release for our
audience as they might be able to relate. Another category for the
uses and gratifications theory which is included in our opening is
“Personal Identity”, the viewers can view our protagonist as a role
model that reflect similar values to themselves and mimic or copy
some of their characteristics.. This can also encourage marketing
when considering are branding towards “Luna Productions”
4. Technical
Elements
I believe that my film immediately engages with the audience with the
opening shots, close ups of our protagonist help the audience develop a
connection with him as they have a clear view of his facial expressions. The
climax and suspense throughout the film can prove to be an enigma code
and will encourage the audience to ask questions at the beginning of the
film as they have no idea where Troy came from and why he’s intoxicated.
The use of fast paced editing following the opening shots, during flashbacks
also helps capture the audience's attention. The transitions between scenes
help keep the audience active as each transition is unique and different, this
is done keep the audience engaged as the opening sequence of a film
determines if they will continue watching or not.
Sound plays an important role as well. Our contrasting soundtrack which
goes against the norm and conventions of the action genre enhance the mood
of the scenes as the audience will be confused yet intrigued. The use of non
diegetic sounds such as the voice over would help he audience get an insight
on the narrative and begin to fall into Troy Garners world. Ambient sounds
are also contributed in our film by the soft sound of mumbling when the
protagonist is receiving flashbacks of the girl, this creates mysery to our
oprning sequence as she may be saying something that affects the storyline,
but audience will have to wait to find out. Diegetic sounds such as the
protagonist opening the bottle and lighting the cigar also create an effect on
the audience as they prove to be something he does constantly and thus the
audience could relate or feel sympathy towards Troy.
5. Distrubution
There are many ways in which I could distribute my short film to the world. Thanks to
modern communication outlets such as Instagram, Snapchat, and Facebook, influencers and
individuals trying to make a platform for their subject of interest have been able to spread
their content to as many as people as possible. If people enjoy the content or product it would
be spread amongst people interested in that certain topic, then to the rest of the world,
however, for short film distributors there is website which showcases upcoming directors and
their opening sequences on the website ‘shortoftheweek.com’. They also use film festivals as a
way to promote film maker's work with the use of theatrical screenings.
I believe the internet and social media would be my main distribution plan for my opening
sequence, this is due to our age demographics and our primary target audience being 16-17
year old's. Teens nowadays are infatuated with social media and view their films online
rather then going to local cinemas. Online viewing platforms such as Netflix and illegal
streaming have kept teens home nowadays and away from cinemas.
Using all this information has created a basis for my distribution plan, firstly I’d reach out to
“shortoftheweek.com” and request my opening to be released there to gain attention from
successful movie companies and directors. I would then make “Luna Productions” into a social
media platform by creating accounts for Instagram, Snapchat and Facebook, by doing this I’d
be gaining attention from our primary target audience as most of social media consists of
them. My aim would be to gain awareness rather than profit to begin with, I’d be doing this by
contacting accounts on social media with a respected amount of followers and discuss
displaying my film on their media outlets, I would also submit my opening to film festivals for
a chance for my opening to be recognized for potential awards.
