1. Target Market for Part 1 of the Distribution and Marketing Plan for
My Flix
Lucky 7 Productions
Arianna Gomez
Alex Leite
EBBS Project & Portfolio V
July 6, 2022
2. 2
V. Target Markets
Primary Target Audience
According to the developer of MyFlix, the application provides expedient and reliable movie
information on the go. Lucky 7 Production was tasked with finding the target market for MyFlix,
and our research ensures that our limited marketing dollars will go to the right place.
A study on Statista in 2020 revealed that 32 percent of men watched or streamed movies daily,
while only 27 percent of women streamed daily (Stoll, 2020). The American Time Use Survey
found that “men on average are watching three hours of TV or movies a day, while women
average two hours and 34 minutes” (Pinsker, 2019). Research also shows that the highest
percentage of adults who go to the movies in the U.S. are aged 18 to 24 (El-Mahmoud, 2019)
and that 43 percent of adults aged 18 to 34 use their devices to watch digital videos daily (Ceci,
2022). A study by the Motion Picture Association of America shows that California leads in the
share of moviegoers, with 80 percent of residents seeing movies in theatres and 20 percent Going
to the movies frequently (Smith, 2014). The possible earnings for the demographic of college-
age students are generally minimum wage. According to the State of California Department of
Industrial Relations, the minimum wage in California is $14-$15 per hour. Considering this
research, Lucky 7 Production has identified the primary target audience as male college students
aged 18-26, with a disposable income, earning minimum wage, located in the State of California.
According to Hollywood Reporter, Democrats go to movies more often than Republicans as
movies are more liberal, talking about controversial topics. (McClintock, 2019) Movie watchers
enjoying having down time around family and friends. They can de stress and zone out the
world. They believe movies are equally enriching as novels, where you can see situations
through a different light. You can learn just from watching storylines unfold. (Rothwell, 2019)
Research in mind, Lucky 7 Production identified the primary target audience to be liberal, open-
minded to new ideas. They find education and self-growth through storylines while enjoying the
down time from reality.
Secondary Target Audience
After the one-year investment for ‘My Flix’ concludes, the company would invest into attracting
an older crowd, ranging between 40 to 55 years old. According to Easy Tech Seniors, technology
scares the older generations because they fear technology safety. (Tschanen, 2022) My Flix will
expand demographics because it will prioritize safety and easily understood technology. A movie
site should not be worrisome.
3. 7/20/22 3
XI. Appendices
Artdaily. (n.d.). The film helps us appreciate art. Retrieved July 7, 2022, from
https://artdaily.cc/news/130971/The-Film-Helps-Us-Appreciate-Art-#.YsZIbC-B1aK
Ceci, L. (2022, June 14). U.S. digital video consumption frequency by age 2021. Statista.
Retrieved July 7, 2022, from https://www.statista.com/statistics/273944/usage-of-internet-
video-portals-in-the-us-by-age/
El-Mahmoud, S. (2019, August 17). Which age group goes to the movies most often? you might
be surprised. CINEMABLEND. Retrieved July 7, 2022, from
https://www.cinemablend.com/news/2478258/which-age-group-goes-to-the-movies-most-
often-you-might-be-surprised
McClintock, P. (2019, August 15). Box office: Democrats go to more movies than Republicans.
The Hollywood Reporter. Retrieved July 6, 2022, from
https://www.hollywoodreporter.com/movies/movie-news/democrats-go-more-movies-
republicans-1232066/
Pinsker, J. (2019, January 10). What American men do with their extra half hour of daily leisure
time. The Atlantic. Retrieved July 7, 2022, from
https://www.theatlantic.com/family/archive/2019/01/tv-leisure-gender-gap/579547/
Rothwell, J. (2019, July 25). You are what you watch? the social effects of TV. The New York
Times. Retrieved July 6, 2022, from https://www.nytimes.com/2019/07/25/upshot/social-
effects-television.html
Smith, A. (2014, August 5). Here's how much America's biggest states go to the movies.
Business Insider. Retrieved July 7, 2022, from https://www.businessinsider.com/us-states-
movies-2014-7
State of California Department of Industrial Relations. (n.d.). Minimum wage. Retrieved July 7,
2022, from https://www.dir.ca.gov/dlse/faq_minimumwage.htm
Stoll, J. (2021, March 2). Movie streaming frequency U.S. by gender 2020. Statista. Retrieved
July 7, 2022, from https://www.statista.com/statistics/935494/movies-watching-streaming-
frequency-us-by-gender/
The very real benefits of wasting time at the movies. ABC Everyday. (2020, December 16).
Retrieved July 6, 2022, from https://www.abc.net.au/everyday/benefits-of-watching-
movies/10830400
Tschanen, G. (2022, April 27). 16 reasons why the elderly struggle with technology. Easy Tech
Seniors. Retrieved July 6, 2022, from https://www.easytechseniors.com/why-seniors-
struggle-with-technology/
