Audience and attack the block ppt (final) exported
Unit G322 – Section BHow does Attack the Block target an audience at each stage of Production, Distribution and Exhibiton?
Lesson ObjectivesTo Understand: The importance of consistently andpersistently targeting the right audience.To be able to : Identify how this audience isconsidered and targeted speciﬁcally at each stage ofProduction, Distribution and Exhibition.
DemographicsThe ﬁlm’s genre was a hybrid of comedy and action /sci ﬁ so thechallenge was to attract two types of target audiences.It tried to appeal to a mainstream audience by being a comedybut also had a core target youth audience who like urban, grittyBritish ﬁlms.The targetted age of the viewers was 15-34 men and women ofall classesIts media campaign targeted Nick Frosty fans, comedy fans,people who watch E4 and ﬁlm fanatics.This very broad but somewhat conﬂicting audiences were achallenge to reach and may have led to the ﬁlm’s lack of successat the box office 3
Targeting the Core Audience at all stages of the ﬁlm’s cycleHugely important for all of the different organisations involved inthe Production, Distribution and Exhibition of Adulthood.Production company Big Talk Pictures needed the ﬁlm to be asuccess because if it failed they may ﬁnd it very difficult to getfunding for any future ﬁlms that they may want to make.The distributors Studio Canal, who also had a stake inproduction needed the ﬁlm to go into proﬁt and be a success.The ﬁlm’s budget was £9M yet so far they have only made aproﬁt of £3.5M.Studio Canal and Big Talk pictures aren’t huge companies andonly release British ﬁlms. They aren’t big conglomerates likeSony so can’t withstand losses to their ﬁlms.
Targeting the Core AudienceThe UK Film Council and Film4, who injected ﬁnance intoAttack the Block, have think carefully about ﬁlms they fund, asthey don’t want to get a reputation for being an organisationthat gives lots of money for ﬁlms that people ultimately don’treally want to watch.In terms of exhibition, cinemas would have lost money ifaudience ﬁgures had been low – they wouldn’t have soldpopcorn, sweets and food, a large part of their revenue.Ultimately – all of the organisations involved from start toﬁnish needed the ﬁlm to reach the right target audience. BigTalk Pictures, the UK Film Council, Film4, Studio Canal andcinemas all deliberately tried to ensure that this happened.
Big Talk Pictures – the role of Production in targeting the core audienceOnly one actor was well known, Nick Frost - seenin ‘Paul’ and ‘Shaun the Dead’. Other actors andactresses reﬂect the age of the audience, andmany are from London.Narrow range of cast would restrict the ﬁlm’spopularity with an international audience. Whendistributed in America, there was concern thatLondon accents couldn’t be understood.By having Nick Frost in the cast, this increasedthe target audience, due to popularity of hisprevious ﬁlms.
Big Talk Pictures – the role of Production in targeting the core audienceLocations are authentic, urban and recognisableto to an audience. Especially a British audience.Soundtrack is edgy and contemporary – urbangenres like grime. Includes track from BasementJaxxDialogue – slang/colloquialisms that wouldappeal to the target audience.Costumes – hoodies and branded sportswear –realistic and easy to relate to. 8
Studio Canel distributors– their role in targeting the core audienceDISTRIBUTION – they commissioned Target Media to run theirmedia campaign.Posters/billboards in city centres, London underground,phone boxes and on public transport that the audience arelikely to use.TV Spots on youth orientated channels like E4, ITV2, musicchannels like MTV, 4 music and Viva, and comedy channelslike Comedy Central and Dave.Trailers in cinemas around ﬁlms that are aimed at a similartarget audience.Including Basement Jaxx on soundtrack to target urban youth
Studio Canal – the role of the distributor in targeting the core audience DISTRIBUTION- Adverts and editorial in tabloid newspapers like the Sun and News of the World (and free sheets like the Metro that are given out in city centres only) and on key radio stations – like KISS FM. Big online drive for publicity, with all TV, press and radio directing audience to social networking sites like Facebook, You Tube and Twitter to hit the right target audience. Organised press junkets where actors and actresses spoke to the press. Adverts on Britain’s got talent website plus games and entertainment sites.
Cinemas – their role intargeting the core audienceEXHIBITIONScreening of trailers during ﬁlms that would attract asimilar target audience.Posters outside / cardboard cutouts etc.Advertising in press - the Sun and the News of theWorld.Making sure that the ﬁlm was screened at a timeappropriate for the target audience.Screened at cinemas in and around city centres.
ConclusionAttack the Block is aimed at a speciﬁc target audience. It wasn’t produced bya major or even mainstream production company – Big Talk Pictures are asmall Independent ﬁlm company. It tried to pitch itself at a mainstreamtarget audience – but in the end, Attack the Block attracted a niche audience– small but very well deﬁned.Big Talk Pictures and Studio Canal, the distributors had a lot at stake in theway that most independent producers and distributors do, partly because thebudget was so big - 9 times that of Adulthood, which cost £1M to make.They simply can’t afford to make a loss – they don’t have the ﬁnancial cloutto withstand it.Targeting the right audience was a challenge and because there were twofairly distinct audiences (British urban niche audience and comedymainstream audience) plus the broad age range of 15-24 and 25-35, theﬁlm didn’t manage to successfully target the right audience, so the ﬁlmwasn’t a huge success. It cost £9M to make, yet so far has only made £3.5Min proﬁt at the cinema. The distributors will be hoping that it can recoup thisloss and make more money during its subsequent exhibition windows.