avid film goers

1. “A Qualitative Study
of Avid Cinema-
goers”
Analysis of an article from the British Film Institute website.

2. An ‘avid’ cinema goer
Avids are frequent cinemagoers and regularly attend film events
and festivals. Particularly drawn to independent cinemas, film is
central to their social life. Avids have the loyal mentality of a
collector thus spend a great deal of time researching the less
heard of titles. They are active fans of certain directors and take
an interest in those parts of the world featured in their favourite
films. It is common for avids to cite a particular film as the
formative influence on their development. Often the film in
question is said to have made them have an emotional reaction,
caused them great excitement (‘it blew me away’) or provided a
powerful point of identification (‘that is me’).

3. “Summits, specialists and
scatterguns.”
These are the three main categories in which an avid film goer
will fall under. Summit avids are the most committed and
knowledgeable avids tending to work in the film industry or
journalism. They are often interested in the corporate side of of
film and may think of ‘Hollywood as an interesting cultural
phenomenon worthy of study’. Specialist avids tend to be the
most obsessive, often dismissive of films , however they are not
committed to all types of film and will often express why they
deem a film as poor. They also have a pronounced collector
mentality. Scattergun avids enjoy film as one component of their
varied cultural diet and therefore do not obsess over it , it is
merely a form of leisure.

4. How would I promote my product
to these different groups?
To encourage more summit avids I would need to promote
career opportunities in the film business maybe by promoting a
sequel or prequel. Specialist avids would need early nurturing,
through film clubs for young people, discounted film
admissions/merchandise etc. Because of their eclectic tastes.
Therefore the poster design or title page would appear on small
products like wristbands and T-shirts. Scattergun avids are
popular targets for marketers. Therefore promotion and
marketing campaigns need to be in the events and places of
interest for example , film festivals , book stores and possibly art
related exhibitions.