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Marketing & audience research
1. Marketing & Audience
research
Mark is an 18 year old student that is currently in his last year of sixth form doing a-levels in
English literature, Film Studies and History. He loves watching films, especially action
movies, comic adaptations and horror films. He often sees trailers for new films on YouTube
but he doesn’t really bother to read any reviews. He uses his phone to play game, watch
videos and text his friends he also does a lot of social networking on sites like
Facebook, twitter and instagram.
I will be looking at all the ways to help create a buzz on a film that Mark will be interested in
watching and that will make him go watch the movie at a cinema rather than streaming it
illegally.
3. TV Advertisements
There are millions of people watching on a daily basis and having effective adverts can attract a wide range of
customers that will help make money.
Therefore, having adverts for a film on a channel like Film 4 will be effective as the viewers will be film lovers
and if the advert relates to the film being shown it will attracts more customers as they will be a fan of the
genre being shown. For example, if you advertise a romantic comedy while a film such as 50 first dates is
being shown the viewers will be attracted to the film.
Also, the TV adverts should include interactive segments that include features like hash tagging a subject on
twitter that can lead to them being entered into a competition to win exclusive viewings of the film this will
help create a buzz and more people will be talking about it as it will spread through word to mouth.
Furthermore, the advertisements can include Shazam to give the audience the opportunity to get exclusive
content from interviews or the trailer which will give the audience a further insight into the film that will let
them know what to expect when watching it.
4. QR Codes
QR Codes are a great way to interact with the audience because majority of people
have smart phones that are able to read the codes such as Mark has an IPhone. This
is a good way to get across any exclusive offers and deals that will the audience to go
to a local cinema to watch a certain film as you can provide offers like buy one get
one free on popcorn if you go to watch a certain film that you are promoting.
5. YouTube Ads/Trailers
YouTube is most popular video sharing website in the world it is popular for the different varieties of videos
that are uploaded as they are all different types and genres. YouTube can help the movie company to create
their own channel that they can upload all different videos from behind the scenes and interviews from the
cast itself. This will help the audience feel like they have a personal connection with the cast as it can help
then get an insight in to their personalities and views on the film.
Also, getting the films trailers trending around the site will help it to be seen by many movie fanatics and
other film lovers as it can end up on the popular page which is on the homepage and this will make it hard
for the audience to miss watching the trailer.
Mark’s life is based around social networking and YouTube has a strong link with sites like Twitter and
Facebook as you share videos onto them sites from their very own site.
6. Social Networking
Social networking is a very powerful advertising tool as there are many different platforms of social
networking from twitter to photo sharing apps like Instagram.
Instagram is an online photo-sharing, video-sharing and social networking that allows users to share videos
and pictures. Instagram is only available to smart phone users as it is only compatible with iOS, Android and
Windows Phone. The film directors can make an official page for the film its self or for the film institution
that is distributing the film as this can help the audience interact with the film as they can see official
pictures from set. They can also see official short videos on Instagram that can only be a maximum of 15
seconds long that gives the audience a short snippet of video footage from the directors or cast. This will be
effective for Mark as he states that he wanted to take a girl out for a movie after she liked his picture on
Instagram which shows that it can be a powerful way to grab the audience’s attention.
Twitter and Facebook are very affective as they have millions and millions of users between them which
shows how broad the use of these two websites is. This will be a great way to get the film getting popular
through word to mouth and a personal page on each website which will allow the audience to like or follow
the page for posts.
7. Posters & Cut outs
Posters can be an effective advertisement technique as this can help the audience visually recognise the film
from the flamboyant sizes in the cinemas as this will be eye catching as it will be visually hard to miss. The
posters can be good merchandise for the audience to show others that they have watched the film or
purchased a DVD as the poster can come as a free gift when purchased with a blue-ray edition of the film.
There can be cut out and manikins of the characters from the film that show them in a certain position to
signify the characters aspects. For example, if there was a James Bond cut out you would expect him to be in
a black suit holding a weapon or being in a spy like position to signify the characters personnel.
8. Interviews with the cast
Interviews with the cast can attract different type of audiences as there can be several different features that
attract more people from an interview. For example, the interview will help attract fans of the specific genre
and the interview with an A-list actor that is not usually associated with the genre would attract audiences
from their own personal fan base.
Also, this will help create a personal bond with the audience and the cast because if you release a weekly
interview with the cast before the release of the film the audience will get to know the cast before they
actually watch the film which will help create a buzz and high expectations
