This document discusses the target audiences and marketing strategies for two Disney films: Cinderella (2015) and Big Hero 6 (2014). For Cinderella, the target audience includes children, parents who watched the original animated film, and fans of similar Disney princess films. The film was marketed through trailers before other films, billboards in busy areas, posters in magazines for girls and children, and by pairing it with the popular film Frozen. For Big Hero 6, the target audience is also children and younger audiences, as it was produced by the same team as Frozen and Wreck-It Ralph. The film was marketed through YouTube ads related to similar films, trailers in cinemas, and bill

1. PR6: The HollywoodBlockbuster
Introduction:
It isimportantthat mediaproducersidentifyandtargettheiraudiencecorrectlyinorderto
understandhowtoapproach themandgenerate the publicitythattheywant. One of the waysin
whichmediaproducerswill dothisbyprofitingthe audience,audience profilingletsthe producer
narrow downtheiraudience/customerstofindtheirtargetaudience inwhichwillrelate totheirfilm
for example. Itisalwaysbestto findtheiraudience before theymake anew productso theycan get
the bestresultsandprofit.A target audience isanaudience thatismostrelevantandconnectedto
the mediaproductthat a companyis tryingto sell hence the name targetaudience. The film
industryfacesa continuous taskof bringingaproduct to life throughexhibitiontoanaudience.A
filmachievesmaximumsuccesswhenthe audience forthatfilmdelightsinwhatthe filmoffersand
showsthat pleasure inavarietyof ways.The primaryobjective of the filmindustry istoensure afilm
achievessufficientexposuretoreturnprofitsnotonlyat the box office butalsoinits diverse
existences.
Part 1:
The story of "Cinderella"followsthe fortunesof youngEllawhose merchantfatherremarries
followingthe tragicdeathof her mother.Keentosupportherlovingfather,Ellawelcomeshernew
stepmotherLadyTremaine andherdaughtersAnastasiaandDrizellaintothe familyhome.Butwhen
Ella'sfathersuddenlyandunexpectedlypassesaway,she findsherself atthe mercyof a jealousand
cruel newfamily.Finallyrelegatedtonothingmore thana servantgirl coveredinashes,and
spitefullyrenamedCinderellasince she usedtoworkinthe cinders,Ellacouldeasilybegintolose
hope.Yet,despite the crueltyinflicteduponher,Ellaisdeterminedtohonourhermother'sdying
wordsand to "have courage and be kind."She will notgive intodespairnordespise those who
abuse her.Andthenthere isthe dashingstrangershe meetsinthe woods.Unaware that he is really
a prince,notmerelyanemployee atthe palace,Ellafinallyfeelsshe hasmetakindredsoul.It
appearsas if her fortunesmaybe aboutto change whenthe palace sendsoutan openinvitationfor
all maidenstoattenda ball,raisingElla'shopesof once againencounteringthe charming"Kit."Alas,
herstepmotherforbidshertoattendandcallouslyripsapartherdress.But as inall goodfairytales,
helpisat hand as a kindlybeggarwomanstepsforwardand,armedwitha pumpkinanda few mice,
changesCinderella'slifeforever. The storylargelyfollowsDisney's1950 animatedadaptation,with
several twists.
The target audience forCinderellaIthinkis veryvaried whenyouthinkof whotheyattract
demographically. Cinderellawasproducedandmade byDisneyandisknownas a ‘Disney-Princess’
therefore because of thislinksimilaraudiencestoanyotherDisneyfilmsespeciallythe olderones
and anyof Disneyprincessfilmthiswouldintheory alreadymake themapartof the target
audience.Childrenwould alsotake abigtoll inbeinga part of the targetaudience because thisis
whothe filmsare typicallyaimedforandthisisbecause mostDisneyfilmsare aimedatthisage as
well astheirparentswhowatchedthe original animatedfilmwhentheywere a youngerage and
alsobecause these parentswill be takingtheirchildrentosee it.Whenlookingintothe genre
aspectsof the filmIwouldmostlydefinitelysaythatitis a romanticfantasy,thisisa subgenre of
fantasyfictiondescribingafantasystoryusingelementsandconventionsof the romanticgenre.
Whenlookingintothe fantasygenre of the filmitmostdefinitelyfallsintothe criteriaof thiscertain

2. genre,manysceneswithinthe filmclearlyshow this;WhenCinderellarunsawayafterherstep
mothertellshershe can’tgo to the ball she comesupona oldlookingwomenwhothenturnsinto
herfairygodmother. Glowinglightsandmagicfliesaroundturningthishaggardwomanintoa
magical fairy. Anotherexampleiswhenthe fairygodmothergrantsCinderellathe wishof goingto
the ball she turns herruinedpinkdressintoastunningblue dresswiththe powerof magic,she even
turns a pumpkinandmice intoa horse and carriage. All the above examplesall come underthe
fantasygenre,nowlookingmore intothe romanticside.A verygoodexampleof the romanticpart
of the filmiswhenCinderellafirstmetPrince Charmingwhenridingherhorse throughthe fieldsshe
stumblesacrosshimandhe shows romanticinterest,andwhenitcomestowardsthe endof the film
theyfall inlove andlive happilyeverafter.The yearof productionwas2015 andthe UK release date
being23rd
March 2015, directedby KennethBranagh,froma screenplaywrittenby ChrisWeitzand
producedby DavidBarron, SimonKinbergandAllisonShearmurforWaltDisneyPictures.Itwas
distributedbyWaltDisneyStudiosMotionPicturesandthe budgetbeing$95million.
Part 2:
Whenit comesto the marketingof filmstheyare advertisedwhere theirtargetaudiencewillbe
mostlysituatedatalsowhere theywouldbe mostlikelyusingacertainwebsiteorwatchinga certain
TV showforexample. Social mediasite suchasYouTube/TwitterandFacebookare a goodplatform
for advertisingwhenitcomestomarketingforyourcertaintarget audience.YouTube is goodwhen
it comesto thissortof advertisementbecausebeforeeachvideothere isaadvertwhichrelatesto
your currentsearchessofor example if yousearchedafew Disneyrelatedthingsthe Cinderella
mightbecome andadvertoption. Cinemaalso takesabigpart of advertisementandmarketing
because a fewmonthsbefore the filmisreleaseditisshowninthe advertisements andtrailers
before afilmhasstarted. Billboardsare alsousedasa verygoodway of advertisingtheyare mostly
locatedinbusyareas andwhere trafficbuildsupthiswouldbe inplaces sucha maincitiesand
towns,movie postershave the same effectthese canbe locatedatbus stopsand manyplaceswhere
the general publicisatmost of the time.Ithinkyounggirl magazinesandchildrenmagazineswould
have some sort of marketingscheme andadvertisementplanwhenitcomestopublishingthe
Cinderellaadvertinthese magazines,theywouldalsobe putinthese magazinesbecause of their
target audience. Websitessuchascinemafilmlistingandreviewswill alsodosomethingtopromote
thissort of filmadvertisement.A verysmartway inwhichCinderellahave done iswhenitcomesto
marketingandadvertisementtheyusedthe popularFrozenasa wayto leadintheirsimilartarget
audience because aFrozensequelisbeingmade.The sequel is beingshown beforeeveryCinderella
showingincinemasandbecause of thisfansof Frozenwouldgoand see Cinderellabecausetheyget
to see the movie premiere.Thisisagoodway inattracting yourtarget audience because itallows
oldand newaudiences come togethertowatchthe film.

3. Part 3
Anchorage iswhena piece of mediausesanotherpiece of mediatoreduce the amountof
connotationsinthe first,thereforeallowingthe audience tointerpretitmuchmore easily.For
instance,ina newspaper,picturesare accompaniedbyacaptionthat allowsusto understandwhat
the picture isshowingus.Infilms,backgroundmusicoftenhelpsusinterpretthe scenario.Now to
compare anchorage and withthe 2015 Cinderellamovie poster, firstof all we clearlyare attractedto
the enormousbeautifulblue dresswhichisverydistinctiveinthe poster.Cinderellaisknownforher
amazingmagical blue dressandmakingthisthe mainpart of the posterremindspeoplealmostof
whomshe isand that there live role of the filmcomingoutsoon.Anothericonicthingaboutthe
posterand the movie itselfisthe glassslipper,thisisagainshownagainveryclearlytoattract the
audience andmake italmostnostalgicforsome of the target audience.The slipper playsakeyrole
inthe original movie andthe remake itself sowhynotdothe same in the movie poster.Goingback
to the dressthat I thinkanchorsin the audience the mostisbecause the imageryhassome sortof
relationtothe recentlyanimatedfilmFrozen. The maincharacter fromFrozenhasa similarblue
dressthat’smagical and all otherthingsDisneythisiswhere the similaritiesare,because the frozen
filmcame out one or twoyearsago it still hasrelevance becausechildrenstilllove it.Childrenwill
relate the blue dressof the maincharacter of frozento Cinderella’sbigdressonthe movie and
therefore because theyare childrenwill like togosee the movie,andfromthere the producerhas
attractedthe targetaudience. Whenitcomestoresearchmethodsfora producerto find
informationabouttheirtargetaudience there are manywayssuchas for example,firstand
secondaryresearch,qualitative and quantitativeresearchandalsothingsuchas focusgroupsand
exitpolls.
Big Hero6
From WaltDisneyAnimationStudios,the teambehind"Frozen"and"Wreck-ItRalph,"comes"Big
Hero 6," an action-packedcomedy-adventure aboutthe special bondthatdevelopsbetween
Baymax,a plus-sizedinflatable robot,andprodigyHiroHamada.Whena devastatingeventbefalls
the city of San FransokyoandcatapultsHiro intothe midstof danger,he turnsto Baymax and his
close friendsadrenalinejunkie GoGo Tomago,neatnikWasabi,chemistrywhizHoneyLemonand
fanboyFred.Determinedtouncoverthe mystery, Hirotransformshisfriendsintoabandof high-
techheroescalled"BigHero6."
Whenlookingatthe target audience of BigHero6 because itisa Disneymade filmitwouldmostly
be aimedat kidsand youngerchildren.Likeitsaidinthe synopsisof the filmthatIbrieflyexplained
above BigHero 6 hadthe same teamwhichcreatedFrozenandwreakit Ralph,whichwere andstill
are verypopularDisneyanimationfilmsthatare similartoBig Hero6. The onlydifference Iwould
say isthat Frozenhas a strongfemale leadcharacterandwreakit Ralphand bighero6 don’t.The
genre forthisfilmforstartersclearlyfall underanimationbecauseof how itwascreatedetc. and
alsohas the genre aspectsof action andadventure.Iwouldsayit mostdefinitely fallsunderthese
genresbecause of the plotof the storyline andalsobecause of whatisshowninthe trailerof the
film.Forexample the storylineindicatesthatthere isdangerandpeople needsavingtherefore
because of these eventsthere issome kind of actionandadventure whichisyettobe untold,
anotherexample isthe explosions,these are featuredinthe trailerandthisindicatesthatactionwill
happenwhichrelatestogenre.

4. The year of productionwas2014 and it wasreleasedinmanycountriesBoxingDay2014 and in
ChinaFebruary2015. It wasdirectedbyDon Hall and ChrisWilliamsandalsoproducedbyRonConli.
Walt DisneyStudiosMotionPicturesdistributeditandthe productioncompanywasWalt Disney
PicturesandalsoWalt DisneyAnimationStudios.The budgetwas$165 millionandthe box office
comingto $605 million.
Part 2:
Whenit comesto the marketingof filmstheyare advertisedwhere theirtargetaudiencewillbe
mostlysituatedatalsowhere theywouldbe mostlikelyusingacertainwebsiteorwatchinga certain
TV showforexample.Social mediasite suchasYouTube/TwitterandFacebookare a goodplatform
for advertisingwhenitcomestomarketingforyourcertaintarget audience.YouTube offersagood
service whenitcomestothissort of advertisingbecause withthe use of cookiesonthe website
relatedsearchesallow advertisementtopopupbasedon these searches.Forexample if they
searchedWreakit Ralph(previousanimationfilm)Bighero6 wouldcome upalsoin the searchand
advertisementsalso. The cinemadoesagoodpart in advertisingthisisbecause before the filmis
initiallysettorelease the trailerispremieredincinemasall acrossthe countryallowingthe filmto
getsome attentionbefore itisactuallyreleasedthiswouldalsobe done before filmswhichare
similartothe filmandwhichalsoare the same target audience forthe film.Billboardsandposters
have the same effectthese are putaroundbusyplaceslike a citycentre forexample somaypeople
can see and possiblyhave aninterestof the film.
Part 3:
Like I mentionedearlierinthisessay, anchorage iswhenapiece of mediausesanotherpiece of
mediatoreduce the amountof connotationsinthe first,thereforeallowingthe audience to
interpretitmuchmore easily.Forinstance,inanewspaper,picturesare accompaniedbyacaption
that allowsusto understandwhatthe picture isshowingus. Whenlookingatthe movie posterthatI
thinkwouldgrabpeople’sattentionsisthe mysteriousnessof itforexample the giantwhite robot
lookingpersonatthe front. The use of veryminimal coloursI thinkworksreallywellforexample
nothingistoo brightor overpoweringandbecause Iof thisI thinkithas quite aninterestingand
appealinglooktoit.Anotherexample foranchorage couldbe the use of textinthe lefthandcorner
thisindicatesthatthe filmBigHero6 was made bythe same teamas Frozenand WreakIt Ralph.
These filmswere andstill are verypopularanimationfilms sobecause of theircurrenttarget
audience whoare interestedinsimilarfilmslike this,thiswouldbe almostaperfectmovie forthem
and theywouldbe referredasthe targetaudience.Whenitcomestoresearchmethodsfora
producerto findinformationabouttheirtargetaudience there are manywayssuchas forexample,
firstand secondaryresearch,qualitativeand quantitative researchandalsothingsuchas focus
groupsand exitpolls. Forexample afocusgroupis a group of people assembledtoparticipate ina
discussionaboutafilmsaybefore itisreleasedthiswouldbe done bymanytypesof peopletofind
out whothe target audience wouldbe.A researchtechnique Iusedonapreviousessaywasan exit
poll thiswasdone afterI came outof a cinemato findoutwhat people thoughof afilm. When
lookingintothe film there are manywaysinwhichproducersgetfeedbackfromaudience,one of
thembeingtestscreenings. A testscreeningisapreview screeningof a movie ortelevisionshow
before itsgeneral release inordertogauge audience reaction.Preview audiencesare selectedfrom
a cross-sectionof the population,andare usuallyaskedtocomplete a questionnaire orprovide

5. feedbackinsome form.HaroldLloyd iscreditedwithinventingthe concept,havinguseditasearly
as 1928. Test screeningshave beenrecommended evenforstartingfilmmakers"evenif afilm
festival isfastapproaching".DuringmystudiesIwenttosee the filmThe DivergentSeries:Insurgent
before the visitImade an exitpoll of all the questionsIwantedtoknow here are the results.
Exit Poll – Insurgent
What gender are you?
Male ⃝ Female ⃝
Have you seen the trailer?
Yes ⃝ No ⃝
On a scaleof 1-10, 10 being really good and 1 being not so good; what do you rate the film?
1 2 3 4 5 6 7 8 9 10
Did you watch this filmfor the actors/actresses or for the storylineand the appeal?
Yes ⃝ No ⃝ Both ⃝
What type of genre do you think the filmis?
_________________________________________________________________________
Were you aware that these films were books?
Yes ⃝ No ⃝
Would you read the books after seeingthe films?
Yes ⃝ No ⃝ Maybe ⃝
What made you come and watch the film?
___________________________________________________________________________
What partof the trailer interested you the most?
___________________________________________________________________________
Would you recommend this to your family/friends?
Yes ⃝ No ⃝
Above are the questionsinwhichIaskedpeople leavingthe cinematoquicklyanswersoIcould
compare my results. Iwill nowcompare the exitpolls,firstof all Iaskedif people whowere filling
out the poll were male orfemale 80%were male andthe remain20% were female.100% of the
people whofilledoutthe surveyhadseenthe trailer.The people gave the filmaratingand I found
out the average numberisaround6. Whenaskingwhat genre theythoughtthe filmwasthe most
popularanswerwasaction.The nextquestionwasif the people exitingthe cinemawere aware of
the booksand theywere 100% aware.When askingif theywouldreadthe booksafterthe film70%

6. saidyesand the remain30% said no.From justthese resultsyoucangeta clearideaof who the
audience isandworkaroundhow to make the filmbetterforexample.One majormistake Imade
whendoingthisexitpoll wasforgettingtoaskthe age of the people whowere fillingitoutbecause
thiscouldreallyhelpdefine the demographic.