Secondary Research


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Secondary Research

  1. 1. We Need To Talk About Kevin Comparable Profile Source: Released: 21st October 2011 Genre: Drama, Thriller Price: D+ Estimated box office: £1,000,000 Director: Lynne Ramsay Film cast: Tilda Swinton, John C.Reily, Siobhan Fallon, Grant Show Certificate: Distributor: Artificial Eye The Story: The mother of a teenage boy who went on a high-school killing spree tries to deal with her grief and feelings of responsibility for her child's actions by writing to her estranged husband.
  2. 2. Trust Comparable Profile Source: Released: 8th July 2011 Genre: Drama Price: C- Estimated box office: £1,000,000 Director: David Schwimmer Film cast: Clive Owen, Catherine Keener, Dan Scanlon Certificate: Distributor: Lionsgate Films The Story: A dark drama about the damaging effects an online sexual predator has on a family. Clive Owen and Catherine Keener will play the parents of a 14-year-old girl who are stunned to discover she has been victimized by an adult who gained her trust posing as a teenager on a chat room.
  3. 3. The Big Picture Comparable Profile Source: Released: 22nd July 2011 Genre: Drama Price: D+ Estimated box office: £500,000 Director: Morgana Davies Film cast: Romain Duris, Eric Lartigau Certificate: Distributor: Artificial Eye The Story: Paul Exben is a success story - partner in one of Paris's most exclusive law firms, big salary, big house, glamorous wife and two sons straight out of a Gap catalog. But when he finds out that Sarah, his wife, is cheating on him with Greg Kremer, a local photographer, a rush of blood provokes Paul into a fatal error.
  4. 4. Beginners Source: Comparable Profile Released: 22nd July 2011 Genre: Drama Price: C- Estimated box office: £1,000,000 Director: Mike Mills Film cast: Ewan McGregor, Christopher Plummer, Melanie Laurent Certificate: Distributor: Universal Pictures The Story: A young man is rocked by two announcements from his elderly father: that he has terminal cancer, and that he has a young male lover.
  5. 5. Black Swan Comparable Profile Source: Released: 21st January 2011 Genre: Drama, Thriller Price: C- Estimated box office: £4,000,000 Director: Darren Aronofsky Film cast: Mila Kunis, Natalie Portman, Winona Ryder, Vincent Cassel Certificate: Distributor: Twentieth Century Fox The Story: A thriller that hones in on the relationship between a veteran ballet dancer and a rival.
  6. 6. I wanted to create a strong estimation of my target audience with the previous 5 films. These 5 films are within my genre as they include self destruction, coming of age, obsession, loneliness, pain, love, loss – a whole mix of emotions which is what the drama genre is all about. The films all have very different plot lines however there are similarities to mine that I have picked out, for example in Black Swan, Nina begins to get in touch with her dark side - a recklessness that threatens to destroy her just like characters Allison and Tulip in my film battle with their dark sides of addiction. All films attract quite a wide range of age groups, with We Need To Talk About Kevin gaining a majority audience in the 40+ category, perhaps due to the complex subject matter . Similar to Trust, Black Swan and The Big Picture which both seem to connect mainly with 45+ audiences, however in Trust and Black Swan a significant amount of 15-24 year olds are interested (24%). On the other hand Beginners, 15-24 year olds have nearly took up half of the audience with 46%., this may be because the plotline and the issues dealt with connect to a younger audience. The demographic class group for the majority of the films is AB with Beginners majority at C1 with AB not far behind, these groups are at the extreme high; Group AB are mostly senior managers and professionals, earning significantly higher than the average wage. They are well educated and many have or are currently studying for a degree or diploma. By finding this out I can learn a little bit more about my target audience and as a result help me improve my product. Based on these findings, my target audience is likely to tilt towards the 45+ age group and in the AB demographic class group, due to the complex subject matter. However I do believe it appeals to anyone over the age of 18 and I will also take into consideration the 18+ age group too. Out of these 5 films mine will be most relatable to Beginners , Black Swan and Trust. This is because of the theme of addiction and obsession in Black Swan, the victimisation of a young child in Trust and being rocked with unpredictability in Beginners. Taking this audience and my previous research into mind, I will most likely have little dialogue as I feel a narrator could fit much better, with slightly audible dialogue in parts where strong emotions are present. The trailer will also to feature music of different tracks running at different volumes throughout. The narrator s voice should have soul and feeling to set the scene as this will be the first thing the audience hears in the trailer. As for the editing pace, it will be fast as this will reinforce the spiral of emotions and it helps to create the tension within the plot, a trait that works really well in drama trailers, so I will be experimenting with this. I would like for my film to draw in a mixture of different individuals, some that can relate to the different characters and some that just want to escape to another world.
  7. 7. Audience of Film Magazines Total Film Empire Top 2 film magazines
  8. 8. Reader Profile of 76% Male, Affluent ABC1 movie fans.  Smart, sophisticated, opinion leading consumers who are totally tech savvy and always ahead of the curve. [Source:] Empire magazine readers are film enthusiasts, predominantly Men aged 18 to 39 years; and over 85% are generation X or Y. They are opinion leaders who love to know everything about the movies, entertainment and the ever changing world of technology. They are knowledgeable about the film classics through to the latest behind the scenes news and scoops from Hollywood. These core entertainment enthusiasts will influence the decisions of their peers; not only on film and home entertainment but also on subjects like music, books and the latest technology. Research shows That Empire readers will keep their magazine for future reference instead of throwing it away once they have read it. This audience can not be effectively reached via any other men’s magazine as 84% of Empire readers do not read any other title. Empire readers are early adopters and are 3 times more likely than the population to invest in new technology; if they don’t already own it they plan to buy it in the next 12 months. Over 75% are big or medium spenders, investing time and money on their own entertainment. On average Empire readers will spend 50% more on IT products. These movie enthusiasts can afford to spend lots of money and are in the largest socio-economic sector (AB) and over half have or are currently studying for a degree or diploma. The majority of Empire readers have professional or managerial roles, earning significantly higher than the average wage with over 60% being either Young Optimists; they are social aware; having the latest is key for this audience.
  9. 9. Reader Profile of Total film receives 561,000 readers monthly and out of this 408,000 are male and 154,000 are female. The magazine gets roughly similar sales for both demographic classes, ABC1 and C2DE suggesting that it has a wider appeal than Empire which has more ABC1 readers. This suggests that Empire is more sophisticated and complex. Total Film aims at primarily a younger audience with 89% of its readers being 15-44. Total Film readers watch an average of 2.9 films a week and bought an average of 28 pre-recorded DVDs in the past 12 months. More than 60% have bought a product or service as a result of advertising or articles in the magazine. 26% go to the cinema at least once a week.
  10. 10. Reader Profile Evaluation My film is for both genders to enjoy however more men read film magazines than women. So from this research I have decided to challenge this ideology and try and cater my magazine front cover to both genders respectively. I will be using sophisticated language to attract my educated and in-trend audience. Total Film & Empire have a hardworking and educated readership. Looking good and having a flash lifestyle is extremely important to their readers, especially Empire. Very media and film savvy From the magazine research and film research I will be targeting the AB social demographic class and an audience of 18-50+ year olds. They are knowledgeable about the film classics through to the latest behind the scenes information and gossip from Hollywood. Likely to invest in new technology and are entertainment enthusiasts They are early adopters and having the latest is key for this audience Socially aware
  11. 11. <ul><li>It is vital for me to identify with my target market because it ultimately affects how I will create the product; how it will be advertised and portrayed to attract the type of audience that has a need for the product(the drama genre of film). This secondary research has given me many ideas to how I can tailor my whole film package to reach out to my target audience. </li></ul>