Audience segmentation is a process of dividing people into homogeneous subgroups based upon defined criterion such as product usage, demographics, psychographics, communication behaviors and media use. A target audience is a group of people identified as likely customers of a business. A group identified as the focus for communications, media, entertainment, information or advertising. In order to obtain a good understanding of the potential audience for a new cinema it is usually worth looking at these catchments independently. Who is the Target Film Audience. A definition of communication objectives with examples. “Chick lit” is aimed at a younger female audience … You could lure them in to a Japanese film with a free bottle of Japanese beer. The concept of Audience Development has become more broadly defined during the past decade, and encompasses aspects of marketing and education. Other relevant catchment boundaries can be derived from travel to work data and from retail catchment information. Meanwhile, teenagers are going to less movies, and children age 2-11 are going to even less movies (when compared to last year). Send us an email, 9 Bickels Yard Location – will it be possible to have a complete evening out in one location? The audience can be divided up into categories like: • Survivors: who like security and routine • Social climbers: who like material wealth and status symbols • Care givers: who believe in ‘caring and sharing’ • Explorers: who are interested in personal growth and social change Which one are you? Drama films and drama hybrids (especially the Action/Drama hybrid) have increasingly become more popular in the general public’s eye as well as becoming commercially successful; such titles that would interest my target audience include The Twilight Saga, The Harry Potter Series, Black Swan (a drama/psychological thriller… There are many, many genres, but some of the popular genres include. Cara Menggunakan Target Market Tools . Action films are targeted at males as they are more interested in ‘violent’ films. The following are common types of target audience. Often they are accompanied by parents or relatives. A target audience is a group identified as the focus for communications, media, entertainment, information or advertising. The main considerations for audience development can be summed up as follows: Enhancing the experience of audiences; providing audiences with opportunities to develop knowledge and better understanding of film, Making existing audiences attend more often, Bringing to the programme/venue people who haven’t attended before. Defining a target audience helps create more efficient marketing messages. The diversity represented by specialised cinema in particular, has been seen increasingly as a lifestyle choice for a range of audiences with shared values and attitudes, rather than simply a cultural choice for a particular social class. A List of Common Target Markets. The Target Audience. In marketing and advertising, it is a particular group of consumers within the predetermined target market, identified as the targets or recipients for a particular advertisement or message. Target audience segmentation means a dynamic way of separating people into analogous subgroups based on geographic, demographic, and psychographic factors. Older audiences tend to predominate but teenage audiences (14-20 years) rarely attend. The feedback can be used to understand the audience in a better way. Action targets males and the historical side of the film is aimed at older people. Market research and the monitoring of audience trends inform the industry of what types of film are likely to do well at the box office; genres can therefore be targeted at the audience that exists for particular types of films . For example, a brand that sells day planners may decide to focus on a smaller, specific target market. A wide range of population, economic and lifestyle data is available from local authorities, from National Statistics, and from commercial companies such as CACI Ltd and Experian. By Wendy Mitchell 2012-01-31T17:00:00+00:00. To conclude, my film would target teenage girls as my audience. Most filmmakers fail to consider their target audience. Your Pal Sal, Who is the Target Film Audience. You can use surveys to maintain a constant pulse on what users are thinking. The belief that there is enough for everyone. In contrast a large number of high quality, independent and foreign language films are released annually but invariably they earn much less at the box office. The earlier you define your target audience, the more time you will have for setting up, developing, and implementing a successful marketing campaign which directly influences your final film … The most popular articles on Simplicable in the past day. in mind. • Audiences can be specific in a number of ways, as outlined by Graham Burton: 1. People in a target audience share demographic similarities, such as age, location, or socioeconomic status. (See Appendix 4 for a list of market research resources). A definition of public relations with examples. The media industry is highly competitive and all media texts. To create complex targeting rules that include “OR” operations across categories, create an expression target. Filmmakers and marketers are becoming increasingly savvy at blurring traditional boundaries and appealing to broader audiences through both film content and marketing. Bermondsey It is especially timely as last week’s Film Policy Review called for the audience to be at the forefront of industry decisions. A list of common advertising industry terms. Jika Anda memerlukan bantuan untuk mengetahui target audiens Anda dan belajar lebih banyak tentang mereka, tool berikut dapat berguna: 1. film, music, television show) is aimed. Where demographic data looks at purely social classifications, psychographics looks at broadly psychological factors that impel audiences to respond to certain kinds of offer – key factors such as values, attitudes, personality, interests, lifestyle. A target market is a group of people to whom you want to aim to sell. All Rights Reserved. The basic elements of constructive criticism. Cookies help us deliver our site. As far as a target audience, it would have the following characteristics. I think this is because of my chosen genre of film being a romance, a genre that women typically want to see. In general, picture books should appeal to ages 3-8, but the age of your target audience is really determined by how complex the story is and how much text is involved. Target audience analysis: The types of target audience. Each year a small number of new release films, 6-10 titles, become ‘events’. Langkah 2. All rights reserved. Target audience. These films aim to portray our worst fears in order for us to believe in the story and the horror involved. A popular scheme such as CACI’s ACORN geo-demographic systemclassifies neighbourhoods into six categories, … These films such as the new James Bond, the latest Disney family feature and other big action titles such as the Marvel films or ‘sagas’ such as Twilight and The Hunger Games, are the bedrock of commercial cinema. The earlier you define your target audience, the more time you will have for setting up, developing, and implementing a successful marketing campaign which directly influences your final film … A definition of ambient advertising with examples. There is a range of tools and techniques but it can be costly and the effect difficult to measure. They can focus on a small group of customers who will be most likely to benefit from and enjoy their products. A target audience is the person or group of people a piece of writing is intended to reach. One interesting point is that high-frequency moviegoers, defined as those that attend over 12 movies per year, account for 13% of the movie-going audience … If this is a new concept, you’re not alone. However, for small-scale projects (consultation, focus groups etc.) The common types of advertising objectives. If public funding is sought for a new cinema project – refurbishment, conversion or new build – it is likely that a competent analysis of the relevant catchment population will be required. Most movies with GP rating strive for the broadest audience possible - to make money of course. Target audiences for different genres: Horror The main target audience … Film Audience Development. Genres enable the industry to divide up the range of films that can be made; the market is demarcated. © 2010-2020 Simplicable. Audience of Film Noirmany different film genres such as Film Noir have different target audiences, forexample kiss bang would not be targeted towards young children mainlybecause of the amounts of violence and criminal activity in the film. Film Audience Development. Audience Research Methods. A well defined target audience can be used to tailor messages to your audience and to find avenues where they can be reached. Why does my target audience enjoy watching Drama films? Sometimes they attend with a group of friends. Facebook Audience Insights All films have a target audience they are trying to aim there film at, the company will aim there film at a certain type of people (Northern realism in England will be aimed at people in the north of England) or a certain age category etc. The scale of the cinema planned (10-screen multiplex or 2-screen independent? In recent years the 45+ age group has become one of the largest growth markets in UK cinemas with films such as The Best Exotic Marigold Hotel with more mature characters and strong storylines aimed at a multi-generational market. The most essential part of a film is knowing who your audience is going to be and you need to market … A target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to said the intended audience. If this is a new concept, you’re not alone. For more details see our privacy policy. Indeed, from time to time films are released that buck the trend and have genuinely wide appeal. However the audience characteristics for individual films vary widely and demographic analysis should be treated with caution. In other words, it is important for a writer to know who will be reading his or her writing. A list of antonyms of reason and rationality. A definition of action plan with examples. For example, targeting pregnant women would appeal to the emotions and issues a woman is currently facing as she lives with her changing body and needs. Why does my target audience enjoy watching Drama films? The ‘lifestage’ categorization draws attention to the elements of the cinema-going experience that each group seeks – popcorn, comedy and thrills for the teenage audience contrasting with a bar drink and a quality film for 40+ year old adults. And before you get into the mechanics of growing your audience – You need to take time to find your target audience even before you write your screenplay. Now, you need to figure out who your target audience is, by looking at the characteristics you can use to separate one customer from another. If there are print magazines devoted to your movie subject, then those subscribers are part of your target audience. Many cinemas now have a regular slot for this audience and operate it like a ‘club’ to encourage repeated visits. Anticipating her desires before she has the need, to reach out … The profile we used forms a target audience of moviegoers that watch between 3 and 52 films. Our website uses cookies. Read More. Google searches can also lead to very useful, and invariably free, data. If you want to know more about the target audience then primary and secondary market research is a good way to go. Most filmmakers fail to consider their target audience. Drama films and drama hybrids (especially the Action/Drama hybrid) have increasingly become more popular in the general public’s eye as well as becoming commercially successful; such titles that would interest my target audience include The Twilight Saga, The Harry Potter Series, Black Swan (a drama/psychological thriller… Films for the younger age groups are important for local cinemas and may attract sell-out audiences for morning or matinée performances, especially at weekends and during school holidays. Deals and events – Given the relatively high cost of regular cinema attendance deals such as family tickets and subscription schemes can be attractive. Age, location, occupation and hobbies are a few of the demographics that make up target markets. Google searches can also lead to very useful, and invariably free, data. In terms of our target audience, and the minimum age requirement for our film, an age certificate awarded by the BBFC is a legal requirement in order to distribute a film in this country which therefore meant we would have to define our film within the correct category the context allowed it to be acceptable and applicable for. There is absolutely no reason why any audience segment should not enjoy any film. Okay! Visit our, Copyright 2002-2021 Simplicable. Local cinemas have to be capable of adapting to whatever is currently in the news and available to them. People who like romance and drama movies. Without a car this may be impossible. Psychological element Gender as this is going to be a crime/mystery short film enigma codes are going to be used throughout, this means the audience are going to have to play detective and for this they need to have the mental capacity to understand what's going on and try to Audience of film noir 1. Company 5369193. Interestingly enough, those two movies were geared towards little girls because they centered on Disney princesses. When it comes to research there are many methods you could incorporate when gathering your information. The fact that a certain type of audience tends not to attend foreign language films for example and conform to type could be seen as an immense marketing challenge. Gender specific marketing reaches out to the needs and desires of specific consumers based on gender. A list of words that can be considered the opposite of culture. ), The quality and range of other leisure facilities near the planned cinema (visits to cinemas are usually accompanied by other leisure activities, such as shopping, eating and drinking), The extent of car ownership within the proposed catchment and the attitude to travel for leisure purposes (rural residents are often more inclined to travel long distances for their leisure), The quality and frequency of public transport (late evening services being particularly important), The age and life-stage profile of the target audience (children, youth audience or older adults? Locations: Locations such as information about a festival aimed at residents of a neighborhood in … These multiple genres give the film a huge target audience and therefore attract a vast amount of people. The categorisation by ‘attitudes’ seeks to identify the small but highly important group of enthusiastic cinemagoers. These films appeal more to 30+ year olds and can prove to be very popular with particular audiences in individual cinemas. 48) _____ are the target audience for the most popular categories of fiction on Wattpad. Tag: Genre and Target Audience Writing Craft 101: Genre and Target Audience. The definition of public services with examples. The genre of romance stereotypically targets females. Through market segmentation, brands get more specific about their target market. Horror Sub Genres Horror can be split into sub genres: The Monster Scare Psychological Thrillers Slasher Pics Planning a cinema development, like any other leisure or retail development, involves estimation of the catchment area that the new cinema will serve and from which it can expect to draw audiences. A detailed discussion of research methodologies, quantitative analysis and questionnaire design is beyond the scope of this guide. gathering data from existing published sources) as outlined above in the section Demographic and lifestyle data, you may be required to conduct research specific to your audience or potential audience. Target audience. The demographic characteristics for specialist cinema audiences differ in important respects from commercial cinemas audiences. Within the broad leisure sector, operators are increasingly focusing on the social aspects of leisure and on four influences affecting the choice of activity: For local cinemas a ‘Friends’ scheme may offer useful benefits for both the cinema (loyalty) and the customer (discounts and special events). Apart from conducting desk research (i.e. This is so we can analyse how people use the website and improve it, and to optimise your experience. If public transport is particularly important then a ‘travel time’ boundary is more appropriate. You can tap into these emotions by placing yourself into the consumer’s mind and giving her what she most wants. 3 categories of the audience are the lay audience, managerial audience, and expert audience. The motivation to attend a cinema, and the opportunities for doing so, varies considerably from group to group. Be first to hear about jobs, opportunities, our training, films and much more, Got a question about independent cinema? Selecting the right audience and understanding what makes them ticks them; is necessary to promote and sell your products to them. This segmentation process is used in social and commercial activities for instance, social and … Audiences and Target Audiences A2 Media-Research 2. The difference between a target audience and target market. ), The scale and number of competitor cinemas (competitor catchments may impinge on the planned cinema’s catchment – which cinema will prove more attractive to residents in the middle? When adding an audience, click Visitor Profile, then choose the parameter you use want to use to target your activity. By this point, you know the over-arching target audience definition: A group of people to whom you want to sell something. An overview of the color yellow with a large palette. They provide a disproportionately large amount of a cinema’s annual income and they generally appeal strongly to the youth audience (16-24 year olds). The boundary takes into account the type and quality of road links as well as distance. The cinema industry categorises audiences in many different ways but often relies on an age-related scheme which closely follows the film certification categories (U, PG, 12A, 15, 18): Research by the All Industry Marketing (AIM) Committee for the UK cinema industry has proposed two new audience segmentation schemes. Research seeks to uncover the feelings and opinions of your target audience demographic characteristics for specialist cinema audiences in!: the Monster Scare Psychological Thrillers Slasher - to make money of course more interested in ‘ ’! Dapat berguna: 1 decade, and psychographic factors from being regular attenders these individuals are often opinion! The audience in a target audience for this audience and understanding what makes them ticks them is. Small number of ways, as outlined by Graham Burton: 1 the high! The particular group at which a product ( e.g to feel scared and feel a sense of.... 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