HOW DO YOUR PRODUCTS ENGAGE WITH THE AUDIENCE?
You make an audience profile that demonstrates understanding of the fact that all products are targeted at specific audiences. You show that you know the target audience for your film by creating a profile of them. You then show how you engaged them through marketing strategies. You also write about your production itself: the ways in which the film diverts your audience and how the opening creates suspense /enigma, how the people in your film interest your audience, how its genre is signalled, thereby making it easier to understand. When reading this, do you recognise some of the strands of the uses and gratifications model of audience behaviour?
TITLE: MY TARGET AUDIENCE
or DEFINING MY TARGET AUDIENCE
or..
I needed to plan how to reach my target audience. Therefore, I needed to know who they are (factors that may be relevant include age, gender, ethnicity, social class), what their media needs are (so that I could produce a product that they will want) and how to reach them (to market my film). I will show how my research has shaped / influenced my planning.
...................................................... ................................. ..................................................
SLIDE 2
TITLE: HOW BRANDS DEFINE AUDIENCES
I started by investigating how brands define audiences in preparation for creating my own audience profile for my AS Foundation Production.
For example, I saw how Bauer Media, NME and Sky defined audiences. This helped me profile my audience. ADD YOUR 3 SCREENSHOTS HERE ON THIS SLIDE
Mine are below; I have emailed you the same but feel free to use your pwn)
................................ ........................................................... ..........................................
SLIDE 3
TITLE: AUDIENCE THEORY
I have researched various aspects of audience theory, such as whether audiences are considered passive or active, how audiences are defined and segmented, what audiences aspire to and how they use media to gratify their needs. I have considered how the notion of audience is linked to theories about how audiences interpret texts, such as reception theory. I have also looked at current ideas about the notion of audience, such as participatory culture.
ADD YOUR SLIDESHARE ABOUT MEDIA AUDIENCES
................................... ....................................... ......................... ...............................
SLIDE 4
TITLE: MY AUDIENCE QUESTIONNAIRE
I devised an audience questionnaire and analysed the results
Your Slideshare goes here
When you have results, they go here BUT you need to get more respondents to you audience questionnaire.
..................................... ....................................... ......................... ...............................
SLIDE 5
TITLE: MY AUDIENCE PROFILE
or WHO IS MY TARGET AUDIENCE?
I analysed my questionnaire data and I created an audience profile
Who Is My Target Audience: Action Steps
See examples below on Audience Profiles
You can easily make an Audience Profile in PowerPoint, like the one below for the year 12 film Fractures which is half finished. It took about 5 minutes.
Remember to use social media visuals as your target audience will use Instagram, FB, Twitter, YouTube for info about films.
WHAT TO WRITE: draw attention to the new ways in which audiences interact with films, such as FB, Twitter, Instagram, YouTube trailers as well as the traditional film website and P&A.
................................................................. ......................................... ...............................
SLIDE 6
TITLE: OUR MARKETING AND DISTRIBUTION STRATEGIES:
According to Matt Smith of Lionsgate, speaking on the FDA site, the spend on digital has increased enormously. Audiences expect to see information about film releases online. What is more, distributors now cut their films for phone screens, using portrait rather than landscape. They also make them shorter as attention spans are shorter. Because of this, distributors screening a trailer add an advisory notice at the start telling audiences not to jump sites (clicking off) as a trailer that's worth watching is coming up.
As part of distributing my film, I have devised marketing strategies, such as reaching out to my target audiences through a film website, Facebook page, Twitter page, Instagram and P&A (a film poster).
Here you put your film website, Facebook page, Twitter page, Instagram or P&A (a film poster). Divide up the work. There is no need to create one each: give an account of what YOU individually made first and then copy the others from your production team.
.................... .......
SLIDE 7
TITLE: OUR FILM'S USP
Ask yourself: Why would they want to watch my film? What makes my film different from competing films ? How will my film appeal to viewing needs of my target audience?
This next hint is taken from the Teaching Trailers resource but what it says about a film's USP can apply to film openings, too.
.............. ................. ............
MY RESEARCH INTO HOW BRANDS PROFILE AUDIENCES IS BELOW:
Some brands go further than merely have Twitter feeds: I also discovered how a really big budget can buy cross-platform integration of a film launch with an existing successful product that engages an established successful audience. In this example, Lionsgate's Nerve (2016) was linked to Celebrity Big Brother by Sky Media
"We all know young people are big users of social media, and therefore to truly engage with this audience, the use of a social platform was key within the campaign. Furthermore, reports show that 74% millennials, particularly 14 to 17-year-olds, regularly use smartphones during TV viewing*. A programme was needed to unite the target demographic by driving social media conversations.
Since its launch, Celebrity Big Brother has been the most talked about TV programme on Twitter, topping the Instar Social leader board as Twitter’s most-talked-about TV show during the 29 day series. Offering a strong teen audience on-air and mass social following online, Celebrity Big Brother provided the perfect platform for the ‘Nerve’ film launch."
"The integration of Lionsgate film ‘Nerve’ was a great success for Celebrity Big Brother, demonstrating a seamless brand integration. The high-pressure challenges of ‘Nerve’ the film translated well to challenges for the housemates. They launched the task just 2 days before the opening night of the film and successfully integrated the look and feel of the Nerve brand. This partnership demonstrates that, when executed well, promotional activity in Big Brother can enhance editorial and leverage for brand awareness in show.”
Follow the guidance on the OCR Claremont A2 blog here
See how my students have followed the guidance :Claremont student blogs here and here.
Work your way logically through all the steps of the question. Illustrate points with screenshots: a picture is worth a thousand words!
Update the FDA screenshots. Here is the FDA website that you used for research.
- Considering why they'd go see the film
- Estimating the revenue
- Persuading exhibitors to play the film to the public (in a cinema)
- Developing plans and partnerships
- Building interest and buzz about the film
WHAT YOU WRITE
SLIDE 1TITLE: MY TARGET AUDIENCE
or DEFINING MY TARGET AUDIENCE
or..
I needed to plan how to reach my target audience. Therefore, I needed to know who they are (factors that may be relevant include age, gender, ethnicity, social class), what their media needs are (so that I could produce a product that they will want) and how to reach them (to market my film). I will show how my research has shaped / influenced my planning.
...................................................... ................................. ..................................................
SLIDE 2
TITLE: HOW BRANDS DEFINE AUDIENCES
I started by investigating how brands define audiences in preparation for creating my own audience profile for my AS Foundation Production.
For example, I saw how Bauer Media, NME and Sky defined audiences. This helped me profile my audience. ADD YOUR 3 SCREENSHOTS HERE ON THIS SLIDE
Mine are below; I have emailed you the same but feel free to use your pwn)
................................ ........................................................... ..........................................
SLIDE 3
TITLE: AUDIENCE THEORY
I have researched various aspects of audience theory, such as whether audiences are considered passive or active, how audiences are defined and segmented, what audiences aspire to and how they use media to gratify their needs. I have considered how the notion of audience is linked to theories about how audiences interpret texts, such as reception theory. I have also looked at current ideas about the notion of audience, such as participatory culture.
ADD YOUR SLIDESHARE ABOUT MEDIA AUDIENCES
................................... ....................................... ......................... ...............................
SLIDE 4
TITLE: MY AUDIENCE QUESTIONNAIRE
I devised an audience questionnaire and analysed the results
Your Slideshare goes here
When you have results, they go here BUT you need to get more respondents to you audience questionnaire.
..................................... ....................................... ......................... ...............................
SLIDE 5
TITLE: MY AUDIENCE PROFILE
or WHO IS MY TARGET AUDIENCE?
I analysed my questionnaire data and I created an audience profile
Who Is My Target Audience: Action Steps
1. Who is my primary target audience? For example: British, male and female 18-45+ who love thriller films, TV crime drama and psychological thrillers.
2. What kind of films and television are they likely to prefer?
3. What platforms do they choose to watch films and where are they likely to see information about films?
4. What brands do they prefer? (food, clothing, media)
Make your audience profile in PP or in Photoshop 2. What kind of films and television are they likely to prefer?
3. What platforms do they choose to watch films and where are they likely to see information about films?
4. What brands do they prefer? (food, clothing, media)
See examples below on Audience Profiles
 |
Lewis Harland: audience profile for Out Of Sight 2012
|
Remember to use social media visuals as your target audience will use Instagram, FB, Twitter, YouTube for info about films.
WHAT TO WRITE: draw attention to the new ways in which audiences interact with films, such as FB, Twitter, Instagram, YouTube trailers as well as the traditional film website and P&A.
................................................................. ......................................... ...............................
SLIDE 6
TITLE: OUR MARKETING AND DISTRIBUTION STRATEGIES:
According to Matt Smith of Lionsgate, speaking on the FDA site, the spend on digital has increased enormously. Audiences expect to see information about film releases online. What is more, distributors now cut their films for phone screens, using portrait rather than landscape. They also make them shorter as attention spans are shorter. Because of this, distributors screening a trailer add an advisory notice at the start telling audiences not to jump sites (clicking off) as a trailer that's worth watching is coming up.
As part of distributing my film, I have devised marketing strategies, such as reaching out to my target audiences through a film website, Facebook page, Twitter page, Instagram and P&A (a film poster).
Here you put your film website, Facebook page, Twitter page, Instagram or P&A (a film poster). Divide up the work. There is no need to create one each: give an account of what YOU individually made first and then copy the others from your production team.
.................... .......
SLIDE 7
TITLE: OUR FILM'S USP
MY FILM'S USP
In addition to profiling my audience, I worked out why they would enjoy our film. Ask yourself: Why would they want to watch my film? What makes my film different from competing films ? How will my film appeal to viewing needs of my target audience?
What makes my film stand out from the competition? For example: Our film is about a war photographer who suffers from post-traumatic stress and kidnaps a child.
Why should my audience watch my film? For example: Total Film / Empire / Cinema Scope / Slant / Sight and Sound says: Most powerful psychological thriller since Don't Look Now!
How do Trailers help fill cinemas?
Trailers are part of the marketing campaign and they may use the genre to gain audience interest. However at the same time they must show how the film is different, new and something that hasn't been made before in that particular genre. This is the USP (unique selling point). The USP is the thing that separates each movie and they must convey this within the trailer.
USP could be:
Trailers are part of the marketing campaign and they may use the genre to gain audience interest. However at the same time they must show how the film is different, new and something that hasn't been made before in that particular genre. This is the USP (unique selling point). The USP is the thing that separates each movie and they must convey this within the trailer.
USP could be:
- the innovative use of special effects
- an unusual mix of genres
- a popular star
MY RESEARCH INTO HOW BRANDS PROFILE AUDIENCES IS BELOW:
"We all know young people are big users of social media, and therefore to truly engage with this audience, the use of a social platform was key within the campaign. Furthermore, reports show that 74% millennials, particularly 14 to 17-year-olds, regularly use smartphones during TV viewing*. A programme was needed to unite the target demographic by driving social media conversations.
Since its launch, Celebrity Big Brother has been the most talked about TV programme on Twitter, topping the Instar Social leader board as Twitter’s most-talked-about TV show during the 29 day series. Offering a strong teen audience on-air and mass social following online, Celebrity Big Brother provided the perfect platform for the ‘Nerve’ film launch."
"The integration of Lionsgate film ‘Nerve’ was a great success for Celebrity Big Brother, demonstrating a seamless brand integration. The high-pressure challenges of ‘Nerve’ the film translated well to challenges for the housemates. They launched the task just 2 days before the opening night of the film and successfully integrated the look and feel of the Nerve brand. This partnership demonstrates that, when executed well, promotional activity in Big Brother can enhance editorial and leverage for brand awareness in show.”
BELOW IS WHAT WE COVERED EARLIER IN THE WEEK: HOW WOULD THEY BE DISTRIBUTED AS REAL MEDIA TEXTS?
Follow the guidance on the OCR Claremont A2 blog here
See how my students have followed the guidance :Claremont student blogs here and here.
Work your way logically through all the steps of the question. Illustrate points with screenshots: a picture is worth a thousand words!
Update the FDA screenshots. Here is the FDA website that you used for research.
RESEARCH ON THE FDA WEBSITE
The Role of the distributor is to sell the film to cinemas so that the film can earn a revenue. They do this by:
- Identifying its audience- Considering why they'd go see the film
- Estimating the revenue
- Persuading exhibitors to play the film to the public (in a cinema)
- Developing plans and partnerships
- Building interest and buzz about the film
- Aiming to convert as much interest as possible into film visits
SLIDE 8 and the following slides (you decide how many & how much can fit onto each one).
TITLE:
HOW WOULD MY FILM BE DISTRIBUTED AS A REAL MEDIA TEXT?
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