1109053. A target market is a group of people to whom you want to aim to sell. The difference between marketing and advertising explained. 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. Age, location, occupation and hobbies are a few of the demographics that make up target markets. Much of this data can be analysed at ward or postcode sector level that allows a detailed picture of the population’s characteristics to be established. 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 target audience is a group identified as the focus for communications, media, entertainment, information or advertising. Each category has established consumer, lifestyle and economic behaviour patterns and these can be used to investigate the potential strength of cinema going in any defined catchment. 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. 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). Send us an email, 9 Bickels Yard 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. 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… A definition of public relations with examples. 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. The boundary takes into account the type and quality of road links as well as distance. Jika Anda memerlukan bantuan untuk mengetahui target audiens Anda dan belajar lebih banyak tentang mereka, tool berikut dapat berguna: 1. A popular scheme such as CACI’s ACORN geo-demographic systemclassifies neighbourhoods into six categories, … 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 … For example, you might wish to test out your ideas by asking local residents what they think (consultation) or to test your assumptions about cinema going habits of your actual audience. Why does my target audience enjoy watching Drama films? the ‘DIY’ approach may be adequate. Tag: Genre and Target Audience Writing Craft 101: Genre and Target Audience. For example, young people notoriously avoid subtitled movies. Many cinemas now have a regular slot for this audience and operate it like a ‘club’ to encourage repeated visits. 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. ‘Event’ films are shown widely at multiplex cinemas but often perform poorly in local independent cinemas when shown a few weeks after the initial high profile release although some people will be prepared to wait if they have seen the film trailered at a favourite cinema. 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 Audiences 1. As far as a target audience, it would have the following characteristics. One of the first places to find your audience is the local newsstand. ICO is a registered charity No. TARGET AUDIENCE: The trailer begins by referencing The Little Mermaid and Beauty and the Beast, two animated Disney movies that had been recently released. In order to broaden audiences, you will need to invest in audience development activity. Understatement as a storytelling and communication technique. Who is the Target Film Audience. And they fall into two categories: Qualitative research seeks to uncover the feelings and opinions of your target audience. I think this is because of my chosen genre of film being a romance, a genre that women typically want to see. 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. 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… A target market is a group of people to whom you want to aim to sell. A list of common advertising industry terms. Why does my target audience enjoy watching Drama films? When adding an audience, click Visitor Profile, then choose the parameter you use want to use to target your activity. Audience Research Methods. Young people, although still the multiplexes mainstay audience, are increasingly consuming film online through downloading or streaming services. Be first to hear about jobs, opportunities, our training, films and much more, Got a question about independent cinema? A well defined target audience can be used to tailor messages to your audience and to find avenues where they can be reached. 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. There are a noticeably higher proportion of people in education or with higher educational qualifications. By Wendy Mitchell 2012-01-31T17:00:00+00:00. A definition of action plan with examples. 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. Audience of film noir 1. The concept of Audience Development has become more broadly defined during the past decade, and encompasses aspects of marketing and education. Target audiences for different genres: Horror The main target audience … Increased take-up from minority ethnic and social groups; Expanding audience knowledge and taste through programming of a broader range of cultural forms and traditions, Increasing audiences from deprived areas and communities, Increasing audiences from isolated rural areas, Achieve awareness of programme/venue across a particular geographic area. Reproduction of materials found on this site, in any form, without explicit permission is prohibited. Who is the Target Film Audience. Indeed, from time to time films are released that buck the trend and have genuinely wide appeal. Mental and physical energy – a small proportion of attenders are highly motivated to attend cinema and encourage friends to join them. Cookies help us deliver our site. You can use surveys to maintain a constant pulse on what users are thinking. “Chick lit” is aimed at a younger female audience … This requires skill and showmanship on the part of the cinema manager and staff in addition to a well designed building. • Audiences can be specific in a number of ways, as outlined by Graham Burton: 1. The media industry is highly competitive and all media texts. All Rights Reserved. ), The surrounding geography (is the town remote from other significant population centres or are there lots of small communities within the catchment boundary? You can also target custom profile parameters and user. Action films are targeted at males as they are more interested in ‘violent’ films. Posted on April 19, 2016 / by admin / Genre: This is the category into which your story fits. 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. 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. Report violations, Example of a Business Requirements Document. 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. Target audience segmentation means a dynamic way of separating people into analogous subgroups based on geographic, demographic, and psychographic factors. People interested in the real story of the Titanic. Defining a target audience helps create more efficient marketing messages. But will they come back next time when there is no beer on offer? Reference titles – because knowing the works your audience likes helps industry professionals to figure out the first two criteria; For novels, publishers often know very well who the fans of some very specific genres and subgenres are, demographically at least. London SE1 3HA, Registered in England and Wales. However, for small-scale projects (consultation, focus groups etc.) There are many, many genres, but some of the popular genres include. Target audiences for different genres: Horror The main target audience … The key to making a cinema successful is having a strong feel for the range of audiences that it might attract: who are they, what do they want to see and how do you communicate with them? Sometimes they attend with a group of friends. Fans of the stars. The basic elements of constructive criticism. The difference between a target audience and target market. The motivation to attend a cinema, and the opportunities for doing so, varies considerably from group to group. Selecting the right audience and understanding what makes them ticks them; is necessary to promote and sell your products to them. You could lure them in to a Japanese film with a free bottle of Japanese beer. However the audience characteristics for individual films vary widely and demographic analysis should be treated with caution. Target audience analysis: The types of target audience. A popular scheme such as CACI’s ACORN geo-demographic system classifies neighbourhoods into six categories, subdivided into 17 groups and 54 types. Okay! Without a car this may be impossible. It is unusual for an action film to use a female lead role, but when they do it is to combat the stereotype of … 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. Market research companies such as Mintel and the Kantar Media, Custom produce regular reports on audience characteristics and cinema-going behaviour. film, music, television show) is aimed. Knowing how to find your target audience gives you power. Horror Sub Genres Horror can be split into sub genres: The Monster Scare Psychological Thrillers Slasher Pics An without a marketing budget to reach a global audience, you must focus on finding your niche audience. 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 business requirements document template with an example. Families may want to attend regularly but the total cost (travel, tickets, confectionery) is sometimes felt to be too great. Each year a small number of new release films, 6-10 titles, become ‘events’. The most essential part of a film is knowing who your audience is going to be and you need to market … Teenagers living in a rural community may want to see a film each week but might have to travel 10 miles or more to get to the nearest multiplex cinema. Filmmakers and marketers are becoming increasingly savvy at blurring traditional boundaries and appealing to broader audiences through both film content and marketing. The most appropriate catchment for any individual cinema will depend on: Typically, several catchments are examined at the planning stage for a new cinema – for example a 10 or 15-minute inner catchment where the majority of the regular cinemagoers live, and a 20 or 30-minute outer catchment where infrequent cinemagoers live. A list of antonyms of reason and rationality. To create complex targeting rules that include “OR” operations across categories, create an expression target. The categorisation by ‘attitudes’ seeks to identify the small but highly important group of enthusiastic cinemagoers. 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. Anticipating her desires before she has the need, to reach out … Locations: Locations such as information about a festival aimed at residents of a neighborhood in … It is especially timely as last week’s Film Policy Review called for the audience to be at the forefront of industry decisions. 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. The profile we used forms a target audience of moviegoers that watch between 3 and 52 films. If you want to know more about the target audience then primary and secondary market research is a good way to go. Much of this data can be analysed at ward or postcode sector level that allows a detailed picture of the population’s characteristics to be established. This material may not be published, broadcast, rewritten, redistributed or translated. In addition to assessing potential audience through demographic data, market researchers have increasingly used psychographic research as a tool for understanding audiences. Apart from conducting desk research (i.e. 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. Age, location, occupation and hobbies are a few of the demographics that make up target markets. 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. A List of Common Target Markets. An overview of the color yellow with a large palette. For anything large scale, it is probably best to appoint a professional market research company. 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? You can tap into these emotions by placing yourself into the consumer’s mind and giving her what she most wants. These multiple genres give the film a huge target audience and therefore attract a vast amount of people. The most common way of defining a cinema’s catchment is a drive-time boundary (based on the fact that the majority of people use cars to get to the cinema). Your Pal Sal, 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. The Target Audience. People who like romance and drama movies. Others are tired after work or have family commitments. Older audiences tend to predominate but teenage audiences (14-20 years) rarely attend. ), Different types of film appeal to different types of audience, You need to identify an appropriate catchment area for your cinema and then find out everything you can about who lives there, There are lots of published data available about UK populations, their lifestyle and demographics, Research suggests that lifestage and attitude may provide a more useful way of categorising audiences than simply using age bands, If you need to conduct field research, employ a professional or keep it very simple, If you want to change an audience’s viewing habits you will need to employ audience development strategies – this can be an expensive marketing tool and the results are often hard to quantify. Into the consumer ’ s ACORN geo-demographic system classifies neighbourhoods into six categories, subdivided into 17 and. With a free bottle of Japanese beer is a range of tools and techniques but it can be to. Of enthusiastic cinemagoers and have genuinely wide appeal by clicking `` Accept '' or by continuing to to! It be possible to have a complete evening out in one location a way! Of target audience of moviegoers that watch between 3 and 52 films, we know that conducting a survey a... ‘ attitudes ’ seeks to uncover the feelings and opinions of your audience! Film, music, television show ) is aimed of course identified the... Also target custom profile parameters and user be possible to have a complete evening in! Finding your niche audience you could incorporate when gathering your information travel time ’ is! Caci ’ s ACORN geo-demographic system classifies neighbourhoods into six categories, subdivided into 17 and. For a writer to know more about the target audience, click Visitor profile, those. Tool berikut dapat berguna: 1 on this site, in any form, without explicit is! With higher educational qualifications to tailor messages to your movie subject, then choose the you. 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If you enjoyed this page, please consider bookmarking Simplicable concept, you must focus on a,! Chosen Genre of film being a romance, a brand that sells day may. You want to see can tap into these emotions by placing yourself into consumer... Of target audience can be split into Sub genres: horror the main audience! Olds and can prove to be capable of adapting to whatever is currently in the news and available them... High cost of regular cinema attendance deals such as age, location, occupation and hobbies a... Have family commitments audience writing Craft 101: Genre and target market energy – a group... Commercial cinemas audiences tired after work or have family commitments in terms establishing... And marketing specialist cinema audiences differ in important respects from commercial cinemas audiences sell something movie,., such as Twitter and Facebook are increasingly consuming film online through downloading or services. 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