Institutions use various techniques to target specific audiences as due to new technology, different audiences watch films in other places which aren't in the cinema. Although cinema going is still high, 11.1% of film consumption is new technology enabling recording of film on TV, this has increased film viewing. Audiences from the age of 16-24 years old use online streaming as their way to watch films. This shows how accessible the internet is for the younger generation. However there is also a high percentage for that age group who go the cinema as it is a social activity.
3D films have been brought into the cinema to increase the pleasure of watching a film on a cinema screen, they are also a way of counteracting home viewing as you wouldn't get the same effects if you watched it on a computer screen. This method was proved to be popular as it generated £248.8 million in the UK alone. This shows how cinemas are progressively changing to fit in with that the audience wants, and has been changing vastly from 1999 to 2010.
Another change to cinemas which has increased cinema going and that has targeted specific audiences is multiplex cinemas. 75.4% of screens in 2010 were multiplex, meaning that people want to have a choice of a certain type of film. Particular cinemas target particular audiences, for example Cinema City focuses on a local audiences showing a lot of independent films which aren't as mainstream as some you may see in Vue. However, Vue shows popularity as they show wide releases which are a wide appeal, opening it up to a broader audience. Four quadrant films such as "Shrek" aim to target a family audience as it's a film many ages could enjoy.
'Lovefilm' is Europe's biggest subscription service and targets the audience who might prefer to watch films from the comfort of their own home. It sends DVDs by post and now streams all of Studio canals latest and future releases. It parters with Studio canal and supports UK and German films, widening the audience. Also, including additional distribution support through theatrical, home videos and streaming on-demand releases.
The production of film can increase specific audiences because particular people like to see particular films and there are popular genres that bring in a specific audience. Working title is a company owned by Universal that makes mainly mainstream films which target a wide audience. Universal targets the US/global market with films such as Meet the Parents. However, Studio canal recently financed the independent film Tinker Tailor Soldier Spy which appealed to the European market. Although Working title did produce that, it is more known for producing mainstream Rom Coms such as Love Actually, this is a popular genre so therefore brings in a broader audience. Popular actors are also included to entice people to watch the films. Commercial films mean a wide release and as they are from major film companies and distributors they seek a popular audience. An independent film that needs to a appeal to a specific audience is 'Animal Kingdom' uses a strategy to bring in a wider audience. A young cast is used to bring in a younger audience and therefore a wider audience.
Marking strategies used to promote films is highly important in targeting specific audiences. For example the independent film 'Animal Kingdom' relied on social networking via Twitter or Facebook to promote their films. Sony Pictures picked it up for US distribution, widening the audience. Also as social networking sites are more popular now, a younger audience would notice this film and as cinema going for younger people is still high, a lot of them may want to see this film. It aimed to reach a reasonably broad audience although it was just going on over 40 screens, maintaining its independence.
Another independent film called Tinker Tailor Soldier Spy also used social networking to market it. It was financed by Studio canal with 30 million, this was targeted to a European market. Trailers on Youtube also promoted this film as well as a cast of popular A list actors. The rush to target specific audiences shows that the voice of the audience is more loudly heard. Therefore new techniques to market films are important due to technology becoming more and more advanced.
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