1. Dividing up British Audiences

2. On average, there are 450 UK films produced a year
British Film Council Statistics for
On average, there are 450 UK films produced a year
The top 20 earn 50% of all UK box office takings
The top 50 earn 75% of all box office takings
The top 100 earn 92% of all box office takings
The last 350 sink without trace…

3. More audience statistics
People aged 7-34 form 64% of UK audiences
But, people aged 7-34 only form 39% of the UK population
What factors influence this uneven spread?

4. A way of dividing audience tastes
The ‘buff’ spectrum
Mainstream plus
(mostly watch mainstream, but will watch the odd ‘art house’ film if it is a big enough event)
Aficionados
(Associate themselves with specialised films, but will also watch an equal amount of mainstream cinema)
Mainstream only
(only watch mainstream films)
Buffs
(usually reject mainstream cinema)

5. Where does the potential for most box office returns lie?
Mainstream plus
Aficionados
Mainstream only
Buffs
So, should all British films be aiming for a mainstream audience?

6. Ok, so it’s not cost effective to market to film buffs.
Think about the role of film to a mainstream audience:
Fun
Excitement
Release/Escape
Social Activity

7. So, what’s wrong with Hollywood films then?
British film
Hollywood film
Good points
Knowing & clever
Uplifting & glamorous
Bad points
Unglamorous & too gritty
Schmaltzy & moralising

8. + - + - Mainstream Audiences Chart Art House axis Hollywood axis
Uplifting & glamorous
Knowing & clever + -
Art House axis
Unglamorous & gritty
Hollywood axis
Schmaltzy & moralising -

9. So what are the barriers to a mainstream audience?
Unclear genre
Cultural dissonance (seems too ‘alien’)
A downbeat experience
Difficult subject matter

10. What qualities make a non-Hollywood film marketable?
Clear genre
Positioning aligned with the mainstream
‘Barriers’ played down
A good ‘hook’
Buzz
Recommendations from trusted sources
A sense of being ‘new’ & fresh

17. UK Box Office: 11 - 13 February 2011 No
  UK Box Office: February No. 2 The King's Speech Weekend gross: £1,986,871 Playing in 543 cinemas Total gross to date: £33,740,153

19. UK Box Office: 11 - 13 February 2011
No. 9 Never Let Me Go
(UK/USA co-production)
Weekend gross: £625,496
Playing in 265 cinemas
Total gross to date: £625,496