1. Recap
Talk to the person next you and remind each other what you discussed last lesson.
Tell us about the paper.
What areas of the film industry will you be studying?
What are our case study films?
What did you say about your film consumption?
What makes a great film?
What did you discuss about how audiences respond to films?

2. Film Audiences and marketing
Aims:
- To explore how films find their target audience.
- To explore how the film industry markets films.

3. Do Now: 2011: highest grossing films in UK.
Harry Potter and the Deathly Hallows (Part Two)
Warner Bros.
$117,228,296
7/15 2
The King's Speech
Momentum
$74,877,867
1/7 3
The Inbetweeners Movie
Ent. Films
$71,189,362
8/19 4
Pirates of the Caribbean: On Stranger Tides (3D)
Disney
$54,187,325
5/18 5
The Hangover Part II
$53,496,869
5/27 6
The Twilight Saga: Breaking Dawn Part 1 E1
$47,766,123
11/18 7
Transformers 3
PPI
$45,470,012
7/1 8
Bridesmaids
UPI
$37,214,799
6/24 9
Sherlock Holmes: A Game of Shadows
$35,405,741
12/16 10
Tangled
$32,871,348
1/28
Which have you seen? At the cinema or elsewhere?
Were any films a surprise to you?
How many of these films feature ‘A-list’ actors?
Group the films together in terms of genre.
What does this tell you about who the films were aimed at?
What does this list tell you about the current state of cinema going in this country?
How many of the films on the list are American?

4. The Cinema Audience
The cinema audience is all about the industry targeting an audience or demographic.
What is a demographic?
What are demographic determinants?
Age
Gender
Ethnicity
Region
Religion
Sexuality
Class

5. Social- economic demographics and film
Traditionally the way of measuring social class was according to the job of the main ‘breadwinner’. The classifications are as follows:
A: high ranking professionals; lawyers, doctors etc.
B: middle ranking professionals; middle managers in business, teachers etc
C1: ‘white collar’ office workers, clerks, semi and nurses etc.
C2: skilled manual workers; carpenters, electricians.
D: semi and unskilled manual workers; drivers, labourers, cleaners etc.
E: people on state benefits, the unemployed, pensioners etc
Do these differences still exist? What might be some of the problems with this sort of classification?
What films are aimed at A’s and what films are aimed at D’s? Is there a difference?
Is class as important to the film industry as age or gender?

6. Audience Profiles
Before a film is released it has to be market researched to its target demographic by the industry
What is market research?
Preview screenings, focus groups, comparative trends, star/director box office takings.
There are some films that need little or no market research. Which ones and why?

7. Why audiences view films?
Aside from the industry’s marketing campaign, what other reasons are there for going to see a film?
Rank these in order of importance:
Favourite actor.
The genre.
Have seen the first film.
Have seen films by the director.
Read the reviews.
It’s based on an old film or TV programme.
Are there any other reasons?

8. Film Marketing
Once the film has been researched the marketing process begins.
What is the order in which modern films are marketed? When do we first hear of them?
Internet marketing
Magazine previews
Cinema Trailers
Poster campaign - billboards
Radio and TV trailers
Reviews
Stars appearing in the media to promote it, e.g. chat shows

9. Film Posters
Posters are often the first visual marketing campaign for a film.
Task :On the next slide decide on which demographics the films are targeting and then discuss the devices it uses to target this audience

14. Analysing a trailer
Trailers are one of the most important ways that a film is marketed to potential audiences. The trailers are deliberately placed in films with a perceived similar audience
Task: We will watch 2 trailers, make notes on the way that these trailers target their audience.
Write a comparative analysis of the how effective the trailer is as a marketing tool.

15. H/W Look at the 2010 UK box office data. Analyse table 1 and 2.
Consider:
Target audiences, A list actors, genres, time of release and anything else of significance.

16. To finish What does demographic mean? Name 3 demographic determinants.
What are the ‘socio-economic’ categories?
Why do films have to market research?
What reasons can be given for an audience to see a film?
Which kinds of films need little marketing?
What is the correct order for a film to be promoted?
What is the film industries strategy when placing trailers?
What techniques do trailers use to sell the film to an audience?
What techniques do film posters sell the film to an audience?

17. Film Marketing research
Research Task: find out about our case study films:
‘Inception’
‘The King’s Speech’
Use the notetaking sheet in the booklet.
You will present your information on Thursday.