There are several critical things that the distributor must
consider in order to create a productive campaign;
Who is the target audience?
The distributor will think about the demographic and psychographic profile of the largest audience.
Demographic profile includes: gender, age, socio-economic class and ethnicity.
There are many measures used for identifying psychographics profiles, however they are most commonly used by advertisers. (Cross cultural consumer characterisation)
What do the target audience do?
What do they read on magazines and newspapers? Where do they travel to, and how? What are their interests? What other films are they likely to watch?
The distributor will aim to define everything about the audience, in order to maximise profit for their film, by targeting advertising in the most appropriate places. For example, if the audience is unlikely to take public transport, but likely to purchase political magazines(newspapers or broadsheets), the distributor can avoid the tube station posters and instead buy advertising space newspapers.
The distributor will find out about their audience through surveys and data analysis and will divide their data into three areas;
1) who the audience is
2) what they think
3) their media
Is there a wider audience this film could appeal to?
Major studio projects are so successful because they are mainly family films. Distributors will look for secondary audiences or whether a film has mass audience appeal, they may create a number of different poster campaigns; for example in order to appeal to these different audiences. This means they could advertise action/adventure movies, as they have mass appeal, then Science Fiction and Romance, which could attract secondary audience.
Who is the target audience?
The distributor will think about the demographic and psychographic profile of the largest audience.
Demographic profile includes: gender, age, socio-economic class and ethnicity.
There are many measures used for identifying psychographics profiles, however they are most commonly used by advertisers. (Cross cultural consumer characterisation)
What do the target audience do?
What do they read on magazines and newspapers? Where do they travel to, and how? What are their interests? What other films are they likely to watch?
The distributor will aim to define everything about the audience, in order to maximise profit for their film, by targeting advertising in the most appropriate places. For example, if the audience is unlikely to take public transport, but likely to purchase political magazines(newspapers or broadsheets), the distributor can avoid the tube station posters and instead buy advertising space newspapers.
The distributor will find out about their audience through surveys and data analysis and will divide their data into three areas;
1) who the audience is
2) what they think
3) their media
Is there a wider audience this film could appeal to?
Major studio projects are so successful because they are mainly family films. Distributors will look for secondary audiences or whether a film has mass audience appeal, they may create a number of different poster campaigns; for example in order to appeal to these different audiences. This means they could advertise action/adventure movies, as they have mass appeal, then Science Fiction and Romance, which could attract secondary audience.
What major cast or crew are
involved in the project?
The distributor will consider how to maximise the exposure of key cast and crew, measuring the successes of their most recent productions; not only will it allow the distributor to see what stars appeal to the audience, and use that element for their marketing campaign; but it will also allow them to see which stars or crew (mainly the director/producer) should feature prominently in the advertising campaign.
The distributor will consider how to maximise the exposure of key cast and crew, measuring the successes of their most recent productions; not only will it allow the distributor to see what stars appeal to the audience, and use that element for their marketing campaign; but it will also allow them to see which stars or crew (mainly the director/producer) should feature prominently in the advertising campaign.
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