RESEARCH: WHO IS THE TARGET AUDIENCE?

Kezia Williams, Head of Theatrical Distribution | Entertainment One UK, explains that defining the target audience will affect the ‘where’ and ‘how’ of the marketing campaign -

Where to advertise and promote the film?
How to reach that defined target audience?

In your post, briefly explain how they go about this, which is explained in the video

Reaching Me (your subtitle): complete Task One and screenshot it, explaining that each film has to be positioned through considering the selling points against an understanding of age, gender, lifestyles and activities of the audiences available – all of which inform the later decisions on how and where a film is promoted. Films have to compete for audiences’ time as well as disposable income.

Genre and Audience (your subtitle) Task Two : listen to the video and give an account of what both Kezia Williams and Chris Besseling explain about defining and reaching audiences. Cover points such as the importance of understanding who the core audience are but also who the many 'persuadable audiences' might be, what 'four quadrant movies' are.Chris Besseling explains how robust data sets in research are massively important in such a 'high risk' industry which has anomalies and surprises at the box office; he explains how they gather historical data to make lists of comparable titles ('comp titles') and their audiences (age, demographics, gender skews, socioeconomic standing) together with box office performance. They analyse the publicity choices and routes for other campaigns.

The hook and the audience (your subtitle) Task Three. Pick one or two of the titles, complete the task and screenshot the results, explaining that you tried to imagine the potential target audience, bearing in mind what Kezia Williams and Chris Besseling had said.

Reaching The target audience (your subtitle): complete Task Four and screenshot it.

Marketability and Playability To complete this post, explain marketability and playability and how they are tested.