When money is put into a film and money is intended to come out of a film, it is very much a business venture. Within business ventures one must understand what they’re getting themselves into and a big part of this is evaluating who is going to consume what you want to make and why? For example, if you spend £1,000,000 in creating a film about model trains it’s unlikely to gain a high amount of revenue due to the niche audience it exclusively appeals to. Cindy Kennaugh, President of ‘On The Mark’, explains target audience profiles (TAP) and makes it clear why they are important in business.
She writes that TAPs are a written and “very detailed appraisal” of your customers’ characteristics, attitudes, and behaviors. TAP information typically falls into two categories: demographics and psychographics.
- Demographics – describe who your customers are. The most frequently used demographic variables include age, gender, occupation, location, marital status, income, education level, and nationality.
- Psychographics – describe why your customers act as they do. For example, you might determine that you have price-sensitive customers who choose the least expensive option, or trend-conscious customers who prefer the newest, most fashionable option, or early adopters who are open to choosing new, unproven options.
Thoroughly addressing and analyzing your film’s target audience helps you and the rest of your fellow filmmakers make better, more consistent customer decisions about how to best market and sell your piece. It also reduces confusion among functional areas through a common business foundation for decision-making. Improve overall marketing focus and communication effectiveness by appealing to the customers directly and understanding what they seek in a film production.
It’s important to figure out why audiences should watch your movie.
In addition to getting inside the head of your audience, your next task is to figure out why these people enjoy your genre. Why would they want to watch your movie? What makes your movie unique from the other, competing movies in existence? How will your movie to appeal to viewing needs of your audience?
So lets think about my A2 film, Screen Three.
Our film is a drama which is thoroughly explained in my blog concerning genre. Before seeing a drama piece, most audience members are expecting a character, probably a protagonist, with whom they can empathise with and follow throughout the story such as Andy Dufresne (Tim Robbins) in The Shawshank Redemption. I recognised this and wanted to achieve this audience gratification within Screen Three. I did so by creating the old man character and directing the audience’s attention upon him. I planned to do this through the cinematography in order to focus much of the film upon him. Conflict is the core of most films, which is an element audiences expect within their viewing experience, particularly in drama. The conflict in Screen Three works to capture audiences and make them more easily empathise with the old man character.
The old man character is interesting since he appeals to a huge range of people. Whilst appealing to the older community who can more easily familiarise with him and his situation, young people can see his vulnerability and the pain he is experiencing throughout the film which may draw them towards this character. In this way our film appeals to a mass audience who can ride with my film’s protagonist as the film unravels. The usual age group for dramas is 15 – 45 this tells me there is a big demographic audience that can be targeted, and this works with this character.
Conventional dramas feature realistic characters in “realistic, familiar” settings. With this in mind, not only does our film appeal to fans of drama, it also appeals to more members of society since the movie theatre is a piece that can empathise with. Many audiences members may find this comforting and something they like about the film which draws them in.
Jason Brubaker is a Hollywood based Independent Motion Picture Producer and an expert in selling a film and therefore has a wealth of knowledge in regards to target audiences. He asks, “why should your audience spend two hours watching your movie?” Answering this question is important in regards to making your movie; what will the audience get from our film and how will the film be crafted to appeal to an audience with this in mind? Well I believe audience members will sit through the piece for the ride. Due to the empathy created for the protagonist through the drama in the piece, they’ll want to know what happens to him. The film is under five minutes long which appeals to young people who’ll flick through the internet looking for short films to watch and also grabs their attention for long enough without them becoming bored, which appeals to many audience members.