How effective is the combination of my main product and ancillary texts? A film distributor is responsible for the marketing of a film, distributing deals is an important part of financing a film. The distributor may set the release date and the method by which a film is to be made available for viewing. The distributor’s role is to identify the target audience and why they would go and see the film at the cinema to effectively convert as much interest as possible into cinema visits. An important role of the distributor is the revenue potential of the film which is also known as the ‘income potential’ which means the profit potential is the difference between the expected revenue and the overall costs associated with the making of the film. Developing plans and partnerships is an effective way to build awareness and an interest in the film. A variety of media platforms are used to advertise the film including outdoor advertisement such as, billboards, bus advertising, posters on the bus stop etc. Other forms of advertisement included; TV adverts, radio, websites, social media, magazines, teaser trailer and poster, official trailer and poster, press advertising, premieres, online reviews, merchandise and many other forms of advertisement. These vast media platforms successfully attract the potential target audience so they are aware of the film’s release before it has reached the cinemas which will result in a successful box office. However, not all of these media platforms are used to advertise a film, it depends on the demographics and the size of audience the film is targeting so the distribution companies will undertake audience research before developing their campaigns. For example, if the target audience is an older age range of mid-forties to fifties it would be a waste of money to set up a website and advertise on social media as this age range is stereotypically known for using technology less and the understanding of how to use it. However, advertising the film in adverts late at night would target this age range as around nine o’clock TV is targeted at the adults due to the difference in content. For example, soaps such as; Eastenders, hollyoaks etc., are broadcasted on TV around six to seven pm which is the prime time for families to eat tea gaining a larger audience. Whereas talk shows are aired later in the evening as they target a mature age group due to adult content such as; Celebrity Juice for example. However, digital advertisement would be perfect advertisement for the younger generation of teenagers. I fall into this category and see a film promoted on social media before any other media platform, therefore the knowledge of audience research is essential for distribution companies and marketing as they will target the appropriate audience without wasting money on their campaign by advertising on unnecessary media platforms.
Advertising which varies depending on the targeted audience: Film Posters targeted at children:
All three of these posters are full of bright colours and have animated characters which are stereotypically known for targeting children due to the animated TV programmes they watch. These films would have been advertised in adverts during the prime time children watch TV including the mornings and afternoon starting around two – four pm. However, although these films are targeted at children they will advertise later for the parents to be aware of the release so they can take their children to the cinema.
Film Posters targeted at teenagers:
From looking at these film posters they all have a sense of action which is the main genre to target teenagers. Two of the films ‘Divergent’ and ‘The Hunger Games’ are films which were replicated from books which is a common occurrence for films which target teenagers due to their interest in books as they have more time to read than adults. However, action is another genre which targets teenagers which is represented in the film ‘22 Jump Street’. This film in particular is based on cops who are undercover college students and go on spring break which automatically builds a connection to teenagers as they will be able to relate especially American teenagers due to being an American film. Denotations of a gun tucked in their shorts and the words on their T-shirts connote the genre of comedy and action immediately targeting teenagers.
Film posters targeted at adults:
These films are primarily targeted at adults due to the content; these would have been advertised on numerous media platforms including the TV late at night. The film ‘Fifty Shades of Grey’ was replicated from a book which involves adult content throughout and has an age certificate of 18 which only allows adults to view the film. ‘The Revenant’ and ‘Schindler’s List’ are films which are based upon true events. These films in particular target adults as they have an emotional connection and realism throughout the film which some adults prefer to watch compared to the corny action films which are less believable which star the invincible character who saves the day.