Children and Families; Families are able to go to the cinema as they don't have to get up for school, this enables families to make a day or night of this. For example using the facilities surrounding the cinema; such as bowling. In addition to my research into the statistics of leisure and entertainment activities, my local cinema provides a 'kids club' which is £1 cinema listings for families in order to entice families, it also came to my attention that these viewing times are at 10 AM on Saturdays. Hollywood cinema have considered the demographics for targeted audience; This is more of a time of day where children would be more interested in watching the films provided, this also keeps them occupied. As you can see Kung FU Panda, viewing times are 1:00 and 3:30 they are currently listed daily as its half term. However all the times are later during the day as its a PG rating. The movies that are earlier in kids club films tend to be rated as a "U". However The Boy has viewing times of 6:00 and 8:15 as this film is a different genre, that genre being Horror. Horror films being viewed at night, achieves a better immersion than any other genre.
Cinemas are able to identify that it is peak times on Fridays and Saturdays therefore they charge extra for attending viewings on those days. Also to cope with the demand of audience visiting on the weekends, cinemas put up more viewing times and extra films.
These prices from my secondary cinema to me, as you can see an adult ticket off peak is £8.75 however on peak £10.25, however people are still interested in visiting the cinema?
Marketing of a film is vital for a successful film as it attracts an audience into watching the film. Key marketing campaigns include a film poster ( as done by Xmas Eve) they act as a unique selling point for a film as they give an insight to a new releasing film without giving too much away but clearly identifying the genre and main character. For example the lead actor may act in a method of marketing your film because the audience may have experienced a good film or good acting skills with him/her as the lead role, similarly done by The Women in Black Daniel Radcliff the Harry potter star. This similarly done by Xmas Eve, we included a young teenage girl and a lustful boy to entice the audience with their good looks (MALE GAZE). Again trailers are important marketing for a film, on Cinema websites they provide links of the film trailers for the movie in which they are advertising there viewing times, therefore this is a decider whether the film is worth watching. The trailer must include a unique SELL for its audience, as previously mentioned. Media advertising enables marketing to a wider audience, movie posters can be featured in magazines or newspapers or even movie trailers on Television or Internet adds, this advertisers to thousands of individuals day in day out.
The internet has grown more than ever into tools such as Twitter, Blogs, Facebook and Youtube it has helped communications to flow faster and further more than ever before with the combined effort of fiber optic broadband. The development in the internet has allowed individuals such as Film distributors to be more profitable. People have converted from being consumers to prosumers therefore it is a vital marketing tool with the use of more media platforms. This is a new way to reach across and advertise films in new and developed ways. However due to the developing Media platforms this now has created different demographics and audiences for different media products such as Twitter and Instagram is more suited to the younger generation as they have grown up with the media platform as a developing figure wheres the old age life stage have grown up with radio as a media platform.
One of the most extra ordinary marketing campaign was Avatars who managed to be the highest grossing movie of all time without the support of a franchise, avatar managed to combine the film into an episode of "Bones", they effectively combined the airing of the episode just weeks before the movie release which enabled a growth in the audience for those who weren't enticed on watching the film. This marketing campaign was SO EFFECTIVE that theatres had long lines of queues of eager individuals hungry for the release of Avatar. Avatar also partnered up with well established promotional partners; McDonalds, LG, Coke and Panasonic, these companies have extreme high profile advertisements and encouraged broader part of marketing for Avatar. I believe Avatar did this as it was a high risk storyline, a Marine veteran, paralyzed from the waist down that volunteers to go to Pandora as an avatar driver. There he falls in love with the Na'vi princess, Neytiri.
Avatar was also marketed on media platforms;
Facebook:
Again this was used to build relationships with consumers. MTV decided to put together a facebook hosted webcast event to 1.3 million fans ( just on there facebook page). The webcast was called avatar live, all the leading actors/ actresses were interviewed on December 3rd by leading presenter of MTV Josh Horrowtiz, some of the cast of avatar included James Cameron, Jon Landau and Sam Worrington. The questions provided to the cast were put together by fans in a short 30 minute interview. This was very successful marketing strategy.
Youtube:
The avatar trailer provided had around 11million views
Twitter: Over 25K followers and also was a worldwide hit on twitter which trended millions of tweeters which voted avatar the most talked about film!
In addition they even created an official website for Avatar which;
- Gave a background into more depth of the story
- Character profiles and Biographies
- The soundtrack and music
- Background downloands
- Create your own avatar
Another form of marketing is word of mouth, i know i personally like to gossip with my friends similarly do my friends and family, i often share recent films I have watched and give my verdict of them.
Another extravagant marketing campaign was The Simpsons movie. The Simpsons movie acted as an sequel from their hit television series. Fox took a different approach to market The Simpsons movie, due to the limited source in finance they were not able to market via television. Fox marketed the film with leading businesses' vans, Jet Blue and Burger king. Fox created incentives by having Burger king Simpson themed burgers and Vans with street 'cred' to design Simpson themed shoes. In addition the campaign included 12 stores fox had transformed into real life 'Kwik-E-Marts'. Not to mention Fox created a jet blue partnership which they named there air carrier ' The official Airline of Springfield'. Fox were unique with their marketing which enticed such a high number of audience.
Movie Poster Development:
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