Focus Group Results

Here is a screenshot of my partner's facebook page. We decided that as our audience are rather young and our budget to make the film would be low, we should use social media to promote our film. We created a survey and posted that along with the link to our OTS, to try and gain feedback from people of a young age.

Here are the questions and the responses we received:

How to target an audience

Film businesses often target audience by occupation, gender, age or social factors.
For example children's toys are advertised at a time when children would be watching the TV and they're usually on children's TV channels.

James Bond is marketed at a male audience, usually of any age because it has things which younger people will appreciate, like over the top action with extreme car chases, and also has the more mature issues like women and sex.

Audience Preferences

Fun Lovers- people who just like going to the cinema, not necessarily for any reason just a pass time.
Youth Of Today- Young people who enjoy the cinema, probably more box office movies.
Film Fanatics- people who will know a lot about film and cinema. Probably older, and educated in film, i.e they've seen a lot of films and can evaluate what they like and dislike.

Types:

• Preferred - Targeted audience / those a product is aimed at. These people are a active audience.
• Opposition - Not the expected audience. These people are a passive audience. 

Distribution

These are the following ways of viewing and showing media:

• Streamed Legal
• Streamed Illegal
• Downloaded Legal
• Downloaded Illegal
• Cinema - Art house
• Cinema - Multiplex
• DVD to buy
• DVD to rent
• Blu Ray
• TV Broadcast
• Freeview
• Cable
• Satellite
• Pay-to-view

My preferences

I would say that I fit into the 'fun lover' category of watching films at the cinema, although i usually go to the cinema knowing what i want to see, i lack experience in films and i will usually only see something that's new, as opposed to going to somewhere like Cinema City.

I prefer to buy a DVD to watch a film as if i'm going to watch a film i usually know a fair bit about it and so its easier for me to buy one because i'll watch it more than once. Also i use Freeview to view films that i haven't heard much about, but this is usually only when i've got some time to kill.

Link to our OTS

Our OTS will be aimed at people who're interested in a certain type of film- film noir. The film is going to be shown on a streamed legal website and so the audience will probably be young and have prior knowledge of which websites to find such films on.

Audience

A group of people experiencing an event.
Types:
active = prefered - targetted audience/ those a product is aimed at
passive= oppositional - not the expected audience.

Distribution- method of showing
Exhibition- method of watching

By DVD
Rent DVD & Blu Ray
Illegal/streaming
Legal/downloading
Tv/Freeview/Cable/Satellite
Pay-To-View
Cinema- Art-House & Multinational

Style of Preference
1- Cinema, multinational. - Go with friends or alone, preferably with friends. [once or twice a month] [headonistic]
2- Satellite - on my own, once or twice a week [hedonistic]
3- Streaming On my own - Hedonistic [once a month]

Pete Buckingham, the head of Distribution and Exhibion of the UK Film Council says that ABC1s represent up to 66% of cinema audience. This means that the 33% is made up by poorer people, the poorer half watch films at home some how.
why is this?
poorer
less time - working - families
more choice at home