+ All Categories
Home > Entertainment & Humor > Audience and attack the block ppt (final) exported

Audience and attack the block ppt (final) exported

Date post: 05-Dec-2014
Category:
Upload: sandraoddy2
View: 2,055 times
Download: 0 times
Share this document with a friend
Description:
 
12
Unit G322 – Section B How does Attack the Block target an audience at each stage of Production, Distribution and Exhibiton?
Transcript
Page 1: Audience and attack the block ppt (final) exported

Unit G322 – Section BHow does Attack the Block target an audience at each stage of

Production, Distribution and Exhibiton?

Page 2: Audience and attack the block ppt (final) exported

Lesson ObjectivesTo Understand: The importance of consistently and persistently targeting the right audience.

To be able to : Identify how this audience is considered and targeted specifically at each stage of Production, Distribution and Exhibition.

Page 3: Audience and attack the block ppt (final) exported

DemographicsThe film’s genre was a hybrid of comedy and action /sci fi so the challenge was to attract two types of target audiences.

It tried to appeal to a mainstream audience by being a comedy but also had a core target youth audience who like urban, gritty British films.

The targetted age of the viewers was 15-34 men and women of all classes

Its media campaign targeted Nick Frosty fans, comedy fans, people who watch E4 and film fanatics.

This very broad but somewhat conflicting audiences were a challenge to reach and may have led to the film’s lack of success at the box office

3

Page 4: Audience and attack the block ppt (final) exported

Targeting the Core Audience at all stages of the film’s cycle

Hugely important for all of the different organisations involved in the Production, Distribution and Exhibition of Adulthood.

Production company Big Talk Pictures needed the film to be a success because if it failed they may find it very difficult to get funding for any future films that they may want to make.

The distributors Studio Canal, who also had a stake in production needed the film to go into profit and be a success.

The film’s budget was £9M yet so far they have only made a profit of £3.5M.

Studio Canal and Big Talk pictures aren’t huge companies and only release British films. They aren’t big conglomerates like Sony so can’t withstand losses to their films.

Page 5: Audience and attack the block ppt (final) exported

Targeting the Core Audience

The UK Film Council and Film4, who injected finance into Attack the Block, have think carefully about films they fund, as they don’t want to get a reputation for being an organisation that gives lots of money for films that people ultimately don’t really want to watch.

In terms of exhibition, cinemas would have lost money if audience figures had been low – they wouldn’t have sold popcorn, sweets and food, a large part of their revenue.

Ultimately – all of the organisations involved from start to finish needed the film to reach the right target audience. Big Talk Pictures, the UK Film Council, Film4, Studio Canal and cinemas all deliberately tried to ensure that this happened.

Page 6: Audience and attack the block ppt (final) exported

Film Promotion

Page 7: Audience and attack the block ppt (final) exported

Big Talk Pictures – the role of Production in targeting the core

audience

Only one actor was well known, Nick Frost - seen in ‘Paul’ and ‘Shaun the Dead’. Other actors and actresses reflect the age of the audience, and many are from London.

Narrow range of cast would restrict the film’s popularity with an international audience. When distributed in America, there was concern that London accents couldn’t be understood.

By having Nick Frost in the cast, this increased the target audience, due to popularity of his previous films.

Page 8: Audience and attack the block ppt (final) exported

Big Talk Pictures – the role of Production in targeting the core

audience

Locations are authentic, urban and recognisable to to an audience. Especially a British audience.

Soundtrack is edgy and contemporary – urban genres like grime. Includes track from Basement Jaxx

Dialogue – slang/colloquialisms that would appeal to the target audience.

Costumes – hoodies and branded sportswear – realistic and easy to relate to.

8

Page 9: Audience and attack the block ppt (final) exported

Studio Canel distributors– their role in targeting the core audience

DISTRIBUTION – they commissioned Target Media to run their media campaign.

Posters/billboards in city centres, London underground, phone boxes and on public transport that the audience are likely to use.

TV Spots on youth orientated channels like E4, ITV2, music channels like MTV, 4 music and Viva, and comedy channels like Comedy Central and Dave.

Trailers in cinemas around films that are aimed at a similar target audience.

Including Basement Jaxx on soundtrack to target urban youth

Page 10: Audience and attack the block ppt (final) exported

Studio Canal – the role of the distributor in targeting the core audience

DISTRIBUTION-

Adverts and editorial in tabloid newspapers like the Sun and News of the World (and free sheets like the Metro that are given out in city centres only) and on key radio stations – like KISS FM.

Big online drive for publicity, with all TV, press and radio directing audience to social networking sites like Facebook, You Tube and Twitter to hit the right target audience.

Organised press junkets where actors and actresses spoke to the press.

Adverts on Britain’s got talent website plus games and entertainment sites.

Page 11: Audience and attack the block ppt (final) exported

Cinemas – their role in targeting the core audienceEXHIBITION

Screening of trailers during films that would attract a similar target audience.

Posters outside / cardboard cutouts etc.

Advertising in press - the Sun and the News of the World.

Making sure that the film was screened at a time appropriate for the target audience.

Screened at cinemas in and around city centres.

Page 12: Audience and attack the block ppt (final) exported

ConclusionAttack the Block is aimed at a specific target audience. It wasn’t produced by a major or even mainstream production company – Big Talk Pictures are a small Independent film company. It tried to pitch itself at a mainstream target audience – but in the end, Attack the Block attracted a niche audience – small but very well defined.

Big Talk Pictures and Studio Canal, the distributors had a lot at stake in the way that most independent producers and distributors do, partly because the budget was so big - 9 times that of Adulthood, which cost £1M to make. They simply can’t afford to make a loss – they don’t have the financial clout to withstand it.

Targeting the right audience was a challenge and because there were two fairly distinct audiences (British urban niche audience and comedy mainstream audience) plus the broad age range of 15-24 and 25-35, the film didn’t manage to successfully target the right audience, so the film wasn’t a huge success. It cost £9M to make, yet so far has only made £3.5M in profit at the cinema. The distributors will be hoping that it can recoup this loss and make more money during its subsequent exhibition windows.


Recommended