FDA - Video Notes

The following notes are based on several video clips; all of which discuss the different aspects one must consider when making a film. To view these video clips and visit the FDA website click here

The Release of a Film:

• Consider the 'marketability' of the film ie: the target audience (who is the intended audience of the film?)
• Ad campaigns - must target specific members of audience
• Marketing budget
• Box office potential (how well can the film do in the box office?)
• Promotion channels ie: the internet, radio, magazines, TV (actors & directors interviews etc)

Positioning & Audiences:

• Define the audience (teenagers? adults?) & genre (comedy? horror?) of the film
• Specialised films are directed at 'cine-literate' audiences
• Crucial when making a film to establish what type of film it is and who it is for

Target Audiences:

• Research is done to find out how to focus on T.A ie: where to advertise, depending on who the audience is
• Eg: teenagers are most likely to see adverts for films on the net or outdoors, whereas older people may see them on TV etc
• Set budget, therefore advertise to optimum efficiency

Competition:

• Enormous amount of competition - you need to stand out from all the other films out there (why would people come to see your film over others?)
• Weather plays a key part in advertising - during August, adverts should be placed outdoors, when most people are out; adverts on TV when the weather gets colder etc.
• Holidays often see an increase in cinema activity amongst youngsters ie: October half-term, poor weather, dark therefore more children may choose to visit the cinema

P&A Budget:

• Covers cost of actual film prints, and its shipping
• Ad costs - posters, TV spots, trailers at cinemas, radio
• Budget is set to target certain markets

Word of Mouth:

• Most important form of advertising
• Can build/destroy the 'life' of a movie at a cinema (negative WoM can be very hard to overcome)
  
• Free advance screenings help people spread the word to friends
• More effective than ads in papers etc

Marketing Plan:

• Advertising - TV, radio, billboards, magazines, internet, posters (can be rather expensive)
  
• Press - interview actors or directors, put stories of the film into magazines (cheaper than other form of advertising)
  
• Word of mouth - free advertising, most effective way is to test screen the film
• Personal recommendation from a friend or relative can be the most powerful trigger for a trip to the cinema

Film Trailers:

• Essential for the public - first and only exposure of the film in the cinema
  
• Graphics, sounds and overall concept of the film need to be portrayed efficiently
• Needs to get the intended message across and grab the audience's interest

Link Between:

• Firstly convince exhibitors to take the film
• Find somewhere to 'put it'

Digital Marketing:

• Creating a video, game, quiz etc which gets sent to someone; and if it is good enough, will then pass it on (on-going chain)
• Very simple but not as effective as other types of marketing (WoM for example)

Test Screenings:

• Research poster ideas, trailers, film concepts etc
• Check visuals and graphics meet audience's expectations
• Recruited audiences test screen final production
• Questionnaires and focus groups carried out to find out what the public thought
• Films can be edited after feedback

Persuading Cinemas:

• Convincing exhibitors and cinemas to take the film and show it at their multiplex
• Need to be able to sell the film to the cinemas

Opening Weekend:

• Highly important for the future of the film
• 3 day figure - Opening day (Friday) and following two days (Sat&Sun) figures are considered
• Monday morning - 'make or break' the film (determine how long the film will stay in cinemas)
  
• If the film has not produced enough money at the end of the 3 days it won't be in cinemas for very long - 'Holdover'

Piracy:

• 2006 - piracy accounted for 20% of all DVD sales in UK
• Inferior quality
• People buying pirate copies may not be aware of other criminal activities that their money goes to