Audience Categorisation

The media is obsessed with grouping People into different categories and are constantly making up new ways of doing so.

Social Grade categorisation(NRS/JINARS)
National Readership survey

Socio Economic Groups

A- Higher managerial, administrative, professional e.g. Chief executive, senior civil servant, surgeon


B - Intermediate managerial, administrative, professional e.g. bank manager, teacher


C1- Supervisory, clerical, junior managerial e.g. shop floor supervisor, bank clerk, sales person


C2 - Skilled manual workers e.g. electrician, carpenter


D- Semi-skilled and unskilled manual workers e.g. assembly line worker, refuse collector, messenger


E - Casual labourers, pensioners, unemployed e.g. pensoiners without private pensions and anyone living on basic benefits
Refering to peoples occupation, economic status, education and background.
Everyone in the house is associated with the highest earner.

Another way of grouping is 'Life style choices':

• Succeders


• Aspires


• Carers


• Achievers


• Radicals


• Traditionalists


• Underachievers

Also in 'options and values':

• Traditionalist


• Materialist


• Hedonist


• Post Materialist


• Post Modernist

Audit Bureau of Circulation(ABC)
"Young minded old person" The older generation are now living longer and are generally more healthy but are also starting to become involved in new technologies using email, Mobile phone/ texting, internet/facebook

Advantages of Grouping people:

Disadvantages of Grouping people:

Audience Demographics
Recognisable characteristics of media consumers(audience) such as age, gender, education, social class and income.

Psycho-graphic profiles
Mind Image

Job? Location? Interests?

Institution Research

What is the difference between Distibution and production companies?
A Distribution company's aim is make sure that the film is shown in cinemas, they would have make sure that cinemas will show the film by booking screens for the film to be shown, they also are in charge of every aspect in marketing the film therefore design a full marketing campaign for the target audience, including the trailers for the film. The distribution company will be given parts of the film/key elements giving the production time to film/edit the actual film, however distribution companies hire other companies that specialise in creating trailers such as:

• The Cimarron Group
  
• MOJO
  
• The Ant Farm
  
• Aspect Ratio
  
• Flyer Entertainment
  
• Trailer Park
  

A Production company will actually create the film, they are relied on to fund the production and often some companies will have to make deals with studios to have access to certain equipment and resouces or sell the idea to studios.

Key film Distributing companies	Key film production companies
20th Century Fox	20th Century Fox
Paramount pictures	Paramount pictures
Universal	Universal studios
Warner Bros	Warner Bros Pictures
Columbia Pictures	Columbia Pictures
Disney	Walt Disney Pictures
Lionsgate	TriStar Pictures
Sony Pictures	Metro-Goldwyn-Mayer
	New line cinema
	Dreamworks

The Process from begging to end

1. Someone has an idea for a movie.
   
2. They create an outline and use it to promote interest in the idea.
   
3. A studio or independent investor decides to purchase rights to the film.
   
4. People are brought together to make the film (screenwriter, producer, director, cast, crew).
   
5. The film is completed and sent to the studio.
   
6. The studio makes a licensing agreement with a distribution company.
   
7. The distribution company determines how many copies (prints) of the film to make.
   
8. The distribution company shows the movie (screening) to prospective buyers representing the theaters.
   
9. The buyers negotiate with the distribution company on which movies they wish to lease and the terms of the lease agreement.
   
10. The prints are sent to the theaters a few days before the opening day.
    
11. The theater shows the movie for a specified number of weeks (engagement).
    
12. You buy a ticket and watch the movie.
    
13. At the end of the engagement, the theater sends the print back to the distribution company and makes payment on the lease agreement.

A Look into Trailer Park
Trailer park are a company that just produce trailers for films, they don't produce any of the film. They are footage where they then produce a trailer from but are given an idea on what to aim for. They started out in 1994 founded by Tim Nett and are now classed as the biggest entertainment marketing and content agency across the globe. They have had numerous awards over the past few years covering the best marketeting campaign for Tony Hawks Project 8 and Best comedy for Borat. They are now based in Hollywood
"Whether it's a blockbuster movie, AAA video game release, first-run TV show, Blu-ray documentary, EPK, or massive live event, our job is to highlight your property and showcase it to the world." from Trailer Park About us
They have produced work for films such as Transformer: Rise of the fallen, UP, Terminator Salvation and many mor can be found here

Basic history of film trailers

The first trailer was shown in a theatre in 1913 for the musical Pleasure seekers shown on Broadway. Originally Trailers used to trail a film hence the name Trailer. However it was noticed after years of showing them after that the audience would leave and wouldn’t watch them, therefore now showing trailers before films, this now means that people will be when visiting the cinema having to watch the trailers for other films, this can be a huge way of attracting people to come and watch thier film and would be a main selling point for most films.

Advertising a film

What are the main elements of a marketing campaign?

Teaser Trailers, Theatrical trailers, TV trailer, Own film website, Billboards, Posters, magazines and endorsements.

Where would you expect to see elements of a marketing campaign?

Early on in the campaign you would only see trailers at the cinema unless you look for ceratin trailers on the internet on sites such as Youtube. Alos you would see websites for the film and posters mainly around cinemas or in bus stops. Magazines will cover interviews with the actors.

What factors make you want to go see a film and how would you decide this?

When seeing a film advertisement mainly on TV I would mainly decide if I was going to watch the film if it:

• If it was a sequeal and enjoyed the other film
• If I heard positive comments from friends who have same film intrests
• If the plot elements aren’t to predictable
• Genre
• Narrative
• If the Actors have being in a film I enjoyed

The Dark Knight Marketing Campaign

The Dark knight Marketing Campaign
Link to the Presentation

The Dark Knight Teaser trailer released a year before the release date



The Drak Night 1st Theatrical Trailer released over 6 months before release date



After the 1st Theatrical Trailer there were a few more relaesed all showing simular clips This is one of them

Conventions of a teaser trailer

Teaser trailers are usually short and start from being a short as 30 seconds to around a minute.
They contain short snippets of the film some parts sometimes aren’t put into the finished film, due to them being released while the film is still in production and un-edited. They are less specific than theatrical trailers and only give brief details into plot but clearly show the genre of the film so the audiance can maybe relate.
Teasers usually are released around 6 months before the film’s release with a theatrical trailer released closer, however there has been exceptions where they have been released up to and over a year earlier than the release date this happens only on a rare occasion where the film may have extraordinary potential and massively awaited by fans a good example of this would be The Dark Knight, the teaser was released a full year before release and the theatrical trailer was also released much earlier than usual.
Teaser Trailer would usually be made for higher budget film and those of a popular genre at the time of release.

Difference between Theatrical and Teaser Trailers

Teaser	Theatrical
Less specific but clearly shows genre	Goes into more deatil about the film in general
30 seconds to around 1 minute	1-3 minutes
Released around 6 months before release date	A month or 2 before the release date
Stays away from plot detail	More plot elements
Starts off hype for a high expectation film that the audiance may not have known was going to be released	Increases the hype from what the teaser started