PLANNING: MY TARGET AUDIENCE

    For my film, it is essential that I define a target audience. To plan how to reach my specific target audience I need to know who they are and what their interests may be. Creating an audience questionnaire will allow me to research gender, age, ethnicity and social class. 

I have looked at brands such as Bauer media and empire which has helped me create my own audience profile. 

I aim to answer the questions; 

1. Who is my primary target audience? see below 

2. What kind of films and television are they likely to prefer?

My target audience are likely to prefer romantic and comedy films. Movies such as 'mean girls' and 'The DUFF' are likely to be enjoyed by my teenage girl targeted audience. These two films both harbour a high school drama stereotype which appeals to a younger audience. Teenagers can relate to aspects of the movies as high-school students. Even though, films are dramatised, the difficulties of balancing relationships and academic work are present. TV shows such as 'Pretty Little Liars' will also appeal to my target audience as it adds a sense of mystery and suspense to the average high school setting. 

3. What platforms do they choose to watch films and where are they likely to see information about films?

My target audience are likely to use platforms such as Netflix and Disney+ to watch films.Streaming platforms are popular amongst the younger generation as films are accessible at the click of a button. Teenagers are likely to see information about films on social media as the average teen spends over 3 hours on their mobile devices each day. 

4. What brands do they prefer?

My audience are likely to be introduced in fast-food and clothing brands. For instance, Starbucks is popular amongst tweens who enjoy creating personalised frappucinos. In addition, clothing brands such as PrettyLittleThing and Bershka are likely to appeal too. These brands sell fast fashion women clothing items and have grown in popularity due to their ability to keep up with current trends. 

5. What makes my film stand out from the competition?

My film will stand out from competition due to its inspiring underlying message. Many high school films such as Mean Girls and Jennifer's Body present the concept of the 'popular cool girl.' My film will deal with the issues behind this and how girls often try and distance themselves from their 'true self' and hobbies in order to become popular. The moral of the film is that regardless of how other perceive you, it is important to remain true to you in order to be happy.

6 . Why should my audience watch my film? 

My audience should watch my film as it follows the typical high school love story narrative, whist the protagonist embarks on a journey of self-growth and new found resilience. My audience should enjoy the light-hearted comedic aspects of the film, whilst understanding the key messages that it presents. 

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CONSTRUCTION: FILMING

 

filming day 1 by Tallulah Duffy

PLANNING: TREATMENT

Film treatment

For our film we considered a coming-of-age comedy featuring a teenage girl finding her way in life through hardships of friendship and love. Set in a secondary school in surrey, the film follows our protagonist Lara's journey of self discovery.  Lara– a shy, awkward teenage girl discovers the hard way that there’s more to life than popular boys and superficiality. After undergoing a makeover by popular girl Becca, Lara receives attention like she has never received before. The odd-looking outsider transforms from an ‘ugly duckling into a beautiful swan’ with the assistance of her ‘friend’ who later becomes jealous and resentful of the ‘new beautiful and cool Lara’ that she has created as her minion. Audiences ask here ‘is this the real her?’, relaying the idea that people do not need to change in order to fit into societal norms. Lara in turns learns that these people are not her real friends – only on the surface. After losing who she once was, Lara eventually learns the meaning of true friendship and true self-worth and self-identity through discovering her own image and voice. Our film portray the important theme of of growing up and moving from one part of your life to the next that every audience can relate to. 

Coming of age movie examples: 

My film name: TRU 2 U 

PLANNING: CREATING A TRAILER CONCEPT

USING A PLANNING TOOL TO CREATE AN ORIGINAL TRAILER CONCEPT 

RESEARCH: SURVEY FORMS

 

I completed this survey in order to ascertain what my target audience might learn about my film. As a teenager myself, I felt that I could resonate with my 13-25 audience type. For instance, younger audiences tend to not read film reviews in newspapers or online. Teens often watch films based on hype; whether this was by 'word of mouth' or through an enticing edit of a film on social media. Personally, as I do regularly take public transport I do find an interesting billboard does catch my eye. Seeing lots of advertising of a film in real life, whether that is on the bus or outside my local cinema makes me remember a film and perhaps gain an interest in watching it. However, social media does play a big part in what I choose to watch. For instance, Instagram presents things in an attractive and organised manner building up interest and relevance. It is easy and accessible to find information about films on social media, which is why as a production team we plan on creating our own TIK TOK, Twitter and Instagram feeds. 

RESEARCH: COMPARABLE AUDIENCES AND SIMILAR FILMS

 

PLANNING: INITIAL IDEAS COLLAGE

 

PLANNING: TRU 2 U SCRIPTING

1. The name of our film: TRU 2 U 
2. The name of our Production Company and our co-production companies: TFL Productions and star studios 
3. The name of the director that will appear in our trailers: Laura Souter 
4. The name of the 2-3 main actors that will appear in our trailers: Bianca, Ethan, Lara  
5. (Optional)  "From the director of..."CYNIC" 
6. The names of the film festivals where our film will be screened at Puglia festival of love, Venice film festival, London film festival 
7. Pull quotes from reviews etc; wording: The Times, 'witty, brilliant and down-right jolly'  'beautiful coming of age story'
8. Our location recce - take photos and collate in an attractive way + written explanation
9. Our target audience: teenage girls 
10. Social groups and issues in our film... students, young people, romantic high school relationships, coming of age, finding your true self
11.     11. Our social media - write down decisions about who is taking responsibility for which platforms: Instagram - Fia, Twitter- Lulah, Facebook- Laura
12. Our music - we researched (this type of music) as the background track... and narrowed down our choice to include The Real Me by Alexis
13. Our call sheets are being written by ... Laura
14. Make your storyboard
15. how you plan to frame shots - identify establishing shot, wide shots, two- shots, three-shots, CUs, ECUs,
16. words of any other inter titles
17. release date - decide on wording: 1/07/22

RESEARCH: WHEN ARE TRAILERS SHOWN?

It is important to consider when a film trailer should be shown to the audiences. The aim is to create excitement and a buzz surrounding the trailer. However, if released too early, the audiences may have forgotten about the film by the time it is released. 

Teaching trailers resources-

For discussion: 

• The trailers are designed to create a 'buzz' around the film. What do you think will be the main talking points from these trailers? 

The main talking points will likely revolve around the story plot. Online forums often discuss their theories surrounding the details of the storyline and film predictions. For Toy story 4, it is likely that toy story fans will be feeling nostalgic. This feeling is heightened by 'God only knows' by Beach boys playing in the background of the trailer. The idea of old school music and 'old friends' creates a senses of familiarity. Not only is Toy story made to appeal for younger audiences, but for those that watched the original toy story as a young child, their inner child may be drawn to the film. 

Another talking point, is the role of Little Bo Peep. In contrast with the original film where she is portrayed as a damsel in distress, we see her as a hero in the Toy story 4 trailer. This character development is a strong talking point before the film release. This character role is also designed to inspire young girls to be brave and independent. 

• Most of the film trailers on this site are due to be released in the UK over the spring and summer months. From the trailers you have seen, why do you think the distributors have chosen this time of year to release these films? 

For Toy Story 4, it is effective to release the film in the summer. Alongside the Beach Boy's soundtrack, a summer atmosphere is created through the action on screen. A fun fair and sunny weather connotes ideas of a summer holiday. Therefore, the producers chose to coincide the release with school summer holidays.

A nostalgic atmosphere is again created through the camper van heading off into the sunset. This will resonate with audiences young and old, reminding them of their own holidays.  

Film example 2: 

Yesterday

This film has a unique selling point. A world where everyone forgets about the Beatles existence apart from one man creates for a comedic and light-hearted story line. The open ended trailer will leave audiences with many unanswered question, such as, why has the word forgotten some of the best musicians of all time? and will they ever remember them? In addition, Ed Sheeran's star feature will leave the audience feeling hyped and excited for the prospect of this star packed film. 

The main talking point is likely to be the music soundtracks in the trailer. Similarly to Toy Story's Beach Boys soundtrack, the sound of the Beatles will feel nostalgic for older audiences who miss the hype surrounding old school style music. The Yesterday film have taken a modern twist on the music which has a similar effect in the film 'Blinded by the Light' by Gurinder Chadha.

The film also has a 'summer feel'. For example, some of the scenes are shot at the beach in LA. Combined with the sunny weather, the upbeat tempo of the Beatles music creates for a sunny theme. It  creates a summer feel-good festival ambience. 

Film example 3: 

The Brink 

This film will stimulate talking points as it is based on real life political events. The film acts as a documentary following a nationalist far-right wing candidate. The protagonist is presented as a villain who appears to lure in liberal-film makers for suckers as a charming-twinkly eyed politician. The Guardian journalist Paul Lewis is presented as the hero of the film alongside other left-wing journalists who see through the sweet talk of the Nationalist opposition. 

I turned to Peter Bradshaw of the Guardian to learn more about the film. I read the article after my first viewing of the trailer. Bradshaw scorned the right-wing protagonist, and as a left wing writer it is evident that he would've scorned at the events unfolding in the trailer and the rising fascism presented. Bradshaw rated the film 4**** but felt the film was untrusting and could be viewed as a fly on the wall. The director only observed, not interrogated. It does not offer up tough questions it just provides evidence with how a far-right politicians thinks. 

The time of year the film is released is less important for this film. One thing that should be considered though is when are the elections, and should the film line up with this to create more buzz. The trailer would have created a buzz for those interested in politics. However, for other audiences, it is unlikely that this would interest them as it includes political topics that are hard to comprehend.

RESEARCH: NARRATIVE IMAGE STYLE

 

From watching Dan Skinner, I have understood that there are different factors required in order to successfully market a film. 

• Teaser trailers have little structure but acts as the first marketing strategy for the film (creating hype!)
•  The main trailer generally has a 3 act structure, the 3rd act often includes a large montage. It will very often include star talent, the production company etc etc. This is the key piece of movie marketing that directors use to sell the film. 
• It is much more important to be diligent with how sound is used within a space in a cinema, and how the sound also is used through mobile devices. When using a big canvas, you can tell much more of a story by focusing the action on certain aspects on the big screen. This is more difficult on a laptop or phone. 
• Distributors now cut trailers specifically for hand held devices. 

RESEARCH: WHERE ARE TRAILERS SHOWN?

 I further explored the FDA teaching resources website to understand exactly where trailers are shown. 

 

Trailers in different media 

Read and discuss the following statements about trailers in different media. Decide which box on the chart you think each statement belongs in and write in the appropriate letter. Some statements can be used more than once. 

1.   When people watch TV they do not usually concentrate during the adverts. 

2.   This format allows viewers to comment in writing on trailers and join in discussions about the prospective film. 

3.   More people watch TV than go to the cinema. 

4.   A trailer for an 18 Certificate film that is cut for a general viewing audience could be dissatisfying for older audiences. 

5.   DVDs are watched over and over again. 

6.   Unofficial uploads of trailers to user-generated websites (e.g. YouTube) break copyright. 

7.   People often fast-forward DVDs to the start of the film. 

8.   Posting links to trailers significantly boosts viewing figures. 

© 2019 the film space | all rights reserved http://thefilmspace.org/teachingtrailers/2019 

 

Medium	Agree Statements	Disagree Statements
Cinema	4	1, 2
Television	1, 3	2
Website	1, 2, 6
DVD	5, 7	1, 2
Social Media	2, 8	1

Extension 

1.    Which of the statements above do you think is the most and least significant? 

‘When people watch TV they do not usually concentrate during the adverts.’ – In my opinion this is the most significant statement. Without people paying attention to film promotions, it is difficult to get people’s attention and to build an interest in the film. The marketing team must find another strategy in order to guarantee that audiences will pay attention to their film. 

‘DVDs are watched over and over again.’ – This is the least significant statement as the sales of DVDs in the last 10 years have decreased rapidly. Now, it is much more likely that audiences will re-watch films on streaming sites such as Netflix. 

 

2.    Taking into account all the points above, where do you think is the most effective place to show a trailer in order to promote a film? Give reasons for your answer. 

I think the most effective place to show a trailer is on social media. As social media platforms are popular with all audience groups, this is a great way to promote a film. With the use of pop-up ads on sites such as snapchat, people have no choice but to view a short snippet of a film. This builds interest, and if marketed successfully; hype will be stimulated around the film. 

RESEARCH: TYPES OF CONFLICT IN TRAILERS

 TRAILER RESEARCH EXERCISE:  

TYPES OF CONFLICT IN TRAILERS 

RESEARCH: WHY IS A FILM TRAILER MADE?

From researching why is a film trailer made on the Economic Times website, I have understood that trailers can be used as a key marketing strategy to attract audiences. 

The article, written by Shephali Bhatt, discusses how a trailer is the 'single biggest determinant of how well a movie will be received during an opening weekend.' Trailers are especially important for films which do not cast top-paying actors. The trailers can be seen as a 'make-or-break' feature of a marketing campaign as a trailer that goes wrong wastes potentially two years of time that a producer has spent on the film and trailer in two minutes. Binni Pada who has been making trailers for over 18 years reinforces their significance. The stakes of trailers are high and generating interest through trailers is an integral part of a marketing campaign.

TALLULAH DUFFY CANDIDATE NUMBER 1823 

CLAREMONT FAN COURT SCHOOL 64680

WHO ARE TRAILERS AIMED AT AND WHAT MAKES THEM UNIQUE?

 

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RESEARCH: WHAT IS A TRAILER?

I used the FDA's teaching trailer online course to further research trailers. Using resources on the website such as the Booksmart trailer, I have filled in the table shown above. In addition I have began to consider the impact of a successful trailer on a film's marketing campaign.  

1. What do you think are the major elements of a film marketing campaign? 

Convergent links such as social media links as well as film formats and merchandise are major elements in in a film marketing campaign. For Black Panther, their grass roots campaign escalated the film into success. Celebrities praised the film makers who organised for the Harlem girl and Boy Scouts to see the film. Through social media, the film grew in popularity and a 'hype' around the film was created. The hashtag; blackpanther trended on twitter globally. Another major element of a film marketing campaign is star appearance. The 'big names' in Black Panther also made the film seem more appealing due to the star-credit of the actors in the films.  

2. Where might you expect to see each of the different parts of the marketing campaign? 

It is very likely that a production team will choose to publish their film trailer on Youtube. This platform is free and accessible to everyone. For films like Black Panther, the convergent link is also available on the website. In addition, the film can also be found on the Disney and Marvel website. Hosting a fashion show  was a unique marketing campaign for Black Panther as it drew a-lot of attention on social media. Magazine articles and radio interviews are also examples of different parts of a marketing campaign. 

3. What factors make you want to go and see the film and how do you decide which films to see? 

Inclusivity is important in film. Ensuring that roles are distributed fairly is essential for me when watching a film. I like watching films with a story line and one that contains meaning. Added value is created in a film where the audience are able to sympathise with the characters on-screen. Beautiful cinematography is another aspect which makes me intrigued to watch a film. Overall, an impactful and cohesive story is key. 

  1917, Selma, Bugsy Malone, Bridge to Terabithia