Audience, Institution and Marketing Case Study Of
Transcript of Audience, Institution and Marketing Case Study Of
-
8/7/2019 Audience, Institution and Marketing Case Study Of
1/13
Audience, Institution and
Marketing Case Study of
-
8/7/2019 Audience, Institution and Marketing Case Study Of
2/13
Institutional Information
Production Companies
Kidulthood had only three production companies; Stealth Films,
Cipher Films and TMC Films. I researched all three of these
companies and what films they have produced over the years.
Stealth Films have only produced three other films :Everywhere and Nowhere, Slackistan, West 10 London. Cipher
films have produced two other films ; Adulthood and Wits. TMC
Films havent produced any other films. The films that these
production companies have produced are low budget films and
are not known companies as they havent produced a lot of
films over the years which shows that the film wont cost a lot
to produce. It would have been easy to produce this film as all
you need is a real location and some actors which is not hard
to find.
-
8/7/2019 Audience, Institution and Marketing Case Study Of
3/13
Institutional InformationDistributionKidulthood had only 5 distributors;
Revolver Entertainment (UK) 2006 (theatrical and all media) Thefilm is set in the uk and certain areas can relate to it.
Capelight Pictures (Germany) 2007 (DVD) This was distributedhere as most of the German population speak English so they
would understand it.Focus Films (Brazil) 2007 (DVD)- It was distributed here as there is
a lot of gang culture and in the film it features this.
Image Entertainment (USA) 2008 (DVD) It was distributed here asthe language, dialogue and themes as young people in the USAcan relate to it.
Future Film (Finland) (2007) (DVD) There is a high population ofyoung people here who may want to explore what British life islike for young people living here.
The films were probably only distributed in these countriesbecause only certain audience can relate to the film which onlyshows that it targets a niche audience. Also a lot of thecountries it was distributed in the population of young people
who live there is quite high and young people are alwayswatching movies which relates to them.
-
8/7/2019 Audience, Institution and Marketing Case Study Of
4/13
Institutional InformationExhibitionApart from it being exhibited in the cinema andDVD I
research other ways.
Amazon- The advantage is this is a global website makingit easier for people to purchase the film.
Sky Movies- The advantage is that you can watch it
whenever you want and watching it on a televisiongives it a better view. The disadvantage is that noteveryone has sky which shows it is limited.
Love film- Blu ray- The advantage for this that the picturequality is better for the viewer. The disadvantage is thatother countries dont have blu ray so they will not getthe better experience
Illegal websites for isohunt.com. The advantage for this isthat anyone of the world can find the film , download itfor free and its quick. The disadvantage for this is thatthe institutions will loose more money as people arewatching it illegally.
Ipod/ Iphone- The advantage is that you can watch it
whenever you want. The disadvantage is that noteveryone has an ipod/ iphone.
-
8/7/2019 Audience, Institution and Marketing Case Study Of
5/13
Target AudienceAge
The exit poll data provided by the UK Film Council shows that 158 peopleunder the age of 25 watched the film whereas 53 people were over 25. This
tells me that Kidulthood appeals to a younger audience, mainly teenagers and
those in their early twenties because the issues in the film may appeal to
them. These issues include alcohol, drugs, violence, gang culture and sex.
The main characters in the film are around 15
years old and still go to school as shown in their
uniform in the first scene. Therefore it can
appeal to teenagers around that age because
they may be going through the similar issues
where they are trying to grow up too quickly.
As you can see on the image to the left, the
girls are dressed loosely dressed in uniform,
some wearing tracksuits and seem to be in
their own gang. This could connote that they
live an urban lifestyle, which is common
around the areas of London for teenagers.
-
8/7/2019 Audience, Institution and Marketing Case Study Of
6/13
Target AudienceGender
According to a survey, 89 males and 122 females
attended to see Kidulthood. This tells me that the
film appealed to more females than males. This
may be because females relate to the issues of
alcohol, drugs, sex and school bullying more than
males. However, the film follows the story of threemale best friends and two female best friends so it
can appeal to both genders equally.
The film presents how teenagers of both genders
spend their day. From the images, we can see the
three male best friends are dressed in hoodies and
are drinking alcohol in the streets which could
connote that they are troublesome and up to no
good. We are also given a negative representation of
the two female best friends who are at home drinking
alcohol and taking drugs. This creates awareness of
the youth/social issues. Overall, the film can appeal
to both genders as they may have similar
-
8/7/2019 Audience, Institution and Marketing Case Study Of
7/13
Target AudienceLocation
In the image to the left, it shows two
girls at Ladbroke Grove station in
West London. Trains are commonly
used for transport , mainly those living
around the areas of London. From
personal identity, the audience may beable to identify this geographical
location.
The image to the right shows a pan establishing
shot of council flats. This gives a more realistic
view of Britain which
may look familiar to Britishpeople. This film would target the working class
because they are able to see the difficulties main
characters face with not being able to afford a
properhouse which can relate to them. Through
the Reception Theory, the more the similarities of
th
e context of th
e film, th
e more th
e audience willunderstand as they relate to it.
-
8/7/2019 Audience, Institution and Marketing Case Study Of
8/13
Target Audience
Ethnicity
The characters in the film are mainly black and
white, so it can appeal to both ethnicities. In the
image to the left, the boys are wearing hoodies
which connotes danger and trouble. This gives off a
negative stereotype to black teenagers. This scenein particular can appeal to black people, especially
those who live an urban lifestyle where hoodies are
commonly worn.
In the image to the left, two white boys are handing
out invitations to everyone to a house party while
parents are away. This gives us an impression thatwhite teenagers enjoy house parties and the fact that
their parents are away during the time, there is likely
to be underage alcohol.
Therefore, the film can appeal to mainly black and
white ethnicities because the main characters are
both.
-
8/7/2019 Audience, Institution and Marketing Case Study Of
9/13
Target AudienceInterests
As 36% of the people attended to seethe film because the story appealed
to them could probably be because of
the similarities of interests with the
characters. A lot of teenagers and
people in their early twenties are into
partying on the weekend so thistheme would appeal to them.
The film could also appeal to an
audience who live an urban lifestyle
who experience similar situations
because of the music played by grime
artists such as Lethal Bizzle and
Shystie.The film could appeal to female audience
which are into fashion and like dressing up
for parties. One of the girls to the right
says We are gonna be the hottest girls
there tonight, everyone else are gonnalook like tramps.
-
8/7/2019 Audience, Institution and Marketing Case Study Of
10/13
Target Audience
Social Class
On the image to the right, the girl is wearing her
school tie short, hooped earing, hair tied to one side
and uniform quite loose. This stereotypes her as a
chav which is common in the working class.Therefore this film appeals to working class
teenagers. The UK Film Council survey states that
36% of people went to see the film because the story
appealed to them. The story follows the life of working
class teenagers, so the film also couldve obviously
appealed to a working class audience.
The boy on the left image says Rah Im
on dat boywhen referring to a girl. This
informal language appeals to a working
class audience of mainly teenagers.
The characters are underage drinking
which is quite common for teenagers withan urban lifestyle to do.
-
8/7/2019 Audience, Institution and Marketing Case Study Of
11/13
UK Box Office Takings for
Kidulthood
Opening Weekend
100,056 (UK) (5 March 2006) (41
Screens)
Gross
100,056 (UK) (5 March 2006)
Weekend Gross
100,056 (UK) (5 March 2006) (41
Screens)
Budget
600,000
Gross Revenue
453,876
-
8/7/2019 Audience, Institution and Marketing Case Study Of
12/13
Marketing Strategy
Viral marketing is probably one of the best marketing strategies
for Kidulthood. According to the UK Film Councils survey, 33%of the people who went to see the film heard about it through
word-of-mouth. People are mainly able to hear about the film
through family, friends and social networking websites. (eg
Facebook, Twitter)
The film uses synergy so that it gets known. It uses
soundtracks from grime artists such as Shystie, Lethal Bizzleand Dizzee Rascal. The music these artists produce relate
to people who live an urban lifestyle. If people hear that their
music is going to be in the film Kidulthood, they would watch
it because it might appeal to them. Therefore the record
label and production company work together to gain mutual
benefit of targeting their audience.
Kidulthoods distribution company, Revolver Entertainment
has produced copies of the film on DVD which is an example
of New Media Technology. Kidulthood is likely to become more
successful on DVD than in the cinema because it is cheaper
when its released on DVD and people can watc
hit in t
heir owntime.
-
8/7/2019 Audience, Institution and Marketing Case Study Of
13/13
Marketing Strategy
Kidulthood was also funded by the UK FilmCouncil. Being produced by an independent
production company with a low budget, it was
difficult for Kidulthood to get distributed. Instead,
posters were produced for the film and did in
some way become successful. From the UK
Film Councils exit poll data, 25% of the peoplewho went to see the film heard about it through
posters.
Another way which gets people talking about Kidulthood are the reviews by the
press. If the film gets good reviews, it would make people want to see it and the
word-of-mouth spreads.
The Sun rated the film 4 stars and said the following:
Impressive directing and great performances by all of the film's raw young cast
combine to make this low-budget bruiser a must-see.