Audience, Institution and Marketing Case Study Of

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    Audience, Institution and

    Marketing Case Study of

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    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.

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    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.

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    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.

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    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.

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    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

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    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.

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    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.

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    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.

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    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.

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    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

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    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.

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    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.