Research- Audience

Audience Research

Uses and Gratifications Theory is a popular approach to understanding mass communication. The theory places more focus on the audience, instead of the actual message itself by asking “what people do with media” rather than “what media does to people”. It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. The theory also holds that audiences are responsible for choosing media to meet their needs. The approach suggests that people use the media to fulfill specific gratifications. This theory would then imply that the media compete against other information sources for viewers' gratification.

There are three main paradigms in media effects: hypodermic needle (i.e., direct, or strong effects), limited effects, and the powerful to limited effects. "Uses and Gratifications" falls under the second paradigm which reached its apex around, when studies helped realize that the first paradigm was inaccurate.

Due to the fact the biggest blockbusters of all time are:

1. Avatar (2009)
2. Titanic (1997)
3. The Lord of the Rings: The Return of the King (2003)
4. Pirates of the Caribbean: Dead Man's Chest (2006)
5. Toy Story 3 (2010)
6. Alice in Wonderland (2010)
7. The Dark Knight (2008)
8. Harry Potter and the Sorcerer's Stone (2001)
9. Pirates of the Caribbean: At World's End (2007)
10. Harry Potter and the Order of the Phoenix (2007)

Taking all of this into consideration I would have to think of a more technical story line which involves a lot of drama and tension due to the fact these films all use that technique. They also use a variety of different shots which I would use in my short film to instantly engage the audience and emphasise the techniques I will use. Most of these films also use continuity editing, they use straight forward cuts and not much more effect, except for Avatar which uses amazing special effects. If I take all of this into context I should get a great audience response because I will have taken different aspects from each of these top 10 meaning I should get a great outcome.

Marketing Campaigns

Every blockbuster uses a marketing campaign to draw the audience and make them want to watch the film, I’ll be researching some of these and discussing how I could take inspiration from these in order to find my audience and reach out to them in the right way.

The way companies promote their film:
In theaters

• Trailers are a mainstay of film promotion, because they are delivered directly to movie-goers. They screen in theatres before movie showings. Generally they tell the story of the movie in a highly condensed fashion compressing maximum appeal into two and half minutes.
• Film posters
• Slideshows - stills, trivia, and trivia games from the film, shown between movie showtimes.
• Standups (freestanding paperboard life-size images of figures from the film)
• Cardboard 3D displays, sometimes producing sound.

Television and radio

• Product placement: paid active or passive insertion (as on-set posters, and action figures) of film brand in drama or sitcom shows, or as passing mentions in dialogue.
• Extended placement: full episodes of television talkshows (Oprah), entertainment news programs (ET), or network news programs (20/20), devoted to compensated exposure of the film, stars, clips, director, etc.
• Production and paid broadcast of behind-the-scenes documentary-style shows, the type of which are mainly produced for HBO, Showtime and Starz.
• Advance trailers, longer previews, or behind-the-scenes footage on rental videos and DVDs.

Internet

• Creation of standalone studio-sponsored per-film websites such as "example-the-movie.com".
• Viral marketing: free distribution of trailers on movie-oriented websites and video user-generated-content websites, and rapid dissemination of links to this content by email and blogs. Includes alleged leakage of supposed "rushes" and "early trailers" of film scenes.

Print

• Paid advertisement in newspapers, magazines, and inserts in books.
• Cross-promotion of original book or novelization, including special printings or new cover jackets.
• Comic special editions or special episodes

Merchandising

• Paid co-branding (Eragon in American Chopper-two episodes), or co-advertising (BMW and James Bond films) of a product with the film.
• Promotional giveaways: branded drink cups, toys, or food combinations, at fast food chains.

Promotional tour

• Film actors, directors, and producers appear for television, radio, and print media interviews, sometimes showing a clip from the film or an outtake. Interviews are conducted in person or remotely. During film production, these can take place on set. After film release, key personnel make appearances in major market cities, or participate remotely via "satellite" or telephone.

Looking at all this research I’ve come to the conclusion that the best way of promotion is posters, I will make this a very good and technical poster which I could use a software called Photoshop to help me with, clear and precise, easy to read that will get out to my audience extremely well and engage them, making them want to see my short film.

Sources:
 http://en.wikipedia.org/wiki/Film_promotion
http://en.wikipedia.org/wiki/Uses_and_gratifications_theory