My Secondary and Primary audience research has been extremely beneficial to my decisions regarding my film marketing package (film trailer, poster and film magazine cover).
I learnt from my secondary research that I want to target mostly the 45+ bracket and the AB socio economic group and mostly females, however when it comes down to the film magazine cover I need to above all target males.
Evaluation of the FOCUS GROUP:
As a result of the first discussion on the two film trailers (Requiem For A Dream and This Is England) they found that RFAD didn't tell them enough about the plot however this could work in some ways as it draws you in to find out more. Whereas on the other hand This Is England revealed more of the plotline so acted like a teaser; they wanted to know what happened to the lead role Shaun. They liked the fast paced editing and cross cutting between scenes.
As a result I am most definitely going to use fast editing and cross cutting, and my trailer isn't going to give away as much as This Is England but not as little as Requiem For A Dream, I am going to meet midway as my target audience both said there were pros about each drama trailer.
In terms of the magazine cover discussion my target audience preferred Total Film and Little White Lies. They both thought that Empire magazine looked too much of a 'lad mag' and was very 'messy' with the sell lines. Allison also mentioned that the image was of a well known actor so that could potentially draw her in. They both liked indie magazine Little White Lies as it was very unique and well designed. The lack of text on the cover generated curiosity to find out more. However most of all they liked Total Film as it was a 'cleaner' version of Empire and also had a well known actor on the cover. The mainstream magazine won as it covers blockbuster films and has more variety.
As a result of this I am going to create a cover like established magazine Total Film as I want maximum coverage for my film. However I will incorporate aspects of indie film magazine Little White Lies for example its excellent design. And by bringing ideas from both front covers I will end up with a film cover that suits my target audience perfectly while still also appealing to the mass market.
In terms of the film poster discussion my focus group liked both posters and found pros and cons in each. Requiem For A Dream, like it's trailer, doesn't give much away but really draws the viewer in to find out more, especially the image of the eye. This Is England, like its trailer also, gives us a better idea of the themes within the film, for example the textured text, the high rise council flats, the rough iron fence and the skinhead influence is clear in the characters clothes, hairstyles and attitude.
As a result, I think I'm going to create a poster more along the lines of This Is England as this includes a lot more information which my audience found beneficial – they could tell more about the narrative. On the other hand it will be a mixture of the two different styles and won’t be totally templated on TIE.
By carrying out a focus group alongside my questionnaire really allowed me to get some very interesting and useful answers from my target audience. The responses I have got have allowed me to tailor my film marketing package to my audience effectively.
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