AUDIENCE AND INSTITUTIONS:(WATKINS 2012)

I think that in the film the primary target audience is for people below

the age of 25. I think it would appeal largely to teenagers because it was age rated 12 and most people of this age would prefer the thrills of horror, rather than older people.

I think that the secondary target audience would be for harry potter

fans. This is because Daniel Radcliffe is one of the main

characters in the film, so people will feel more inclined to watch his

other films to see what they are like. It also could be for people who

generally just enjoy horror films.

WHO DO YOU THINK THE PRIMARY AND SECONDARY TARGET AUDIENCE IS FOR THE WOMAN IN BLACK? WHY?

The woman in black was marketed mainly via Daniel Radcliffe. As he is such a widely known

character in harry potter, this brought in a very large audience to this new film he's staring in.

His marketing campaign included posters, trailers, magazine and press articles. He also

appeared in many interviews and on social networking sites in another hope to promote the

film. They produced a teaser campaign which came out 5 months prior to the movie being released. This would get people talking and

spreading the word around about the film before it actually comes out. They also produced

merchandise, such as t-shirts and mugs that fans could buy.

HOW WAS THE WOMAN IN BLACKMARKETED?

For the woman in black the marketing was spread worldwide. This was ideal as then more people

will be exposed to the advertising so they will get a larger audience. Therefore I think that the marketing for the film was appropriate, as it

helped it spread vastly. I also  think that the fact that Daniel Radcliffe was used so heavily in the

marketing also helped them to achieve this larger audience and worked well.. Despite it being a horror film they kept the trailer at a 12a, by cutting out and distorting some of the more

daunting scenes, for example blurring the face at the window in the trailer but in the movie its in a lot more detail. This worked effectively because

they still kept the scene in, but to attract younger, more frightened viewers as well as older viewers

they made it seem less scary.

DO YOU THINK THE MARKETING MATERIALS FOR THE FILM WERE

APPROPRIATE? WHY?

CONTINUED…

Here is the same clip but in different detail from the various trailers. One of them is blurred out, one of them is distorted and the other shows the actual face. This is so it has different levels

of terror and allows for different audiences.

The film had a massive release and was shown in 2856 theatres. This covers

over 46 countries (as you can see from the image on the right). In the first

opening weekend alone, the film made $20,874,072, which is already

more than it took to produce. Therefore this film was a massive hit with the audience and was very popular. Not

only did the film get off to a good start but its success continued throughout

the upcoming year.

WHAT KIND OF RELEASE DID THE FILM HAVE? HOW MANY CINEMAS WAS IT SHOWN IN?

To produce the woman in blacks budget was estimated at around $17 million. Their marketing budget was almost half of this amount, leaving the

other half to actually produce the movie. This worked though as their film total worldwide gross was $127,730,736. This meant it was the biggest

selling British horror in 2012. The impact this had on the industry was that it led to other companies trying to produce other paranormal horror films

to the same standard and using similar marketing techniques.

HOW MUCH DID THE WOMAN IN BLACK COST TO MAKE AND WHAT WAS THE INDUSTRY IMPACT OF THE WOMAN IN

BLACK?

I think the main reason behind the success of the movie was down to the

marketing and using Daniel Radcliffe as the main feature. The producers knew he had such a big fan base and used this to

their advantage to attract a larger audience. By putting his face on all the

posters and him taking part in interviews etc. it would encourage all harry potter fans to watch the movie. As a result of this, the audience consisted of all age

ranges and not only general horror fanatics but potter fans too. Also the

amount of money they spent on advertising their film was a huge risk but

definitely paid off, as their move was such a success.

WHY DO YOU THINK THE FILM WAS SO SUCCESSFUL?