Audiences

What is an audience?An audience is a group of people who view, listen or consume a speech, performance or work of art.

For example a television audience would be the people viewing the programming at home. The audience for a radio show would be the listeners who have tuned in. The audience for a film are the cinema goers or the people watching the film on their televisions or other electronic devices.

Why are audiences important?

Film producers seek to make a profit. If a film doesn’t attract an audience it will be a commercial failure.

The audience for a film is measured by its box office receipts.

Profit = Box office receipts – Production costs

The size of a film’s profit margin is more important than the size of its box office.

Therefore a film made for $1,000,000 that makes $25,000,000 can be considered more successful than a film made for $100,000,000 that makes $120,000,000.

What is the impact of new technology on audiences? In the early days of film the only way people

could view a film was at the cinema.

With the advent of television people could finally watch films in the comfort of their own home.

With the invention of videotapes and VCRs people could watch films at home whenever it suited them.

Nowadays with the internet, iPads, smartphones and various other devices people are able to watch movies on the go.

Evolution of Technology

Audience Fragmentation

In the past there were relatively few ways for people to view a film. With today’s technology people are viewing films in numerous different ways all over the world. There are more TV channels and internet streaming sites than ever before so it has become increasingly hard for film producers to target large numbers of people.

Why categorise audiences?Film producers want to know who to market their films to. The more information they have about different audiences the better they can target them. They use quantitative research (eg. statistical information) and qualitative research (eg. opinions) to build up a picture of their audience.

Mass vs. Niche Audience.Mass marketing is when a product is marketed to the largest possible group of people. Niche marketing involves marketing to a smaller selective group. Mass marketing is expensive and if the product only appeals to a small number of people then much of that money will be wasted. However a film that only appeals to a small audience is unlikely to garner a huge profit. The films with the largest budgets are the ones considered most likely to appeal to a Mass Audience. Independent and art house companies have less money and are more likely to seek a Niche Audience for their films.

How audiences can impact films.During the studio era a film’s audience was found after the film was made. After the studio system broke down Hollywood sought ways of ensuring their films would be financially successful. They conducted market research before films were even made and test screened the finished films to select audiences.

The audience reaction at a test screening could influence filmmakers, inspiring them to re-cut the film or even shoot additional footage.

The ending to the film Blade Runner (1982) was significantly altered as audiences found it too downbeat. This was in spite of the fact of the new ending completely disregarding facts that had been established earlier in the film. A voiceover narration was also added much to the chagrin of star Harrison Ford. There are now five versions of the film available on DVD including the Original Theatrical Cut, 1991 Director’s Cut, The Workprint and The Final Cut.

Alternate Endings.

Notes from a test screening of Videodrome (1983).

Media Research AgenciesNRS: Established in 1956 The National

Readership Survey provides audience research for advertising in the UK.

ABC: The Audit Bureau of Circulations are an independent authority that verify media data and standards.

BARB: The Broadcasters’ Audience Research Board was established in 1981to measure television audiences in Britain.

What is audience profiling?Film producers use audience profiling to create easily identifiable groups which they can target more effectively with advertising and merchandise. Interviews, focus groups, surveys and empirical studies are used to study the opinions of their audience. They also use demographics and psychographics to analyze their audience.

DemographicsDemographics are one way film producers define their audience. It is the statistical study of human beings. Using demographics audiences can be divided by their:

Income

Age

Gender

Race

Location

Income brackets

PsychographicsPsychographics is another way of categorising audiences. The information obtained can be cross-referenced with demographics. Psychographics can include:

Social class

Lifestyle

Personality characteristics

Attitudes

Interests

Values

Behaviour

Personality Types