Who is total films target audience

Apart from being regular attenders these individuals are often the opinion leaders who influence other less committed people to attend. The motivation to attend a cinema, and the opportunities for doing so, varies considerably from group to group. Teenagers living in a rural community may want to see a film each week but might have to travel 10 miles or more to get to the nearest multiplex cinema.

Without a car this may be impossible. Families may want to attend regularly but the total cost travel, tickets, confectionery is sometimes felt to be too great. Older audiences may enjoy cinema-going but feel that the area around their local cinema is unsafe during the evening. Within the broad leisure sector, operators are increasingly focusing on the social aspects of leisure and on four influences affecting the choice of activity:. Planning a cinema development, like any other leisure or retail development, involves estimation of the catchment area that the new cinema will serve and from which it can expect to draw audiences.

The boundary takes into account the type and quality of road links as well as distance. Typically, several catchments are examined at the planning stage for a new cinema — for example a 10 or minute inner catchment where the majority of the regular cinemagoers live, and a 20 or minute outer catchment where infrequent cinemagoers live.

In order to obtain a good understanding of the potential audience for a new cinema it is usually worth looking at these catchments independently. Other relevant catchment boundaries can be derived from travel to work data and from retail catchment information.

A wide range of population, economic and lifestyle data is available from local authorities, from National Statistics , and from commercial companies such as CACI Ltd and Experian. Google searches can also lead to very useful, and invariably free, data.

Each category has established consumer, lifestyle and economic behaviour patterns and these can be used to investigate the potential strength of cinema going in any defined catchment. However the audience characteristics for individual films vary widely and demographic analysis should be treated with caution. The demographic characteristics for specialist cinema audiences differ in important respects from commercial cinemas audiences.

There are a noticeably higher proportion of people in education or with higher educational qualifications. Older audiences tend to predominate but teenage audiences years rarely attend.

In addition to assessing potential audience through demographic data, market researchers have increasingly used psychographic research as a tool for understanding audiences. Where demographic data looks at purely social classifications, psychographics looks at broadly psychological factors that impel audiences to respond to certain kinds of offer — key factors such as values, attitudes, personality, interests, lifestyle. The diversity represented by specialised cinema in particular, has been seen increasingly as a lifestyle choice for a range of audiences with shared values and attitudes, rather than simply a cultural choice for a particular social class.

By using this site you are agreeing to our privacy and cookie policy. The viewing habits of UK film-goers go under the microscope in extensive new research carried out by Film3Sixty - with surprising findings about piracy, social media and theatrical windows. Then comes the bad news: less than a third of those active UK film-goers think going to the cinema represented good value for money. That is according to new research from Film3Sixty, the cross-media agency started by London-based Target Media and Communications Group.

This new survey, the largest ever of its kind, questioned 18, people across the UK about their film-watching habits. We need to focus a lot moreon what the consumer wants. We believe this is a reasonably recent development, that premium ticket prices for 3D have influenced this. In total, they averaged watching For the non-cinema films, Of the paid-for breakdown, When asked how many times they had visited the cinema in the past 12 months, the leading group was Indie Mainly with Primary audiences are those who receive the communication directly.

These include anyone who will receive a copy, need to approve, will hear about, or be affected by your message. The primary audience consists of the decision makers. These are the people who receive your marketing messages directly. The secondary audience consists of those who indirectly receive your marketing messages. If you decide to focus your marketing efforts on your main demographic, married women, they are your primary target market.

Target markets are generally categorized by age, location, income, and lifestyle. Defining a specific target market allows a company to home in on specific market factors to reach and connect with customers through sales and marketing efforts. Testing a target market often occurs well before a product is released. A differentiated marketing strategy is one in which the company decides to provide separate offerings to each different market segment that it targets.

It is also called multisegment marketing. Each segment is targeted in a particular way, as the company provides unique benefits to different segments. Begin typing your search term above and press enter to search. Close Join a growing community of media, marketing and advertising professionals today Read exclusive registrant only articles Read more articles each month Sign up for free specialised news bulletins Register Now Already Registered? Email address. Looking for a new job?

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