The main and primary audience for the film 'The Woman in Black' is for both males and females over the age of 12 but below early 20's. The audience has to be 12 or over because of the age rating of the film being a 12A which may mean that the distributers were wanting and hoping for the audience to be intentionally young..The primary audience can also be those who are intrigued in jumpy horror movies. The secondary audience would be the middles class over 25's - purely because of the story coming out through a book before the film which would indicate a more mature and middle class and the older generation audience. The story also turned into a play coming into theatres which would again attract a more mature, middle class and older audience. Having the film as a rating of a 12A, the young audience will have parents going to the cinemas to watch it with them which would make them intrigued and interested in the film too.
How was The Woman in Black marketed?
Firstly, a test trailer is ran and shown to the audience to get their reaction and for their advice on what they thought on the narrative and the outcome was. Having feedback given to the test trailer is good for the future use of the trailer for improvements and to make the final trailer a lot better. When the test trailer is shown, the next step is to produce and release the main campaigns which include the trailers and the posters. Another way of The Woman in Black is marketed is getting through to the younger audience whom are mostly in the world of social media such as Facebook, Twitter, Instagram, YouTube etc. Putting adverts onto this media platform gives the company a wider branch of the target audience and it makes the film and adverts more approachable. Getting the older audience's to notice the advertisements and the main campaigns is putting them in print based platforms such as newspapers, magazines and also radio adverts through the car, phone and the TV. Having so many different advertisements on many different platforms is meant to potentially give the audience the main buzz and excitement towards the release of the film. They also advertised the film into 64 different countries which opens their target audience a lot - it makes the film more noticeable and more approachable for the audience. One of the main reasons to why the it was all advertised the way it was, was because of Daniel Radcliff - Daniel is famous and is well known for being in the Harry Potter films and he plays a complete different character/role in The Woman in Black - this may be one of the reasons to why the audience was excited, so they can see Daniel play someone different.
Do you think the marketing materials for the film were appropriate? Why?
I think the marketing materials for the film were very much appropriate because if they hadn't met their targets it wouldn't be as successful as it is now. The reason to why the marketing materials were appropriate was because they gathered a huge recollection of the younger audience (primary audience). As social media, phones and the internet are taking over the younger audiences social life, they are always on their phones or on some sort of social media app. Having putting the advertisements on a different media platform, they managed to bring in the target audience's attention towards the film. They also managed to get the secondary target audience's attention through not so much the internet platform but through radio, interviews, newspapers, magazines, TV ads. Having a huge advertisements and a large campaign brought the film and the marketing to a massive success.
What kind of release did the film have?
The film was released in the US and Canada on the 3rd of February 2012 and was released in the UK on the 10th of February 2012. In the United States it was shown to the audience on over 2,855 screens and during the opening week it had made over $20,874,072 which is £16,668,472.29. In the UK it had shown on over 412 screens and had made £3,153,020 during the first week of screening. Overall the film had made over $127,730,736 worldwide and was shown over 2850 theatres through 46 different countries.
How much did The Woman in Black cost to make? And what was the industry impact of The Woman in Black?
Their budget was estimated at $17.000.000 but in total, it cost them $15,000,000 to make the film. The film also became the highest-grossing British horror film in 20 years and in the UK film charts it was up in the top 3 for over 3 weeks. After being in the top 3 films for 3 weeks in the charts earned them £14,598,813. The biggest industry impact was for Hammer - it became the biggest US opening for a Hammer film in all of Hammer history.
Why do you think the film was so successful?
I think the film was so successful because of who they chose to be one of the main characters which is Daniel Radcliff playing Arthur Kipps. Having such a huge success in the Harry Potter films, that is who he is known as, and because he is playing such a different role in this film the audience wanted to see how different and how well he plays a different character to Harry Potter. Another reason is because of the advertisement and the build up to the release of the film. Having so many different types of adverts on many different media platforms in over 46 different countries really brought the primary and secondary target audience's attention to the film.
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