How Producers Create Products to Target Audiences
Example of a mainstream 'big' film:
Les Miserables
Synopsis
Les Miserables (2012) is a British drama musical (based upon the stage musical adaption) is set in 19th century France, following the life of an ex convict avoiding capture as he agrees to take care of a dying prostitute's illegitimate daughter.
About the film:
The film was directed by Tom Hooper and the screenplay was written by William Nicholson. It includes many mainstream actors and actresses like Hugh Jackman, Russell Crowe, Anne Hathaway, Amanda Seyfried and Eddie Redmayne.
It was set to be released on the 14th September 2012, but was postponed till Christmas Day and released on the 11th January 2013 in the U.K, due to fear of conflicting with another mainstream film The Hobbit: An Unexpected Journey. The film was classified as a 12A due to the presence of violence and sexual material.
About the Production Company:Les Miserables was distributed by Universal Pictures (the parent of Working Title) one of the six major movie studios. Working Title was founded in 1983 and has distributed huge successful films such as Bridget Jones: The Edge of Reason and Billy Elliot, and with these reputation in hand, and the film having a high profile cast and list of award nominations, it is not surprising the film was hugely successful at the box office and reaching to more than its original intended audience.
Box Office:
In the US, Les Miserables broke the record for the highest opening day gross for a musical film, premiering in 2,208 screens and grossing $27.3 million in its opening weekend. In the U.K, it grossed £8.1 million in its opening weekend and was not only the largest opening weekend for a musical film but also for Working Title. To date, Les Miserables had grossed $132,229,075.
- So how did Les Miserables manage to gain so much success? And what factors did they use to help promote and advertise the film?
Film Reviews:
Film reviews are now more accessible on different media platforms including TV, Magazines, Newspapers and Radio. They often feature the director or stars of the show and inform the audiences what the film is about,who is in it and the preparation leading up to the film etc.
Marketing:
As Les Miserables is a high-advertised film, it had teaser trailers as well a full-length international trailer, which included teasers of the soundtrack, but also its USP, the song 'I Dreamed A Dream'.
Much of the marketing campaign for Les Miserables was mostly viral and promoted through the films Facebook page in order to reach more people and create a buzz. On May 12th, the producers released an extended first look on the film's official Facebook page and then on 20th September a first look video which explains Hooper's method of recording vocals live, believing that choice of production method will make the film feel more emotional, raw and real, exclusive behind the scenes footage, as well as the international trailer.
Following with a new poster for the film, released in October 2012, full of generic elements to do with the film along with several character posters which were used for adverts on the internet, billboards, sides of buses etc to help promote the film and footage of the film premiere in New York which was streamed online.
Having been based on a book and stage play, Les Miserables already had a pre-sold audience. Websites which are dedicated to the production or fan made "fandoms" have been created which allows for a 'buzz' before pre-release promotion.
Merchandising:
Freebies were distributed in magazines and newspapers such as The Mail including a DVD stating 'How they made the movie event of the year.' Freebies are useful to help raise awareness of a film and encourage brand loyalty.
Example of a Niche film:
Submarine
Teenager Oliver Tate is trying to explore the ways of love with his classmate Jordana but he is genuinely odd that its a bit difficult. Part of his odd nature comes from what he perceives to be the demise of his parent's marriage. So with a mix of insecurities, misinformation, ego and charisma Oliver sets out to woo Jordana in the best way he can.
The film was directed by Richard Ayoade and was written both by him and Joe Dunthorne (author of the book). It stars British actors and actresses including Craig Roberts, Yasmin Paige, Sally Hawkins and Paddy Considine.
The film was classified as 15, due to use of strong language, drug-taking, verbal references to sex.
The film was produced by Warp Films and Film4 Productions. Andrew Hewitt composed the score and musician Alex Turner of Arctic Monkeys contributed five songs, which helped this quirky coming of age tale find an audience in the UK.
Box Office:
On the film opening weekend it made £244,476 on 18th March 2011. This film is also the highest ranked out of all Richard Ayoade filmography, scoring 86% on the film review website Rotten Tomatoes.
Trailer:
The first trailer debuted after it showed at Sundance Film Festival. It has all sorts of fast, unique cuts that build to a crescendo with the French music that plays in the background which makes the film come off as really interesting and funny and attract target demographic.
Movie Poster:The image shows him with a wide eyed, bewildered expression on his face. Although it very simple image, it helps to illustrate that we're watching his story of discovery in the movie. There has also been slightly altered versions of the posters with the same image but with added critic quotes.
Social Media:
Although there isn't much on the official site, apart from the trailer and links to some reviews of the movie on outside sites. The film does have official Facebook and Twitter social networking sites, although it has been newly updated,at the time the film was released, this would have helped for the promotion of the film.
Viral Marketing/Advertising:
The film was distributed and was premiered at the 35th Toronto International Film Festival in September 2010 and was picked up by The Weinstein Company for a North American release. It was premiered at 54th London Film Festival and 27th Sundance Film Festival in January 2011, where it picked up some good word of mouth for director Ayoade and for Roberts' performance in the lead role.
It was also screened along with 400 other films at the 61st Berlin International Film Festival and was released in small selection of just 60 cinemas in the UK.
Although there wasn't a lot of campaigning for this film, its overall effectiveness was nudged from 2 main components, its Sundance Film Festival appearance and the trailer that was released.
These components were useful in persuading people talking about the film and after the film festival "buzz" and then helping to achieve a greater general awareness of the film. This has managed to happen because of its USP, a trailer which has its unique rhythm and a quirky and eccentric style that would appeal to certain and appreciative audiences.
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