FLM110 – Audiences

When making a film, or any content for that matter. It is extremely important to be audience revolved, this means knowing your audience and what they expect. Knowing your audience is key for good reception of your film, you must also be able to market and interact with your audience in order to make sure that they are at least aware of your film, and if you have aimed it at the correct audience then it will be received well, most of the time.

When researching your target audience, the first and possibly only source of information you require is directly from Google. Google, being the largest search engine, gathers and collects your search, watch and play data and sells it off to companies and people looking to advertise. It monitors the time you are most frequently online, your age group, gender, country of provenance and most importantly; what you’re searching. All this information is then used by companies to advertise to a very particular and specific audience. This idea stemmed from the time period surrounding the great depression. Curtis Publishing’s home appliance partner conducted home survey’s for brand loyalty in the home food industry, looking into homes pantries to see what a consumer regularly buys (Ward. D, 2009, page. 168)

Not that long ago this wasn’t possible. The best that advertisers had were particular television shows broadcasted on commercial TV or radio stations. They never had the ability to reach one specific target audience. Of course, it is still important to maintain a level of audience that may not necessarily be ‘your target’, as then you gain more exposure this way, after all, a lot of people don’t know what they want until they are shown.

Personally, I interact with film in a very “default” way and manner if you will. I am shown a trailer, by this I decide if I go to the cinemas to watch it or just watch it on Netflix, Youtube, Stan etc at home. Whether or not I leave my house to view the film is based on two main things, this being; the movie culture, whether or not there is a sort of “cult following” or a large franchise backing the particular film, meaning there are prequels to the film (X-men, Starwars, Fast and Furious etc). Personally, as a consumer, I am advertised action films a lot, particularly ones involving cars. This goes to show that with the combination of my search history, age and gender that my interests are there, in the open for advertisers to see.

 

Ward, Douglas. A New Brand of Business : Charles Coolidge Parlin, Curtis Publishing Company, and the Origins of Market Research. Philadelphia, US: Temple University Press, 2009.

https://www.wired.co.uk/article/google-history-search-tracking-data-how-to-delete

https://www.usnews.com/opinion/articles/2013/05/10/15-ways-google-monitors-you

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