2 CREATIVE CRITICAL REFLECTION

How my product engages with my audience and how it would be distributed as a real media text

 My Target Audience 

In order to reach my target audience I needed to know what their media needs are and how to reach them. I based my audience profile on the way professional brands identify their audience, such as Bauer Media, NME and Sky. This helped me profile my audience and helped my to create my audience profile.

 How I Position my Film 

Comp List

Kezia Williams, of Entertainment One UK, on the FutureLearn Distribution by the Film Distributors Association speaks about how film distributors build a 'comp list' of comparable films that their target audience would enjoy.

I put together my own comp-list with films that I think share similar themes to my film and that the target audience would enjoy.

 

    How Distributors Reach Similar Target Audiences  

 Distributing Big Budget Films 

Distributers with large budgets organise a wide variety of different marketing strategies and platforms to reach target audiences. In addition to the official film website, almost all films have Facebook and Twitter pages. These showcase film posters, trailers, soundtracks, DVD and BlueRay and related merchandising. There is a growing use of social media platforms such as Instagram and TikTok which reach younger audiences. Distrubiters also arrange screenings, premieres, interviews (in print and TV), merchandising tie-ins, fleet media and so on. 

I created a visual collage to show the different marketing platforms for the film Emma. Emma was promoted largely and successfully using a variety of different platforms and types of advertising. 

Film Posters: Film posters are used to promote the movie and to get into the public eye and make people remember it to watch in the future. Film posters also include information such as the release date and the staring actors which would intrigue viewers. The film poster for Emma includes scenery as well as it also showing the main actors wearing time period costumes, these factors would engage the target audience. A series of character posters came out that shows more of those in Emma's social sphere, also in the same background. Using the same setting for the entire poster campaign creates a great sense of brand consistency.

Trailers: A trailer creates interest in the film and inspires its viewers to watch the film. The trailer for Emma is not a traditional take on Jane Austin's material as it is fast paced and includes a lot of quick clips from scenes. There were two trailers made for Emma so that it could reach all types of audiences, another was made in a different style to target American audiences.

Online and social: Social media platforms such as Facebook, Instagram and Twitter are used by companies to advertise their production. These platforms show trailers, clips, photos and behind the scenes to intrigue and encourage audiences to watch the film. 

 Distributing Independent Films: Bait 

I investigated how the independent micro-budget film 'Bait' was distributed as my film 'Chain Reaction' is also a micro-budget film therefore I might be faced with similar distribution issues. From the film's website I looked at how Mark Jenkins distributed his film, I learnt about what its marketing materials were, its USPs, the film festivals it was screened at, how it can be viewed, etc. I presented what I learned using Canva. 

 Self Distribution 

By reading the ICO (Independent Cinema Office) website, I learnt about the different aspects of self-distribution and how I could apply them to my film. 

I could pitch my ideas to directly to cinemas and produce my own marketing materials such as images from my film, a film synopsis, a film poster, social media, a website and a trailer with closed captions. I could also hire a PR company to invite the film press to write reviews, this would help promote and advertise my film if the reviews and comments are positive and encouraging. In addition to this I would identify and include information about why my film is unique and what drives audiences to see it, following from Mark Batey's guidance. 

 Positioning My Film

To help increase distribution and recognition the ICO (Independent Cinema Office) advise to link my film to an upcoming event, topical issue, a historical figure or a cultural trend that may attract contemporary press coverage or make it relevant to a particular religion or community. 

An example of a film festival that I could participate my film in is the World Science Day for Peace and Development, which is an annual tradition that celebrates how science promotes global peace and development. The purpose of celebrating this day is to remember the achievements of many inventions and discoveries of scientists that have helped to promote economic development, poverty reduction, literacy and better nutrition for millions of people around the world. I could release my film on this day as it would reach and raise awareness to people about the importance of science in society and scientific issues including global warming.

Film Distribution

I decided to sign up for FutureLearn's Film distribution: connecting films with audiences. The course promises to cover how our favourite films make it to our local cinema or television screen, through the film distribution process.