Video Clips

I have made notes on a series of video clips about what to consider when film making. These clips were from the website 'launching films.tv', if you would like to view these clips, the website is linked to my blog.

Release of a film
* Who is the audience?
* How much money are we going to spend – set appropriate budget for how much we think its going to take in UK box office
* To promote it; speak to media partners, radio, Are talent going to travel? Should we have a premier? Shall we spend the money on outdoor posters, Tv, newspapers, online.

Positioning & Audiences
* Define audience – does the film speak to a certain age group?
* What’s its Specific genre?
* Who directed the film? In Specialised films the audience know a lot about certain director s and actors, you must target your film to that audience.

Target Audience
* For smaller films identifying and focusing in on target audience is even more important
* Huge amount of research. Comparisons with past films – Who has gone? (age? gender?) How frequently they went. Where they go to view films.
* You can never be certain of target audience but try to pinpoint it as best as possible.
* Film decision making process is very different for different ages. 45+ need advertising reinforced in TV and newspapers, it takes them more time to make the decision to go. Whereas teenagers will make spur of the moment decisions.

Competition
* Huge amount of films, you need to stand above competition to get noticed
* Why do they want to see yours? Why is your poster more exciting?
* Lots of factors such as Holidays and weather affect audience viewing patterns. If there’s school holidays or bad weather people go to the cinema more. When its sunny people are outside more so it’s good to use more outdoor poster advertising.

P&A Budget
* All costs of film prints, all technical elements, shipping etc.
* Advertising costs; designing posters, press ads, Tv ads, trailers
* Deciding where we want to advertise and how best to use money
* What is target market? Where are they going to see the advertising? Tv ads, if these are too expensive then radio ads – reach wide audience.

Word of Mouth
* Critical! It depends when you want word of mouth for your movie. If they get the movie early and they are sure it will receive strong positive word of mouth then preview screenings can be arranged up and down the country.
* Work with media partners, newpapers, radio, Tv programmes, cinema chain to run the advanced screenings.
* Positive word of mouth from a friend is far more likely to inspire a trip to the cinema than, for example, reading about a film.
* How long a film runs for depends on whether it received positive or negative word of mouth.

Marketing Plan
* Two main methods Advertising and Press more expensive
* Adverts are more expensive - in magazines newspapers, Tv, radio, internet
* Press (free forms of advertising) support from director and cast. Features in magazines and newspapers. Interviews with directors etc.
* Out door adverts, billboards, buses, bus shelters etc.
* Word of mouth – screening programmes
* Internet; email, viral campaigns – eg. funny film clip, provokes interest

Film Trailers
* Trailers most important key for selling film – audiences first exposure to
what your buying into.
* Must have right image - down to the way the graphics, sound, concept of
concept of film is portrayed.

Link Between
* Convince cinema to take film – you need to sell it
* Independent films are more difficult to sell

Digital Marketing
* Viral marketing is creating something (video, quiz, game) that because of its nature you send it on if it’s sent to you.
* Most effective marketing is word of mouth.

Test Screening
* Research is important but comes into play in different times.
* You can research Poster ideas, ideas of visuals, trailers, if it’s meeting people’s expectations, communicating in correct way.
* Test screening of movies in advance with target audience – questionnaires at the end. Focus groups asked in depth on their views. Movie endings or parts may be changed because of these results.

Persuading Cinemas
* Convince cinemas to take film – you need to sell it.
* Independent films are more difficult to sell. You need to find somewhere to put it.

Opening Weekend
* Very important. Exhibitors work on 3 day figure, all films opening day is Friday. 3 day figure is across Friday, Saturday and Sunday.
* If your film has made the least amount of money then it is taken off. Holdovers are based on how much money you make on opening weekend so it determines whether the film continues playing.

Piracy
* UK piracy had escalated in the last 5 years – in 2006 it counted for 20% of DVD sales.
* You think your getting a bargain, but you’re getting ripped of for inferior quality and money is going to criminal elements.