A film distributor would need to look at the film and decide what aspects of the film place it apart from the rest. The hooks of a film are what is generally used to grab potential audiences attention. It is common for a distributor to try to capitalise on big name stars that worked on the film or they will talk about previous films that stars have worked on; this gets potential audiences attention.
Chris Besseling stated that a when you put any product into a marketplace, including films, you have to immediately identify two things: the target audience and the unique selling points that sets it apart from other films. This helps the marketers to find a set of people to market their film towards and will help them realise what their film needs to be marketed as to best grab the attention of their target audience.
He tells us to identify the key strengths that you can exploit and use over the course of the film's campaign to help increase the revenue the film will get. It is common that the strengths are a well known actor or a well known director. He then tells us to put them at the forefront of the campaign. Another key strength would be to identify if it's already able to cash in on a pre-existing audience as they could get more revenue if the audience is already aware of the story, for example successive films such as the Star Wars films.
Kezia Williams stated that at any moment during the film campaign distributors will look for key themes, unique selling points and hooks. She also said that emotional aspects of the film can be used to grab the audiences attention and be used as the USP for the film. This means that it is the distributors job to identify these grips and use them to promote and advertise the film/show.
Very good understanding of how distributors identify an individual film's USP.
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