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Dividing up British Audiences

Dividing up British Audiences . British Film Council Statistics for 2008-9. On average, there are 450 UK films produced a year The top 20 earn 50% of all UK box office takings The top 50 earn 75% of all box office takings The top 100 earn 92% of all box office takings

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Dividing up British Audiences

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  1. Dividing up British Audiences

  2. British Film Council Statistics for 2008-9 • On average, there are 450 UK films produced a year • The top 20 earn 50% of all UK box office takings • The top 50 earn 75% of all box office takings • The top 100 earn 92% of all box office takings • The last 350 sink without trace…

  3. More audience statistics • People aged 7-34 form 64% of UK audiences • But, people aged 7-34 only form 39% of the UK population • What factors influence this uneven spread?

  4. A way of dividing audience tastes The ‘buff’ spectrum Aficionados (Associate themselves with specialised films, but will also watch an equal amount of mainstream cinema) Mainstream plus (mostly watch mainstream, but will watch the odd ‘art house’ film if it is a big enough event) Mainstream only (only watch mainstream films) Buffs (usually reject mainstream cinema)

  5. Where does the potential for most box office returns lie? Aficionados Mainstream plus Mainstream only Buffs So, should all British films be aiming for a mainstream audience?

  6. Ok, so it’s not cost effective to market to film buffs. • Think about the role of film to a mainstream audience: • Fun • Excitement • Release/Escape • Social Activity

  7. So, what’s wrong with Hollywood films then?

  8. + Mainstream Audiences Chart Uplifting & glamorous Knowing & clever + - Art House axis Unglamorous & gritty Hollywood axis Schmaltzy & moralising -

  9. So what are the barriers to a mainstream audience? • Unclear genre • Cultural dissonance (seems too ‘alien’) • A downbeat experience • Difficult subject matter

  10. What qualities make a non-Hollywood film marketable? • Clear genre • Positioning aligned with the mainstream • ‘Barriers’ played down • A good ‘hook’ • Buzz • Recommendations from trusted sources • A sense of being ‘new’ & fresh

  11. UK Box Office: 11 - 13 February 2011No. 2 The King's Speech Weekend gross: £1,986,871 Playing in 543 cinemasTotal gross to date: £33,740,153

  12. UK Box Office: 11 - 13 February 2011 No. 9 Never Let Me Go (UK/USA co-production) Weekend gross: £625,496 Playing in 265 cinemas Total gross to date: £625,496

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