While drama accounts for 22% of releases it only accounts for 5% of box office income, so realistically, I could not expect a vast cinema audience and box office success (in 2011, 77% films were viewed on TV, 14.2% on DVD/Blueray, 5.5% were streamed or downloaded, and only 3.4% were seen at the cinema). Black Swan and My Week with Marilyn were the highest grossing independent dramas - respectively 5.2% and 3.6% of the gross box office totals.
My product is targeting a prime time, mass, mainstream audience, but should equally attract teens. It would perhaps appeal more to the predominantly female, 15-34yrs drama viewer, but it is suitable for pre-watershed, family TV viewing.
The film will include no offensive, violent or overtly sexual explicit material, so I would pitch it as cinema rating PG.
Figures from: http://www.bfi.org.uk/statisticalyearbook2012/
Typical Audience - Profiles
Names: Alice, Michael and Hannah
Ages: 17, 17, 18
All live in Essex, Michael originally from Northern Ireland
All 3 are best friends and when they are not revising, they enjoy going out to the cinema together. They would identify with the male/female teen characters in my product.
They all take it in turns to rent DVDs and chill at each others houses.
They are prime time TV watchers especially during the weekdays.
Michael likes to flick through his dad's IT magazines whereas the girls prefer their own teen magazines or mum's glossies. They also watch a good mix of documentary and drama as well as reality and entertainment programmes. they all spend many hours on social media websites. although Michael spends a lot of time at the gym doing Martial Arts.
All 3 are very internet savvy. They would watch films on-line, and recommend/share and discuss them on social media sites, so they would be the ideal audience given the likelihood I will distribute myself.
Name: Dave
Age: 44
Lives in London with his wife Trisha and his 3 teenage kids
He enjoys watching football and sport in his local pub at the weekends but works as a builder during the week. He is very into the latest digital technology and has a top of the range TV and his wife, kids and himself all have smartphones and the fastest broadband available.
He has a home cinema system at home so in the evenings and school holidays he and his family get together to watch a large range of DVDs (and sometimes streamed or illegally downloaded films). He may watch my product with the whole family; all ages and both genders in my sample audience were keen to know what happened next having watched the opening sequence. He also enjoys general entertainment, reality and comedy; nothing too intellectual or heavy.
Dave finds he gets all the news he needs from reading The Sun, and listens to Capital Radio in his van.
Name: Jackie
Age: 28
Lives in Bromley in Kent with her husband and toddler
Every 2 weeks she and her husband go to the cinema in the evening on their date night, while the mother in law looks after the child. She goes for films having good reviews or which her friends recommend. She loves to watch soaps, drama, reality TV and entertainment programmes and she uses the internet for shopping, banking and social media. Given Jackie likes drama and soaps, she should enjoy my product. She reads the Daily Mail to keep up to date with what's going on in the world.
Jackie is confident with interactive TV and the "red button" but she uses it for practical purposes e.g. to look at weather forecasts rather than being very susceptible to advertisements. She often watches morning and daytime TV, but she also has children's programmes playing for her child. She is always chatting about what she has watched at the playgroup, as well as celebrity gossip. She loves to sit down in the evening with a glass of wine and really values her TV time as relaxation once her kid is in bed.
data source: http://www.thinkbox.tv/server/show/nav.914
London to Brighton Audience
I looked at the results of an exit poll from London to Brighton to see who had been to see this, a similar genre and type of film. Of the 159 respondents, 58% were male and 87 % were over 25 years, but London to Brighton did have an 18 rating. I would envisage a typically, higher female audience given the less violent and perhaps more romantic nature of my product, and also a much higher proportion of teens who would select a PG film and identify with the protagonists.
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