Dividing up British Audiences

• 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…

British Film Council Statistics for 2008-9

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?

A way of dividing audience tastes

The ‘buff’ spectrum

Mainstream only

(only watch mainstream films)

Mainstream plus

(mostly watch mainstream, but will watch the odd ‘art house’ film if it is a big enough event)

Aficionados

(Associate themselves with specialised films, but will also watch an equal amount of mainstream cinema)

Buffs

(usually reject mainstream cinema)

Where does the potential for most box office returns lie?

Mainstream only Mainstream plus Aficionados Buffs

So, should all British films be aiming for a mainstream audience?

• 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

So, what’s wrong with Hollywood films then?British film Hollywood film

Good points Knowing & clever

Uplifting & glamorous

Bad points Unglamorous & too gritty

Schmaltzy & moralising

Hollywood axis

Art House axis

+

- +

-

Mainstream Audiences Chart

Unglamorous & gritty

Uplifting & glamorous

Knowing & clever

Schmaltzy & moralising

So what are the barriers to a mainstream audience?

• Unclear genre• Cultural dissonance (seems too ‘alien’)• A downbeat experience• Difficult subject matter

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

http://www.impawards.com/2008/slumdog_millionaire_ver3_xlg.html

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http://www.impawards.com/2008/slumdog_millionaire_ver5_xlg.html

 

UK Box Office: 11 - 13 February 2011

No. 2 The King's Speech

Weekend gross: £1,986,871 Playing in 543 cinemas

Total gross to date: £33,740,153

UK Box Office: 11 - 13 February 2011

No. 9 Never Let Me Go (UK/USA co-production)

Weekend gross: £625,496Playing in 265 cinemas

Total gross to date: £625,496