REMINDER
The following talk is free and open to all. Details of the venue location can be found at the foot of the message.
SCREEN INDUSTRIES SEMINARS: ASKING THE AUDIENCE - MARKET RESEARCH IN THE FILM INDUSTRY
Lucy McDonald
Research Consultant
2pm Wednesday 2 March 2011
Room SG 0.22
St. George’s Building
141 High Street, Portsmouth PO1 2HY
Films reach audiences of millions. But what factors influence the choices of film consumers? How do distributors present their films to audiences and what do those audiences think about what they see? How does the movie industry research the film audience? What influence does audience responses have on the final cut of films? This talk covers the main procedures and methods employed for market research in the movie business and also considers how the outcome of such research can then feed back into the re-editing and revising of films before release. For over 10yrs, Lucy McDonald has worked as a market research executive in the movie business, working for the National Research Group and First Movies International, key agencies engaged in the compiling of audience research for the leading distributors, and is now a freelance research consultant. In this talk, Lucy discusses the various stages which marketing passes through from a film’s pre-production development to final release. She’ll look at how key decisions are made about ways to position films in the market, the planning of releases strategies, trailer or TV spot testing, methods used to gauge awareness, the first choice measure, and the value of exit polls when judging potential word-of-mouth. Lucy will also consider the ways in which the findings of audience research can then feedback into editorial decisions about films.
Enquiries:
Prof. Paul McDonald, Professor of Cinema, University of Portsmouth ([log in to unmask])
Location:
St. George's Building can be found in the bottom left corner of this map
http://www.port.ac.uk/aboutus/contact/maps/universityquarter/
Two rail stations are nearby: Portsmouth and Southsea (which appears on the map) and Portsmouth Harbour (which is slightly nearer but just off the map).
Metered car parking is located in the streets adjacent to the building.
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MeCCSA is the subject association for the field of media, communication and cultural studies in UK Higher Education. Membership is open to all who teach and research these subjects in HE institutions, via either institutional or individual membership. The field includes film and TV production, journalism, radio, photography, creative writing, publishing, interactive media and the web; and it includes higher education for media practice as well as for media studies.
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