Audience Research
Audience Data
Audience data is the capturing and measuring of the consumption or the reviewers of a certain product. This can be used as a marketing tool. An advantage of this would be that researchers would be able to review the overall viewing and ratings of a short film, enabling them to find out if their target audience does or does not watch short films.
Audience Profiling
Short film creators can use audience profiling to identify their target audience's lifestyle. Audience profiles can be useful to researchers as it will enable them to gain a clearer and more accurate view of what appeals to their target audience. This can be based on:
- Race
- Age
- Gender
- Income
- Sexuality
- Education
- Occupation
- Interests
- Frequent Purchases
An advantage of audience profiling would be that short film producers can find out specific lifestyle characteristics about their target audience, which will enable them to effectively create short films to appeal to their target audience.
Demographics
Demographics are the average characteristics of an individual. Short film creators can use the characteristics of their target audience to market any new products they want to introduce. An advantage of demographics would be that short film producers will be able to create short films that meet the needs and wants of their target audience. However, a disadvantage to this would be that the research would only be based on a group of individuals with similar interests.
Geo-Demographics
Short film researchers can use geo-demographics to base characteristics of their target audience, however only locally. Geo-demographics focuses on the location side of 'demographics'. An advantage of geo-demographics is that researchers will be able to focus their research on a specific area, whereas a disadvantage is that the results can only be based on individuals in one location, it is not applicable to people in any other location.
Consumer Behaviour
Short film researchers can study individuals and groups in their target audience in order to identify which sort of short films they watch and show interest in. This can be an advantage as the consumer's needs and interests are more likely to be met when their interests are frequently advertised to them. An advantage of studying consumer behaviour could be that researchers will be able to identify the interests and qualities of their target audience, whereas a disadvantage could be that it does not specify their exact interests.
Consumer Attitudes
Consumer attitudes are often measured by researchers when trying to find out their reactions, including beliefs, views and behaviour, towards a short film. This can be considered an advantage as researchers will be able to obtain a clear view of the responses they get to their products, resulting in them gaining quick and opinionated answers.
Audience Awareness
Researchers can use online forums or internet surveys to find out whether their target audience have viewed or shown interest in a particular short film, and discover how many people do show interest. In order to create more audience awareness, researchers can put advertisements of their short films onto the side of a website or put YouTube trailers of their short films on there. Researchers can test consumer's ability to recall their short film without naming it through asking open questions about short film productions.
An advantage to this method would be that the researchers would be able to find out opinionated answers about the audience's knowledge and thoughts of their short film, as well as statistical data, whereas a disadvantage would be that some of the audience may not want to participate in any online surveys or view any advertisements.
Market Research
Product Market
Product market focuses on the qualities of a particular product, such as researching into innovation, which can affect how it appeals to the target audience. An advantage of product market could be that it allows short film creators to identify the ideal qualities of products that are desired by their target audience.
Competitive advantage can be obtained through altering products to meet the consumer's needs specifically, making it more appealing to the target audience. Innovation can lead to a competitive advantage, as it can occur through regular product testing (ratings, reviews). An advantage to this could be that short film directors a unique image can be created through meeting and maintaining the target audience's interest.
Competitor analysis measures the strengths and weaknesses of different competitors, this allows short film writers and directors to identify any opportunities or threats of competing short films, providing them with an insight of what makes them appealing to the audience. This enables them to improve their ideas to appeal to audiences more.
Short film creators can choose specific places to advertise their products which their target audience are attracted to/are more likely to come across. An advantage to this would be that they are directly addressing their audience, avoiding any unnecessary advertising through placing the advert where their target audience will be most likely to view it. For short film audiences, this could be sites such as YouTube, fanzine websites and adverts on the side of internet forums.
Advertising Effects
Advertising allows consumers to view an advert without being forced to give an early opinion. Viewers can learn more and evaluate a short film trailer/poster if it were created to meet their interests, learning themselves that it is 'ideal' for them.
Do you have the required skills and qualities to undertake the production process?
Do you have the appropriate equipment and technology available?
What help and support will be required?
Is there enough time for the product to be produced?
Placement media refers to any type of advertisement used to increase awareness. This can include (for short films); radio and television adverts, magazine adverts, posters, billboards and newspapers. Short film distributors can use any of these methods to directly communicate with its target audience informing them of upcoming short films in order to increase as much viewing figures as possible.
Technological resources can refer to any type of technology involved in the production process. This can include all the editing software required to make the film look as professional as possible. In addition to this, editing suites and actual filming equipment can also come under technological resources. This is why it is essential that a generous budget is set for this equipment as it is an important contribution to the production process.
Finance & Costs
The finance and costs are one of the most essential part of shooting a short film - as without being financed, it is unlikely you can produce a successful short film. Ensuring that all costs are under budget is essential therefore the overall aim is to create a professional and successful short film as cheap as possible.
A software is a program that can be installed within, which is essential in the post-production stage as it can be an editing resource. Editing softwares inclue iMovie, AdobePremiere Pro, AVID Media Composer and Sony Vegas.
Hardware
Hardware refers to a collection of item that can physically be touched, which is what programs, such as editing softwares, can be used to install on.
These different tools are essential for recording and editing audio and moving image material, which may sometimes require a specific software for print and multimedia production.
Costs may especially increase for the hiring of editing and recording crew, as well as the hiring or purchasing of additional equipment such as computers.
Usually, independent producers hire equipment from companies fr the duration of the production process. However, some time may be taken for this process as some research would be required in advance, due to an appropriate budget for the cost of the equipment.
To make it cost effective, a short film producer can pay license fees for softwares that can be installed on multiple devices.
A creative team of people will help you with research and develop on ideas and provide technical expertise in order to assist you in the production stages. Hiring a marketing team can also help you through selling your short film through generating income from advertising, sales and merchandising.
Locations
Location research should be conducted, location shots can help the filmmaker identify any health and safety issues. Thorough research into different venues can help the filmmaker decide whether the location is viable to the short film or not, as well as looking into the lighting and surroundings of the location for planning certain shots for the film.
References:
Researchers can use online forums or internet surveys to find out whether their target audience have viewed or shown interest in a particular short film, and discover how many people do show interest. In order to create more audience awareness, researchers can put advertisements of their short films onto the side of a website or put YouTube trailers of their short films on there. Researchers can test consumer's ability to recall their short film without naming it through asking open questions about short film productions.
An advantage to this method would be that the researchers would be able to find out opinionated answers about the audience's knowledge and thoughts of their short film, as well as statistical data, whereas a disadvantage would be that some of the audience may not want to participate in any online surveys or view any advertisements.
Market Research
Product Market
Product market focuses on the qualities of a particular product, such as researching into innovation, which can affect how it appeals to the target audience. An advantage of product market could be that it allows short film creators to identify the ideal qualities of products that are desired by their target audience.
Competition
Competitive advantage can be obtained through altering products to meet the consumer's needs specifically, making it more appealing to the target audience. Innovation can lead to a competitive advantage, as it can occur through regular product testing (ratings, reviews). An advantage to this could be that short film directors a unique image can be created through meeting and maintaining the target audience's interest.
Competitor Analysis
Competitor analysis measures the strengths and weaknesses of different competitors, this allows short film writers and directors to identify any opportunities or threats of competing short films, providing them with an insight of what makes them appealing to the audience. This enables them to improve their ideas to appeal to audiences more.
Advertising Placement
Short film creators can choose specific places to advertise their products which their target audience are attracted to/are more likely to come across. An advantage to this would be that they are directly addressing their audience, avoiding any unnecessary advertising through placing the advert where their target audience will be most likely to view it. For short film audiences, this could be sites such as YouTube, fanzine websites and adverts on the side of internet forums.
Advertising Effects
Advertising allows consumers to view an advert without being forced to give an early opinion. Viewers can learn more and evaluate a short film trailer/poster if it were created to meet their interests, learning themselves that it is 'ideal' for them.
Production Research
Content
Content can either be original or optioned, which require a substantial amount of research.
Option: A contractual agreement between a movie producer, who can represent a production company, a movie studio or an individual, and a writer of a screenplay.
If the film is not made within 2 years, the screenwriter has the right to sell the script.
Filmmakers can also employ historians in order to be able to portray the real series of events, such as a film being set in WW2.
Coming up with your own content will require you to conduct primary research.
Owners of any written work can have their material Copyrighted. Copyright legally protects the owner from others using their material without having granted permission from the owner, the owners can license others to use their material at a given fee whilst still retaining ownership rights.
Short film makers may not have the budget to pay for the actual song/soundtrack, they may only be able to approach independent music composers who are not attached to a label. This would not create major costs as their material is not copyrighted.
Short film makers may not have the budget to pay for the actual song/soundtrack, they may only be able to approach independent music composers who are not attached to a label. This would not create major costs as their material is not copyrighted.
Viability
Production research allows you to demonstrate whether or not that your planned product is viable. It is ideal that viability is thoroughly tested on a product in order to determine its success, which can be through considering these factors:
These costs must be considered; is the product financially viable?
- Crew
- Locations
- Talent
- Props/costume
- Permissions
- Equipment
- Misc. e.g. catering
Production research allows you to demonstrate whether or not that your planned product is viable. It is ideal that viability is thoroughly tested on a product in order to determine its success, which can be through considering these factors:
These costs must be considered; is the product financially viable?
- Crew
- Locations
- Talent
- Props/costume
- Permissions
- Equipment
- Misc. e.g. catering
Do you have the required skills and qualities to undertake the production process?
Do you have the appropriate equipment and technology available?
What help and support will be required?
Is there enough time for the product to be produced?
Placement Media
Placement media refers to any type of advertisement used to increase awareness. This can include (for short films); radio and television adverts, magazine adverts, posters, billboards and newspapers. Short film distributors can use any of these methods to directly communicate with its target audience informing them of upcoming short films in order to increase as much viewing figures as possible.
Technological Resources
Technological resources can refer to any type of technology involved in the production process. This can include all the editing software required to make the film look as professional as possible. In addition to this, editing suites and actual filming equipment can also come under technological resources. This is why it is essential that a generous budget is set for this equipment as it is an important contribution to the production process.
Finance & Costs
The finance and costs are one of the most essential part of shooting a short film - as without being financed, it is unlikely you can produce a successful short film. Ensuring that all costs are under budget is essential therefore the overall aim is to create a professional and successful short film as cheap as possible.
Software
A software is a program that can be installed within, which is essential in the post-production stage as it can be an editing resource. Editing softwares inclue iMovie, AdobePremiere Pro, AVID Media Composer and Sony Vegas.
Hardware
Hardware refers to a collection of item that can physically be touched, which is what programs, such as editing softwares, can be used to install on.
These different tools are essential for recording and editing audio and moving image material, which may sometimes require a specific software for print and multimedia production.
Costs may especially increase for the hiring of editing and recording crew, as well as the hiring or purchasing of additional equipment such as computers.
Usually, independent producers hire equipment from companies fr the duration of the production process. However, some time may be taken for this process as some research would be required in advance, due to an appropriate budget for the cost of the equipment.
To make it cost effective, a short film producer can pay license fees for softwares that can be installed on multiple devices.
Personnel
A creative team of people will help you with research and develop on ideas and provide technical expertise in order to assist you in the production stages. Hiring a marketing team can also help you through selling your short film through generating income from advertising, sales and merchandising.
Locations
Location research should be conducted, location shots can help the filmmaker identify any health and safety issues. Thorough research into different venues can help the filmmaker decide whether the location is viable to the short film or not, as well as looking into the lighting and surroundings of the location for planning certain shots for the film.
References:
http://techterms.com/definition/copyright
http://blog.signummedia.co.uk/?p=435
http://www.computerhope.com/issues/ch000039.htm
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