The Woman in Black Audiences & Institutions
1. Who do you think the primary and secondary target audience is for The Woman in Black? Why?
The primary audience is the main target audience the film is aimed at. In The Woman in Black's case the primary target audience is horror fans, this film is a gothic horror and this is exhibited through the location, the themes and the lighting of the film. Further evidence of The Woman in Black being a horror movie is through advertising, the dark colour schemes and tagline "FEAR HER CURSE" push that this film is a horror.
The secondary target audience is a more casual audience that the filmmakers are trying to attract. In the case of The Woman in Black the secondary target audience is Harry Potter fans, due to Daniel Radcliffe's lead role in the franchise. Harry Potter fans will feel an emotional connection with Daniel Radcliffe having grown up with Harry Potter films in the same way he grew up in Harry Potter films and will want to continue supporting him in whatever he does post-Harry Potter.
2. How was The Woman In Black marketed?
The main tool used to market The Woman In Black was social media. The film's primary target audience are horror fans and young adults, so using social media platforms such as YouTube, Twitter and Facebook made sense - the audience use these platforms on a daily basis and exposure to advertisement of the film was inevitable. Also used was TV channels such as E4, MTV an T4.
Daniel Radcliffe also played a big part in marketing the film through public appearances, TV interviews and magazine interviews to embrace the fact that he is still in the film industry and his films must be seen. Due to the film's high budget (roughly $17,000,000) the marketing campaign was able to be distributed everywhere, on buses, billboards, adverts, online websites, posters around cities, and this was all alongside the teaser trailers that were released.
3. Do you think the marketing materials for the film were appropriate? Why?
The marketing materials covered every possible ground they could, the depth of marketing that went into The Woman In Black would be the best way to promote a film that filmmakers want to be a success. In today's society the internet is massive, it is a modern way to advertise, it is quick and effective - it is accessible globally and is online for everyone to see.
The use of newspaper advertisement and the re-release of the novel along with advertising it through the theater version would attract an older, more intelligent audience who would respect the derelict idea and outline to the film.
Daniel Radcliffe's work promoting the film helped attract the primary and secondary target audience as it was his first film since the Harry Potter series and viewers would've been thriving to see him back on their screens. The amount of marketing for the film was appropriate because it ensured that every person in the average community would've heard of The Woman In Black.
4. What kind of release did the film have?
The release of the film matched the standards of the marketing and advertising campaign. The film was released across 39 countries and reached 3000 screens worldwide, both the primary and secondary target audience was reached.Worldwide The Woman In Black grossed $127,730,736 - this made the film the highest grossing British film within the last 20 years.
5. How much did The Woman In Black cost to make? What was the industry impact?
The box office trends states that The Woman In Black cost $35,000,000 to make. This is including the advertising campaign costs, the use of this campaign however definitely brought in the success for the film. The first week after its release at the box office it was halfway to breaking even, making it a given that the film would be a success after another week. The film also aided the revival of Hammer Film Productions studio and was the most successful British film within the last two decades. The worldwide gross success of the film grew to $128,956,260 proving the film to be a massive success as it exceeded its production budget by almost $100,000,000.
6. Why do you think the film was so successful?
Personally I think that the film was so successful due to its massive marketing and advertising campaign and the film's star power. The marketing and advertising campaign reached just about everywhere, ranging from online, to TV adverts, billboards and posters, newspapers to buses. Daniel Radcliffe was crucial to the film's success, his part in promoting the film through TV appearances and magazine interviews because of his stature in the film industry, this was his first film since the Harry Potter series and fans were very excited to see him in a new role.
Personally I think that the film was so successful due to its massive marketing and advertising campaign and the film's star power. The marketing and advertising campaign reached just about everywhere, ranging from online, to TV adverts, billboards and posters, newspapers to buses. Daniel Radcliffe was crucial to the film's success, his part in promoting the film through TV appearances and magazine interviews because of his stature in the film industry, this was his first film since the Harry Potter series and fans were very excited to see him in a new role.
