28.11.2014 RESEARCH & DISTRIBUTON: CASE STUDY OF THE HUNGER GAMES MOCKINGJAY

I have learned that distributors use a variety of different techniques such as Facebook pages, Instagram photo blogging pages, Twitter feeds and P&A (film posters) to attract audiences. I researched what techniques the entertainment distribution Canadian-American company, Lions Gate used to promote The Hunger Games: Mokingjay. I collected the information I had researched from different sources including the Internet and presented it as a PowerPoint (then uploading it to SlideShare). The case study I completed will help me with my AS Summer Exam, and increase my understanding of how to reach my film audience/target audience for my own film opening. 

From completing this research, I learned that the Internet is an extremely useful and powerful resource of connecting with a films target audience. For example around 2 days after the release date of the film (film was released on 20th November 2014 in UK with the trailer uploaded on YouTube around 15th September 2014) the trailer of the film had over 5 million views and over 24,000 likes. This shows the level of high success and demand the film has on the public/target audience of the film. Information can be released to the world, globally via the internet and be witnessed/rated (popular or unpopular) in seconds. Agreeing with Maslow's Theory of the Needs of audiences, the rating of the film can be decided in seconds - audiences deciding whether they want to spend money going to see the film or even buy merchandise. The internet is powerful and an extremely precious, quick and demanding resource for film distributors.

My marketing tactics have been influenced greatly. For example, as well as producing a P&A for my film, I will be making great use of the internet when distributing my film as it is my main source of rating, giving me an estimation as to how many people will come and view my film, how successful it will be and how it will be successful financially. I will use Facebook, Twitter and YouTube when distributing information and trailers for my film as they directly feed to my target audience (through them 'liking' my films page and other films of the genre). I will also use Instagram as it is a recently new app involving hashtags (also used by Twitter) that distributors can use on the 'notes page' when feeding information on the Instagram feeds. Using hashtags will niche the audiences findings making the search for my film more accurate - only pictures, promotional post and advertsiments will be found under the official hashtag or fan made hashtags such as '#theunhinging' '#unhingingfilm'. Hashtags can also apply to actors, directors or anyone associated with the film such as '#katebradford' or '#demicollins' - this makes it easier for my target audience to reach information relating to the film. Film reviews on Empire or Mojo, for example, can be impacted by distribution techniques.