MKTG-UB 20 Chapter 5: Market Research
10 Mar 2017
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Consumer research is the science of polling a small, defined sample of people. Provides info representative of a larger population. Main role is to identify target audiences & determine which ads & promotions have the most impact on each one. Films have short shelf lives in theatrical release so movie research is all the more important bc there"s just one shot to get the sales pitch right. Films are sold over & over in different release windows. Research data has value to other distribution divisions that market the same films in subsequent windows. Closest thing to test screening for most indie films is showing at film festivals. Divide the market into demographic groups according to age, frequent/infrequent moviegoer, & other categories. Audience research focuses on the segment of the population who are regular moviegoers. Most likely to arrive in theaters on premiere weekend if effectively reached w/group specific ads & promotions.
