The primary target audience for woman in black was for younger adults, aged 12-19, this is shown by the age rating of the film. The film is a 12A involving the younger generation with the use of social media or online technology. Thus it created a wider interest gain and target audience for Hammer industries to watch the film. Most teenagers of young adults of this age expect the maturity of jump scares, not slasher or gore that will put them off. Woman In Black is a type of film that will play on people's mind even after watching the film as they will feel vulnerable giving that scared feeling which people of this generation want to feel or see. It has been considered the new sub genre of the 20th century, due to its popularity for example other films such as The Conjuring, Insidious, Blair Witch, Ouija etc. are all "jump scare" and include supernatural powers or beings within the film. The secondary audience is the older briefed audience that take a more broadened but also technological device such as TV Programs. Older audiences above the age of 20+ might have a social media account but may not frequently visit its presence as often as a younger audience would as they are socially always on their phones or laptops. Things like adverts within the TV program breaks, may peak to the older target audience as they watch their weekly serials. In comparison to our primary target audience, whom is a younger generation the Woman In Black would only appeal to them because of the famous actor Daniel Radcliffe that plays the main protagonist and also that it is being screened rather than read from a book. The secondary audience who are potentially interested may have come back to the novel of the book which was created in 1989, initiating a trigger to come back and watch the movie and compare it to the novel and what the difference is, seeing how much detail the novel had compared to the film or what the film missed out or added in extra to build to tension. This thrill can be caught from both the book and the film as it exhilarates both audiences.2. How Was The Woman In Black Marketed?, (Think About Genre(s), Sub genre(s), Media Platforms, Target Audience, Promotions, Size Of Campaign, etc.)
The horror genre has risen in numbers for the 20th century, Supernatural Horrors has become the fan favorite of this century due to the haunting spirits, redemption and vengeance of a lost character. Marketing such a horror film is quite diverse and a competition against many other horrors as they have to make a diligent diversity against the horror films to not make it the same but rather have their own "haunting" ideas. The main source of marketing would be media platforms for example Youtube, Twitter, Facebook, Tv Advertisements, etc. Forms of media which can advertise trailers, sneak peaks, interaction with the actors about the film and many more features is what catches the audience's attention to peak their interests in the pre-production stages. Their promotions in platforms are high due to the rise in technology and based on this they can set a younger target audience in which the film aims at, being a 12A the audience is primarily the younger generation who has more advance and experience to technology to review the marketing and be interested by the diversity of how the film is marketed. The promotion scale produced through Billboards, Online Advertisement, Adverts, magazines and metro posters all played key concepts into the huge campaign to sell the woman in black out. Daniel Radcliffe had personally advertised the Woman In Black name, trying to redeem his role as a serious actor and not just his former fame of Harry Potter. He did over 500 different interviews in other countries and promoted reading by giving 30,000 free copies of the book whom to the audience was interested into reading the original novel. Social Media also was a main target to their impact of the size of the campaign, Every Week on their Twitter or Facebook page would be a leak of the film or some news rewarding the fans as they come closer to indulging the actual film to its release.
3. Do You Think The Marketing Materials For The Film Were Appropriate? Why?
After discovering what the film was like, and its primary audience of ages 12 and above, I personally feel the age rating is suitable even for the genre of the film. The attraction of jumpy content and supernatural appearances are shown within the trailers and online advertisements to understand the type of sub genre people are going to watch. This film doesn't include or show gore or any sorts of violence, nor does it show the death of any other for example when we see Arthur go to save his son on the train tracks but we don't actually see Arthur and his son get squished and die. Displaying Daniel Radcliffe was to identify the low age group due to his previous appearances in Harry Potter appealing to the target audience, although it was his ideal to shake off his lesser remorseful character he still produces a serious act throughout this film showing what he can really do in the film industry.
4. What Kind Of Release Did The Film Have? (Big/Small? How Many Cinemas Showed The Film On Its Release?
Due to Daniel Radcliffe's influence on playing the main character and promotion to bring a novel back to life, the film had a world wide premiere, which included a wide variety of celebrities to come and engage in a new genre for the actor, this generated more positive feed and the buzz for the fans and the public who would start to rumor the film which spread around all the countries. By doing this the population of the films interest increased dramatically creating connections for positive general feedback from critics once it would be released in the cinema. Social Media was the biggest impact of the whole campaign which leaked a lot of feed to interest to the audience, especially when weekly leaks were put out on Facebook and Twitter to constantly get the audience interested in the film as they would get feed from this and would never forget to not watch the film, this created a hype for the film constantly even if it was quite a distance away. Getting interviewed reactions from celebrities was a key concept to the audience as they can either relate to the celebrity or they could think they are nimble and underestimate the film. This helped generate income as many of the public audience have different views and opinions to this type of film, seeing a boy growing up from a series to watching the actor he is now in a more serious and "scary" role. On the opening weekend it had grossed $20,874,072 in display of 2,855 cinemas.
5. How Much Did The Woman In Black Cost To Make? (Production Budget) AND What Was The Industry Impact Of The Woman In Black? (Think Box Office And Trends)
The Woman In Black costed financially 15 Million USD, Which also considered that advertisements and other marketing orders were to ensure the film gain success in gaining as much profit back as they can. this also included special effects, the shooting location, actors and all the crew behind filming and editing the film. The industrial impact was huge, grossing over $20,874,072 on the first weekend the film had created the Biggest opening for a Hammer production film, In addition it was also placed 2nd in the Box Office of its release. Overall its domestic growth profited $54,333,290 USD which was 42.5% of the overall gross profit that they had generated and worldwide they generated $127,730,736 USD, and the films release was only estimated to make $11 - 17 million which was proven wrong. The Woman Black created history of becoming the most highest grossed British Horror film within 20 years and for Hammer it was a huge success to the British film industry to make such a film.
6. Why Do You Think The Film Was So Successful? (You Must Come Up With At Least 2 Reasons)
There are many reasons that the film was very successful, one of them being using the actor Daniel Radcliffe. During this was the biggest impact and hugest archive to achieving such success within the film. Using such a modeled actor created awareness and promotion for example seeing Daniel Radcliffe on a video, advertisement or poster any person whom had seen his Harry Potter series would instantly know its him and how he acted throughout his sequels to the film was tremendous growing up in the film industry was the hope for promotion of the film, also being a British actor he created a fitting part to the film. Also he cast for the part to separate his individuality from his Harry Potter series, to work on a more serious acting career. Daniel Radcliffe was largely involved for the advertisement of the marketing campaign by having interviews, TV advertisements, leaks and trailers of which social media gained advantage of to promote themselves and promote Radcliffe in his popularity into a different genre of the film industry which would create a buzz for the world as we only perceive him to be a Wizard who grows to become the savior of the school and defeat the villain. Radcliffe tried to engage with his primary audience as much as he could to promote his film and show that he isn't just a boy but rather now a grown man and a serious actor to play a role within the film industry to popularize his role. A second reason for the popularity of the film is the actual company and institutions promotion of the film. Their advertisement covered many areas such as posters, billboards, newspapers, magazines and other marketing material to promote the film. Editing and creating perfect screening to promote the film increased the popularity of the film whilst Radcliffe was also doing his interviews and Pop Quiz that aimed at the primary audience on social media. Creating such a formatted production and advertisement even when Radcliffe was not promoting there were various leaks and hints that the industry gave to constantly promote the film in Radcliffe name by using him as the star as he is the main character. Including him in every poster and major part of advertisement was to increase the audience and to catch their secondary target audiences eye as they are more likely to see a poster whilst travelling to work or they like the ideal of going to see the film as they might of seen it advertised. Having featured them the fan fiction of Harry Potter fans will be the biggest interested audience many of the film, even if the genre is opposed by the typical film he starred in.
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