Film Production Publicity Pack - Initial Research

Introduction

  • Title of the film
Dirty Dancing


  • When was it released (year) and what production house
1987, by Great American Film Limited Partnership


  • Where is it set and what is the genre
1963s America, romantic drama dance film



Producer
  • Who was the producer and what does a producer do?
Linda Gottlieb produced this film. A producer is simply a project manager who oversees the film-making process.

  •  Why might a producer oversee every aspect of production from idea to
distribution?

The producers of a film select the script, director and directly arrange the film's budget and overall production. This role is important as it creates a greater sense of guidance so that if anything goes wrong the producer can step in and resolve the issue.

  • What research techniques were available to the producer?
(Test Screening, questionnaires, focus groups etc.)

A test screening is a good way to gain research for new films as it required a handful of strangers to be selected from the street to experience a free, early viewing of the production. This means that the producers get feedback and the viewers can post online about the film to get the word put. This also means that more positive feedback is likely to be received as people will feel special because they got to see the film early, and they won't feel as though they wasted money as it's free of charge. Due to this, the film is more likely to do well as people have been able to see positive reviews on the internet before the release date.

  • How did the producer use techniques available to them and how did it affect the
film?

A test screening meant that people knew what the film was going to be like and so could tell people about it by word of mouth promotion. This encouraged more people to go and see it, thus drawing in a bigger audience and generating more money at the box office.

Target audience

  •  Who were the specific targets for the film you have chosen?
Teenagers


  •  How were the audience targeted (examples)?
The film was marketed as a romance, which is typically popular amongst female teenagers.

  •  Were the strategies used effective (examples)?
Not particularly. The film was more popular with adults as oppose to the original target audience. However, lots of people went to see the film, with many people returning to the cinema for a second viewing.

  • Was the target audience correctly selected?
No, because it was adults that saw it. However, many went back to see it again.



Marketing strategies:

How was the film marketed?

  • Trailers
A two-and-a-half-minute trailer was released to promote the film before its release. It features both Patrick Swayze and Jennifer Grey - the film's two leading stars - in almost every scene, promoting this as a romantic film. Many of the most iconic scenes are used to increase interest before its release.

  • Posters
An official poster featuring Swayze and Grey was used to promote the film. It was created in the minimalistic style, with a white background and a simple image of the actors positioned beneath the film's title written in a cursive font.

  • Red carpet interviews / premieres
There was a red-carpet premiere for the release of this film.

  • Synergy
As well as having its own soundtrack, Dirty Dancing also has lots of merchandise to promote the film. Items ranging from socks to mugs can be purchased with varying images and quotes from the production.

  • Websites
n/a

  • Production Blogs
Reviews were published in the New York Times, and word of mouth promotion also occurred. In ten days, the film broke the ten million mark (dollars).



How was the film distributed

  • Who was the distributer for the film?
Vestron Pictures

  • What are the benefits of selecting the right distributer?
The bigger the distributer, the more cinemas the film will each. This means that selecting the right one is very important as it has the ability to affect its success.


  • Was the distributer a large or small company?
Vestron Pictures released lots of films, though it is best known for distributing Dirty Dancing.


  • How many screens did the film open in?
Every major cinema was showing this film, so it would've been played on many screens.


  • How much money did the film make at the box office?
$214.6 million was made, and the film's budget was $6 million.


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