5. Who is the target audience and how have they been targeted in the UK?
- The target audience consists of teenagers and young adults. The 12A certificate reflects this as it allows both target audiences to be able to watch the film in cinemas.
- These audiences have been targeted mostly through the media, mainly using the internet. These age groups are more likely to use technology than those older or younger and so viral marketing for avtr.com and the deal with LG and youtube are very effective as it reaches the target audience.
- Computer games are mostly played by ages 10-30 so the release of Avatar: The Game resulted in more media attention for the film; it wa another way for 20th Century Fox to market the film and another product to sell to the film's target audience, therefore the products worked in synergy. The game was rated 12 (similarly to the film) and was released in the UK on 11th of December in the UK, 6 days before the film was released so the game could help to market the film. However, the plot of the game involves a different character and doesn't ruin the film.
- Other audiences outside the target audience have been accessed through billboards on the streets in the UK, as well as in cinemas during adverts for other films. This works especially well since 20th Century Fox are also distributing for Alvin and the Chipmunks 2: The Squeakquel, which has been released at the same time as Avatar. This means they are in direct competition but it also means that 20th Century Fox can advertise the two together and therefore have a wider reach for Avatar.
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