SPECIAL BLOG POST IN COLLABORATION WITH FILM INDEPENDENT LOS ANGELES.

There is a substantial and worrying lack of qualitative information and audience insights all across the film industry. On the one hand, box-office data is no longer representative of the broad spectrum of windows where films are exploited; on the other, big data is owned only by the big companies and therefore not shared across the industry.

This situation is odd for a high-risk industry of prototypes. We are basically spending billions blindly. Like virtually everyone in the film industry, we take decisions based on a balance between expertise and gut feeling.
So we went ahead, took action and started to think of what we can do in the face of such a situation. While we try to get certain European bodies to green-light a solid, qualitative market study over time, we used design thinking tools and empathy maps to identify and shape at least 10 Profiles of Indie Cinema Lovers. Here is a sneak-peak of our work:

 

PROFILE 1: INDIE MOVIE SELECTIVES

“There is nothing quite like the feeling of being in a cinema when the light goes off and the movie starts.”

This group is mainly composed of women over 30, highly educated, living in urban areas. They prefer the experience of going to the movie theatre; they like drama (but not too much suffering, please, they also appreciate feel-good fare!), value the empowerment of women and non-archetypical female characters in main roles, and are highly selective with the content they watch. They are great fans of European and world cinema, and are loyal movie-theatre-goers. If this is your target audience, you have already solved a few problems!

We have marketed for them films like:
LES FILLES DU SOLEIL

An iconic film they loved:
TONI ERDMANN

 

PROFILE 2: hyper-connected movie addicts 

“All I care about in life is one click away.”

This group encompasses mainly men over 25, highly educated, living in urban areas. Unlike the previous female-equivalent group, they prefer the VOD experience (not always legally), as opposed to movie theatres. They are very eclectic, taking in all types of genres in films and series and want to see everything available, and want it now! Real all-you-can-eaters! If you have this target audience, think about how to reach them alternatively, because the classic movie theatre release pattern might not necessarily be the answer.

We have marketed for them films like:
EL ANGEL
An iconic film they loved:
BLADE RUNNER

PROFILE 3: THE SILVER AUDIENCE

“I have the time of my life. Oh, I never felt this way before…”

Mainly women over 60, with an average level of education, and living in urban areas. They have a great deal of time on their hands during the week to enjoy culture and take in the opera, ballet, classic concerts and feel-good films about the “golden age”. They are very classical in their choices, reject edgy narratives and appreciate the beauty of music and the arts. This is the fastest growing age group in the film industry. Loyal to event-cinema and like to plan ahead…If this is your target, you are in a great position to get them into the movie theatres!

We have marketed for them event-cinema contents like:
MARIA BY CALLAS or EXHIBITION ON SCREEN.

An iconic film they loved:
THE BEST EXOTIC MARIGOLD HOTEL

 

Having described these three main target audiences, which are quite broad, we shall now look at some niche audiences that love indie cinema:

PROFILE 4: THE GENRE FAN

“I can´t get enough of the adrenaline rush of a good horror movie. It´s a genre that will never get old…”

Similar age group to the hyper-connected movie addicts, but have a clear preference for horror movies, thrillers, slashers, gore and b-series. They prefer mainstream but have no problem crossing over to indie when these elements are present. Definitely prefer the VOD experience and do not set foot in a movie theatre unless it’s to see a clear mainstream “must”, or for an event-driven, action offering to bring “freakies” together again. If this is your target, be creative about social media and B-alternative marketing initiatives.

We have marketed for them:
LAKE BODOM

An iconic film they loved:
IT FOLLOWS

PROFILE 5: THE ECO-FRIENDLY GIRL

“Cinema is a fantastic vehicle to show Mother-Earth in all her beauty. We must use it to spread the love for our planet and divulge how to take care of it.”

Similar age group to indie-movie selectives, but have a clear preference for documentaries about the environment and how we live in it. Watch such contents on VOD platforms and usually share them.

We have marketed for them:
CIEN DÍAS DE SOLEDAD

An iconic film they loved:
BLACKFISH

PROFILE 6: THE SPIRITUAL GURU

“I am, consciously, here now.”

Not a purist cinema lover but watches indie content from time to time, when it touches their soul. In to mindfulness, yoga and meditation, as part of an ongoing quest to find a different way to deal with the hectic pace of the world…

We have marketed for them:
WALK WITH ME

An iconic film they loved:
THE GREAT SILENCE

PROFILE 7: THE POLITICALY ENGAGED ACTIVIST

“Cinema should be committed to the causes that matter.”

Watches political conspiracy documentaries on VOD platforms but also tries to find and recommend indie gems to raise our awareness about injustice, financial and political problems, lack of diversity and corruption in the world. For this bunch, the call to action is key, and they will embrace your content if they think any engagement on their part can help to make that happen.

We have marketed for them:
SEA SORROW

An iconic film they loved:
INSIDE JOB

PROFILE 8: THE LGBTIQ COMMUNITY

“My cultural agenda is so tight I wish the week had more than 7 days. So many interesting things happening, so little time!”

Key opinion leaders and changers with regard to the level of social awareness on issues such as diversity and inclusion. Pace-makers in their social circle niches. They appreciate contents where non-archetypical LGBTIQ characters are in main roles and are great fans of the best indie cinema.

We have marketed for them:
STRANGER BY THE LAKE

An iconic film they loved:
MOONLIGHT

PROFILE 9: ‘CREAM OF THE CROP’ CINEPHILE

“There is no greater feeling than watching a good film on a big screen. VOD can never be a replacement for the classic movie theatre experience.”

Usually working in the film industry or some similar domain. Cinephiles of all ages, who adore the cinema screen and the great auteurs, classic and new. A fantastic target for edgy narratives and intelligent, low-paced cinema. Always up with the latest on the film festivals circuit and with what critics are saying; worship certain big name directors.

We have marketed for them:
PETRA

An iconic film they loved:
LES 400 COUPS

PROFILE 10: THE INDIE ANIMATION FAN

“Animation is like watching the dreams of a genius.”

A true hipster and geek, usually working in the design or animation industry. A cross-over to young hipster parents who want for their kids something other than the mainstream options. Manga films might very well be their flagship, but they also dig into hidden European gems. They love art, illustration, drawing and visual arts.

We marketed for them:
MIRAI, as well as THE BOY AND THE BEAST

An iconic film they loved:
GHOST IN THE SHELL

 

• This content corresponds to our own empirical observation, certain market studies and ethnographic work (as opposed to the scientific method). This post is meant to analyse hypothetical trends, rather than facts.