Unit G322 – Section BUnit G322 – Section BHow does How does Quantum Of Solace Quantum Of Solace target an audience at each target an audience at each

stage of Production, Distribution and Exhibiton?stage of Production, Distribution and Exhibiton?

Lesson ObjectivesLesson Objectives

To Understand: Why Sony had to ensure that the To Understand: Why Sony had to ensure that the audience for audience for Quantum of Solace Quantum of Solace was so was so consistently and persistently targeted.consistently and persistently targeted.

To be able to : Identify how this audience is To be able to : Identify how this audience is considered and targeted specifically at each stage considered and targeted specifically at each stage of Production, Distribution and Exhibition.of Production, Distribution and Exhibition.

Targeting the Core Targeting the Core AudienceAudience

Hugely important for all of the different Hugely important for all of the different organisations involved in the Production, Distribution organisations involved in the Production, Distribution and Exhibition of and Exhibition of Quantum Of Solace.Quantum Of Solace.

All of the organisations involved in QoS had a huge All of the organisations involved in QoS had a huge amount at stake and so needed to ensure that the amount at stake and so needed to ensure that the film was successful at the box office (and hopefully film was successful at the box office (and hopefully in the in the ancillary markets ancillary markets such as DVD and PPV TV).such as DVD and PPV TV).

Most obviously, the production and distribution Most obviously, the production and distribution (Prints and advertising) budgets were huge – there (Prints and advertising) budgets were huge – there was a lot of money at stake for Sony Pictures, MGM, was a lot of money at stake for Sony Pictures, MGM, and Columbia. Both Sony Pictures and Columbia are and Columbia. Both Sony Pictures and Columbia are subsidiaries of Sony Corporation and MGM is part subsidiaries of Sony Corporation and MGM is part owned by Sony (20%).owned by Sony (20%).

Targeting the Core Targeting the Core AudienceAudience

EON and Danjaq are responsible for the Bond franchise EON and Danjaq are responsible for the Bond franchise because its worth protecting – if QoS had been a flop because its worth protecting – if QoS had been a flop then the Bond brand suffers and future profits are badly then the Bond brand suffers and future profits are badly hit.hit.

The success of the Jason Bourne films has also put Bond The success of the Jason Bourne films has also put Bond under pressure – Bourne was seen as a more relevant, under pressure – Bourne was seen as a more relevant, contemporary Action/Adventure hero than Bond. There contemporary Action/Adventure hero than Bond. There is no doubt that Bourne’s success has had an influence is no doubt that Bourne’s success has had an influence on Casino Royale and now Quantum of Solace.on Casino Royale and now Quantum of Solace.

Ultimately – all of the organisations involved from start Ultimately – all of the organisations involved from start to finish needed the film to reach the right target to finish needed the film to reach the right target audience. Sony, MGM, Danjaq, EON and Columbia all audience. Sony, MGM, Danjaq, EON and Columbia all strived to ensure that this happened.strived to ensure that this happened.

Quantum of Solace – Quantum of Solace – Target audience.Target audience.

Mainstream (ers) / Aspirers / Suceeders / Mainstream (ers) / Aspirers / Suceeders / Explorers / Resigned.Explorers / Resigned.

16 – 35 male – core target audience with a much 16 – 35 male – core target audience with a much wider secondary audience – women now also wider secondary audience – women now also targeted through Daniel Craig and perfume etc.targeted through Daniel Craig and perfume etc.

Audience is demographically broad – straddles Audience is demographically broad – straddles class/sexuality and ethnicity.class/sexuality and ethnicity.

QoS PromotionQoS Promotion

MGM/EON – their role in MGM/EON – their role in targeting the core targeting the core

audienceaudiencePRODUCTION –PRODUCTION –

Tie-ins utilised within the film – brands and products Tie-ins utilised within the film – brands and products recognisable to and attainable by the target audience.recognisable to and attainable by the target audience.

Set pieces / action sequences – generic pleasure of Set pieces / action sequences – generic pleasure of the Action/Adventure genre.the Action/Adventure genre.

Casting of attractive stars/co-stars.Casting of attractive stars/co-stars.

Pacy linear narrative – easy to understand.Pacy linear narrative – easy to understand.

Contemporary soundtrack inc Jack White and Alicia Contemporary soundtrack inc Jack White and Alicia Quays.Quays.

Photo-realistic/pro-filmic special effects – stunts and Photo-realistic/pro-filmic special effects – stunts and pyrotechnics. More realistic than previous Bonds. pyrotechnics. More realistic than previous Bonds. Craig is a vulnerable Bond – more in tune with current Craig is a vulnerable Bond – more in tune with current views on men and masculinity.views on men and masculinity.

Columbia/Sony - – their role Columbia/Sony - – their role in targeting the core in targeting the core

audienceaudienceDISTRIBUTION –DISTRIBUTION –

Blanket marketing campaign with a huge Blanket marketing campaign with a huge promotional budget utilising all forms of film promotional budget utilising all forms of film advertising. Not particularly innovative as a advertising. Not particularly innovative as a campaign – quite traditional but notable in terms of campaign – quite traditional but notable in terms of overall scale – it was huge.overall scale – it was huge.

Columbia/Sony – their role Columbia/Sony – their role in targeting the core in targeting the core

audienceaudienceDISTRIBUTION-DISTRIBUTION-

Cinemas – their role in Cinemas – their role in targeting the core targeting the core

audienceaudienceEXHIBITION – Nationwide release on 540 screens. EXHIBITION – Nationwide release on 540 screens. Local publicity/promotion by cinemas. Blanket Local publicity/promotion by cinemas. Blanket release reflecting the mass mainstream audience. release reflecting the mass mainstream audience.

ConclusionConclusion

Quantum Of Solace Quantum Of Solace is aimed at a broad, mainstream target is aimed at a broad, mainstream target audience. It was ultimately produced by a major multi-audience. It was ultimately produced by a major multi-national conglomerate in the shape of Sony. (Although national conglomerate in the shape of Sony. (Although don’t forget that they only own 20% of MGM).don’t forget that they only own 20% of MGM).

They desperately need to ensure that QoS maintained They desperately need to ensure that QoS maintained the success of Casino Royale (6the success of Casino Royale (6thth overall in UK cinemas overall in UK cinemas ever - £55,515,205 at cinema).ever - £55,515,205 at cinema).

Subsequent exhibition windows would also have Subsequent exhibition windows would also have generated significant revenue.generated significant revenue.

The marketing campaign was huge and expensive.The marketing campaign was huge and expensive.

Sony’s status as a conglomerate allowed them to use Sony’s status as a conglomerate allowed them to use synergy to boost sales and maximise profits.synergy to boost sales and maximise profits.