Target Market Study With Stry Element Analysis
MARKET AND TARGET AUDIENCE U.S. Hispanic Independent / Specialty Age / Gender Inspiratinal pssesses stry elements that appeal t the fllwing markets, as well as a brad spectrum f age demgraphics within each f these mvie ging grups: the U.S. Hispanic 2nd and 3rd Generatin audience, independent/specialty audience, and inspiratinal audience. U.S. Hispanic Market: 37 millin Hispanics purchased 300 millin mvie tickets in 2009. 20.4% f all frequent mviegers are Hispanic. U.S. Hispanics represent the highest U.S. mvie-ging ethnic grup, and they attend the theater nearly twice as much as the average mvieger. breaks frm the steretypical depictin f Hispanic culture prtraying negative elements such as pverty, drug smuggling, gang warfare and illegal immigratin t present a cmpelling drama which revlves arund psitive Latin characters. will impart a sense f pride in the U.S. Hispanic cmmunity. The Independent/Specialty mvie-ger: 72% f all films released in 2009 were nn-mpaa-affiliated independent prductins. The past tw Best Picture Oscar winners Slumdg Millinaire (2008) and Hurt Lcker (2009) were independent character driven films set in freign cuntries. Dmestically, this audience has supprted Spanish-language films such as Maria Full f Grace, Y Tu Mama Tambien, Under the Same Mn and Bella. These films reached a cmbined dmestic bx ffice f $44.5 millin, and a wrldwide cmbined revenue f $123 millin.
MARKET AND TARGET AUDIENCE U.S. Hispanic Independent / Specialty Age / Gender Inspiratinal Age and Gender Demgraphic: 76 millin mvie-gers between the ages f 18-39 purchased 554 millin mvie tickets in 2009-39% f ttal tickets sld. This age grup represents 35% f ttal mvie-gers in the U.S. Females purchased a higher percentage f mvie tickets than men - 55% f all mvie tickets sld in 2009. Amng U.S. Hispanics, there are 1.5 millin mre frequent female mviegers than male in 2009 despite the fact that the Hispanic ppulatin is 51% male. These statistics frm the 2009 MPAA study highly favr s target audience f U.S. Hispanics, and females. Inspiratinal Drama mvie-ger: A niche grup is drawn t films that inspire with characters f visin and cnvictin wh face adversity... Whether these mvies end happily r nt, they are ultimately triumphant bth filling audiences with hpe and empwering them with the spirit f human ptential. (the American Film Institute judging criteria fr inspiring films. www.filmsite.rg/afi100cheers.html ) At its cre, is abut lve and hpe. The stries in Dear Zël empwer audiences t rebuild relatinships, and pursue their dreams and passins. Films with inspiring and psitive messages have becme a mainstay f the independent mvie industry In 2006, the emtinally-charged and inspiratinal Latin film Bella grssed ver $11.2 millin in wrldwide bx ffice and ver $9 millin in wrldwide DVD sales.
MARKET AND TARGET AUDIENCE U.S. Hispanic Independent / Specialty Age / Gender Inspiratinal U.S. HISPANIC MARKET s principal target market is the U.S. Hispanic audience. The Hispanic market represents the largest minrity grup in the U.S. Accrding t the 2008 U.S. Census data, 46.9 millin Hispanics reside in the U.S., representing apprximately 15% f the ttal U.S. ppulatin. The purchasing pwer f U.S. Hispanics is averaging duble-digit annual grwth, reaching $951 billin in 2009 and prjected t tp $1.3 trillin in 2010. The writer f, James Luis Byette, is a 2nd generatin U.S. Hispanic. James understands the merging f American and Latin culture, as well as the cre values and defining identities that separate Hispanics frm mn-cultural Americans. Examples in f merging the American and Latin American cultures: Zel must decide between maintaining his life in Latin America and re-lcating t the United States t manage a mnumental expansin f the family business. Rland s (Zel s father) teak furniture business is jining frces with a Nrth Carlina furniture distributr fr manufacture and distributin in the United States. Andy (Zel s best friend) is a U.S. Hispanic wh mved with his American wife and their fur-year-ld sn t Latin America in pursuit f a mre tranquil quality f life. Stepahnie s best friend Suhey is studying at an American university, and must chse between her hmetwn lve and the new man in her life -- an American law student.
INDEPENDENT/SPECIALTY MARKET In 2009, nn-mpaa (Mtin Picture Assciatin f America) affiliated independents released 72% f all films. The independent audience whle-heartedly supprts freign language films that are thughtprvking and character-driven. Examples f the lng list f successful independent/specialty films similar t in theme and cntent are Under the Same Mn, Real Wmen Have Curves, The Mtrcycle Diaries, Y Tu Mama Tambien, American Beauty, Gd Will Hunting, Maria Full f Grace, Sin Nmbre. AGE GROUPS The graphic belw demnstrates the age breakdwns frm the MPAA s 2009 U.S. Mvie Attendance Study. s primary age grup target audience is 18 t 39 year lds, wh purchased 39% f all tickets sld in 2009. The Secndary age grup that targets is the 50+ age grup, which purchased 19% f all tickets sld in 2009. fr the 18 29 Age Grup: s stry line cncerns the chices mst yung adults will face. As they mature int adulthd, this grup will chse the paths that will define their lives, and will struggle t fulfill their wn dreams, as well as the dreams and expectatins f their parents. The relatinship challenges that cnfrnt Zël and Stephanie (wh are bth in this age bracket) will resnate with this age grup. Mviegers in this age range will als be drawn int the sub-plt f Suhey, Jimmy, and Billy. This is the stry is f a yung wman that did nt fllw her heart, and instead chse the path that was expected f her. Her cnsequences and regrets will hit hme with yung adults.
fr the 25-39 Age Grup: The sub-plt f Andy and Rxanna will attract this age grup, which is mstly cmprised f yung families. Many fathers will relate t Andy s challenge f balancing family with financial success. Wmen will identify with Rxanna s struggles t raise a child while feeling abandned by her husband s devtin t his business. fr the 50-60+ Age Grup: Rland, Zël s father, struggles with the reality that his nly sn des nt want t take ver the family business. Rland is als haunted by the suicide f Zel s mther, whse trubled artistic persnality he fears he sees far t much f in Zel. The stry f Marcs (Rland s business partner), Dna Elena and Lrena will als appeal t the 50-60+ age grup. Marcs learns that althugh the yunger Lrena is beautiful and in her sexual peak, he finds the cmpaninship he truly desires in Dna Elena, an lder wman with the same life experiences. GENDER The Mtin Picture Assciatin reprted that in 2009 females purchased a higher percentage f mvie tickets than men - 55% f all mvie tickets sld in 2009. Each relatinship in Dear Zel deals with the psitives and negatives f relatinships withut demnizing either gender. Members f each gender als get t peek behind the curtain as friends pen up and reveal their perceptins, mtives, prblems and desires. www.dearzel.cm
INSPIRATIONAL DRAMA MARKET A niche grup is drawn t films that inspire with characters f visin and cnvictin wh face adversity... Whether these mvies end happily r nt, they are ultimately triumphant bth filling audiences with hpe and empwering them with the spirit f human ptential. * At its cre, is a stry abut lve and hpe, and the struggle t achieve these ideals. The themes in empwer audiences t rebuild relatinships, and t pursue their dreams and passins. Films with similar inspiring and psitive messages have becme a mainstay f the independent mvie industry. Zël is a yung man frm a small twn wh, in direct cntradictin t his father s wishes, pursues his passin t be an actr. His jurney takes him frm a lcal playhuse t the rle f Hamlet in the Natinal Theatre. Zël s father, realizes his decisins might drive away the ne he lves mst. He must set aside his selfish nature and his fears, and recncile with his sn. Andy, Zël s best friend, learns that expressing lve is all it takes t heal the pain he has caused his wife and child. The widw Elena seeks a secnd sht at lve, while Marcs, a widwer, finds the curage t try and lve again. Suhey, struggling with her past mistakes, discvers it is never t late change ne s path. Finally, apprximately ninety-three percent f all Latin-Americans self-identify as Christian, and part f the dialgue between Zel and Andy intelligently addresses universal questins f faith. Zël struggles with understanding his faith when Gd seems t have abandned him in his time f need, while Andy, an atheist, believes past decisins have set him n a fatal path in his marriage. * The American Film Institute judging criteria fr inspiring films. www.filmsite.rg/ afi100cheers.html www.dearzel.cm