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I think the primary target audience for this film is 12-25 year olds
considering that the certificate for this horror is a ‘12’. Usually horrors
are rated at least a ‘15’, I think this means younger people will be excited
to actually watch a horror they are allowed to watch. I believe it would
be rated a higher certificate if the target audience was older as adults
may think if it is labelled a ‘12’ it may not be as enjoyable for them.
I think the secondary target audience would be persons over 25. I think
there are a lot of Harry Potter/ Daniel Radcliffe fans now in their late
20’s that would be very interested in watching the woman in black
simply because of the actors previous films. I also think people over 25
are from the era when horror films became popular, so they may be
interested in this film for that reason.
The woman in black was marketed to appeal to a very wide range of audience. It was advertised in
many different places such as in magazines and newspapers, on radio, on television, on massive
billboards, on bus shelters plus many more. It was advertised in many different places that would
be seen by a range of people to draw them into the film. Instead of, like most films, just advertising
in areas that would focus on the main target area they covered a range so they could create a bigger
secondary target audience. They had advertising in newspapers like ‘The Sun’ and also ‘The
Guardian’ which could show the vast range of target audience. I feel they may have done this as the
genre of film could appeal to a wide range of audience. For this film they paid huge amounts of
money on the advertising campaign which could be seen as a risk but it definitely paid off as we
now know this was one of the biggest successful films.
Furthermore, the main actor, Daniel Radcliffe himself made videos promoting the film which was
successful as he is a famous actor from being in popular films previously. As he has many fans they
are likely to listen to him and watch the movie. He also appeared on many TV shows such as
Jonathon Ross and done many interviews to ensure the film had plenty of attention from the public.
Also, he did interviews in magazines to spread the film across the nation.
The marketing materials for the film were appropriate as we now
know the film was a massive success and that will largely be down to
the effective advertisement of it. Sometimes it can be a risk to spend
vast amounts of money on advertisement but on this occasion the risk
was worth taking. The reason I feel the marketing materials were
appropriate is because this film had the potential to appeal to such a
large audience that advertising it everywhere could only enhance the
money made on the film. By the time of the release of the film it was
talked about everywhere and was on everybody’s minds as
advertisement was so effective. Arguably the most effective method of
enticing people towards the film was Daniel Radcliffe constantly
appearing on TV, radio and magazines promoting the film. Many
people know him from his past in Harry Potter, so I believe all Harry
Potter fans would instantly take note of the new film he is about to
star in. Furthermore, I think the fact that the film is rated a ‘12’ made a
lot of younger people who hadn’t watched a horror film before
intrigued to watch The Woman In Black.
The Woman In Black had a massive release, on the opening weekend in The
USA the film made $20,874,072 on 2,855 screenings. It has also been a huge
success in the UK, ‘The woman in black’ topped the UK all time charts for
highest grossing theatrical horror film ever (or at least since records began).
Here is a chart showing the highest grossing horror films:
•2012 The Woman In Black (so far) £14,598,813
•2001 The Others £11,880,848
•1993 Bram Stoker’s Dracula £11,548,429
•1995 Interview With the Vampire £10,674,956
•2000 Sleepy Hollow £10,047,381
•2004 Shaun Of The Dead £6,692,683
•2002 28 Days Later £6,296,734
•2007 28 Weeks Later £5,350,158
‘The woman in black’ was estimated to have had a budget of
$17,000,000 which can be seen as quite a modest sum especially when
taking into account the success of the film. It had an instrumental
impact on the on the industry as it broke many records in the UK and
The US. Daniel Radcliffe's film took more at box office than any other
British horror film since records began. It spent three consecutive
weeks at number one in the UK box office, making a total of £14.6
million ($23.2m) in ticket sales. This had a massive impact on the
industry as film fans were spending a lot of money to see this film
instead of others which were released at a similar time to ‘The woman
in black’. Furthermore, as it set a number of new records in the film
industry, new films coming out with have a new target to try and
I believe there are many reasons why this film was so successful , one
of them being the main actor, Daniel Radcliffe. This was his main film
after the Harry Potter episodes so fans of Harry Potter and Radcliffe
would’ve been keen to watch this film. Radcliffe also done a lot of
media work to promote the film and get the public excited about the
release of ‘The woman in black’. Furthermore, the advertising tactic
they used seem to be very successful. They spent a lot of money on
getting the film across to the public through a wide variety of media
types. They advertised to appeal to a wide range of audience,
advertising in magazines, radio, television, billboards etc. By the time
the film was released most of the public would’ve heard or known
about the film due to the effective and massive advertising campaign.
So overall, I believe Daniel Radcliffe and his reputation along with the
successful advertising were the reasons why ‘The woman in black’
was so successful.