What are the most common mistakes made when segmenting a film audience?

Segmenting a film audience is the process of dividing potential viewers into groups based on their characteristics, preferences, and behaviors. It is a crucial step for filmmakers, distributors, and marketers to understand their target market, tailor their content, and optimize their strategies. However, segmenting a film audience is not an easy task, and many common mistakes can undermine its effectiveness and accuracy. In this article, we will discuss some of these mistakes and how to avoid them.

1 Using outdated data

One of the most common mistakes made when segmenting a film audience is relying on outdated or irrelevant data. The film industry is constantly evolving, and so are the audiences. Their tastes, preferences, habits, and expectations can change over time, influenced by social, cultural, and technological factors. Therefore, using data that is too old or not specific to the film genre, theme, or format can lead to inaccurate or misleading segments. To avoid this mistake, it is important to use recent and relevant data sources, such as box office reports, online surveys, social media analytics, and streaming platforms data.

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Aine Tadini 🏳️⚧️

Strategic Marketing Manager | Inclusive Marketing & Diversity Specialist | Digital Strategy, AI, Content Marketing, Social Media & Influencers | MBA in Marketing (FGV) | Engineer | Ex-Netflix | Postgraduate in D&I
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Não só dados desatualizados são um erro comum, mas usar dados errados. Obviamente que um filme que faz sucesso pode dar um bom faturamento em uma continuação. Mas muitas vezes isso pode ser um tiro n'água. A qualidade dos filmes não sendo boa, faz com que a bilheteria mostra seja um péssimo referencial para continuações. O próprio universo Marvel MCU mostra isso. Se mesmo os gigantes do cinema não percebem isso, e não conseguiram prever que Ultimato foi assim e seguiram com uma fase 4 mediocre mesmo depois de um Ultimato mediocre, precisamos aprender com isso. Bilheteria anterior dificilmente é sinal de filme bom. Pode até dar bilheteria, mas o filme anterior que vendeu e não o atual.

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2 Overlooking diversity

Another common mistake made when segmenting a film audience is overlooking the diversity and complexity of the viewers. Sometimes, segmenting a film audience can be based on oversimplified or stereotypical assumptions, such as age, gender, ethnicity, or income. However, these demographic factors alone do not capture the full range of motivations, preferences, and behaviors of the viewers. Moreover, they can ignore the diversity and intersectionality within each group, as well as the differences and similarities across groups. To avoid this mistake, it is important to use more nuanced and multidimensional criteria, such as psychographics, lifestyles, values, attitudes, and interests.

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Aine Tadini 🏳️⚧️

Strategic Marketing Manager | Inclusive Marketing & Diversity Specialist | Digital Strategy, AI, Content Marketing, Social Media & Influencers | MBA in Marketing (FGV) | Engineer | Ex-Netflix | Postgraduate in D&I
Report contribution
Claro que cinema é caro, e quanto mais publico e bilheteria é melhor pros estúdios. Mas as vezes segmentar o publico na hora de divulgar o filme, em vários temas direcionados, vai levar mais gente do que um marketing generalizado. É preciso pensar muito, criar diversas abordagens, entender os publicos diversos e conversar no que toca cada um deles. Não é apenas encher uma sala de cinema, mas dar às pessoas motivo pra ir e ficarem felizes lá dentro, conhecendo suas identificações e entendendo que quem fez o filme, também o fez pensando nelas.

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3 Ignoring feedback

A third common mistake made when segmenting a film audience is ignoring the feedback and opinions of the viewers. Sometimes, segmenting a film audience can be based on top-down or expert-driven approaches, without involving the actual or potential viewers in the process. However, this can result in segments that are disconnected from the reality and needs of the audience, or that miss important insights or opportunities. To avoid this mistake, it is important to use bottom-up or participatory approaches, such as focus groups, interviews, reviews, ratings, and comments.

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4 Being too rigid

A fourth common mistake made when segmenting a film audience is being too rigid or fixed in the segments. Sometimes, segmenting a film audience can be based on static or predefined categories, without considering the dynamic and flexible nature of the viewers. However, this can limit the creativity and adaptability of the filmmakers, distributors, and marketers, as well as the responsiveness and satisfaction of the audience. To avoid this mistake, it is important to use dynamic and flexible segments, that can be updated, refined, or modified according to the changing context and feedback.

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5 Forgetting the goals

A fifth common mistake made when segmenting a film audience is forgetting the goals and objectives of the segmentation. Sometimes, segmenting a film audience can be done for its own sake, without a clear purpose or direction. However, this can lead to segments that are irrelevant, impractical, or ineffective for the intended outcomes. To avoid this mistake, it is important to define the goals and objectives of the segmentation, such as increasing awareness, engagement, loyalty, or revenue, and to align the segments with the film content, distribution, and marketing strategies.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most common mistakes made when segmenting a film audience?

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1 Using outdated data

2 Overlooking diversity

3 Ignoring feedback

4 Being too rigid

5 Forgetting the goals

6 Here’s what else to consider

Film Industry

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