The new USP- how to appeal to our at home fans...

As most of our target market are teenage students, are technologically literate and that there has been an increasing number of online piracy/ movie streaming, we must try find a way to appeal to our at home viewers as well, in order to assure that the movie gets revenue.

Through our research we have found that comedies and paraodies are not normally advertised in magazines. I then came across a new concept that Universal Pictures is piloting where three weeks after the comedy, Tower Heist's release in cinema, they are going to release it over a video on demand service called Comcast's VOD service in Portland, Oregon, Georgia and Atlanta in the US. This reflects the shortening gap between 'theatrical and home viewing windows', presenting the idea that audeiences are more drawn to the idea of staying within the comfort of their own homes and emphasising the importance of internet advertising.

This gave us the idea that we could use this to our advantage by advertising this on a magazine or possibly do multiple movie posters: one advertising the cinema release and one advertising the online release to gain a wider audeince. We could also feature this new part of cinema on a magazine puff on the magazine or have an article about it, to gain more supporters for the increasing homeviewing audience. This also exemplifys what our audience research said where most of our audience said they found out about films on the internet, this suggests we should focus most of our advertising on the internet on sites such as Youtube and social networking sites to gain a bigger audience.

As they chose a comedy to pioneer this idea, it implies there is a big audience for comedy through a mainstream audeince, despite the majority of magazine covers featuring action movies. This new idea also brings in revenue online as there is not only the possibility of income through advertising but also the viewers are urged to pay $60 to see the film this way. This may be a high initial price, but over time this may descrease and become a more popular format, regardless of the big four chains: Cinemark USA, Galaxy Theatres, Regency Theatres, Emagine Theatres and other independent cinemas, all protesting against this.

http://www.denofgeek.com/movies/1089000/is_brett_ratners_tower_heist_set_to_change_the_big_movie_distribution_model.html