“JUST WHO DO THEY THINK THEY ARE?”TEENS, THEIR LIVES AND THE MOVIES: ARGENTINA, BRAZIL, MEXICO

AND USA

Snapshots Vox Pops Marketing oriented

Argentina, Brazil, Mexico and US teens

Online, 800 each market, 11-18 year olds, go to cinema at least once every two months, on average

Cameras given to a selection of participants.

Collect visual insight into their lives and short essay

Teenagers discussing their lives and how cinema fits

into it.

See your target market

Gain insight into targeting this growing market within

a framework deemed acceptable to the

teenagers themselves

CURRENT PROPOSAL

Argentina, Brazil, Mexico and US teens

SNAPSHOTS – A WINDOW INTO THE LIFE OF A TEENAGER

FRIENDS

LOCAL CINEMA

HANGOUTS

CLOTHES

BEDROOM

MARKETING OUTPUT (1)

Understanding key issues, finding insight into the following …

•How new media opportunities can be employed at the marketing phase - are they receptive to it? Do they have the technology available to them?

•Where the broader media opportunities lie

•How each territory plans their visit to the cinema. Do

they rely on different sources?

•How can we increase patronage? What are the current barriers to increase viewer ship? Are they socio-economic factors or are issues with the type of movies being played (or origin?)

CURRENT PROPOSAL

MARKETING OUTPUT (2)

Understanding key issues, finding insight into the following …

CURRENT PROPOSAL

•How is film promotions viewed? Are there un-tapped opportunities or in fact is

there growing cynicism? What about product placement?

•What are the competing entertainment activities for cinemas time

•What social factors influence home entertainment?

Argentina, Brazil, Mexico and US teens

Online, 800 each market, 11-18 year olds, go to cinema at least once every two months on average

CURRENT PROPOSAL

Key dates:

20th July: Confirm intention to participate

15th August: Final questionnaire

4th September: Into field

Cost structure:

Two clients: £43,800

Three clients: £ 32,570

Four or more clients: £ 25,830