The Use of Market Research in the US and European Film Industries

The use of market research throughout the production cycle of a film - from development to preproduction, production, distribution and exhibition - can greatly enhance its market performance. In addition, the identification of a receptive target market followed by a publicity and advertising campaign directed at this audience enables members of the public to discover the films that will appeal to them. This paper will argue for the greater use of marketing research in the European film industry, based on an historical analysis of the use of research within the film industry on both sides of the Atlantic up to an including, the present day role of such research.