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Target Audience Research

The Giver is a PG-13 rated film released in 2014. This film also has a similar target audience as  it is targeted towards the youth. The Giver is originally a novel most popular with younger individuals. This book is often read in middle school which helped them gain a young fan base. Since the book already helped attract the films intended audience, the marketing team for the film was able to reach out and attract an even wider audience. With a $50 million dollar budget, the team was able to use many different advertising techniques including the use of online sites. Facebook was used to promote The Giver through the use of banner ads, fan pages, and a movie page. Twitter was also used to make a page where fans could get updates on the film. Another social media site used to promote The Giver was Youtube. Youtube featured ads for the movie, as well as The Giver's own channel where viewers could watch behind the scenes clips and interviews. They also worked with Coca Cola to create a promotional bottle cap competition. The Giver overall attracted a large and broad audience with the majority being younger individuals.
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