The impact of focus group opinions on market competitiveness and economic success in film production: Analysis of sociological and marketing aspects in the context of efficient resource utilisation and budget optimisation

Abstract

The purpose of this study was to examine sociological and marketing aspects to identify effective strategies for resource utilisation and budget optimisation in the context of the film industry. For this, the various success factors of a film product were examined in detail, leading to practical recommendations for optimising budget and resources. The study covered the influence of sociocultural factors on audience preferences, which helped to explain the popularity of films of certain genres after events that took place in the real world. The study determined the significance of personal experience, preferences, and cultural context for the audience’s perception of films, leading to the conclusion that focus group participants should be matched to the characteristics of the film’s target audience to maximise film distribution profits. The films examined in this study, namely The Shawshank Redemption, Blade Runner, and E.T. the Extra-Terrestrial, showed that, generally, focus group opinions reliably indicated the prospect of a successful or unsuccessful film distribution, which, however, does not indicate the quality of the film. The advertising campaign of the film “Barbie” was also examined, covering its main aspects (social media, the colour pink, attracting public attention) that led the film to box office success. Recommendations were developed for ethical promotion of film productions, including extensive use of social media to communicate with audiences, effective use of resources, working with focus groups. The findings suggested the essential role of focus groups in shaping the competitiveness of films on the market, as well as the need to consider them when developing marketing strategies and optimising film production budgets