NEA Task 6 : Understanding Audience ( Mass Market )

1. What is a mass market audience?

This term refers to a diverse audience on a large scale, it differs from the niche market as it focuses on consumers with a wide variety of backgrounds with no identifiable preferences and expectations. It is not defined by demographics but instead size and its wide appeal. Amazon is an example of a mass market retailer.

2. What is an independent cinema?

Independent cinemas are a small section of the film industry which show feature films or short films that are produced outside the major film studio system. These films eschew Hollywood style films varying in genre and style and usually innovative, daring and experimental. 

3. What is OnScreen magazine?

Launched in 2013 a bi-monthly film magazine for independent cinemas. The magazine includes previews of new releases, a look ahead at what's coming soon, quizzes, competitions and more. Every issue of the magazine is free of charge and available both digitally and in print. 

4. What different sections are there on the OnScreen website and how do these sections appeal to a mass market audience?                                                                    

The OnScreen website features many hyperlinks including; features, news, reviews, trailers, movies, win and cinema pass. This appeals to a mass market audience by offering a wide range of products which are easy to find and all in one place. By clicking the 'news' hyperlink a film passionate audience can keep up to date on the latest award winning films and actors, as well as this there is a 'cinema pass' where film buffs can sign up for 20% off the standard adult ticket price. The 'movies' hyperlink reminds the audience of films which are still in cinemas and those out this week, this allows an interactive audience to inform their family members and friend group so no ones missing out. The 'win' hyperlink takes you too a page where you can enter competitions with different film related prizes to be won.

5.  How does the latest edition of OnScreen magazine (May/June 2023) appeal to a mass market audience?

The latest edition of OnScreen magazine features the new and upcoming Indiana Jones film 'Indiana Jones and the dial of destiny'. This edition is likely to appeal to a mass market audience due to the popularity of the previous films and their appeal to a broad audience. As well as this the magazine is free of charge and features prizes to be won, making it accessible to anyone.

6. What is meant by the term cross-media convergence?

Cross-media convergence is the merging of different types of mass media, it occurs when multiple products come together to form one product with the advantages of all of them. Technology allows for the growth of media products by spreading them across a variety of platforms.

7. Is there any cross-media convergence* between the magazine and its website?

There are multiple forms of cross media convergence between the Onscreen magazine and its website. The first example of this is through the masthead of the website being the same as that of the magazine.                  

As well as this there is a QR code inside the magazine with a direct link that takes readers to the Onscreen website. This is one of the ways Onscreen uses technology to further share and promote their media products. On the website they also promote their social media pages on twitter, instagram and Facebook by urging their audience to follow and stay up to date on their latest posts. Additionally, the skyline along the top of the website features multiple copies of onscreen magazine as an attempt to create a synergy between the two media products.