Report: Teens and Tweens are abandoning TV
According to Packaged Facts, a new division of Marketresearch.com, teens and Tweens are not all zoned out in front of the tube, making them increasingly difficult to reach via TV advertising:
Almost 80% of the 8- to 14-year-olds, or so-called tweens, "love" television. But that number drops to 60% in 12- to 14-year-olds.
The research points out that the 8-14 audience gets "distracted" by other activities when watching the television. As they get older, other activities take up their interest--such as reading, listening to music, or mostly, surfing the Internet--while watching television. This research has found out what other studies have shown--the young people are masters at multi-tasking.
The movie marketing implications are quite clear: if you're trying to reach this demographic, you need to shift your efforts to other outlets like online and outdoor. Additionally, partnerships with purveyors of products that teens love (cell phones, fast food, video games) will be increasingly important.
[Via
Mediapost]
Sony Will Release Four Movies for the PlayStation Portable
According to CIO Today, Sony has announced that they will release four movies in the UMD format. The titles will street on April 19th following the PlayStation Portable's release in late March.
According to the article, Sony will use UMD-formatted movies to expand the adoption of the PlayStation Portable beyond young males. However, the initial slate doesn't look like it will deviate from their device's core user base:
The movies the company has chosen, however, may not do much to expand that demographic out of the gate. The four titles -- "XXX," "Hellboy," "Resident Evil: Apocalypse" and "Once Upon a Time in Mexico" -- have a fairly limited appeal. They do add to the device's reputation as a viable video viewer, though.
Sony already has announced that it intends to include a copy of "Spider-Man 2" in the first one million PSP units to be sold in the U.S. There is no word on whether or not the movie will be available for separate purchase.
So which titles should Sony release? I would personally like to see more sophisticated fare like 'Closer' or 'Monster' -- what would you movie marketers out there like to see?
CIO Today - Worldwide Technology - Sony To Release PSP-Compatible Movies
