Toy Story 3 is a children's animation film and targets an audience of children aged between 3-12. However, as this is the third follow on film, teens/young adults have been following the film from 1995, when Toy Story 1 was released.
Print:
Toy Story 3 is promoted through billboards, the official Toy Story 3 magazine and magazine interviews with the cast and director. Young audience who read the Toy Story 3 magazine experience a psychological experience as their interest in the magazine means that if they see anything related to the film such as the DVD they are likely to want it. The print platform reaches everyone as billboards and Toy Story 3 posters are put up publicly. Official magazines are sold in shops, therefore reach a wide audience of all ages. The producers target kids through the magazine by making it colourful, attractive and full of fun activities to interest them. The Toy Story 3 magazine allows kids to enter competitions and includes quizzes and interactive activities. The audience rewards and enjoyment include the chance to win competitions from the magazine.
Broadcast:
Toy Story 3 trailers were shown on television channels such as BBC One and BBC One HD. The film was also shown on these channels and viewers also have the chance to catch up with the film on BBC iPlayer, available online and on Sky catch up TV. The official DVD allows fans to purchase the disc. There was also a radio interview with the director on BBC 1Xtra. The audience faces an instant interaction with this platform as they witness trailers on TV or listen to radio interviews. Broadcast reaches a wide audience of all ages as it is on television and radio. Trailers for the film however may be prominently advertised on children channels more as that is the primary target audience. The producer Darla Anderson uses broadcast media to appeal to families by showing the trailer on family channels such as BBC One. The Toy Story 3 trailer includes the official website at the end of the trailer, by giving viewers additional information it gives them the opportunity to interact. The producer widens the audience appeal as they mainly attract families as to children only.
E-Media:
Facebook and Twitter social media is used in order for fans to interact with the film, therefore is used as a promotional material. The official Toy Story website (http://toystory.disney.com/) allows fans to purchase items, play games, watch videos, view the gallery and buy the movie, therefore they gain a deeper insight adn interest into the film. The world wide web allows people to view as much information as they want on the film, Youtube shows the official trailer and online sites such as Netflix also allows audiences to watch Toy Story 3 online. The audience using e-media experience an emotional connection as they have the chance to tweet and get in touch with stars from the film personally. E-Media mainly target an older target audience due to social networking sites. However, the Toy Story 3 website targets children as it includes games and activities specifically for young kids. The producers aim to appeal to both children and adults through e-media and more particularly the website and social networking sites. Social networking sites allows audiences to interact by leaving comments. The website allows children to enter competitions and includes activities. Audiences play a role in social networking sites as they help to build fan pages and spread the work of Toy Story 3. As social networking sites have on going competitions, it gives audiences the chance to win Toy Story 3 goodies. The producer widens the audience appeal as they mainly attract an older audience as to children.
Using uses and gratifications, Toy Story 3 targets Mainstreamers as it promotes the film on a wide scale to audiences consisting of children, adults and families. All the three media platforms target an A-E working and middle class social demographic. This is because although the film was a big budget blockbuster ($200 million), it still appeals to people of different status'. Although a D/E audience may not go to cinema to watch the film they can still view promotions on the interent (e-media) e.g. trailer or on free view TV channels (broadcast) such as BBC One or even read cast interviews in free newspapers (print). Moreover, print magazines for Toy Story 3 narrowcast a niche market of children as they are especially designed to appeal to them. Also, using mode of address, the producer would assume the magazine targets both male and female children, therefore uses multi colours to appeal to this audience.
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