Audiences: money, mass-markets & film adaptation
Posted on July 29, 2019
Ever wondered if readers and film audiences are really so different? Does the film industry’s profit motive mean pandering to mass audiences? And does the need to make big bucks affect the type of film adaptations that are made? Or even influence their content? In the first instalment of a two part feature I look at the demographics of readers and film audiences and explore how the mass-market influences the type of adaptations in production.
PART ONE: THE PROFIT MOTIVE
In the early 1970s George Bluestone’s seminal book Novels Into Film effectively kicked off film adaptation theory. ‘Big business has always treated the film as a commodity,’ he declared, ‘While a novel can sell 20,000 volumes and make substantial profit, the film must reach millions’.
Novel sales are not guaranteed, but authors’ advances are the result of carefully calculated projections and manufacturing costs are relatively predictable. By comparison, movie making continues to be an expensive business. In 2017 the average (median) budget for co-production films in the UK was £3.5 million. For inward investment features (ie. those features funded by international sources such as the US), this figure rises to £11 million. Even adaptations that appear relatively low-key – like Can You Ever Forgive Me and If Beale Street Could Talk – come with sizeable production budgets.
Exacerbating the film industry’s profit motive is the relatively short window in which movies can make back their costs. In 2017, research by the BFI revealed that while ‘television remained the most popular platform in the UK for watching film’, it is cinema-going that remains ‘the largest single revenue source for the film industry’. Novels can gain traction over a number of weeks and months, but a film’s financial success is largely determined by its opening weekend. Films that perform badly are quickly removed from multiplex timetables.
‘It is hard to conceive a more risky business than trying to produce a profitable film,’ says Dean Keith Simonton in his book Great Flicks. ‘It is telling,’ he says, ‘that Donald Trump… had originally planned to become a movie producer but eventually switched to the real estate business when he realised that it would be much more reliably profitable’.
Now a 2018 report for the Publishers Association claims that basing films on novels can help to reduce this risk in three main ways: by demonstrating the story has potential mass-market appeal; by helping to attract quality talent; and by providing a positive contribution to the marketing campaign. ‘Adapted material is concentrated among high-grossing films,’ claims the report, receiving ‘on average, higher critical acclaim’. But how is the profit motive driving the industry’s choice of projects?
Who’s Watching? Film Adaptation Audiences
Let’s get technical for a moment. Statistics relating specifically to audiences of film adaptations are sparse, largely because these films cross-cut so many different genres and target groups. What we do know is that cinema-going audiences as a whole are skewed towards the younger, male population. In 2017, 28% of UK cinema audiences were aged 15-24 and 54% of these were male. Although this group continues to ‘outweigh those aged 55 or over by a factor of almost 3 to 1,’ says the British Film Institute in its 2018 Yearbook, cinema attendance amongst older audiences is growing. The over 45s now make up more than 20% of cinema audiences. And, in this group, women are much more evenly represented.
‘It is hard to pinpoint the reasons for this’ growth, says the report. But ‘we might have expected the audience profile in 2017 to have shown an increase in the proportion of 55+ cinema-goers… given the growth in both accessible and ‘silver’ screenings and the number of films released during the year with appeal to this demographic’. Indeed, the ‘silver screen’ or ‘grey pound’ genre began to gain serious traction at the turn of 2011/2012 with the release of Jane Eyre, Tinker Tailor Soldier Spy and The Best Exotic Marigold Hotel claims the BFI. All are adaptions of novels. Could film adaptations actually be fuelling growth in this market? If so, demand for adaptations that reflect their particular preferences (for historical novels and dramatic features) is likely to increase as the ‘baby boomer’ generation reaches retirement.
The Relationship Between Reading & Watching
Indeed, when we look at the 2018 films where the audience contained a higher than average proportion of people aged over 55, almost half were based on novels (see the results by clicking on the image below). A further three were based on non-fiction books. This shouldn’t surprise us. Statistics from Kantar Media found that those describing themselves as heavy readers (reading more than ten books a year) were 26% more likely to be over 65. By comparison, those aged 15-24 were 32% less likely to identify themselves in this way.
It follows that just one of the top ten 2017 films with a higher than average proportion of 15-24’s in their audience was based on a novel: Stephen King’s It. King is amongst a number of ‘go-to’ authors whose work comes with a near guarantee of box-office success.
As readers, 15-24s are almost twice as likely to choose fantasy and adventure novels and 59% more likely to choose sci-fi. The film industry recognises the preferences of its primary market and this is reflected in its spending. In 2018, while 46% of film adaptations (of novels or short stories) were dramas, only two – Fifty Shades Freed and 12 Strong – ranked in the top twenty for production budgets. They cost significantly less (at $55 million and $35 million respectively) than action adaptations of The Meg ($178 million), Jurassic World: Fallen Kingdom ($170 million) and adventure Ready Player One ($150 million). It comes as no surprise then, that these genres brought home a bigger share of the worldwide box office (34% and 31% respectively) than the 11% share of drama.
The action, adventure and thriller genres play to cinema’s strengths; to the unique selling point of cinema as an experience. It is perhaps unsurprising then, that it was blockbuster films with big budget special effects and a star cast that 49% of participants in the BFI’s Opening Our Eyes survey stated that they watched ‘most often’. ‘The spectacular visual and audio experience’ was an important factor in deciding whether to watch a film at the cinema for 39% of people, a preference that was strongest among younger audiences.
This no doubt contributes to the reimagining of classic literary characters in genres favoured by the youth market. In the last ten years, Sherlock Holmes, for instance, has respawned in an action franchise starring Robert Downey Jr and a comedy starring Will Ferrell. Adaptations that can be sold as 3D, 4DX or IMAX present studios with another opportunity to entice young audiences into the multiplex. Why wait for a film to become available online if this means missing out on one of its key draws?
The Importance of Story
Readers and cinema-goers are a diverse bunch, but there is much correlation between what individuals read and what they watch. Perhaps most importantly, readers and film-goers share a common interest in the arts. ‘A strong interest in film correlates with a stronger than average interest in many other forms of leisure and cultural pursuit,’ says the Opening Our Eyes report, ‘This seems to place film enthusiasts amongst the group in society most culturally and socially engaged’.
Story, of course, is the lifeblood of both film and literature. Indeed, it is cinema’s biggest attraction. 56% of the survey’s participants said ‘story’ played an important part in their decision to visit. This makes film adaptations of the novel an extremely attractive proposition for producers. The Publishing Association uses academic research to claim that ‘films adapted from books tend to have a richer more fully-developed story to draw on, thus increasing the probability that the plot of the film is captivating for audiences’.
Whether or not you agree with their conclusions, the ability to capitalise on an existing fan-base can only be a boon for the film industry. In Part Two we explore both how the novel is used in film marketing to ‘bait’ audiences and how the desire for mass-market appeal can impact upon the content of adaptations themselves.
* Budgets and box office statistics from The Numbers