Target Market Strategy...

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he individual filmmaker or filmmakers behind the project often control independent production companies and seek the assistance and distribution from companies such as Triton Entertainment. These independents usually make low to mid-budget pictures in the range of $100,000 to $10 million.

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n recent years, independent filmmaking has seen a dramatic resurgence as "small" films, which play to specific audiences, grow in popularity. Although the major studios have attempted to play in the independent market, the bureaucratic systems used by such large companies does not easily lend themselves to the production of "small" films.

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eanwhile, independent distributors have grown in stature, and specialty theaters have sprung up in cities across the United States. Such theaters, which once had a reputation for playing more offbeat, non-commercial movies, are now realizing higher box-office profits. In these specialty houses alone, a low-budget picture can often easily earn back its entire cost.

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ost independent films have been developed to attract moviegoer's from specific market segments--identifiable audience "niches." The people within these certain demographics are those to whom Triton Entertainment feels their films should appeal. The distribution and revenue potential of a quality picture has widen tremendously over the last several years. These films have often started in relatively small theaters only to be moved into wider distribution at mainstream theaters due to their commercial and critical acclaim. Independent production companies work with such companies as Triton Entertainment, which are specifically designed to enter into such potentially lucrative ventures by creating a strong product at a low- to mid- budget while still attracting audience members. This is of special importance today when, according to industry writer Leonard Klady, "Many of the previously small independent production companies (New Line, Cinergi, Live) have become bogged down in studio-type bureaucracy and creative lethargy" (Variety, 2/26-3/3/96, p21). In such an environment, it is up to the real "indie" film producers to create original, quality material. Triton Entertainment's goal is to see those projects through.

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n recent years, independent filmmaking has seen a dramatic resurgence as "small" films, which play to specific audiences, grow in popularity. Although the major studios have attempted to play in the independent market, the bureaucratic systems used by such large companies does not easily lend themselves to the production of "small" films.

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