“I work in a business that is run by middle age men who make films for teenage boy fantasies.”
In Style magazine
“In 2005, (Tyler) Perry said, a Hollywood Pooh-Bah told him that ‘black folk who go to church don’t go to movies.’ Yet from that group he’s carved out a strong niche fan base.”
March 20, 2008
About once a month (in season) a shrimp truck comes to my area in northeast Iowa and parks at a strip mall and sells shrimp and other seafood that were in the waters off Texas a just a few days prior. The truck is only in town for half a day before it moves on to the next town. And the same company has been doing this for over 30 years.
That’s what I’d call a niche market. What a great idea to load up shrimp and make a little route where you go each month and build a steady market base for seafood lovers in the Midwest. I’m sure things like this happen all over the world. Niche markets are the result of supply and demand.
According to the World Dictionary the word niche means:
1.a position or activity that particularly suits somebody’s talents and personality or that somebody can make his or her own
2.an area of the market specializing in a particular type of product
The feature film Facing the Giants was made for only $100,000 yet opened in over 400 theaters in 2006. It was funded by members of Sherwood Baptist Church in Albany, Georgia who wanted to make a Christian film. Made with largely amateur actors and a mostly inexperienced crew the film went on to gross over $10 million dollars. A niche market with a faithful audience.
The church people made their first feature film Flywheel in 2003 and rented a local theater to show the film one weekend. The first night the film sold out and ended up having a six-week run and then got picked up by Blockbuster Video stores, aired on several Christian TV stations and went on to sell 85,000 DVDs. Not bad for a virtually no-budget film.
But to prove that those first two films weren’t a fluke the writers (brothers Alex, who also directs, and Stephen Kendrick) recently produced Fireproof starring Kirk Cameron that is still in the theaters and was made for $500,000. and so far has grossed over $25 million. It’s safe to say that they have tapped into a niche market and done well.
(To put this in perspective Lions for Lambs released earlier this year starring Tom Cruise, Meryl Streep and Robert Redford only had a domestic gross of $15 million. It cost $36 million to make. Though it did better worldwide, with marketing costs marketing included it is estimated that the film lost $50 million.)
And also in Georgia Tyler Perry has his own niche market. Last month the former New Orleans native who grew up in poverty recently built the 200,000 square foot Tyler Perry Studio on 30 acres in Atlanta. Guests in a attendance at the grand opening included Will Smith, Sidney Portier and Oprah Winfrey.
According to Wikipedia, Tyler’s “best-known character is Madea who is a physically imposing and overbearing, but well-intentioned, woman who serves both as comic relief and as the loud voice of conscience for the protagonists of Perry’s works.”
The former high school dropout was inspired one day watching The Oprah Winfrey Show in 1992 and wrote a musical dealing with child abuse. While working as a car salesman he staged his first play which was not a success but he continued to hone his writing over the next six years. He began finding success in 1998 with a solid African-American audience and since then has made over $150 million with his plays, DVDs, and feature film releases.
Perry is also producing for TV (Tyler Perry’s House of Payne) and also has written a novel (Don’t Make a Black Woman Take Off Her Earrings: Madea’s Uninhibited Commentaries on Love and Life) that was number one on the New York Times Best seller list in 2006. Many in Hollywood are reportedly confused by Perry’s success.
Perry told Scott Bowles at USA Today, “I’m not sure why no one wants to admit there’s a viable audience out there that believes in God and wants to see a movie with their family. The demand is there. The supply is not.”
You may not have seen any of Tyler Perry’s movies (or have even heard of him) but he has had four number one box office movies and this year he was named in Time Magazine’s 100 Most Influential People in the World.
What niche markets do you think you could tap into? What niche markets could Meg Ryan tap into if she shifted her focus around? (Time magazine March 14,2008-suggests we are living in “The Post-Movie-Star Era.”)
It’s one reason why screenwriters and filmmakers are embracing social marketing like My Space and Facebook to build a base of people interested in their work. (Join me at Facebook under Scott W. Smith in the Waterloo, IA network and please mention Screenwriting from Iowa as a reference.)
I first learned about social marketing from Nathan T. Wright at Lava Row not that long ago and now see it everywhere. It’s a natural fit for those wanting to tap into a niche market. (Did you know there is a website just for people interested in people with Mullets? Mullet Passions.) Screenwriter Diablo Cody has more than 18,000 friends on My Space. Do you think that might help her post Juno career?
Both Perry and the Kendrick brothers are once again proof that you can have success in the film industry outside of the traditional Hollywood route –out there in fly-over county. And that it doesn’t hurt to not only have faith in your screenwriting, but faith in your movies.
Side note: Back when Kirk Cameron was on Growing Pains I did a shoot with him on the Warner Brothers lot in Burbank for a show called Bridges. It was a three screen multi-media program sponsored by Pepsi and shown to hundreds of thousands of high school students across the county. If I can find a clip I’ll post it later. Kirk seemed like a one of the good guys and I’m glad to see him still making films verses being in the news as another example of a child actor gone bad.
Side note 2: If you live in Minnesota, Wisconsin, Iowa, Oklahoma, Illinois, Indiana, North and South Dakota, Nebraska, Kansas or Texas and would like to know if the shrimp truck comes to your area contact Fabian Seafood or call 409.765.9522 in Galveston. (They are fully licensed and inspected and the food tastes great.)
Photo & text copyright 2008 Scott W. Smith