The product’s impact and effect on the audience - P5(a)

Uses and Gratification theory (essentially described below) - UGT holds that audiences are responsible for choosing media to meet their desires and needs to achieve gratification. This theory would then imply that the media compete against other information sources for viewers' gratification.

Meaning and purpose: DreamWorks have to compete fot target audience and the competition in the opening weak it is important to box office sales. According to UGT the audience have power in as much as they have the arrange of choice for example there is a choice of watching DreamWorks's film of Disney/ Pixar film and because of this, DreamWorks has to find innovative ways to entice the audience. 

Here you can see the different merchandising which DreamWorks are doing at the moment to attract different audience: 

 Those are the apps which helps DreamWorks to grab audience and drag them in to the film or even to buy a different style of their merchandise:

(This information have been taken form this website page 14: http://www.dreamworksanimation.com/2013ar/Dreamworks_2013_Annual_Report.pdf ) 

Competition for Film Audiences. Our primary competition for film audiences generally comes

from other wide-release “event” films, especially animated and live-action films that are targeted at

similar audiences and released into the theatrical market at or near the same time as our films. Our

feature films compete with both live-action and animated films for motion picture screens, particularly

during national and school holidays when demand is at its peak. Due to the competitive environment,

the opening weekend for a film is extremely important in establishing momentum for its box-office

performance. Because we currently expect to release only two or three films per year, our objective is to

produce “event” films, attracting the largest and broadest audiences possible. As a result, the scheduling

of optimal release dates is critical to our success. One of the most important factors we consider when

determining the release date for any particular film is the expected release date of other “event” films.

In this regard, we pay particular attention to the expected release dates of other films produced by other

animation studios, as well as live-action films targeting family audiences.

Disney/Pixar, Sony Entertainment, Fox Entertainment’s Blue Sky Studios and Illumination

Entertainment are currently the animation studios that we believe target similar audiences and have

comparable animated filmmaking capabilities. In addition, other companies and production studios

continue to release animated films, which can affect the market in which our films compete.

The stereotypes of this film are that the monster ( Shrek ) is a horrible creation, which doesn't have family and friends, doesn't want to talk with people or even see them. Other caricatures, like Donkey, is a really positive animal, which love to talk and want to find a good friend. When they meet each other, their characteristics changes a lot and they become a nice group which love adventures.The time that Shrek was shown in cinemas was a whole day. Children would watch this film with their parents during the day time, when teenagers and older people would watch it during the evening.