Total Film revamps to boost appeal among cinema-goers

Title aims to draw more readers and advertisers through design and content rethink.

Total Film’s
The modern guide to movies: Total Film’s new positioning

Total Film magazine is relaunching to widen its appeal to cinema-goers and boost its potential for attracting advertisers.

The Future Publishing-owned title is undergoing a complete redesign of its layout and content. It currently battles with Bauer Media’s Empire for film fans’ loyalty.

In the latest ABC figures, Total Film’s average net circulation fell 5.8% to 81,029, while Empire’s increased by 2.4% to 194,239.

The revamp brings the strapline “The modern guide to movies”, which has previously been used intermittently, to the forefront of its positioning.

Total Film editor-in-chief Aubrey Day says: “We have refined the brand’s positioning as a magazine for cinema-goers, not the industry.”

New sections called Agenda and Dialogue have been added to reflect the brand’s interaction with readers within the pages of the magazine.

Total Film aims to be less formulaic and has extended its front section, Buzz, to emphasise its access to film sets and exclusives.

Nial Ferguson, publishing director of Future’s entertainment and tech lifestyle titles, says: “The world of film has changed dramatically so we have developed the magazine to fit with that and reflect the industry it reports on.”

Total Film is also refreshing its digital platform and launching an iPhone app in August.

Future Publishing wants to build its relationship with cinema-goers through its monthly Screening Club that offers readers the opportunity to see films pre-release. It also plans to extend Total Film into branded live events.

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