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SECONDARY
AUDIENCE
RESEARCH
BY DANIEL MALLEN
Films for theatrical release are normally classified by at least two Examiners using the published
Guidelines. In most cases the decision is ratified by a Senior Examiner, but if the Examiners are in
any doubt or fail to agree, or if important policy issues are involved, the work may be seen by other
members of the Board up to, and including, the Director and Presidential team. Occasionally it is
necessary to take specialist advice about the legal acceptability of film content or its potential for
harm. DVDs are normally seen by one Examiner, particularly when they are viewing the DVD
version of a cinema film which has already been classified. However, opinions from other
Examiners may be required for more difficult works.
Examiners look at issues such as discrimination, drugs, horror, imitable
behaviour, language, nudity, sex, sexual violence, theme and violence when making decisions.
They also consider context, the tone and impact of a work (e.g. how it makes the audience feel)
and even the release format (for example, as DVDs are watched in the home, there is a higher risk
of underage viewing).
Universal- Suitable For All
Parental Guidance
Cinema Release suitable for 12 years and
older
Video Release suitable for 12 years and
older
Suitable only for 15 years and older
Suitable only for adults.
Adults works for licensed premises only
Audiences actively choose to see a full length feature based on
expectations of the particular genre at the given classification and on
the BBFCinsight. In contrast, they have no choice about the
accompanying trailers or advertisements that they see and which may
be very different in tone and content to the film the audience has chosen
to view. In addition, because trailers and advertisements are short and
self-contained, borderline material is less likely to be justified by context
and more likely to cause offence.
(http://www.bbfc.co.uk/education-resources/student-guide/rate-a-trailer-
landing)
Therefore when producing my own trailer, I will have to be very careful
and the content within it will be highly restricted- even though the films I
have analysed are of a mature rating they still managed to create a
clean universal trailer.
ONLY GOD FORGIVES
Released: 2nd August 2013
Genre: Thriller/Suspense
Price: C-
Estimated box office: £2,000,000
Director: Nicolas Winding Refn
Film Cast: Kristin Scott Thomas, Ryan Gosling
Certificate: 18
Distributer: Lionsgate Films
The Story: Set in the world of gambling, boxing and prostitution in Bangkok, a British gangster takes refuge
in b Thailand where he and a Thai police lieutenant settle their
differences in a Thai-boxing match
Audience Profile:
Age: (%) Gender (%) Class (%)
4-6 0% Male 77% AB 29%
7-11 0% Female 23% C1 36%
12-14 0% C2 19%
15-24 37% DE 16%
25-34 42%
35-44 13%
45+ 8%
DRIVE
Released: 23rd September 2011
Genre: Action/Drama
Price: D
Estimated box office: £2,000,000
Director: Nicolas Winding Refn
Film Cast: Ryan Gosling, Carey Mulligan
Certificate: 18
Distributer: Icon Films
The Story: A nameless Hollywood stuntman moonlights as a freelance getaway driver during robberies but when a bank heist
goes wrong, he ends up on the run with a contract on his head and an ex-con’s girlfriend in his car.
Age: (%) Gender (%) Class (%)
4-6 0% Male 77% AB 24%
7-11 0% Female 23% C1 22%
12-14 0% C2 29%
15-24 40% DE 25 %
25-34 38%
35-44 13%
45+ 9%
Audience Profile:
DJANGO UNCHAINED
Released: 18th January 2013
Genre: Drama, Western
Price: B-
Estimated box office: £10,000,000
Director: Quentin Tarantino
Film Cast: Leonardo DiCaprio, Christoph Waltz, Jamie Foxx
Certificate: 18
Distributer: Sony Pictures Intl.
The Story: A slave-turned-bounty hunter sets out to rescue his wife from
the brutal Calvin Candie, a Mississippi plantation owner.
Age: (%) Gender (%) Class (%)
4-6 0% Male 70% AB 49%
7-11 0% Female 30% C1 47%
12-14 0% C2 15%
15-24 49% DE 9%
25-34 17%
35-44 12%
45+ 22%
Audience Profile:

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Secondary audience research

  • 2. Films for theatrical release are normally classified by at least two Examiners using the published Guidelines. In most cases the decision is ratified by a Senior Examiner, but if the Examiners are in any doubt or fail to agree, or if important policy issues are involved, the work may be seen by other members of the Board up to, and including, the Director and Presidential team. Occasionally it is necessary to take specialist advice about the legal acceptability of film content or its potential for harm. DVDs are normally seen by one Examiner, particularly when they are viewing the DVD version of a cinema film which has already been classified. However, opinions from other Examiners may be required for more difficult works. Examiners look at issues such as discrimination, drugs, horror, imitable behaviour, language, nudity, sex, sexual violence, theme and violence when making decisions. They also consider context, the tone and impact of a work (e.g. how it makes the audience feel) and even the release format (for example, as DVDs are watched in the home, there is a higher risk of underage viewing). Universal- Suitable For All Parental Guidance Cinema Release suitable for 12 years and older Video Release suitable for 12 years and older Suitable only for 15 years and older Suitable only for adults. Adults works for licensed premises only Audiences actively choose to see a full length feature based on expectations of the particular genre at the given classification and on the BBFCinsight. In contrast, they have no choice about the accompanying trailers or advertisements that they see and which may be very different in tone and content to the film the audience has chosen to view. In addition, because trailers and advertisements are short and self-contained, borderline material is less likely to be justified by context and more likely to cause offence. (http://www.bbfc.co.uk/education-resources/student-guide/rate-a-trailer- landing) Therefore when producing my own trailer, I will have to be very careful and the content within it will be highly restricted- even though the films I have analysed are of a mature rating they still managed to create a clean universal trailer.
  • 3. ONLY GOD FORGIVES Released: 2nd August 2013 Genre: Thriller/Suspense Price: C- Estimated box office: £2,000,000 Director: Nicolas Winding Refn Film Cast: Kristin Scott Thomas, Ryan Gosling Certificate: 18 Distributer: Lionsgate Films The Story: Set in the world of gambling, boxing and prostitution in Bangkok, a British gangster takes refuge in b Thailand where he and a Thai police lieutenant settle their differences in a Thai-boxing match Audience Profile: Age: (%) Gender (%) Class (%) 4-6 0% Male 77% AB 29% 7-11 0% Female 23% C1 36% 12-14 0% C2 19% 15-24 37% DE 16% 25-34 42% 35-44 13% 45+ 8%
  • 4. DRIVE Released: 23rd September 2011 Genre: Action/Drama Price: D Estimated box office: £2,000,000 Director: Nicolas Winding Refn Film Cast: Ryan Gosling, Carey Mulligan Certificate: 18 Distributer: Icon Films The Story: A nameless Hollywood stuntman moonlights as a freelance getaway driver during robberies but when a bank heist goes wrong, he ends up on the run with a contract on his head and an ex-con’s girlfriend in his car. Age: (%) Gender (%) Class (%) 4-6 0% Male 77% AB 24% 7-11 0% Female 23% C1 22% 12-14 0% C2 29% 15-24 40% DE 25 % 25-34 38% 35-44 13% 45+ 9% Audience Profile:
  • 5. DJANGO UNCHAINED Released: 18th January 2013 Genre: Drama, Western Price: B- Estimated box office: £10,000,000 Director: Quentin Tarantino Film Cast: Leonardo DiCaprio, Christoph Waltz, Jamie Foxx Certificate: 18 Distributer: Sony Pictures Intl. The Story: A slave-turned-bounty hunter sets out to rescue his wife from the brutal Calvin Candie, a Mississippi plantation owner. Age: (%) Gender (%) Class (%) 4-6 0% Male 70% AB 49% 7-11 0% Female 30% C1 47% 12-14 0% C2 15% 15-24 49% DE 9% 25-34 17% 35-44 12% 45+ 22% Audience Profile: