1. What is Target Audience?
A target audience is a certain group of people in which films aim to grab their attention, they do this by
involving certain situations or characters in the film. For example if a film wants their target audience to by
young teenagers in an urban area, then the film would have to involve that or their interests.
Films aim to reach a target audience so they know that they will get more views in cinema or more people
will buy the DVD. They want you to get it spot on because if the film doesn't reach the target audience they
aim for, it will not interest them, so they wont go and see it.
Target audiences are split into 4 groups, age, gender, social class and ethnicity. These are the most popular
because they are usually easy to reach. For example to reach a certain age group, you can easily reach
them by adding elements that will interest them and can relate to them and their life. Gender can be reached
by using the stereotypical elements and interests. For example the film ‘Football Factory‘ is very macho, it
involves football, fighting and sex, this stereotypically interests the male population, so lots of men will
probably go to see it. Whereas ‘Sex and The City‘ is a film famous for its famine elements, involving
shopping, gossip and a group of friends having fun. Again this is stereotypical of women so women will go
and see it, creating ore money for the cinemas and the film company involved in the films.
Social class is popular because again, they are all different but involve large groups. Films target a lower
class population will use elements and scenarios that can relate to the lower class, this is the same with a
higher class. The main aim is to make a film that can relate to a large target audience. For example, towns
and cities with a large population of different cultures, will show films from a country in which the population
is large in that area. For example Slough has a very large Middle Eastern population, so their cinema has
English and Bollywood type films, this would interest the Asian population and they would go and see it, this
is because it relates to them, for example it would be in their first language, whether its Punjab, Urdu etc.
2. Target audience for our film opening
Our group decided that the target audience for our film will be between the ages of 15-30 for all ethnicities
.The gender is spilt being mainly male due the violence in our film opening. The social class isn’t an issue
for there is nothing in our film would sway to either social classes.
We’ve decided on this because our film does involve some violence, due to the baseball bat weapon. So
young people aged 15-30, this is because for a young child watching would not be suitable, whereas the
elderly would not be interested because that kind of thing doesn’t appeal to the elderly.
We would have a mixed ethnicity in our target audicence because there is nothing in the film that would
interest one ethnicity more so than the other.
Again social class isn’t involved much, although the Urban setting, the costume and the heavy violence
would only just appeal the lower class more then the upper classes.
3. DEMOGRAPHICS
Demographics are the statistical characteristics of human populations. Demographics are used so that a
business or film has a certain age group or gender group. By using demographics business would be able to
know what they should be filming. E.g. Quantum of Solace
Demographics is spit into 4 different groups:
•Age
•Sex
•Social Class
•Ethnicity
The table on the right shows Quantum of Solace’s demographic. It shows that the film is mainly a C1 to AB
as both have 36% class. James Bond films are mainly aimed at males as there is a lot of action, drama and
sexuality. Males are the main demographic for James Bond films as the character of Bond is show to flirt
with every woman.
5. Psychographics
Psychographics is the research of personality, way in which you act, beliefs, what appeals to them, and
lifestyles as this area of research concentrates on the way a human behaves and the way they think the
psychographic factors can also be called IAO variables. Psychographic is the research of individuals or
groups which can be needed in certain fields of marketing, demographics, quantitive / qualitative research
and social research in general. This information to the film community can be very crucial and very valuable
as films need to understand their target audience in order to release a film which is suitable for them.
Furthermore get the most sales out of their audiences by targeting it properly. They can be similar to
demographic variables behavioral variables and organizational demographics variables also called
“filmographic” which is aspects such as industry, number of employees, and functional area.
This is divided in values and beliefs also what is important to them furthermore there is a system which has
been created in order to organise the information and keep it clear and understandable. its called the 4 C’s
which stands for ; Cross Cultural Consumer Categorization, there is 7 categories.
Maslow's hierarchy of needs is a theory created by Abraham Maslow in his 1943 paper "A Theory of Human
Motivation". Maslow researched in-depth the needs of which humans needs in development during growth.
Maslow create the diagram with sub headings and descriptions Physiological, Safety, Belongingness and
Love, Esteem, and Self-Actualisation. This is a link to the Rubicom and young we’re the creators of the term
”Psychographics” the way in which the Maslow hierarchy of needs links between them are in order to fit in
Rubicom theory you need certain elements or aspects of Maslow to get into a section of Rubicom.
For example an a succeeded will need a lot from the esteem part of the Maslow's hierarchy furthermore this
then develops to a more diverse personality then fit into a psychographic area of Rubicom.
6. EXPLORER
Psychographics
se people are driven by a need for discovery, challenge and new frontiers.
ng in nature, if not in reality, Explorers are often the first to try out new ideas and experiences.
y respond to brands that offer new sensations, indulgence and instant effects.
hort, difference is what they seek out. Their core need in life is for discovery.
orers search for new sensations.
ASPIRER
erialistic, acquisitive people, who are driven by others’ perceptions of them rather than by their own values.
result, they respond to what others perceive as being superficial: image, appearance, persona, charisma and fashio
r core need in life is for status.
Aspirers, image counts.
SUCCEEDER
ceeders possess self-confidence, have a strong goal orientation and tend to be very organised.
result, they tend to occupy positions of responsibility in society. Their investment in the status quo means they tend t
n it comes to brands, they seek reward and prestige, and will often seek out the best, because that is what they feel t
he other hand, they also seek out caring and protective brands – their aggressive attitude to life means they need to
r core need in life is for control.
ceeders need to get to the top.
REFORMER
n’t tell me what to do or what to think” says the Reformer, valuing their own independent judgement.
rmers are the most anti-materialistic of the seven groups, and are often perceived as intellectual.
y are socially aware, and pride themselves on tolerance.
rmers seek out the authentic and the harmonious, and are often at the leading edge of society.
ever, unlike Explorers, they will not buy things just because they are new.
r core need in life is for enlightenment.
rmers search for inner enlightenment.
7. THE MAINSTREAM
Psychographics
These are people who live in the world of the domestic and the everyday.
A daily routine is fundamental to the way they live their lives. Their life choices are ‘we’ rather than
‘me’.
As their name implies, they are the mainstream of society. They are the largest group of people within
4Cs across the world.
They respond to big established brands, to ‘family’ brands and to offers of value for money.
Their core need in life is for security.
Mainstreamers centre themselves within their extended families.
THE STRUGGLER
Strugglers live for today, and make few plans for tomorrow.
Others often see them as victims, losers and wasters - aimless, disorganised people with few
resources apart from their own physical skills.
If they get on in life, it will depend more on a winning lottery ticket than anything they do themselves.
They are heavy consumers of alcohol and junk food.
Visual impact and physical sensation are an important element of their brand choices.
In essence, they seek escape.
Strugglers often see no way out.
THE RESIGNED
These are predominantly older people with constant, unchanging values built up over time.
For them, the past is bathed in a warm nostalgic glow.
They respect institutions and enjoy acting in traditional roles.
Their brand choices are driven by a need for safety and for economy. They choose above all what is
familiar to them.
In life, their aim is basic: it is to survive.
8. MEDIA CONSUMPTION
Media consumption is the way audiences are split up through desk research we found some information about our countries
media consumption.
“Almost a quarter of Britons use an online catch up TV service each week, much further ahead than the US in second place at 17%.
The UK is also leading the way with online shopping - UK consumers spend on average £1083 per year. Australia and Sweden had the
next highest spend with £842 and £747 respectively.
The report also looks at what proportion use the internet as a primary source of news. 71% in China use the internet as their primary
source for world news with Germany coming in the next highest at 57%. The UK recorded 36% for using the internet as a primary
source for world news, 38% for national and 32% for local.
The report holds a wealth of information on how television, radio and online is consumed. Here are some key findings:
• UK viewers watched an average of four hours of TV per day in 2011 – up from 3.7 hours in 2004
• Tablet ownership in the UK has jumped from 2% to 11% in 12 months
• Facebook was the most searched-for term on the web in all comparator countries except Japan, Russia and China. However
Facebook was the fastest rising search term (in the year to August 2012)
• 16.4% of internet traffic is generated by UK users accessing the internet through smartphones, tablets and other connected devices.
Ireland had the second highest proportion at 11.5%
• 50 texts per week are sent by the average UK consumer. This has more than doubled in four years with Ofcomclaiming that 'text-
based communications are surpassing traditional phone calls or meeting face to face as the most frequent ways of keeping in touch'
• A third of all advertising spend in the UK is on the internet
• One in six Smartphone owners in the UK accesses news on their handset almost every day”
From this information the UK has a massive media influence and these are
split apprioately furthermore we think that our group will be a younger group
likely to be watching channels such as E4, BBC Three, MTV, Kiss etc all which
appeal to a younger generation furthermore magazines/newspapers like the sun, nuts
and daily star. Websites which are social such as twitter, facebook BEBO and instagram. All
characteristics of a younger age group around 15-25 years of age. Our plot appeals
to this age furthermore is satisfactory to them
