2. AVATARS- TARGET AUDIENCE
For my primary example of a male audience, I have chosen to present this avatar as
somebody who would have watched the original movie when it came out in 1977,
therefore I would place the age of my older generation audience example around
35-45 years old. Their lifestyle would be looking at different magazines and
cartoons that they may have liked when they were younger. They may go to
different events such as Comic Con, where they can dress up and see their favourite
cartoon and television characters. Spending power would possibly be £1000 + on
watching their favourite movies, going to events and buying merchandise. On the
ABC 1 scale they would be within the category of C1 and C2, either skilled manual
or administrative or professional.
For my primary example of a female audience, I have chosen to present this
avatar aged around 35-45 years old. Their lifestyle would perhaps be influencing
and talking to their children about their favourite films and attending events like
the male audience example. Once again, they would be on the ABC1 scale within
the category of C1 and C2, and on the psychographics table they may possibly be
an aspirer, as they do not follow mainstream ideas and unique with their image,
charisma and persona. Their spending power would be around the same as the
male primary audience, at around £1000 including events, merchandise and going
to see their favourite movies. They would be able to gain nostalgia from the
movies and therefore receive huge diversion from watching certain scenes,
especially chase scenes which could excite the audience even further.
PRIMARY AUDIENCE
3. This is my female secondary audience example of somebody who would
have watched the new, more modern Star Wars movies and not necessarily
the old original movies. On the ABC 1 Scale, they would be under the
category of E or D. This is because the age of the younger audience that I
would stereotypically think of is between 12-22, therefore they would either
be students or possibly manual workers moving up to category C of skilled
manual workers. The lifestyle of the younger audience would be working
hard at school and being fully interested in media based lessons, they would
be interested in finding out and watching the new movies that are going to
be released, as well as listening to music and going to events with their
family/friends to do with their favourite film/television and cartoon
characters.
This is my male secondary audience example. The lifestyle of this boy would
typically be playing video games in his spare time and watching films, either
again with family influence, or new releases with friends. They would be
interested in attending comic con events. On the other hand, the age range
for the younger audience could possibly even range from as little as 5 years
old where they have small lightsaber toys and Star Wars merchandise for
children. I have also changed the race of my example, to show that Star
Wars appeals to a wide culturally diverse group of people, this would
achieve personal relationships for the audience, especially since the new
male main character, Fin, is also culturally diverse, therefore is a huge role
model for the audience as they can see themselves reflected within the
film.
SECONDARY AUDIENCE
5. 0
2
4
6
8
10
UNDER 10 16-20 21-30 31-40 ABOVE 40
AGE- FEMALE
AGE
10-15
0
1
2
3
4
5
6
UNDER 10 16-20 21-30 31-40 OVER 40
AGE- MALE
AGE
10-15
6. 0 1 2 3 4 5 6 7 8 9
SPACE AND THE SUPERNATURAL
THE CHARACTERS
THE ORIGINAL MOVIES
STORYLINE
ALL OF THE ABOVE
OTHER
IT DOESN'T APPEAL TO ME
WHAT IS IT THAT MOST APPEALS TO YOU ABOUT THE
FILM, STAR WARS: THE FORCE AWAKENS? MALE
0 1 2 3 4 5 6 7 8 9
SPACE AND THE SUPERNATURAL
THE CHARACTERS
THE ORIGINAL MOVIES
STORYLINE
ALL OF THE ABOVE
OTHER
IT DOESN'T APPEAL TO ME
WHAT IS IT THAT MOST APPEALS TO YOU ABOUT THE
FILM, STAR WARS: THE FORCE AWAKENS? FEMALE
7. WOULD YOU SAY YOU RELATE TO ONE OR MORE OF THE
CHARACTERS WITHIN THE FILM?
YES
NO
DON'T KNOW
FEMALE
WOULD YOU SAY YOU RELATE TO ONE OR MORE OF THE
CHARACTERS WITHIN THE FILM?
YES
NO
DON'T KNOW
MALE
8. 0
2
4
6
8
10
12
WHICH CHARACTERS APPEAL TO YOU THE MOST?
WHICH CHARACTERS
APPEAL TO YOU THE
MOST?
FEMALE
0
2
4
6
8
10
12
WHICH CHARACTERS APPEAL TO YOU THE MOST?
WHICH CHARACTERS
APPEAL TO YOU THE
MOST?
MALE
9. HAVE YOU WATCHED THE ORIGINAL MOVIES?
YES NO
HAVE YOU WATCHED THE ORIGINAL MOVIES?
YES NO
MALE
FEMALE
10. DOES STAR WARS MERCHANDISE APPEAL TO YOU?
YES
NO
SOME
DOES STAR WARS MERCHANDISE APPEAL TO YOU?
YES
NO
SOME
FEMALE
MALE
11. 0
10
20
YES NO
WOULD YOU EVER ATTEND A STAR WARS CONVENTION OR
EVENT?
0
5
10
15
20
YES NO
WOULD YOU EVER ATTEND A STAR WARS CONVENTION OR
EVENT?
FEMALE
MALE
12. 0 2 4 6 8 10 12
UNDER £50
£50-£100
£100-£500
£500+
HOW MUCH MONEY, OUT OF THESE OPTIONS, WOULD YOU
SPEND ON ANYTHING MOVIE/TELEVISION EVENTS RELATED
WITHIN A YEAR?
0 2 4 6 8 10 12
UNDER £50
£50-£100
£100-£500
£500+
HOW MUCH MONEY, OUT OF THESE OPTIONS, WOULD YOU
SPEND ON ANYTHING MOVIE/TELEVISION EVENTS RELATED
WITHIN A YEAR? FEMALE
MALE
13. ANALYSIS REPORT
I created a survey which analysed the type of audience that are interested in Star Wars: The Force Awakens. I
gathered information from 50 people, 25 females and 25 males to ensure that I gained results from an equal
number from both genders. I asked people with a wide variety of interests and ages, mostly in the categories
16-20 and 40+ as I wanted to ask people that were older than me (mostly school friends and my dad’s work
colleagues which would be able to respond fast so I could receive fast responses) to gain a variation of
answers in which I wouldn’t necessarily put myself, and ask a huge number to enable the most accurate and
reliable results. I decided to produce two graphs for both of my results, as I had a separate questionnaire
answer form for both genders, so I could look at what appealed to each gender and therefore analyse
particular answers.
The ages ranged from the youngest audience of 10 years old, to the secondary audience of 40+. The female
audience was older in age than male, with both genders having the same lack of interest in the film,
however this was a small number with only 3 votes each. Nevertheless, the highest interest in the new Star
Wars film was the original characters from the original movies, with 8 votes for each. This is most likely
because of the success of the original movies and the nostalgia the original characters bring to the older
fans, therefore it would make them want to watch the new films to see the difference between them and
see whether they’d still be fans of the new films many years later.
14. The results I received from the next question, “Would you say you related to one or more of the characters in
the film?” were extremely interesting, with 44% of females voting that they did relate to a character within
the film, Rey being the most popular result and 40% of males voting that they related to one or more of the
characters, in which the highest vote was for Kylo Ren. These results are interesting however not to a
surprise, as it is known that the film encourages Blulmer and Katz gratifications theory of personal identity,
where the audience can find themselves relating to the characters. This isn’t surprising because Rey plays a
huge role model for the female audience in which she is the first main female character which provides
empowerment for the female gender, and proves that Disney made the right choice when deciding roles.
The original characters play a huge role in the results I received, especially for the male audience. This is
because 58% of the male audience have watched the original movies, and females close behind with 44%.
This is significant because The Force Awakens would still appeal to them as fans, which Disney will have to
take into consideration because there’s a huge number of original fans which could bring huge revenue for
them, as there are parts within the trailer that has original characters that would interest the original fans.
15. However, although the trailer encourages fans to watch the film, my results I received confirmed to me that
it may not encourage them to buy the merchandise that gets released simultaneously to the film. For
females, only 24% would buy merchandise and for males less than half of them would with results of 40%.
This could suggest that although the film has had huge success, it may mean that the audience loses interest
after they have watched the film for the first time. Nevertheless, the next question asked whether or not the
audience would attend a Star Wars convention or event, in which the answer for males was a dramatic
difference with 18 out of the 25 people voting yes. This therefore means that they would in fact follow up
their interest from the film, with attending events to indulge their interest even further. Although males
have said this, females is the direct contrast of this, with less votes for yes, suggesting that they wouldn’t be
so interested with following up their interest after watching the film.
Following this, the amount of money that both males and females would spend on merchandise and events
etc for not specifically Star Wars related films, was under the category of £100-£500, which is a considerable
amount of money. In dissimilarity to the previous question, it seems as if the people that voted in my survey
would possibly be more interested in other films rather than Star Wars.
Overall my survey provides me with information that suggests multiple ideas about the audience that would
watch Star Wars: The Force Awakens. It leaves me with results that inform me about what drives them
towards watching the film and what appeals to them most and whether or not this would lead to them
buying products that have been released due to the film and events that follow.
