The document analyzes target audience data from the UK Film Council to identify the primary demographic for a new film. Based on the data: The primary target audience is females under 35 (44%) and the secondary audience is males under 35. This differs from the initial expectation that males would prefer adrenaline films more. Many in the target audience are middle class (C2 social class) and 32% are parents. Horror is in the top 10 favorite genres, comprising 15% of the nation, indicating the target audience is mainstream. Both females and males under 35 especially like horror films. While horror did not appear on a list of genres the public wants more of, dark horror films have high cinema attendance and DVD sales,