This document identifies and analyzes the target audiences for the film Star Trek Into Darkness. The primary audience consisted of action and science fiction fans aged 12-35, particularly male, who enjoyed previous Star Trek films. The secondary audience were older mainstream female viewers aged 25-45 who could relate to the characters. The tertiary audience were long-time Star Trek fans aged 35-55, predominantly male, who were excited by references to the franchise's history. The film appealed to these diverse groups through its high production values, focus on spectacle, representation of appealing lead characters, nostalgic elements, and ability to foster personal connections to the characters' relationships and journeys.

1. TARGET
AUDIENCE
AUDIENCE POSITIONING & APPEAL

2. IDENTIFYING
Who are the target audience?
Primary-
Secondary –
Tertiary-
• Gender
• Age range
• Interests
• Psychographic
Profile
• Socio
Demographic

3. PRIMARY AUDIENCE
The primary audience consisted of action and science
fiction fans (hybrid genre), mainstreamers
with a C1, C2, D, 12-35 male skew.
They are highly likely to have seen the previous film and are
fans of high production value, Hollywood
blockbusters that are fast paced and use a lot of technology
and CGI, e.g. the Transformers audience.

4. SECONDARY AUDIENCE
The secondary target audience were older, female, 25-
45 C1, C2, D mainstreamers who were targeted
using character, narrative and in particular the
emotive nature of the narrative.
Notions of the star marketing and the female gaze
would also apply to actors such as Benedict Cumberbatch
and Chris Pine while young heterosexual male audiences
may be attracted to Zoe Saldana in terms of the male gaze
(star marketing would also relate to the Director, JJ Abrams).

5. TERTIARY AUDIENCE
The tertiary target audience were fans of the franchise e.g.
‘Trekkies’ or ‘Geeks’ aged 35-55, with a male skew,
individualists again C1, C2, and D.

6. AUDIENCE APPEAL
The audience were positioned using the concept of the high
production value spectacle as linking with the Diversion
element (escapism) of the Uses and Gratifications Model.
The secondary target audience could, and more likely would
form a personal identity with characters, particularly
Kirk but also the idea that Spock and Uhura were now in a
personal and professional relationship.
All three elements of the audience would respond in some
way to the text via interactivity but it would be the tertiary
audience who virally would communicate using social media.

7. AUDIENCE APPEAL
Another key appeal would be the youthful,
good looking representation of the cast (both
male and female gazes) with the addition of
humourous characters like Scotty played by
Simon Pegg.
There was legacy in terms of cultural capital for fans of the
franchise, in particular the genre marketing of science fiction but
also a context which meant it wasn’t just set in space e.g. London
at the start of the film appealing to broader demographic (it is
worth referencing the UK has the second highest amount of
science fiction fans).
The retro element was important in attracting older audiences and
on one level the limited role of Leonard Nimoy served this
purpose.

8. ASSESSED ESSAY
Discuss the various ways in which JJ Abrams Star
Trek Into Darkness (2013) appeals to a mass
audience.
You should refer to:
Narrative Pleasures
Target Demographic (the spread of this)
Audience Appeal
Word count: 700 words Due in Monday 9th