Dean Roberts is a 24-year-old doorman who grew up in East London. He left school at 16 and now enjoys bodybuilding and going out with friends. However, Dean's childhood was difficult due to lack of jobs and money, which led him to get involved with drugs and crime briefly. Now wiser, Dean lives a normal life and enjoys gangster films like Goodfellas and Scarface. The film Hit 'Em Hard aims to appeal to its target male audience aged 18-30 through gritty filming locations in London, typical gangster crime plotlines, and emphasizing gangster stereotypes in marketing.

1. HIT ‘EM HARD
An On The Run Production

2. The ideal audience for Hit ‘Em Hard will be male’s aged between 18-30. This is quite a large target audience
however the gangster genre has mass appeal and is favourable to those who are young as well as those who are
adults.
Dean is 24, he grew up in East London and left school at the age of 16 and is now working as a doorman at his
local nightclub. Deans job requires him to be quite muscular and well built, making going to the gym and
bodybuilding a key aspect of his life as well as being a hobby and one of his main interests. When Dean isn't at
the gym or at work he is out having fun with his close childhood friends. Together they like to go clubbing in
Central London and prefer venues with Hip Hop music. Other night activities include eating out in their local
shopping complex and meeting up with girls. Deans closest friends, Anthony and Solomon grew up with him
and all lived on the same road, together sharing some good and bad memories. However there is more to Dean
than work, the gym and socialising with friends. Leaving school at the age of 16 meant that Dean was struck for
cash as jobs at the time were scarce and any that were available paid poorly. This meant that Dean began
hanging out in parks and street corners with people much older than him which led to his brief involvement with
drugs and crime. Both Anthony and Solomon found themselves in similar situations however now much wiser,
the trio have matured and all live normal lives. Dean is happy with his job and life at the moment, his plans for
the future include continuing to pay off his mortgage, settling down with the woman of his dreams and having
children, preferably two boys. Deans upbringing heavily influenced his film preference. Some of his favourites
include American Gangster, The Departed, Goodfellas, The Godfather series & in his eyes the greatest film of all
time: Scarface.
Note: the above audience profile is only one type of person we will aim to appeal to, our target audiences
stretches far beyond this, and more importantly the majority of our target audience would never have been
involved in criminal activities.
Dean Roberts

3. Because we have a very masculine audience our filming locations will be throughout London in
gritty areas which would also create familiarity and a personal feeling to our audience giving
them a further reason and interest to go and see the film. As well as this, the typical gangster film
with a crime twist will appeal to anyone with an interest in the genre meaning we will have to
convey this throughout our campaign to really target every member of our audience.The trailer
and film poster of HIT ‘EM HARD will appeal to the audience through the conventions and
stereotypes we’ve explored in previous research. We will include costumes and props in all 3
products to stress the stereotypes related to gangsters i.e.. guns, money, cigars , briefcases etc.
Appealing to the audience