The document discusses audiences for films and how they are defined, categorized, and analyzed. It notes that audiences are important for commercial success and profitability. It also describes how technology has led to audience fragmentation as people can now view films in many different ways. Film producers conduct research to understand who comprises their audiences so they can best target their marketing. This includes using demographics like age, income, and gender, as well as psychographics about lifestyle and personality. Test screenings can also provide feedback to potentially alter a film.

1. Audiences

2. What is an audience?
An audience is a group of people who view,
listen or consume a speech, performance or
work of art.
For example a television audience would be the
people viewing the programming at home. The
audience for a radio show would be the listeners
who have tuned in. The audience for a film are
the cinema goers or the people watching the
film on their televisions or other electronic
devices.

3. Why are audiences
important?
Film producers seek to make a profit. If a film
doesn’t attract an audience it will be a commercial
failure.
The audience for a film is measured by its box office
receipts.
Profit = Box office receipts – Production costs
The size of a film’s profit margin is more important
than the size of its box office.
Therefore a film made for $1,000,000 that makes
$25,000,000 can be considered more successful
than a film made for $100,000,000 that makes
$120,000,000.

4. What is the impact of new
technology on audiences?
 In the early days of film the only way people
could view a film was at the cinema.
 With the advent of television people could finally
watch films in the comfort of their own home.
 With the invention of videotapes and VCRs
people could watch films at home whenever it
suited them.
 Nowadays with the internet, iPads, smartphones
and various other devices people are able to
watch movies on the go.

5. Evolution of Technology

6. Audience Fragmentation
In the past there were relatively few ways for people to
view a film. With today’s technology people are viewing
films in numerous different ways all over the world. There
are more TV channels and internet streaming sites than
ever before so it has become increasingly hard for film
producers to target large numbers of people.

7. Why categorise audiences?
Film producers want to know who to market their
films to. The more information they have about
different audiences the better they can target
them. They use quantitative research (eg.
statistical information) and qualitative research
(eg. opinions) to build up a picture of their
audience.

8. Mass vs. Niche Audience.
Mass marketing is when a product is marketed to
the largest possible group of people. Niche
marketing involves marketing to a smaller
selective group. Mass marketing is expensive
and if the product only appeals to a small
number of people then much of that money will
be wasted. However a film that only appeals to a
small audience is unlikely to garner a huge profit.
The films with the largest budgets are the ones
considered most likely to appeal to a Mass
Audience. Independent and art house
companies have less money and are more likely
to seek a Niche Audience for their films.

9. How audiences can impact
films.
During the studio era a film’s audience was found
after the film was made. After the studio system
broke down Hollywood sought ways of ensuring
their films would be financially successful. They
conducted market research before films were
even made and test screened the finished films to
select audiences.
The audience reaction at a test screening could
influence filmmakers, inspiring them to re-cut the
film or even shoot additional footage.

10. The ending to the film Blade Runner (1982) was significantly altered as audiences found it
too downbeat. This was in spite of the fact of the new ending completely disregarding
facts that had been established earlier in the film. A voiceover narration was also added
much to the chagrin of star Harrison Ford. There are now five versions of the film available
on DVD including the Original Theatrical Cut, 1991 Director’s Cut, The Workprint and The
Final Cut.
Alternate Endings.

11. Notes from a test screening
of Videodrome (1983).

12. Media Research Agencies
 NRS: Established in 1956 The National Readership
Survey provides audience research for
advertising in the UK.
 ABC: The Audit Bureau of Circulations are an
independent authority that verify media data
and standards.
 BARB: The Broadcasters’ Audience Research
Board was established in 1981to measure
television audiences in Britain.

13. What is audience profiling?
Film producers use audience profiling to create
easily identifiable groups which they can target
more effectively with advertising and
merchandise. Interviews, focus groups, surveys
and empirical studies are used to study the
opinions of their audience. They also use
demographics and psychographics to analyze
their audience.

14. Demographics
Demographics are one way film producers define
their audience. It is the statistical study of human
beings. Using demographics audiences can be
divided by their:
 Income
 Age
 Gender
 Race
 Location

15. Income brackets

16. Psychographics
Psychographics is another way of categorising audiences.
The information obtained can be cross-referenced with
demographics. Psychographics can include:
 Social class
 Lifestyle
 Personality characteristics
 Attitudes
 Interests
 Values
 Behaviour

17. Personality Types