The document discusses the target audience for a media product. It was decided that the primary target audience would be males aged 35 and above, as statistics showed this demographic frequently watched action films. Interviews with the target audience and secondary audiences provided insights into their interests in the genre. Specifically, they enjoyed fast-paced narratives with iconic genre elements and were turned off by non-linear stories. The media product was given a 15 rating since it contained some violence, targeting mainstream 15+ audiences.

1. Evaluation Question 4:
Who would be the audience for your media product?
We did lots of research into what our primary target audience would be for our media
product. We decided to go with males aged above 35 because from the UK Film Council
Statistics and Box Office Data, it showed for the genre of our film opening of action films that
males aged above 35 was the reoccurring theme and we stuck to this demographic to not
challenge the use of target audience in our film opening. This is a mainstream target
audience as the genre is very popular with lots of people.
The UK Film Council shows the demographics of people within particular genres. This target
audience is not people of my age that I can associate with which is a challenge when I did
my target audience interviews to find the psychographic information of my primary and
secondary audience. We did look into our secondary audience of males below the age of 35
with 57% that enjoy this genre from the UK Film Council data but there was a close
percentage with females below the age of 35 with 52%. So we did some research on our
secondary audience to see if they liked the same things as our primary target audience.

2. The interviews that we did for our target audience and secondary audience showed us from
their point of view their interests and what they like and dislike in these types of films. We
asked them questions on the action genre and asked follow up questions if there was
something brought up in what they said that sounded interesting to develop. We interviewed
5 people with 2 people being from our target audience. This brought up lots of things that
we could include in our film opening and what we should avoid to make the film opening
boring to the viewer such as the narrative being non-linear and including lots of iconographic
things relating to that genre.
Also from our BBFC classification research, I have looked at what age rating our film
opening would get. I gave ours a 15 classification because our film opening
shows violence and if you go more into the film, there would be more
grotesque scenes. So people aged 15+ would watch this film as it might
interest them and younger viewers may find it disturbing. I also chose this
as I compared this film opening to other real life media products of the same
genre and most of them showed a 15 rating, although some of the films
were 18 but these films showed lots of violence whereas ours is a bit minimalistic.
I feel this targets a mainstream audience as from the UK Film Council, Action films were 4th
most popular. To develop further into the demographics and psychographics, I did a target
audience member profile which showed someone from our target audience in more detail.
This shows, in depth, their opinions, interests and attitudes on this genre of films. They

3. would want to see this film as it can match to the Uses and Gratification theory and, as this
genre is popular, would interest them as my target audience member profile specifically
enjoys the action genre with films such as ‘Die Hard’ and ‘Alien’.
The uses and gratification theory is an approach to understanding why people watch media
such as films. There are 5 stages to this theory, Escape: to escape from reality, Social
Interaction: to create personal relationships with the characters, Identify: give role models,
Inform and educate: gain an understanding of the world and Entertain, pure entertainment
for the audience. Comparing to the Uses and gratification theory our film opening would
meet the Escape and Entertain theory as our film is an action film that is not seen in the real
world and our film opening is pure entertainment for the viewer to see.
Our film would be shown in a multiplex cinema rather than a smaller, independent art house
cinema because our target audience is mainstream as the genre we have chosen is popular
with most people.
In conclusion, finding out the target audience for our film opening helped us think of the
contents and things to include that the audience would like and recognise within the film and
things they wouldn’t enjoy. The secondary research I did from the UK Film Council,
Interviews and target audience member profile helped me see the demographic and
psychographic information about our target audience.