The document discusses the target audience for a horror film production. It analyzes data from the BBFC and UK Film Council to determine the primary target audience is females under 35 and the secondary is males under 35. Focus groups and interviews with these demographics were conducted. The film will aim for a 15 rating to appeal to these age groups but not younger viewers. Advertising and release dates are considered, with Halloween and non-traditional times around Christmas discussed to reach the niche horror audience.

1. Evaluation Question 4
Our group’s decision was to produce a horror filmand so to decide the audience for our film
we ensured we used reliable data sources such as BBFC statistics as well as conducting our
own research to therefore ensure we had reliable and relevant data. We found from the
BBFC that our primary target audience are females under the age of 35 and the secondary
target audience is that of males under the age of 35. We then also used the UK Film
Council’s statistics to conclude our search for the correct target audience and the results
were that the target audiences we had found were the ones we needed to be aiming our
production at. This age group and mix of genders enables us to vary what we put in our
production however it must appeal to both genders. The easy part of having the same age
group of target audience (both primary and secondary) is that they may be into the same
sort of things and (potentially) will be going through the same fazes such as going to
University for example. Though because of the gender difference, ensuring that the film is
appealing to the masses and making it suitable for both genders would be a main focus.
Having said this, we had decided to come up with a father-daughter couple as our main
characters in the production to ensure that both genders are included and are equally as
important as the other. The UK Film Council’s data also stated the social class we would
need to aim our filmat would be that of middle class. Though this is the most common for
people who like horror films, we have decided to aimour production at any social class to
make sure we are not limited on our audience size. We have decided on this audience due
to horror films being somewhat more niche than other categories such as action movies for
example. The more niche audience entitles us to focus greater on what the audience would
like but also on a budget. Because of the smaller target audience compared to other film
categories we believe we are able to make a better quality production which appeals to the
masses rather than make a production which only appeals to a certain population of a target
audience. The fact that the group falls into the selected target audiences also makes it
easier for us to deem what is suitable for the age certificate of a 15 and it also makes it
easier to decide the film’s content in general as well as the storyline as we made a
production suitable for those of 15 years and upwards but made it understandable and
enjoyable for everyone. This entitled us to put what we would want to see in a modern
horror into our production to allow us to create an effective media product which follows
but also challenges conventions to keep the audience entertained and on the edge of their
seat. We conducted focus groups and interviews to ensure that we knew what our target
audience would want to see and not see in our media product. We interviewed a range of
people from our primary and secondary target audience and of both genders to create a fair
and balanced set of results in which was not biased.

2. The data above signifiesthe percentage of people thatenjoywatchingthe genre of horrorfilmsto
be 32% whichisjustunderone thirdof the population.Thisconnotesthatthe targetaudience is
somewhatniche howeverisclose tobeingamainstreamaudience andthere hasbeenarise in
horror filmsbeingproducedoverthe yearsmeaningthe audience isonlygoingtogetlarger. This
data indicatesone of the factorsinwhichwhywe chose todo the horror genre.
Thisdata showsthe differentpercentagesof the targetaudience populationinwhichenjoywatching
horror filmsandthuswe were able togather boththe primaryand secondarytargetaudiencesfor
our production. We were able togatherthat the primaryaudience was femalesunder35 which
stoodat 44% and malesunder35 whichwas 36%. The social classisalsopresentinthisdata and the
C2 categoryhad the highestpercentage of 43% therefore beingthe mainsocial classwe aimedfor,
despite makingourmediaproductsuitableforall classes

3. For deciding the filmclassification we took to looking at BBFC filmstatistics in order to
gather information in which would help determine the age rating for our film. The film is
rated in relation to the primary and secondary target audiences and the themes within the
film. I have selected what I consider to be an appropriate age rating of 15 for the filmdue to
the infrequent and short scenes of horror throughout and due to the film being a
psychological horror over more graphically content films which have previously been
released. The age rating of 15 ensures that the audience will be mature and are not at risk
from harm in contrast to that of a younger audience.
We would want to see our filmreleased primarily at a smaller independent cinema chains as
well as potentially some bigger chains such as Vue cinemas. This would entice a mixture of
social classes and genders of all ages but would also focus on our main target audience due
to the variety of cinemas the filmwould be released at. This means that the different styles
of cinemas and various locations ensure that the film would be accessible to a greater
audience and therefore generate good revenue but also try and boost where horror films
are show as well as the quantity of horror films available.
Target Audience Member Profile
Music –
Chelsealikesmostmusictypesandfindsmusicsoothingandrelaxing.Howeverdespite thisand
duringfilms,she saysthe musichasto suitto the scene to ensure the moodisn’tspoilt.The music
adds goodemphasisonscenesandcan stronglyconnote amood or emotionof a character within
the scene.Musicalso assistsinthe establishingthe genre of afilm, especiallyatthe start.Within
horror filmsChelseasaysthe musichasto create tensionorfearand she says withinthe Saw films
the notoriousinstrumentalsongthatisassociatedwiththe filmisveryeerieanddespite notliking
the musicshe says it’sa good example of musicwithinahorror/psychological horrorfilm.This
therefore showsthatbecause she doesn’tlikeit,the musicis‘doingitsjob’increatinganunsettled
tensiontothe films.
Afterhavinginterviewedaselectrange of people frommytargetaudience,I
have alsointerviewedasingularpersontoensure Icanbuilda targetaudience
profile,basedonone person’sopinionsandjustifications.TodosoI
interviewedChelsea,a16 year oldstudent.Chelseafitsintothe primarytarget
audience of femalesunderthe age of 35. I interviewedChelseaandaskedher
aboutrelative mediainformationsuchasthat of hermusiclikesanddislikes,
herpreferredTV showsandchoice of filmgenres.Thiswill helpme to
understandthe psychographicsof mytargetaudience.

4. Films –
Chelseamainlylikesactionfilmsandthrillershoweveralsoenjoystositdownandwatchhorror
films,thoughpredominantlypreferspsychological horrors.She likesactionsdue tothe fastpaced
continuoussceneswhereasthrillersappealstoherdue tothe edge of the seatfactor,much like
horror films.She alsoenjoyshorrorfilmsbecause theyusuallyhave alotof audience interactionand
by thisthe audience hastoprepare to be scared andwithinpsychological horrorsthe audience has
to thinkforthemselvessometimesandsoaddssuspense andtensiontosee if theyare correct.
Some examplesof the filmsshe likesinclude;Die Hard,Saw andMissionImpossible.
TV –
Chelsealikesamixedrange of televisionshowsfromHollyoakstoThe WalkingDead(TWD).She likes
the story line toeachand enjoyswatchingthemunfoldandiseagerlyawaitingthe nextepisode
once the currentone has finished.She enjoysthe suspense ineach,particularlyTWDand she enjoys
the zombie aspectwithinthe programme.She alsowill occasionallywatchotherTV showsthat
catchesher eye as she isflickingthroughfindingsomethingtowatch.Thissignifiesthatshe isnot
restrictedtothe genre of programme she watches thoughclearlyhafavourites.
Other Interests –
Chelseaisanavidlykeenaspiringamateurphotographerandenjoysspendingtime withothers
because she enjoystheircompany.She alsoenjoysspendingtime withanimalsastheycanbe quite
therapeuticand are good company.
Due to the nature of my filmandthe contentwithinit,Ithinkitwouldbe bestand mostsuitable to
advertise myfilmduringthe nighttime andmainlyafter6o’clockwhenthe above programmesare
on.I wouldaimto have short adverts aroundthistime tocreate enigmaandgetthe audience of the
programmestowonderwhatis beingadvertisedbutthenafterthe 9 o’clockwatershedIwould
advertise alonger(roughly30secondadvert) feature of the filmtoensure the audience knowswhat
isbeingmarketed.Ibelieve itwouldbe wisetoadvertise the filmonmainstreamTV channelsto
ensure the massof the populationsee itbecause thiswill meanthatmore peoplewill becomeaware
of the film.Iwouldalsoaimto advertise onsocial mediasitestogainan evenbiggerpotential
audience andensure Idraw-inasmanypossible people withinthe primaryandsecondarytarget
audience.Thiswill therefore alsospreadthroughwordof mouth,averyeffectivebutalsofree
advertisingmethodwhichis carriedoutbythe target audience themselveswithoutknowing.
I wouldconsidernumerousrelease dates.Duringsummerwouldbe goodasthere are the summer
holidays formanystudentsandpeople take time off workandtherefore manypeople frommy
target audience wouldbe able toviewthe filmhoweverIfindthistobe quite amainstreamrelease
date.I wouldconsideraHalloweenrelease date astypicallyspeakingthe holidaywouldmore than
likelysignifythe releaseof more horrorsandmore people wouldbe willingtoview ahorror film,
eventhose whoare not consideredthe typical targetaudience.Butmuchlike the firstrelease date
thisisrelativelymainstreamhowevermyfinal release date breaksthe conventionof horrorfilm
release dates.Iwouldwanttosee more releasesof horrorsaroundthe ChristmasandNew Year’s
periodsasthisis significantlydifferenttomanymainstreamhorrorfilms.Iwouldcreate avery
differentatmospheretothe typical celebrationsthatwouldbe occurringaroundthistime howeverit

5. isriskyas the mainfocusfor manywouldbe ChristmasandNew Year’sand the festivitiesthatgo
withthem.There wouldbe more moneyspentonthese holidaysratherthana filmata cinema
therefore thisrelease date wouldbe agamble.Therefore inconclusiontothisIwouldoptionforthe
release of myfilmduringthe Octobermonth,readyforHalloweenasmore people wouldbe willing
to see the film,therefore gainingagreatermarketshare.
I foundbyinterviewingamemberof the targetaudience Iwasable to identifyclearlythe best
optionsformy advertisingstrategiesandwhatmytarget audience mostprobablylikesandhasin
common.Fromthis interviewIhave beenable toobtainmuchneededinformationtoensure Ihave
the bestpossible advertisingandrelease dates.