The document outlines an assignment brief for a student to research film audiences and how media producers target specific audiences. It provides criteria and tasks for the student to complete, including describing how producers define audiences and create products for audiences. It also lists web links to the student's blog where evidence and tasks will be posted. The student must research techniques used by media producers to define and target audiences and analyze promotional campaigns for the films Blair Witch and Bridget Jones Baby.

1. Assignment brief – QCF BTEC
Assignment front sheet
Qualification Unit number and title
180 Credit Diploma in Creative Media Production - Unit 6 – Critical Approaches To Creative Media
Learner name Assessor name
Matthew Devney Paul Rossington
Date issued Hand in deadline Submitted on
26/09/2016 17/10/2016 17/10/2016
Assignment title PR1: Research Techniques in Film
In this assessment you will have opportunities to provide evidence against the following criteria.
Indicate where the evidence can be found.
Criteria
reference
To achieve the criteria the evidence must show
that the learner is able to:
Task no. Evidence
P1
describe how media producers define audiences with some appropriate use of
subject terminology Task 1 – Research Techniques
https://www.blogger.c
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M1
explain how media producers define audiences with reference to detailed
illustrative examples and with generally correct use of subject terminology Task 2 a– Exit Poll
https://www.blogger.c
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D
comprehensively explain how media producers define audiences with
elucidated examples and consistently using subject terminology correctly Task 2b– Exit Poll report
https://www.blogger.c
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19556789562732 64 01
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Criteria
reference
To achieve the criteria the evidence must show
that the learner is able to:
Task no. Evidence
P2
describe how media producers create products for specificaudiences with some
appropriate use of subject terminology Task 3: analysis of the
promotional campaign poster
https://www.blogger.c
om/blogger.g?blogID=
19556789562732 64 01
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M2
describe how media producers create products for specificaudiences with some
appropriate use of subject terminology Task 4 – Analysis of the
promotional campaign trailer
https://www.blogger.c
om/blogger.g?blogID=
19556789562732 64 01
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D2
comprehensively explain how media producers create products for audiences with
elucidated examples and consistently using subject terminology correctly Task 5 – Summary of the
success of the camapign
https://www.blogger.c
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19556789562732 64 01
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Learner declaration
I certify that thework submitted for this assignmentis my own. I haveclearly referencedany sources used inthework. I understand that
false declaration is a form ofmalpractice.
Learnersignature: M.Devney Date: 17/10/2016

2. Exit poll
https://www.surveymonkey.com/summary/DruuxD7aSdgtDZZ0n5TjLmtimOzrjbz3ePW79PMW81o_3D
The purpose of my researchwasto findout if the marketingtechniquesforBridgetJones Babyor
BlairWitch were effective byaskingwhere people foundoutaboutthe filmandwhatmade them
wantto watch the film.My methodof researchisprimaryinthe formof an exitpoll.
Firstof all, Iwantedto know whatgenderthe people Iwas
askingwere.The people Iaskedwere mostlymalewithitbeing
around67% male and 34% female.FromthisI can alreadytell
that they’ll be abiastowardsstereotypicallymaleanswers.
Again, Iwantedto findoutwhothe audience were forthe
filmsthatI am askingabout.Mostlybecause differentage
groupsand gendershave particularpreferencesandwhenit
comesto genre of film, whatsocial mediatheyuse etc.Forthis
question,the majorityof people Iaskedwere betweenthe age
of 15 and25 with89% beinginthat categoryand 11% in the 26
to 36 category.Thismeansthere will be abias to certain
answersinmy questions.Particularlythe marketingquestions.
Next,there wasa choice of 2 filmsthatthe people Iasked
couldhave watched.Most people Iaskedchose towatch
BridgetJonesbabywitharound67% watchingit and33%
watchingBlairWitchinstead.

3. Thenthe nextquestionwaswhichgenre of filmisthe your
favourite?There were manydifferentanswersbutthe mostpopular
were Sci-fi andFantasy
I thenwentonto marketingquestionsinordertofindoutthe
effectivenessof the marketingcampaignforbothof these films.The
mostcommon wayspeople found outaboutthese filmswasby
eitherTV adverts,cinemamagazinesandwordof mouth.All with
justover20% of the votes.Aswell asthissome people findout
aboutthe filmonlinethroughsocial mediaandYouTube
ThenI wantedto findoutwhatmade people goand spendtheir
moneytosee the film.A lotof people maynothave the disposable
income togo to the cinemaoftensoIwantedto findoutwhy
people wantedtowatchthese filmssomuch.The resultswere
prettyevenwithjustover20% of people goingbecause the story
appealedtothem, theylikedthe trailer,were askedtogoby a
friendorlikedthe advertisingforthe films.

4. Everyone thatI askedwhowatchedBridgetJoneshada
favourite characterwithMirandabeingthe mostpopular.I
believethe people whowatchedBlairWitchprobablyjust
didn’thave one.
Next,Ijustwantedto findoutif theyenjoyedthe filmto
see if the filmlivedupthe advertisingandmarketing
campaign.Noone dislikedthe filmsbutsome would
improve them.
Most of the people Iaskedthensaidthattheywouldn’t
change anythingaboutthe filmbutsomeone saidsame of
the acting waspoor.

5. PR1:
Qualitative research - Qualitative Research is primarily exploratory
research. It is used to gain an understanding of underlying reasons,
opinions, and motivations.
Quantitative research - Quantitative Research is used to quantify the
problem by way of generating numerical data or data that can be
transformed into useable statistics. It is used to quantify attitudes,
opinions, behaviours, and other defined variables – and generalize
results from a larger sample population.
Primary research – this is when you gather your own research and
evidence yourself, from a survey or an interview for example.
Secondary research – this when you don’t gather your research
yourself and you look on the internet or find research that someone
else has carried out on the subject that you want to find out about.
The majorityof people thatfilledinthe surveywould
recommendthe filmstoafriend.

6. Types of audience
Mainstream-
Alternative-
Niche-

7. Audience profiling
Gender- Being either male or female
Age- How old you are
Socio economic status- this is an economic and sociological
combined total measure of a person's work experience and of an
individual's or family's economic and social position in relation to
others, based on income, education, and occupation.
Geodemographic- a particular sector of a population.
Sexual orientation- a person's sexual identity in relation to the
gender to which they are attracted; the fact of being
heterosexual, homosexual, or bisexual.
Regional identity- refers to the region that a person is from, North
west for example

8. Primary optical area- title of
the film starts in this area and
the star of the films name is in
this area
Mode of address- there isa mix of indirectanddirectmode of address.Could
linktothe storyline.The twocharactersthat aren’tlookingatus are lookingat
each otherandthere seemstobe a rivalry.The womantheyseemtobe fighting
overis lookingawkwardlyatus.

9. Primary optical area- red and black
connotes danger. We can see the
branches of trees. We now it’s going to
be set in the woods
The title of the film is in the weak fallow area and
the terminal area. Very clear black printed title
Anchorage- How the juxtaposition of images and text or sound help to
define meaning for the audience

10. What are the main colours used in the poster? What do
they connote? Thisfilm poster is very dark, most of the
poster is either grey or black. But there is a fire in the
background which is a reddish orange colour. Black is
associated with power, death and mystery, which is a
common theme in the film. Bruce Wayne who is Batman is
powerful because of his wealth and and because he is the
Batman but is mysterious because no one knows its him. The
orange and red in the poster connotes danger, another
common theme in any Batman film as well as juxtaposingthe

11. darkness in the poster. There is binary oppositionbetween
light and dark in the film with Batman being the protagonist
and the Joker being the antagonist.
What symbols are used in the poster? The iconic bat figure is
used in the poster; it is portrayed by a fire on a building
which could symbolise the end of Batman. This is an example
of anchorage.
What are the main figures/objects/background of the
poster? The main figure in the poster is Batman. He looks
very powerful as he is at the forefront of the poster. When
you look at the poster the first thing that draws your
attentionis the bat symbol in the backgroundbecause it’s
the lightest part of the poster.
Are the messages in the poster primarilyvisual, verbal, or
both?
It is primarily visual. The male protagonist/actionhero as well
as the fire in the bat symbol spread the message of power
and destruction. AlthoughBatman is a hero, there is
destruction in his life and he causes destruction.
Who do you think is the intended audience for the poster?
Why?
Batman fans, fans of the DC universe and anyone that enjoys
action movies/superhero movies.

12. Given that the aim of a film poster is to get audiences to go
and see the film - what persuasive techniques are used? The
Batman logo is used. Anyone that’s fan of the franchise
recognises this symbol and entices them to look at the poster
and it invokesmemories of the other films, provoking them
to go and watch it. Logos are often used on film posters.
Mainlyfor franchises like Batman, Superman etc.
The poster Is very bold and in your face. Batman is made to
look powerful as they have used a low angle. It is one of
those posters that as soon as you see it you feel you need to
watch the film.
What genre conventions are used? The many things in this
poster from the burning bat symbol, the smoke and Batman
all conform to the conventionsof this action genre. These are
the things we expect to see in the film without having seen
the poster.
Is a star used as a USP? The character Batman who is played
by Cristian Bale is used as a USP
Are there quotes? Whose quotes? No

13. How is attention gained (humour, shock, surprisefamiliar
face of a star)? The film is made to look dark, it promises
action as the poster connotesdestruction and also mystery
with the appearanceof smoke. Who is the batman? And
Who is the joker? Are the two biggest mysteries in this
film/franchise.
How does the tagline work? (humour, pun, alliteration etc?)
‘Welcome to a world without rules’ is the tagline at the top
of the poster. Suggests that there are no rules in Gotham
anymore. Anything can happen and maybe the people there
to protect, can no longer.

14. Trailer analysis
Genre
Steve Neil – histheory is that genres constitute elements of
repetition and difference
Nick Lacey defines genre elements as constituting the 5 key
areas below:
Spectre trailer analysis
Setting- Trailer shows the film set in many different locations,
first in Mexico City then London,Austria, Italy and Morocco.
The action starts in Mexico City and it starts a recurring
theme throughout the film.
Character- James Bond (007) who is played by Daniel Craig is
the protagonist in this film, his meeting with M introduces
them both to the film straight away as a spy and his boss and
you can see some tension between them.
The antagonistis Blofeld playedby Christoph Waltz who is
introduce later on in the trailer after his voice is playing
behindscenes from the film. He describes himself as the
authorof all Bond’spain.
Narrative- the trailer followsa linearnarrative and the
scenes are arranged to create a sense of tension and drama
that makes you want to see the film, as any good trailer
would. Although some of the scenes are revealing you are
still left with a sense of mystery, even if you don’t normally

15. like the Bond movies you want to see what happensin this
one.
Iconography- the first extremely recognisable place is London
with the Big ben and the London eye. Obviouslythere are
guns in the film as well as cars and planes. All very common
in this film franchise. Bond wears a suit most of the time and
warm clothingthat matches the setting of the film etc.
Style- a lot of the shots in this trailer are long shots that
establish exactly where the characters are. Also a lot of the
time the camera is tracking Bond particularlyin the opening
scene.
Non diagetic sound is used throughout the trailer with the
dramatic Bond music playingto create a sense of drama and
tension. Although non diagetic sound is in the background,
we also hear diagetic sound like cars and peoplevoices from
within the story throughout.
There is a range in the lighting with it seeming to become
darker towards the end of the film. Much like the narrative I
imagine.

16. Research techniques available
There are many different research techniques available to media
producers. The most common and effective are quantitative and
qualitative research. These are both primary research that you carry
out yourself to find out peoples like and dislikes and opinions in the
area that you are researching. In this case media producers will
perform market research with these techniques in order to see if the
product they want to make will sell.
Success of the Blair Witch and Bridget Jones baby promo campaign.
I believe that both Blair Witch and Bridget Jones baby were
successful in terms of the marketing campaign because they both
made a profit at the box office and that is before DVD sales. Bridget
Jones made 143 million dollars at the box office from a 35-million-
dollar budget. With such a huge profit like that it is clear that the
promo campaign was successful in enticing people to the story and
going to watch the film at the cinema. It’s partnership with Muller,
the yoghurt company, clearly helped as well as their partnership with
Nestle with them displaying Bridget Jones on their products.
Blair Witch was less successful at the box office but had a smaller
budget. It still made 35 million dollars on a 5-million-dollar budget.
Although the film wasn’t the best the marketing must have been
good to get people to go and watch.
Areas of the campaign that were most successful
The survey that I carried out suggests to me that the areas of the
campaign that were most successful were the trailer, TV adverts and
cinema magazines. The people I asked saw these areas of the
campaign and decided that they wanted to see the film. Therefore,
the promo campaign was a success for both films.