This mood board targets young, independent and adventurous women aged 15-25 from middle-class backgrounds interested in empowering films about strong female characters. It includes pictures representing graduates, teenage girls, and the films Kill Bill and The Descent to showcase powerful yet violent women. The primary audience for The Descent is described as mainstreamers and yuppies seeking exciting popular movies as students and young active women.

1. Primary
This mood board would be based around strong independent women who
are adventurous and act tomboyish. The age range involves 15-25 year
olds and the gender would be female, because The Descent is empowering
to women. The pictures of graduates and teenage girls support the idea of
a young audience. The picture of Kill Bill represents strong women as well
as violent women. The background of the women who watch The Descent
would be a socioeconomic of C1- C2 , which involve professions such as
teachers or office based jobs. The primary, all-female audience would also
like the goriness and gruesomeness of The Descent without being
stereotypically girly.
In the context of Rubicam’s theory, I feel that the primary
audience are Mainstreamers. They want to watch movies
that are known to be exciting and popular. Having the age
range of 15-25,which indicates that they are students,
stereotypically they will want to be involved with
mainstream brands and movies. They would also be
under the category of Yuppies, because they are of a young
age. They would also be under the ‘yuppies’ category
because the females who watch The Descent would tend
to be active and slightly tomboyish females.