This document discusses the target audience for a student media production. It began by considering audiences aged 12-15 but focus groups of classmates aged 16-17 did not relate to or understand the film. Teachers aged 30+ had a better understanding. The document then discusses choosing a BBFC 12A rating but targeting an older audience of 25+ who would appreciate the complex narrative and genre elements. Research on film genres and gender showed that crime films appeal to both male and female audiences.

1. By Chloe Carman
WHO WOULD BE THE AUDIENCE
FOR YOUR MEDIA PRODUCT?

2. Throughout the year I have done extensive research into the main target
audience of our production, and have kept the target audience in mind when
producing our OTS. It was very important when planning and filming our
product to make sure our production will be liked and attract people to watch
our product. This is the link to my target audience research:
http://ccarmanasmediaproductionsschs2015.blogspot.co.uk/2015/02/target-
audience.html
RESEARCH ON BLOG

3. In the end we decided and worked towards an age rating of 12A using the
BBFC criteria. We were originally deciding between either 12A/15, however
the content of our film was more ‘implied’ than ‘explicit’, which is why we
finalised it as a rating of 12A. We decided we didn’t want to have a gory death
because it can look amateurish if done wrong, so we came up with the
drowning element of the narrative. Even though the femme fatale is ‘dead’ (or
so it seems) she is still beautiful and picturesque.
WHAT DID WE CHOOSE?

4. Discrimination
“Discriminatory language or behaviour must not
be endorsed by the work as a whole. Aggressive discriminatory language or
behaviour is unlikely to be acceptable unless clearly condemned.”
Our film doesn’t include any bad discriminating language, and and there is no
discriminating behavior, because we if people aged 12 do come see our film,
we don’t want them to pick up any bad habits, and we don’t want to offend
any audience members by the actions and language used.
Drugs
“Misuse of drugs must be infrequent and should not be glamorised or give
instructional detail “
We have decided to stay clear from any drug use in our film, however there
may be references to drug use amongst the gangsters in our film.
WHAT MAKES OUR FILM A 12A BY
THE BBFC CRITERIA?

5. Imitable behaviour
“No promotion of potentially dangerous behaviour which children are likely to copy.
No glamorisation of realistic or easily accessible weapons such as knives. No
endorsement of anti-social behaviour.”
We have discarded any violent behaviour to stop the chance of any children copying
their behaviour. There will be some scenes of violence, but the on screen action will be
kept to a minimum.
Language
“There may be moderate language. Strong language may be permitted, depending on the
manner in which it is used, who is using the language, its frequency within the work as a
whole and any special contextual justification.”
To keep our film true to the time period we have kept the language used quite formal,
with only a moderate use of bad language that would have been used in the time period.
Nudity
“There may be nudity, but in a sexual context it must be brief and discreet.”
There is brief nudity, but It will be when the characters are getting dressed, rather than
the sexual act.

6. Threat
“There may be moderate physical and psychological threat and horror sequences.
Although some scenes may be disturbing, the overall tone should not be. Horror
sequences should not be frequent or sustained.”
There is a moderate amount of threats being made my the gangsters towards the
femme fatale, but it will me kept under control, and kept to the time period, so if any
children do see it, they will see it as a thing of the past.
Violence
“There may be moderate violence but it should not dwell on detail. There should be no
emphasis on injuries or blood, but occasional gory moments may be permitted if
justified by the context.”
The violence will be basic, and will only be used when necessary. We decided for our
femme fatale to be drowned so we didn’t have to have scenes of blood. We will not
actually show the femme fatale jumping into the river, to make sure children do not
copy her actions
http://www.bbfc.co.uk/sites/default/files/attachments/BBFC%20Classification%20G
uidelines%202014_0.pdf

7. Our first focus group was our classmates who are a similar age to me 16-17. With the
first viewing, it was clear that they liked our product visually, but they didn’t really relate
to it and they didn’t get the point of it. Whereas when our teachers watched it (30+)
they seemed to understand it more, which gave us an indication about our target
audience.
Although our focus group was our media class, this was beneficial for multiple reasons;
We could discard them as our target group, and people younger than them as they
wouldn’t understand the film.
They are 16+ and are film fanatics.
They also have film knowledge and editing knowledge to assist us during the editing
process, so they highlighted issues with our OTS, which helped us to improve.
However because of their feedback, we have based our film at an older target audience.
The BBFC rating may be 12A, meaning the content is suitable for people aged 12 or
over, however that does not mean they will like or understand our film, like we found
out thanks to our target group.
FOCUS GROUP

8. This is a Pete Buckingham scale, that shows what genre of films generally men
and women like to watch. Crime and Gangster films are in the centre. This
means that both genders like to watch film noir films. Our OTS and film leads
more towards the female side of the scale because of the romance and period
elements to our film, even though the action elements would appeal to males
more.
FILM GENRE AND GENDER

9. Our target group is people aged 25+, this means that they will be people who
are slightly more film literate and cultured, something that comes with life
experience, therefore they would understand the complex narrative to our
film, and could keep up with all the action elements involved. A traditional
film noir would attract a middle age, men. This is because the crime and
violence that is usually in film noir, normally attracts males rather than
females, however the strong independant femme fatale would attract females.

10. The film noir genre is commercially unpopular to a wide the general audience,
but the genre is popular with Film Fanatics audience. Pete Buckingham’s
audience studies, this of people fit the criteria: male, pre-plan their trips, 25-
44, go in 2’s and review led. I feel this is the target audience we are aiming our
film at. The only thing is his studies state that the Film Fanatic age range goes
from 25-44, so after some consideration we lowered the age range of our
target audience. This means that appeal to a wider age range than we expected,
which is a good thing as it will sell more tickets.
HOW HAS THE GENRE CHANGE