The target audience for short films includes students seeking careers in film and industry professionals looking for new talent. The audience demographics are typically those in social groups A to C1, who have media backgrounds and access to the internet. Psychographically, the audience includes both "Succeeders" like investors interested in new directors, and "Aspirers" like students looking to break into the industry. The films examined focused on issues faced by secondary school children, like bullying. The target audiences were victims who could relate to the stories, parents wanting to understand their children's experiences, and private school students gaining cultural exposure. The film being made addresses differences that separate youth, in hopes of promoting understanding between backgrounds. The

1. Target Audience
1) Who are the target audience for short films?
The short film industry’s audience is quite specific compared that of the mainstream
audience of larger full length films. There are two main groups of people who will be
familiar with short films; unemployed students seeking a future in the film industry
and people who are already successful in the industry.
Demographics
These employed people working in the industry would be placed between the
demographic social groups A to C1. These industry professionals and investors may
be looking at the short films to find potential in a director, producer or writer to
work for them for the particular company. The student sector of the audience would
be generally placed in the social group E because they are unemployed but most
likely to be from a background in the A to C1 categories. They would be viewing the
films for inspiration for their own work as an amateur film maker. Most of these
short films would be viewed online so the audience would be familiar with the use of
internet therefore protruding the reasons behind the audience being from a media
background further.
Psychographics
The audience for short films would is again completely different to that of the
mainstream films. These people could be described as;
• SUCCEEDERS: People, who like to think they are in control, are powerful,
successful and ambitious
This group of people is mainly driven by their income wanting to get high up
in the industry. If they have already made it successfully into a powerful
position then they would be the audience that could decide to invest in a
new director etc. from viewing a short film and bring more money into their
company.
• ASPIRERS: People who strive for a bigger and better lifestyle
These could be the young people who may have just finished a degree at
university and are in search for a job wanting to break it into the film
industry. With the drive from their motivation of a better life they would do a
lot of research into the industry themselves, in turn viewing the short films to
get a better understanding. This could possibly be to get inspiration for their
own amateur film making and get recognised.
• INDIVIDUALISTS: People who are loners, individualists, independent thinkers
who want to be separate from the crowd
This sector of the audience could include the people who like to express their
opinions and views through film. They are the opposite to the mainstreamers
who may be the audience for big budget full length blockbuster films.

2. 2) Who are the target audience for the films you looked at?
Most of the short films I researched were to do with state school children and the
problems they face with their peers; violence, bullying, fitting in as an outsider etc.
When studying each individually I discovered that school children around the same
age as those in the film was a large sector of the audience however these would be
split into two, the first being the children who are victims of bullying etc. The
children feel alone and the film would help them realise that they are not the only
one dealing with that problem. The second group would be the bully’s themselves so
they realise the damage their actions cause which could make them reconsider using
violence in future.
The other main section of the target audience for the films I watched would be the
parents of school children. This helps them to see the reality of what school can be
like for some children and to make sure their children are their priorities to look
after and to notice when they’re having problems.
This is similar to the smaller audience who could be the higher class private school
children. These films would be culturally educational to learn what can happen in
society even if they do not face the problems themselves.
3) Who are you making your film for?
My film is a representation of youth in secondary school and the issues faced deal
with separation through their differences. The film sets out to prove that although
two people may be from completely different backgrounds, social class or friendship
circle they can still find things in common and get along. It should teach the children
to not be judgmental and make opinions based on stereotypes.
As the film is set in a secondary school the audience would be for children between
the ages 12-18 (secondary school). The problems dealt with in our film would
normally be faced between these ages because it seems that people generally
become more open minded to people from different backgrounds going into work or
onto university after school where they meet completely new people.
The film is set in a state school where people can be from all different economic
backgrounds and this is the problem dealt with in the film.
The psychographic categories that the target youth audience fit into are;
• TRENDIES: those who crave the admiration of their peer – these would be
attention seeking and may show off in front of their friends to look ‘cool’, this
sort of person could be a bully using another pupil to mock. They could also
be children struggling to fit in as an outsider.
• EGOISTS: those who seek pleasure – these could be rebellious and be peer
pressure into bunking lessons, bullying younger children just for fun etc.
• PURITANS: those who wish to feel virtuous – these children would not want
to break any rules and do what they are told in school, this could be
considered ‘not cool’ to their peers and result in them getting bullied.
• INNOVATORS: those who wish to make their mark – these could be students

3. interested in film making that has a message behind the work. They may be
trying to do their own research into the short film industry and come across
our film.
• REBELS: wish to make the world in their image – these children do not follow
the rules in school and think they can do what they want. These are the
school children that tend to be bullies.
• GROUPIES: just want to be accepted – these may be the outsiders that get
bullied in school because they are different (e.g. lower social class).
• UTOPIANS: want the world to be a better place – other film makers who try
and put social messages through their work so that the audience can be
educated by their work. These people would be interested in filmmaking
themselves therefore may do research into looking at other peoples work for
inspiration and view our film.
4) How will you measure your success in having made a
product which appeals to his audience?
There are a few ways to measure the success of my film on its target audience. We
could upload the video to YouTube and checking for updates through the form of
feedback comments from the public but also sending the link in an email to our
friends and family with their opinions. Alternatively we could set up a film showing in
our own time to invite students from all over the school. They could watch the film
and we could give them a questionnaire to fill out with honest opinions afterwards.
With recorded results the feedback would be easy to evaluate.