The document discusses researching the target audience for short films. It provides details on the general target audience for short films in terms of gender, age, ethnicity, class, and interests. It then discusses the target audiences for specific genres like dramas, art house films, and experimental films. Existing media examples like Sundance Channel and Dazed magazine are analyzed to understand their relevant target audiences. Based on this research, the author defines their target audience and focus group for their own short film project, which will have genres of indie drama, experimental, and art house. The focus group is designed to represent the target audience and provide feedback to help with film decisions.

1. TARGET AUDIENCE
RESEARCH

2. TARGET AUDIENCE
• Before even choosing the genre of my short film it's essential to understand who the
general target audience for short films is, since short films have a niche audience.
• Researching the exiting target audience will help me understand who my audience is
and what they want.

3. GENERAL TARGET AUDIENCE FOR SHORT
FILMS:
Gender 
• Roughly 50 % male, 50% female (split)
• A larger amount of men are interested in film, but a higher number of women
are studying creative arts. As a result, less male gaze is found in short films.
Age 
• 15-30 year olds
• Short films are often shared on social media rather than screened at cinemas
local theatres, and since social media is mostly dominated by teenagers/ young
adults it means they are the main viewers of short films.
• Film students often look for inspiration in other film maker's work.

4. GENERAL TARGET AUDIENCE FOR SHORT
FILMS:
Ethnicity 
• All ethnicities can enjoy film and cinema.
Class 
• higher social classes are more likely to watch short films as they tend to address social
issues more often than lower classes who usually have no interest in (they prefer
films/blockbusters).
• Class is still diverse however. This is because there are all types of classes in the film
industry, and class would be affected more by something such as genre of the film for
instance.
Interests 
• Many viewers are interested in art and cinema in general.
Other Characteristics 
• many viewers are what we call ‘individualists’ (i.e. people who can often identify with
niche topics that are the subject of short films).

5. MY SHORT FILM:
For my main task I will be making my own short film. The short film's
genre will be an Indie drama with two sub-genres (experimental & art
house). To help me make the right decisions I will be making a focus
group that reflects the different characteristics of the right target
audience. I have made research into the existing media that makes
similar short films as mine to find out what their target audience is. By
doing this, I will understand which sort of people my target audience
needs to be made up of.

6. DRAMAS
Drama films have a very large target audience for a specific reason. They
usually explore very relatable topics such as moral dilemmas, personal
emotional problems, sexuality, infidelity, drugs, society ..etc. Due to this
the gender, age, ethnicity and class of their target audience is very broad
and depends heavily on the plot or sub-genre. It almost feels like the
protagonist of most dramas is a reflection/representation of the target
audience. In dramas, relatable is often present (uses & grats.) and
representations are usually hegemonic/stereotypical.

7. ART HOUSE FILMS
• Since art house films are not very popular, their target audience hasn’t
ever really been specified. Also, due to their niche audience that is barely
existent, it is quite difficult to point out who their specific target audience
is. This means things like gender, ethnicity, class are very hard to point
out. However one thing we do know about an art house films’ audience is
that they are interested in art in general which is useful in terms of giving
us clues about who might watch these films.

8. ART HOUSE FILMS
Gender 
• Any, (but we could say that its made up mostly men due to the film industry being male
dominated).
Age 
• Late teens (students studying films or generally interested in art) & adults ( as art house films
tend to be hard to understand & tend to have abstract concepts only certain people will be
able to comprehend and appreciate).
Ethnicity 
• Any, (many foreigners watch art house films as many have subtitles as they are in foreign
languages).
Class 
• Any, (but we could say predominantly upper class as they tend to be more interested in
such as abstract art than lower classes for example).
Interests/other characteristics 
• People who enjoy cinema, and people who enjoy different/complex forms of abstract art

9. EXPERIMENTAL FILMS
• Since both art house films and experimental films have a niche audience
that is very small, its also hard to point out who watches experimental
films. However, since both of the these genres are very similar we can put
their target audience together as they share so many things in common
(both express forms of art in a more complex and artistic way etc.). The
target audience of an experimental film would mostly depend upon its
theme/topic.

10. EXISTING MEDIA:
I have looked at certain brands/companies that have a target audience
that is relevant to me. In other words they produce work that is similar to
what I will be producing for my main task. Therefore knowing who their
target audience is will help me chose what I want my target
audience/focus group to be like.
Even though Dazed is primarily a
magazine. I decided to look at it as
people who read dazed will be to be
interested in art and cinema.
The channel is devoted to airing
documentaries, independent feature films,
short films, world cinema, and art in all its
forms.

11. EXISTING MEDIA: (DRAMA)
• Under the creative direction of Robert Redford, Sundance
Channel is the television destination for independent-minded
viewers seeking something different. The network delivers high-
quality, critically acclaimed programming with one of the largest
selections of independent feature films, documentaries and short
films on television. Sundance Channel is synonymous with smart,
emerging culture and provides an alternative viewing experience,
a change from predictable, mass-oriented broadcast and cable
programming.
The target audience of 'Sundance channel':
• Target audience includes adults 25 to 54.
• Males comprise 60 percent of the audience and females 40 percent.
• Viewers are upscale and educated.
• Viewers are environmentally and socially conscious.

12. EXISTING MEDIA: (ART
HOUSE/EXPERIMENTAL)
Dazed (formerly Dazed & Confused) is a monthly British style magazine founded in 1991. Its
founding editors were Jefferson Hack and fashion photographer Rankin. It covers music,
fashion, film, art, and literature. Dazed launched a new web based strand of the magazine
titled Dazed Digital, which delivers fashion, film, music and art news and online events.
Target audience of Dazed magazine:
• Age: younger generation, students & early 20/30s
(younger people seek out new culturally diverse material).
• Gender: both male and female
• Class: people with higher income who live in cities.
• Ethnicity: unspecific
• Other characteristics: consists of those who
appreciate all aspects of art & people with creative jobs.

13. MY TARGET AUDIENCE:
My focus group will be made up of people that fit my target audience criteria. More
importantly every member of my focus group will be interested in cinema and art.
• Class: All classes
• Age: 15-35 (since my protagonist will be a teenager, I want the audience to be able to
to relate, but I still want to make it accessible to young adults due to the elements of
abstract art that will be present in my short film).
• Gender: male & female (to make it accessible to a wider audience since 2 of my sub-
genres have an extremely small niche audience).
• Ethnicity: All (all ethnicities can enjoy cinema & art).

14. MY FOCUS GROUP:
My focus group is going to be made of people who are similar/representative of my own target
audience. I will stay in touch with them via my Facebook group chat so that it’s easier and
quicker to contact them. The group chat consists of:
• 50 % male & 50% female
• Art students
• All members are interested in film and regularly watch short films
• 50% teenagers & 50% young adults
• All ethnicities
• All classes
I will have this focus group so that I can ask questions and get answers that can help me make
important and valuable decisions concerning my short film. magazine. Hopefully with their
suggestions and opinions I will be able to make my short film the most appealing and suitable
it can be.

15. MY SHORT FILM:
• I have chosen this specific focus group for various reasons. Film in general is very
accessible therefore so anyone can enjoy it hence why my target audience is so broad.
I also based my target audience off of the research I've done on the existing media as
my final production was going to be similar to the short films they make. This will
attract the right audience.
• When creating my short film I will try to fit my target audience's dominant ideologies
of an indie short film to meet their expectations whilst also adding ,more authentic
elements. This will allow me to establish and show that my short film fits into that
certain category they find appealing/ like as they will notice aspects of short films they
are familiar with and appreciate.