The document describes three potential target audiences for the horror film The Descent: The primary audience is females aged 15-25 who enjoy empowered, independent female leads and are fans of the horror genre. The secondary audience is males aged 15-25 who enjoy horror films and may be interested in an all-female lead cast. An additional audience is extreme sports enthusiasts aged 25-35, as the film includes rock climbing which would appeal to those interested in such activities.

1. Primary Audience
This audience will be females who are more likely to be empowered and independent because in
The Descent, this portrays the empowerment and independence of these women because it is an
all-female cast.
This audience group would be horror lovers, who love the adrenaline rush of being scared from
horror movies and love the elements of a horror movie such as blood, gore, the killers, and jump
scares.
The age range of this primary target audience would be 15-25 year olds, because this movie
targets more of a younger age because they are more likely to enjoy horror films better and to
handle jump scares, blood and gore, etc.
Their hobbies and interests would be watching movies either at home or at the cinemas, also
maybe socialising with other individuals, also they would have interest in different types of genre
for movies, including horror. Also, they would be interested by females who are more
empowered, dominant and also independent in movies and in real life as they would look up to
them as role models. This is why they are more likely to watch The Descent because there is a
main all-female cast who work together independently. They would also have a normal lifestyle,
normally consisting of a work/recreational life balance, finding ways of how to make it more
flexible so they can do a lot of stuff in their free time. The younger ages’ may have more time
because they are currently in education, which is set at a fixed time, allowing them to have a lot
of free time on their hands, allowing them to do anything they want.
The main socio-economical grouping of this audience are E, which are people living at home,
also people such as students, and the unemployed.
For Rubicam’s 4c’s, this primary audience would be the mainstreamers, who love the blood and
gore, the jump scares and the other elements because maybe they want someone else to come
and watch the movie with them because their life choices are more likely to be ‘we’ rather than
‘me.’

2. Secondary Audience
This audience will be males, because they are the ones who are likely to be interested in seeing all-cast
women in a horror movie.
The age range of this secondary audience will be 15-25 year olds because this movie is more likely to target
a younger age group because they are more likely to enjoy horror films and to handle each element
contained in these horror films.
This audience group would be horror lovers because they are likely to enjoy horror films because of the
elements such as the jumps, the blood and gore, the killers, and a few more horror elements.
Their hobbies and interests would be going out and socialising with others, or watching movies at home or
going to the cinema. They would also be interested in the all female cast of The Descent maybe because of
their looks, and also because the all female cast may show that women can be also independent and
strong. They would be interested in the horror genre itself, or show a little interest in the genre, by watching
this film and any other horror films. Their lifestyle would be normal, consisting of the casual
work/recreational time balance, finding ways of how to make it more flexible so they can do more stuff while
they have a lot of free time on their hands.
The younger ages’ may have more time because they are currently in education, which is set at a fixed
time, allowing them to have a lot of free time on their hands, allowing them to do anything they want.
The main socio-economic group of this audience would be Group E, which are people with disposable
income, people living at home, also people such as students and also unemployed people.
For Rubicam’s 4c’s, this target audience are more likely to be the explorers, because they are more likely to
be challenged to have confidence in watching this movie, in which more likely they are because they are
more confident in taking on challenges such as watching a scary movie.

3. Additional Audience
This audience would be Extreme Sport Lovers, such as people who
love different extreme sports such as mountain bikers, rock climbers
and many more because in The Descent, they engage in rock
climbing down the cave and inside it to find the way out.
The age range of this audience would be 25-35 year olds, because
Extreme Sport Lovers are more likely to land within this age range.
Their hobbies and interests would be watching Extreme Sports, also
doing Extreme Sports as a hobby or as a career; also some Extreme
Sport Lovers would like to watch movies containing Extreme Sports
or some type of activity to relate to that. Examples of Extreme Sports
used in The Descent are Rafting, and Abseiling. They would also be
interested in the horror genre itself, or show a little interest in the
genre, by watching this film and any other horror films which would
possibly also involve a bit of Extreme Sport. Their lifestyle would be
a ‘flexible’ lifestyle, consisting of a flexible balance of work and
recreational time, with their recreational time involving Extreme
Sport, whether they watch it or partake in it.
The main Socio-Economic Grouping of this audience would be group
C1 and Group C2 where it consists of people who are skilled
individuals at certain things.
For Rubicam’s 4c’s, This target audience are likely to be the
succeeders because they are the ones who are more likely to have a
strong goal orientation and are more likely to be very organised. This
target audience are also aspirers because they are the ones who
want to achieve high in life, hence why they love extreme sports.
Also this additional audience would be Dinkys because they are
more likely to have double the amount of income and also no kids at
all.