Research project

1. Unit 6- Critical approaches
Producers use a range of research techniques to define an audience.
Before anything they have to collect information about the target
audience of the film. They have to find out quantitative and
qualitative research.
Quantitative research- is research that generates numerical data or
information that can be converted into numbers. Such as pie charts
and percentages.
Qualitative research- is research that generates non-numerical data.
Information that can actually be measured for example the colour of
your eyes.
They also have to find Primary research and Secondary research.
Primary research- is research you gather yourself. This can be from
interviews, questionnaires or surveys.
Secondary research- is when you use somebody else’s research such
as from the internet or magazines.
Demographic scale
They use the Demographic scale to categorise an audience.
A- Upper class- higher managerial, administrative or professional
B-Middle class- intermediate managerial, administrative or
professional.
C1- lower middle class- supervisory, clerical, junior administrative or
professional.
C2- skilled working class- skilled manual work.
D - Working class- semi and unskilled workers.
E- unemployed, students, pensioners
They also define the audience by gender, age, likes and dislikes.

2. Mainstream films- Mainstream films are films usually aimed at a
wide audience of all ages and genders and that are quite popular.
Such as Starwars, Harry Potter, Bridget Jones, toy story.
https://www.youtube.com/watch?v=mJsvmscPY9w
Niche- Aimed at a particular small audience such as One direction
movie. This film is aimed at mainly young girls who are one direction
fans.
https://www.youtube.com/watch?v=T8tiwBIl8ZQ
Alternative- Aimed at quite a particular group but bigger than Niche
example is Suicide Squad. This is aimed at comic fans and is aged a
15.
https://www.youtube.com/watch?v=WI3hecGO_04

3. BBFC is the British Board of Film Classificationthey decide
what age films should be and who they are targeted at. They
can also cut scenes out if they are inappropriate.
Gender- Different products are aimed at different genders
such as; males and females, boys and girls.
Age- Age is how old they are and some products are targeted
to certain age groups.
Socio-economic status- A-E scale (above page)
Psychographics- image (underneath)
Geodemographic- is a locationwhere somebody lives.
Sexual orientation- Gay, straight, bi
Regional identity-where your from

4. Modes of address
Modes of address means how the text speaks to the audience and involves
them. Italso refers to how the text influences the audience.
Formal- A formalmode of address would be using formal phasing, terminology
and more sophisticated language and vocabulary.
Informal- An informalmode of address would useslang, colloquial vocabulary
and personalpronouns to engage their target audience and make them feel as
if they are talking directly to them.
Direct- A direct mode of address would be when the actress/actor Is looking
directly at the audience or the writing on the poster speaks to ‘you’.
Indirect- An indirect mode of address is when the actress/actor is looking away
or the writing on the poster refers to ‘people’ or ‘the public.’

5. Gutenberg Design
The upper left quadrant is the first area that a users eye will focus on.
The eye will then sweep downward crossing the center or intersection of
all four quadrants, before coming down to the bottom right hand
quadrant. The upper right quadrant and lower left quadrants are called
fallow areas. The top right is a strong follow area, where the lower left is
a weak follow area.These areas will receive little visual attention unless
they are emphasized through design. The top right will receive more
attention than the lower left all other things equal.

6. Terminal Area
Strong fallow AreaPrimary Optical Area
Weak Fallow Area
In the Primary Optical view you see the name of the film and the main characters name, this is
situated in this area as it is the important things. In the Terminal area you see the main
characters, the strong fallow area includes when it is out in the cinema and the weak fallow
area includes the other characters. The colours pink and purple are used to show that the film
is mostly targeted at girls and is romantic film. The white background connotes that the
woman is quite chilled and crazy. The facial expressions shown show how different the men
are, Mark looks very worried and unsure whereas Jack looks very satisfied with himself ad very
laid back. On the other hand Bridget looks very surprised and confused.

7. Poster Analysis
This is the poster to The Wolf of Wall
Street. The main colours used are yellow
and black. The yellow represents connotes
a luxury lifestyle, a wealthy life with lots of
money as it could also represent the
colour gold. The black in the poster
connotes how formal it is as he is wearing
a black suit this shows he is a successful
business man. It can also connote the dark
side of the business and how he really gets
his money. Leonardo Decaprio is situated
in the Primary Optical view as he is the
main character and is also a well-known
actor. His facial expression shows us he is a
happy man but he looks very suspicious
and cheeky. He is also using direct address
as he is looking straight at the audience so
it is like he is inviting into his world.
The office in the mise on scene with all the employees connotes the business side to the film
but it shows that they have a fun job and they don’t really take it seriously. They all look like
they get along like one big family and they have parties whilst working. The message in the
poster could be not to take your life seriously as anything could happen, just enjoy it, get
along with everybody and have no regrets. I think the film is targeted at 17-35 years olds as
the younger audience can look up to him as a business man but also enjoy partying and
having a good time and the older can relate as they may also be business men and woman. I
also think it’s more aimed at males but also a lot of females enjoy watching the film. On the
demographic scale I think it is targeted at A,B and C1 due to the wealthy life style he has but
can also relate to students (E).

8. Trailer analysis
-Setting
-Character
-Narrative
-Iconography
-Style
The trailer is mainly set in the Black Hills woods, as it is set in the woods this shows it is an
iconic setting for a horror film. The trailer uses mainly low key lighting and is unexpected.
Throughout the trailer fast, quick editing is used to create tension. The characters in the film
are a group of friends James, Lisa, Ashley and Peter who meet up with Lane and Tailia as they
want to find out more about the curse that could be on the woods. James thinks it’s his sister
as she went missing in the woods just before the curse was founded out. They go into the
woods to try and find out what really goes on in the woods but things don’t go the way they
thought it would. The iconic image that is shown above is shown throughout the film, this
connotes Christianity as it is like the cross, it is also made out of twigs which relates to the
woods. It also connotes a woman hung up against a tree which also relates to Jesus on the
cross. At the end of the film they find an abandoned house, which is also an iconic setting for a
horror film. Inside the house it shows dark, small corridors that never seem to end. It is pitch
black and you can’t really see anything but you can hear screams and the friends shouting
each other. This creates tension for the audience as they would like to know what happens
when there inside the house. At the end of the trailer, very quietly you can hear the tagline as
if Blair Witch is saying it as it says ‘I’ll be watching you’. This also shows us that it is a horror
film and also creates tension for the audience. They have also used it so it makes the audience
think Blair Witch is sat watching them when there watching it, which will make them feel on
edge and nervous. The style of the film Is very genetic horror filmas they use a shaky camera.
The trailer uses lots of cliff-hangers and fast editing to make the audience watch the film.

9. Exit Poll Research
I carried out an exit poll to gather research on Blair Witch and if their
marketing campaign was successfulor not. I made this on survey monkey, I
asked a variety of male and females who had watched the film. I got many
different responses, I havealso put my results into graphs to show the
information in a visualway.
Blair witch is a new horror/thriller film that is currently in the cinema. A young
man and his friends venture into the Black Hills forestto uncover the mystery
surrounding his missing sister. Many believe her disappearance17 years earlier
is connected to the legend of the Blair Witch.
As you can see 70% of people were males and 30% werefemale. This shows
that more males went to see Blair Witch than female. This shows that the film
has appealed to more men than woman.
I then asked what age group the people I surveyed werein. I found out that
the majority of people wereaged between 16-25 whereas 8% was between
45-64. This tells me that Blair Witch is mostly targeted at a younger audience.

10. The majority of people who watched Blair Witch said they enjoyed the film
whereas 1 person said they didn’t enjoy it. This could mean the person who
didn’t enjoy it was aged between 45-64 and s the film is targeted at younger
people they didn’treally understand or enjoy it as much as they are older than
teenagers.
I then asked if they would recommend the film to other people. 84% of the
people I asked said they would recommend Blair Witch to others, however
16% said they wouldn’t. This shows thateven though mostpeople enjoyed the
film some wouldn’t
recommend it to other
people to watch.

11. I wanted to find out how they found out aboutBlair Witch. I got a variety of
different answers. 42% of thepeople I asked said they seen the trailer and you
tube, 34% said they seen it advertised on social media, 17% said they seen it
advertised on the television and 9% said they heard it from other people
talking about it. This explains that you tube and social media such as twitter
and Facebook werehow mostof the audience seen the film. Somealso seen it
advertised on the TV. This also shows thatthe marketing campaign was
successfulas a lot of people seen the film advertised in many different ways.
I got quite a mixed resultto why they came and watched Blair Witch. 36%
watched it as they thought the story of the film looked interesting, another
36% came to watch it because of the genre of the film, 19% watched it
because of the actors and actresses that stared in it and 10% watched it
because of the director of the film.

12. I personally think that the marketing campaign of Blair Witch has been very
successful. I found outquite a lot of information and most of it was good and
useful. I think they advertised the film well and it is aimed at the correct
audience. I have found out that mostpeople who watched the film had seen
the trailer advertised on you tube and social media sites, this shows thatit has
been successful. I also got mostly positive feedback about the film and not
really any negative feedback. Quite a lot of people I asked also watched the
film because of the story as they wanted to find out what happened to the
group of mates and to found out if the black hills woods really does havea
curseon it or not.