2. Target audience is a specific group of people within the
target market of a product. The target audience is a group
of people with a certain age group, gender, marital status,
etc. This can be teenagers, adults, male, female, single, etc. If
the target audience for a film is not incorrect the audience
will not be satisfied with the film as they feel that they may
not be able to relate to it.
3. Skyfall
Skyfall had a much wider range of age in the audience with two age ranges being the most
dominant ranges which are 15-24 with 26% and 45+ with again 26%, This shows that the 15-24
audience primarily watched it because of the action and drama of the film and the 45+ age range
watched the film because they mat have been bond fans when they were younger so they want to
continue watching the Bond saga. 60% of the audiences were male and 72% of the whole audience
were in the class between C1 and AB, by having their main classes C1 to AB it shows that the
creators of the film (Sony Pictures Entertainment) want a more sophisticated class watching their
film as they may be able to relate to the film in terms of clothing and props in the film.
4. The Bourne Ultimatum
The Bourne Ultimatum had a broad age range with the dominant ages of the film being 15-24 with
31% of the audience, this again is showing that the primary people who watched the film watched
it because of the high amount of action and drama in the film as younger audiences enjoy a lot of
action in films. With 62% of the audience also being male shows that males watched the film
because of the high action and females are not attracted to action films and 70% of the whole
audience was in the class range C1 to AB showing that they have a more sophisticated audience
watching the film as they may able relate to it.
5. Mission Impossible III
Mission Impossible III had a narrow age range and the two main ages were 15-24 with 32% of
the audience and 25-34 with 27% of the audience, These two ages are dominant because of the
level of action and the film and other age ranges may not be attracted to the level of action.
61% of the audience were also male and 66% of the whole audience were in the class between
C1 to AB.
6. Our film opening is going to be an espionage/spy film. We looked at three
similar films that were in the same sub-genre. We found out that espionage/spy
films are mainly watched by males of an age between 15-45+. Skyfall’s target
audience in terms of age, is a much younger audience, as there are viewers
aged from 7years old (even when it has a 12a certificate) who have gone to
see it. 60% of the audience were male in all three films below, and the class of
audience is mainly AB to C1. Mission Impossible III had no viewers below the
age of 15. Bourne Ultimatum and Skyfall have very similar overall
demographics, in terms of age, class and gender.
Mission The Bourne
Skyfall
Impossible III Ultimatum
7. Psychographics
• Psychographics are divide into groups based on social class, lifestyle and personalities.
Lifestyle
Resigned
Rigid, strict, authoritarian and chauvinist values, oriented to the past and to Resigned roles. Brand choice stresses safety, familiarity and economy.
(Older)
Struggler
Alienated, Struggler, disorganised - with few resources apart from physical/mechanical skills (e.g. car repair). Heavy consumers of alcohol, junk food
and lotteries, also trainers. Brand choice involves impact and sensation.
Mainstreamer
Domestic, conformist, conventional, sentimental, passive, habitual. Part of the mass, favouring big and well-known value for money 'family' brands.
Almost invariably the largest 4Cs group.
Aspirer
Materialistic, acquisitive, affiliative, image, appearance, charisma, persona and fashion. Attractive packaging more important than quality of contents.
(Younger, clerical/sales type occupation)
Succeeder
Strong goal orientation, confidence, work ethic, organisation ... support status quo, stability. Brand choice based on reward, prestige - the very best .
Also attracted to 'caring' and protective brands ... stress relief. (Top management)
Explorer
Energy - autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence and instant effect -
the first to try new brands. (Younger - student)
Reformer
Freedom from restriction, personal growth, social awareness, value for time, independent judgement, tolerance of complexity, anti-materialistic but
intolerant of bad taste. Curious and enquiring, support growth of new product categories. Select brands for intrinsic quality, favouring natural
simplicity, small is beautiful.(Higher Education)
Social Class
Social grade Description of occupation Example
A higher managerial, administrative or professional Company director
B intermediate managerial, administrative or professional middle manager
C1 supervisory, clerical, junior administrative or professional bank clerk
C2 skilled manual workers plumber
D semi- and unskilled manual workers labourer
E state pensioners with no other income, widows, casual and lowest grade earners unemployed
8. Our Film Target Audience
Our target audience will have less younger viewers as our espionage/spy opening has a
higher focus on family matters and this is a more mature topic, so it will not appeal so
much but this means more female viewers will be interested in the film. We feel this focus
on family endeavours will not attract the lower class as lower class audiences a lot of the
time are looking for more out and out action and entertainment and less of a story. so our
main target audience will be generally aimed at middle class and upper class. Our film will
be aimed at reformers as they can link and relate to the main protagonist as well it can be
linked too explorers because they like to see action and energy in films and this is a key
feature in thriller/espionage films. We feel like we could also aim the film at the succeeder
group because they feel like they could dress or be the protagonist in our film, Also we can
aim the film at the mainstreamer group to attract the most amount of attention to our
film and publicity.
Age: %: Gender: %: Class: %:
4-6 0% Male: 65% AB 30%
7-11 0% Female: 45% C1 35%
12-14 5% C2 25%
15-24 40% DE 10%
25-34 20%
35-44 15%
