1. Research
Flynn Westwood Bryant

2. Audience Research

3. Target Audience Profile
My short horror movie project has a target audience of 15-24 year olds as they are the most likely (by
study) to watch horror films. Study shows that 58% of men watch horror movies in comparison to 42%
of women meaning that I'm going to tailor my work to a more masculine audience. The reason we
consume horror movies is to experience the stimulation. Exposure to shock and fear can stimulate the
body both mentally and physically with reactions such as fear, shock, or on the other hand excitement
or adrenaline. As time has progressed, the types of horror people consume have changed significantly.
The modern day horror people consume is often based around religious superstitions and world chaos
and destruction. Where as going back to as early as the 1930s, horror was based off of novels such as
Dracula and Frankenstein. With the most grossing horror movie ever being (2007) Paranormal Activities,
This shows the audience would rather see the modern instances of horror rather than classic pieces
based around novels.
SOURCES
https://cmf-fmc.ca/now-next/articles/know-thy-audience-marketing-the-horror-film-it-follows/
https://cmpalexgilbey.weebly.com/uploads/3/8/8/7/38878453/horror_film_research.pdf
https://hbr.org/2021/10/the-psychology-behind-why-we-love-or-hate-horror#:~:text=One%20reason%20we%20consume%20horror,form%20of%20excitement%20or%20joy).
All best box
office
performance
films being
made in the
21st century
proves my
initial point ->

4. Audience Research
• It (2017) is the highest selling box office horror movie ever with $701,083,042 worldwide box
office sales. In the summer of 1989, a group of bullied kids band together to destroy a shape-
shifting monster, which disguises itself as a clown and preys on the children of Derry, their
small Maine town. The film gained a 7.3/10 on IMDB despite its record braking numbers at
the time. Overall reviews are very positive from standard watchers but critics are less
swayed.
A review from a critic on rotten tomatoes.
“I almost fell asleep during this movie. The jump scares were predictable and not even scary. The acting was
weak and didn’t draw you in. The story (at least there was one) was boring. Like most modern day horror
stories the characters themselves are idiots that purposely tried to get themselves killed.”

5. Audience Research
Horror movies are the 6th most grossing category of film in the world
averaging 13.65 billion per year since the 1990s. Horror films average age
range can be around 16-24 and that is due to the amount of adrenaline the
body can produce. The statistically scariest movie is the conjuring (2010)
because the average heart rate of the film is 85bpm. Its also estimated that 5
percent of all films are horror. Horror movies are seen as ”addictive” because
of the level of excitement and how much it could push the body.
Sources
https://www.the-numbers.com/market/genres
https://cmf-fmc.ca/now-next/articles/know-thy-audience-marketing-the-horror-film-it-follows/
https://www.harpersbazaar.com/culture/film-tv/g10247453/best-scariest-horror-movies/

6. Market Research
Existing Products

7. Hush
https://www.youtube.com/watch?v=Lcfc_Srv4mkn (clip used)
In this short clip, there is a variety of shots that create both atmosphere and
tension. The medium shot used throughout the first 20 seconds shows the
innocent and unknowing character going about her regular life in the kitchen.
The foley sounds used are all sounds you'd expect to hear in the kitchen. The
next scene is once again a mid shot but this time with a loud shouting figure
banging on the door with shots cutting between the two opposites. The
lighting comparison on both the shots shows a contrast of the dark outside
connoting danger and the safe inside with warm light and minimal audio. At
0:41, an over shoulder mid shot shows the contrast of the two characters with
the unknowing Maddie and slowly dying Sarah at the hands of the killer. Later
in the act (1:43), high close-up on the killers' face staring through the window
at the still unknowing Maddie after slaughtering her friend in cold blood. The
contrast between the characters of Maddie and The Killer are day and night.
One wearing standard clothes you’d expect someone lounging around at
home and another wearing a stereotypically dark and standard outfit to avoid
standing out. The location of the film is already a very stereotypical horror esc
place being out in the middle of the woods alone. With the film being hardly
dialogue based all the post effects are done to manipulate the audio to create
tension. For example, the fading/buzzing of the audio while in the perspective
of Maddie.
My ambitions for my project are to use the examples of foley audio in from
this film in my project as I feel they give the film the best atmosphere for a
film with high suspense levels and a lot of action.

8. It (2017)
https://www.youtube.com/watch?v=DJWJ6RP55nU&ab_channel=MovieclipsTrailers (clip used)
A common theme in horror movies is contrast between good and bad.
Stephen kings IT is a great example and in the 2017 film version, the director
uses lots of techniques to create a clear and decisive good vs evil contrast to
create tension. At 0:16, the watcher can tell the tone of the film from the off.
A wide shot of a young boy running through puddles in the rain comes across
as very innocent which when paired with the happy, upbeat music and a very
friendly, stereotypical American neighborhood can lure an unknowing watcher
into a false sense of security.
1:17 shows a shot from the perspective of the drain and the young Georgie
looking through in hopes of his boat being there. The height difference
between Georgie and pennywise show a contrast of good and evil. The
darkness and low visibility of pennywise is also a smart design choice with
only the light of his eyes and his mouth showing. His sharp teeth signify
danger but as a young boy, Georgie would suspect nothing as Pennywise
introduces himself and lures him into a false sense of security. The boat is in
nearly all the shots that concerns both Georgie and Pennywise and is the
main talking point throughout the first encounters. The vocal effects used in
postproduction are used to give Georgie's voice an echo as if he was talking
into a drain. 2:40 shows the pair laughing at the sound of popcorn popping.
The dramatic music mixed with the demonic laugh of pennywise creates
suspense through audio manipulation and effects which is something I want
to create in my film.
In my own film, I want to ensure that there is an obvious antagonist vs protagonist split as
it creates atmosphere and tension in my film. The characters should have distinct features
such as costume and body language to show the difference in intentions.

9. The Conjuring (2013)
https://www.imdb.com/video/vi3819874585?playlistId=tt1457767&ref_=tt_ov_vi
In the opening scene of the conjuring, a close shot of the side of
a broken dolls with what sounds to be a terrified family talking in
the background about their unbelievable experiences. This sets
the tone for the entire movie from the off and infers the the
audience about the horrors they’ve had to go through. At 0:38, a
very moody and desaturated shot of the people on the voice over
are revealed. The clothes and style of the people infer that its set
around the 1970s meaning that technology was behind and while
living out in the middle of nowhere this tells the audience through
prior experience that nobody will be able to help them. 1:20
displays an over the shoulder shot of 2 girls staring down a run-
down hallway at the doll on the floor. The setting of a gloomy
hallway is used to create tension through suspense and an
unknowing of what will happen. This combined with the tight
space means that if something were to happen the main two
characters would be isolated and trapped. This shot is like that of
the shot in IT and creates the same level of suspense. At 1:40,
Lighting is used to shine the under part of the the persons face.
This combined with red marks on the door imply that something
is going to happen. The suspense building throughout prior shots
shows the build up to something big happening shortly. These
first few shots hook the watcher and make them want to watch
on to see what would happen to these characters on this journey
through their new haunted house.
The conjuring uses a lot of tension using audio and long-lasting shots which is something
I wish to imitate in my film as I believe it creates a long-lasting suspense and a great

10. The Purge (2013)
https://www.youtube.com/watch?v=2aMsB6kHLoc&ab_channel=JustTheTitles
The opening sequence for the purge uses contrast to create a
shocked atmosphere. The blocky/ military text at the start with the 0
audio sets an imagine in the watcher's head. When the music kicks in
its very calm and would convey tranquility. The complete opposite is
then showed as footage of people being murdered, committing
arson and many more horrible crimes. A lot of the shots are showed
through security cameras which shows nobody else dare goes out.
The outfits the people are wearing are mostly clothes that protect
their identity so they can’t be seen. The contrast of the standard
locations in comparison to the acts that are happening shock the
watcher and make them feel sorry for the victims of these attacks.
There isn’t really much composition in the shots as its all-security
footage. The target audience for this film is a much older and mature
group as the adult themes throughout the opening sequence would
be far too mature for a young audience. The graphic violence via
security cameras is something id like to try and recreate. The security
camera is an effect ive researched in prior projects meaning I can pull
it off easily. The graphic violence part of the film id rather stay away
from, but death will be a theme during my film as it’s a good creator
of atmosphere.
The purge makes use of contrast to create suspension. This is something I would like to
make us of in my film due to its ability to help develop a story. The security camera
technique also shows a difference in perspective and makes the watcher feel helpless
which is also something id like try.

11. Research Analysis
– All the researched products use a mixture of ways to create suspense.
Whether it be through audio and music, camera shots, facial expressions, mise
en scene and setting. Both IT and Hush clips involve contrast between good
and bad with a main protagonist and antagonist. The use of over the shoulder
shots as an example can show fear and emotion from one side but the
cunning sneakiness from the other. This shot will most likely be used as an
opening shot for my film as I feel when used it can hook an audience. Full
body walking shots are another aspect to my film id like to include. It can
show off props and costume which can indicate the intentions of the
character.
– All of the research I've used should have reason which is why I want to aim to
try and use it all. The techniques and films I’ve researched all include parts of
the film I wish to try and use for my own. For example, The over the shoulder
shot in IT is something I’d like to try and replicate due to the impact it has on
the scene. The suspense it builds and the technical aspect makes it a perfect
shot for my film.

12. Questionnaire Analysis

13. Audience research
• Observation: The majority of the people who responded to my
questionnaire are wanting to see a horror film that provides jump scares and
want to see something that will have them on the edge of their seats.
• What this says about my audience: They would
rather see a film that is exiting and suspenseful from the off
rather than a film that builds up to something happening
• How will your product appeal to this audience: I
will follow the pattern that the audience want to see by having
lots of scary moments and suspense rather than a long build up.

14. Audience research
• Observation: People would want to see a classily structured
horror film with an antagonist and a protagonist.
• What this says about my audience: My audience
prefers the standard character layout instead of doing something
different. This will mean they can understand it easier.
• How will your product appeal to this audience:
I'm going to stick to a standard layout with 2 protagonists and 1
antagonist to make sure there is no character mix ups. There will
be a clear difference in the two characters because of the props
and costume visible in the scenes.

15. Audience research
• Observation: Music makes scenes suspenseful and more
exiting.
• What this says about my audience: They are
heavily effected by the use of sound and music in horror as it
gives atmosphere.
• How will your product appeal to this
audience: By making use of foley sound and suspenseful
music, I will create a tense atmosphere and which makes my
film exiting to watch.

16. Audience research
• Observation: Action horror is the most popular sub genre
of horror.
• What this says about my audience: Out of the 9
that responded, 5 said they preferred action horror to any
other sub genre.
• How will your product appeal to this
audience: I planned to have my short film to be an action
horror already so this feedback is very useful. Partnering this is
with the majority of people wanting a high action story could
make my film popular with the age range I selected.

17. Audience research
• Observation: Horror that includes real world places is
more captivating
• What this says about my audience: they would
rather see a real life horror movie without the use of other
worlds/dimensions etc..
• How will your product appeal to this
audience: I wont use editing techniques to portray
different worlds/characters from different places. I want to
keep my story “realistic” by having real world characters and
scenarios.

18. Bibliography

19. Bibliography
1. Flynn Westwood Bryant(2022) Target Audience Research Survey
(conducted on March 28th 2022)
2. Jamie Brown. (2022) Target Audience Interviews (conducted on March
28th 2022)
3. Alex Elsworth. (2022) Target Audience Interviews (conducted on March
28th 2022)
4. Elli Prince. (2022) Target Audience Interviews (conducted on March 28th
2022)
5. Hannah Stockill. (2022) Target Audience Interviews (conducted on March
28th 2022)
6. James Ryder. (2022) Target Audience Interviews (conducted on March
28th 2022)