Primary Target Audience Research for my genre

1. Target Audience Research
We have decided to do some Target Audience Research to establish the
demographics of our genre, action, from the audience's point of view so that we can
decide who our two minute film opening is aimed at. Here is some secondary
research from the UK Film Council about our genre:
The above data from page 18 shows the number of films consumed by the general
GB public aged 16+ watched in the last three months. It shows, as is said in the text,
how important films are today for both genders and all ages. From the pie chart we
can see that from the representative sample, 42% of the nation watch 6 or more
films in that time period. The table tells us that for both genders they watch in the
'Medium' range with over 40% and decreases to light in the 55+ column. 1,060
males and 1,168 females watch movies in that time period of three months.

2. The
data from
page 105
above
shows the types of films that people generally enjoy watching. This will help us
establish if our genre is liked by the generally public (mainstream) or if it is not that
well known (niche). Our genre, which is action, is the 5th most popular type of film
watched by the public at 50% in the UK which suggests that the genre is mainstream
as it targets a very large group of people.

3. This data from page 106 shows the types of films the general public enjoy in more
detail than the last data from page 105. This data shows more of the demographics
from the public as it shows for each genre their age, gender, parenthood and social
class. For our genre of action, the highest percentage for gender and age are males
aged 35 and above at a percentage of 62%. However males less than the age of 35
had a percentage of 57% which shows it had a 5% difference with the males above
35, meaning that our film opening should aim at mainly males. Also females less
than 35 had a percentage of 52% that enjoy action films with a 5% difference
between males less than 35 giving us information that it should be mainly targeted at
people under 35 but also females might enjoy that genre even though it might not
have been targeted at them.
So from this information, action films are targeted mainly at males aged 35+ that are
parents of a social class of C2.
The data shown on page 116 has the types of films that the general public of the UK
consider their favourites. They have chosen up to three per respondent to what they
thought their favourite film was. Most people from the genres preferred Comedy the
best. Our genre is 4th most preferred on the list at 20% showing that it is
mainstream and well known meaning that our film opening will be watched by many.

4. The information from page 117 shows more in depth detail about the public's
favourite type of film. This shows the demographics of the public but not the
psychographics of the public as we don't know what their opinions, interests and
attitudes are towards that genre. This research tells us that action films are mostly
appreciated by males under the age of 35 with a percentage of 37% and the rest of
the groups are in the percentages of twenties or teens. It is liked by people that are
parents with a percentage of 26% compared to 17% that don't have children and the
main social class that say that action is their favourite film is C2 and DE with the
same percentage of 23% with the other social classes not that far behind. This
establishes that males say that action films are their favourite type of film.
So from this data action films are preferred by males under the age of 35 who are
parents of a social class of C2 or DE.
To further establish my genre, I have further developed my research by looking at
some websites for different target audiences.

5. From the website www.the-numbers.com/market/ I have found what the top grossing
genres are between 1995 to 2014. The highest grossing genre is comedy but the
genre that we are going to do is 3rd from being the top grossing genre as action has
686 movies and a total gross of $30,208,417,090.
Also the table below shows that most of the movies that were the top movie of each
year included live action or mainly action showing that the public who go to the
cinema enjoy watching a film with action. This helps us to think carefully about the
plot of our film opening to make it creative so that the audience can be interested
from the beginning.

7. I found some information above about the top movies at the box office at the moment
on www.launchingfilms.com and it shows that there are mostly horror films and
cartoons on at the moment. I think it is due to the time of year as it is coming up to
Halloween so not many adventure films would be out at the moment but there will be
in the coming months.
On the bfi website it shows lots about films that were released and the best films
released by year.
In the table below, it shows the films that were released in the UK by genre in 2013.
This shows that for our genre is about average as action has an average box office
of 22,239 per site.

8. Also from the same website, I found a table of the number of films released by genre
in 2013. This establishes to us that for that year, 47 action films were released
which was the 4th highest genre to be released. Plus the gross box office is £215.4
million.

9. This table below shows UK films released by genre in 2013. This implies that for a
particular genre there was a film that was made that had the top performing title.
The top performing title for action is Fast and Furious 6. Also action topped the box
office by genre for UK establishing that action was most popular that year.

10. This table shows the popularity of different genres in 2013. It shows that Action had
6.7% of films released from the other genres and the top grossing film was Iron Man
3.