Secondary research into my target audience

1. SECONDARY RESEARCH INTO MY TARGET RESEARCH
For my film opening I have chosen the film genre zombie apocalypse movie. I need to understand
the target audience for this genre to meet the essential criteria. Within this I will analyse
secondary data to understand the demographic of my target audience for example age, gender,
and social class. Once I have established the film genre I will then have a better understanding of
the film opening by analysing data and being able to find out about people psychographics. This
will give me the greatest understanding a successful and effective zombie apocalypse movie
opening.
UK FILM COUNCIL
I have looked at secondary data from the UK film council post and I have used the information and
data to help me with my target audience. However ‘zombie apocalypse’ is not on the data sheet so
I have had to compromise and merge several categories to meet my film opening category. I have
chosen the following categories to analyse Thriller/Suspense, Horror, and disaster. This may mean
that there will be a mixture of genre audiences from the three. This means that the movie will be
mainstream movie due to the connection of genres.
From this graph I can see that one of
the three genres is in the top four most
popular genres which is
Thriller/Suspense with 53% of the over
16 population enjoy watching this
genre. The second genre that is
merged into my film category is
horror, this is placed tenth on the
population grid with 32% this means
that it won’t be appealing to 3/10 of
the population. The last genre of my
film category is disaster. This is placed
fifteen in the population grid with a
percentage of 28. This means that it is
hitting into the niche market. From all
three of the categories it has different
popularities such as thriller is a
popular genre in comparison to
disaster and horror. This may be
appealing to the mainstream market
as well as niche so may be appealing
and fill in the two markets gaining
many viewers from the three different
genres.

2. From this graph I can see that thriller/suspense has all-round higher percentages within the
gender, age, children and social class. The majority of the percentages of the thriller/suspense
categorise is above 50%. This also shows that this genre is popular to half of the population
making it a mainstream market movie. The next genre is horror which has two fairly high
percentages. The first one is 44% which is women with an age below 35. The next percentage is
43% in the social class of C2. This establishes some of the target audience for me. The last genre
from the three is disaster there are very small percentages in this genre showing that it’s not a
very popular genre. The first highest percentage is the C2 social class with 40% that enjoy
watching disaster movies. The next percentage is a low percentage which is 30% male over 35.
This shows me that the film genres have both mainstream market as well as niche. All of these
give me an understanding of what audience and market I am working with.

3. From this chart I can see that the first genre of my three, thriller/suspense is the second most
favourite film by the population with a percent of 26 of the people. This shows that it is a popular,
mainstream genre which can make it easy yet hard to come into the market because of the
different films for inspiration however it may be hard to women into the market as there is a very
large, difficult market to compete in. The second genre is horror is seventh in the favourites chart.
This is also fairly high in the mainstream market however it is on the boarder of niche market with
a percentage of 15%. The last genre from the three is disaster there is a very small percentage of
favourites in this genre showing that it’s not a very popular genre and in the niche market.

4. From this graph I can see that thriller/suspense has all-round higher percentages within the
gender, age, children and social class. The majority of the percentages of the thriller/suspense
categorise is with 33% and 30%. From this I can see this genre is popular for the C2 over 35 year
old women.
The next genre is horror which has two fairly high percentages. The first one is 44% which is
women with an age below 35. The next percentage is 43% in the social class of C2. This establishes
some of the target audience for me. The last genre from the three is disaster there are very small
percentages in this genre showing that it’s not a very popular genre. The first highest percentage
is the C2 social class with 40% that enjoy watching disaster movies. The next percentage is a low
percentage which is 30% male over 35. This shows me that the film genres have both mainstream
market as well as niche. All of these give me an understanding of what audience and market I am
working with