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What have you learned from
your audience feedback?
Establishing Our Target Audience
• Our target audience is a wide audience of male and
female, 16-25 year olds with a socio-economic status
of C-D (lower middle class- working class).
• As our film is a social realism film the characters are
also of this status and so this appeals to our target
audience as they will be able to relate to the film and
will feel emotionally involved.
• The Demographic profile of our target audience is B-E
which is also middle-lower working class which again
reflects the profile of the characters in our film.
Regarding ‘Maslow’s Hierarchy of Needs’, we
worked out which needs our film would fulfill
which were the needs of love/ belonging as
the audience would be able to relate to the
characters in the film. This helped us
establish more detail surrounding our target
•We found, based on Young and Rubicam’s Cross-Cultured Consumer
Characteristics that our film would be targeted at ‘Mainstreamers’.
•This group seeks comfort in conformity and as our film trailer and
products surrounding the trailer conform to many film (trailer, poster and
magazine) conventions it would therefore appeal to this group.
•It is important that our film appeals to this group as this group is 40% of
the consumer market and so loosing this group’s appeal would
significantly affect our film’s success.
• As I have already outlined, our target audience is a
large mass audience and as the typical film consumer
audience age of 16-25, this audience is financially good
for our product as teens and young adults have more
spare money to spend on films and magazines.
• Although we have a large mass audience, I feel we also
have a secondary target audience. Due to the film
being a British social realism film, our secondary
audience is British men of an older age (older than 25)
as the issues in our film may appeal to the older British
man such as social issues of alcohol and poverty.
I also think the twist on the
protagonist’s gender appeals to men.
The central character of a social
realism film is conventionally a male
and the ‘heart throb’ of the film e.g
the protagonists in the films
‘Trainspotting’ and ‘Billy Elliot’ are
both male, and therefore would
attract women. However, as our
protagonist is female and potentially
a sex symbol, this would attract more
men to see the film and buy the film
magazine the film is featured in.
• After establishing our target audience it was
important to make sure we addressed the
needs of our audience and so some research
was vital. After discussing the content of our
film we constructed a questionnaire relating
to issues of the content of our film.
• The questions were:
3)Do you prefer a male or female protagonist (leading
4)Do you enjoy social realism films? (e.g. This is England, Billy
Elliot, Trainspotting, Green Street)
5)How often do you watch films?
6)Do scenes of drug/alcohol abuse shown in films distress
7)Do you know people involved in drug taking/alcohol abuse
• The questionnaire was really specific to the
genre and content of our trailer so we could
quickly see our target audience’s views of the
genre in order to please their needs as an
All the people who
questionnaire were both
male and female and in the
age group of 16-25 so this
again helped us to see
specifically what our target
audience thought of the
The pie chart shows how
the age range was fairly
The chart shows that half of the participants said that
they would prefer a male protagonist and the other
half said they would prefer a female protagonist. This
outcome was valuable as some of the male
participants said that they would prefer a female
protagonist which confirmed our secondary audience
and as many people preferred a female protagonist .
Conclusion of Audience Research
• All 10 participants said that they enjoy social realism films which
showed that our choice of genre appealed to this audience and that
we had got our target audience right.
• None of the participants said that drug/alcohol abuse distressed
them which was also a valuable result as it showed that we were
able to put scenes of drugs/drug taking in our trailer without
offending or distressing our large mass target audience.
• Overall, the questionnaire showed us that the issues and genre of
our film trailer were relevant to the lives of the people in our target
audience and therefore would appeal to them. It also showed that
the risk of having an unconventionally female protagonist would
work and would in fact attract a secondary audience.
After completing all our products we devised
another questionnaire for members of our
audience to fill out after watching our film
trailer. This was to see if we had been
successful in addressing our audience.
• The questions on our feedback questionnaire were:
1)Do you think the product is typical of a film trailer of the social realism
genre? If so in what ways is it similar?
2) Does anything make it different? Does anything stand out from the typical?
3) Does the trailer help establish the genre of the film? How?
4) Name two interesting/impressive elements from the video.
5) Could this product be stronger?
6) Do you think the pace of the video if typical of this kind of product?
• Again the questions are very specific and ask for detail, this was so we
could get the most effective feedback possible and know exactly what our
audience was thinking.
This chart shows the results of the
question ‘Do you think the product is
typical of a film trailer of the social
realism genre? If so in what ways is it
All of our interviewees thought our
product looked like a typical social
realism trailer. This means our
product was successful as the
audience were able to recognise the
genre and also that our product
• There were many reasons giving for answering yes to question
• This was one interesting answer given:
This answer clearly shows that the locations, colour grading
and other mise en scene used fitted our genre perfectly and
did not give off the wrong connotations e.g. it was clear to
this person that it was not a Hollywood blockbuster.
This answer given for question number two is interesting as it shows
us how we managed to make our product unique and interesting.
There were many similar answers to this, the use of hand held
camera seemed popular with our audience and the fact that we did
not include any dialogue also seemed to have a dramatic effect as
another person wrote ‘the lack of speech made it different’.
Therefore I think not using any dialogue made our trailer more
interesting and the hand held camera did the same.
This answer to question three shows that
the props used (picture on the left) worked
in establishing the genre. This was
something we had researched- as shown
below in a mood board, and so it shows that
our research results were correct.
The three answers above all say the scream was interesting. This shows
that the editing we did and where the scream was put added drama –
something our audience appeared to enjoy.
Also the violent elements such as the weapons and fighting also
appealed to our audience.
• For the last question all of the participants
answered yes and so this shows that our product
was successful. Not only did it interest and please
our target audience, but it also appeared
professional to them.
• However, after seeing the amount of interest in
the fighting in our trailer, I would want to
improve the quality and realness of the fighting if
I ever did it again. Although this was not brought
up in the feedback, this is something I feel is
weak especially considering there was so much
interest from the target audience.
• Overall, the amount of good feedback from our
audience testing shows that it was successful.