Audience Research

The Thriller genre is theme aimed at people who seek excitement and thrills whilst watching a film. The main audience of this genre go to view the movie to be kept on the edge of their seats waiting to see what will happen next. The majority of Thrillers are aimed at the ages of about 12 and older, due to its aspects which could either leave children scared or baffled by its complex plots and twists. This has led to most thriller movies rated over 12.

Every movie no matter the genre has a target audience; however there is no such thing as ‘the audience’. This is due to multiple categories in which a viewer can fall into, each different from the last. This has lead movie industries to somehow classify each category in order to maximise their viewing count; this is impossible however due to the vast majority of categories leading them to try and target a base audience sometimes accidently attracting other ‘audiences’ in the process. For example the movie ‘Die Hard’ an action thriller which was ultimately targeted for viewers who loved action, but drew the attention of audiences who loved police based movies  and mainstreamers who like to follow the crowd.

In order to try and identify these audiences three types of profiling were created. These are social profiling, demographic profiling and psychographic profiling each classifying audiences differently.

Social Profiling

Social profiling is the profiling of audiences by their social classes and categorises them in the form of a grade. These grades are formed by looking at audiences careers and money that they make etc. These grades consist of six different grades;

A-Higher managerial /upper middle class- Well paid professionals (judge’s, surgeons etc.)

B-Middle management/middle class– Fairly well paid professionals (lawyers, teachers, doctors etc.)

C1-Skilled non-manual/lower middle class- Supervisory ‘White collars’ (Nurses, bank clerks etc.)

C2-Skilled worker/skilled working class- ‘Blue collars’ (electricians, plumbers etc.)

D-Working class- Semi and unskilled manual (driver, postman etc.)

E-Lower level- Lowest paid grade (pensioners, casual workers, unemployed, students etc.)

These grades are often grouped into ABC1 and C2DE and is a way at looking at what kind of audiences films are aiming towards and have received. However, this type of profiling doesn’t treat people as individuals but instead as groups and so when looking at audiences may miss out a small audience of unlikely individuals.

Demographic Profiling

Like social profiling, demographic profiling is the profiling of audiences; however rather than careers and money this form of profiling categorises them via a multiple of number of factors ranging from age to colour preference. The most basic factors used to categorise an audience are:

·         Age

·         Gender

·         Race

·         Location

·         Family Life Cycle (F.L.C)

·         Sexuality

These are due to the way in which content can be used to reach an audience. For example if they were to target a young age in India they would have to restrict the amount of content that could be labelled offensive or not suitable for younger viewers, they would also have to translate its dialogue in Indian in order for its audience to understand.

Psychographic Profiling

Psychographic profiling is building up example profiles to represent types of people who make up a target audience for a film. This is usually done in the form of a questionnaire with relatively simple questions. The answers collected are then used to build and categorise audiences as well as providing key information on what viewers may like to see in a movie. Question’s usually used in this form of profiling are:

·         What are their names, age and gender?

·         What are their interests, habits or hobbies?

·         Who influences them?

·         Religious and political beliefs?

·         What worries them?

·         Where do they access their news from?

·         How do they dress?

These questions allow for quick short answers that are straight to the point allowing for the person being asked not to think too much about their answers allowing for a more positive feedback.

During the planning and shooting of our opening sequence me and my group will have to keep these forms of profiling in our heads since it is considerably the back bone of our whole course work, without an aim or a target set we would just be shooting a random sequence. The choice of target audience as stated before will affect the opening sequences content in many ways; it could decide on what kind of characters there will be, what kind of sub-genre and what kind, the plot and many more aspects of the sequence. However, we have to consider that the opening sequence is just a small segment so a lot of factors cannot be used.

As a further guideline apart from the three types of profiling, the BBFC also known as the British Board of Film Classification allows for an easier understanding on the type of audience we are targeting. This film board helps classify movies like social profiling by grades. These are:

U:

Standing for universal this rating is suitable for all ages. Though this rating is suitable for all ages there is no absolute suitability as each child is different and what one child could find amusing another could feel uneasy by what is on the screen. However if there is any violence, threat or horror in a U film, it would end quickly and the film would tell children that everything will turn out okay.  These forms of movies usually have a morale at the end in order to teach its highly influential viewers what is right and wrong. U movies usually have to follow these set of guidelines in order to be classified with that rating:

 

·         Theme/Topics – Films should be about subjects which are generally suitable for younger audiences.

·         Language - There should be very little mild bad language.

·         Nudity - There can be occasional glimpses of people who have no clothes on, as long as they are not linked to romantic activities.

·         Sex and relationships - Only mild references (e.g. to 'making love') and mild behaviour (e.g. kissing) are allowed.

·         Violence and Threat - Mild violence only. Some mild threat and menace are allowed.

·         Dangerous Behaviour - There should be no dangerous behaviour that can be easily copied by young children.

·         Weapons - There should be no focus on weapons that are realistic or easy to get hold of.

·         Horror - Moments with ghosts, witches and monsters should be over quickly and not be too scary. Nothing at U should really frighten or disturb young viewers. The film should tell children that everything is okay.

·         Drugs - Drugs should not be mentioned, unless the film teaches that drugs are dangerous.

·         Discrimination - There can be no language or behaviour shown that would offend a person’s religion, colour, gender, sexuality or disability, unless the film teaches it to be wrong.

An example of a U movie is Nanny McPhee & the Big Bang

PG:

Standing for Parental Guidance this rating is suitable for children, but may contain some scenes that may be seen as unsuitable for young viewers. A 'PG' film should not trouble or worry a child aged eight or older. However the PG does tell parents that the content of the film may upset younger or more sensitive children. Like ‘U’ ‘PG’ movies have a set of guidelines before they are categorised with that rating:

·         Theme/Topics - Films and DVDs may be about more grown up topics such as crime, racism, bullying or violence in the home. There must be nothing which suggests these are good things.

·         Language - Mild bad language only.

·         Nudity - Some nudity is allowed, but not if it is linked to romantic activities.

·         Sex and Relationships - Sex can be mentioned, suggested or joked about, but only discreetly.

·         Violence and Threat - There can be stronger violence than at U, but without detail. Violence which takes place in a comedy, fantasy, or historical film may be treated less strictly.

·         Dangerous Behaviour - There should be no detail of fighting techniques or other harmful and dangerous activities that children might easily copy.

·         Weapons - There should be no focus on weapons that are realistic or easy to get hold of. Weapons should not be made to look attractive.

·         Horror - Frightening scenes should not be too long or scary. Horror scenes which are part of a fantasy film may be treated less strictly.

·         Drugs - There should be no mention of illegal drugs or drug taking unless completely harmless, or the film carries an anti-drug message.

·         Discrimination - There can be no language or behaviour shown that would offend a person’s religion, colour, gender, sexuality or disability, unless the film teaches it to be wrong or is presented within an educational or historical context. Discrimination by a character who is seen as a hero by the audience is also unlikely to be allowed.

An example of a PG movie is ‘How to Train Your Dragon’ which showed a handicapped Protagonist after losing his leg in a fight
 

12 & 12a:

The 12A rating is only used for films shown in cinemas. It is given to films that are best suited to those aged 12 or older. However, people younger than 12 may see a 12A so long as they are accompanied by an adult! In such circumstances, responsibility for allowing a child under 12 to view lies with the accompanying adult however the 12 rating are only on videos and DVDs. This means that no one younger than 12 can rent or buy a 12 rated video or DVD. Both share the same rules when it comes to viewing. The guidelines for these two ratings are:

·         Theme: Mature themes are acceptable, but their treament must be suitable for young teenagers.

·         Language: The use of strong language (eg 'f***') must be infrequent. Racist abuse is also of particular concern.

·         Nudity: Nudity is allowed, but in a sexual context it must be brief and discreet.

·         Sex: Sexual activity may be implied. Sex references may reflect what is likely to be familiar to most adolescents but should not go beyond what is suitable for them.

·         Violence: Violence must not dwell on detail. There should be no emphasis on injuries or blood. Sexual violence may only be implied or briefly and discreetly indicated.

·         Imitable techniques: Dangerous techniques (eg combat, hanging, suicide and self-harming) should not dwell on imitable detail or appear pain or harm free. Easily accessible weapons should not be glamorised.

·         Horror: Sustained moderate threat and menace are permitted. Occasional gory moments only.

·         Drugs: Any misuse of drugs must be infrequent and should not be glamorised or instructional.

·         Discrimination: The film as a whole must not approve of language or behavior that would offend a person’s religion, colour, gender, sexuality or disability. Aggressive use of this type of language and behavior is unacceptable unless clearly not approved of. 

 An example of a 12 rated movie is 'The Other Guys'. This trailer showed the use of strong language censored out by beeps and sexual reference.

15:

15 is a much stronger version of 12, targeted for people aged 15 and above.  Unlike the previous three ratings 15 rated movies have no themes prohibited, provided the treatment is appropriate for 15 year olds. This means there may be racist, homophobic or other discriminatory language, and the work could explore themes relating to this and in 15 rated movies sexual activity can be portrayed, as long as there is no strong or graphic detail. Some sex scenes can be quite long at this category and may involve some nudity and movement. Though nudity may be allowed in a sexual context there should be no strong detail. The guidelines usually used to categories 15 rated movies are:

·         Theme: None

·         Language: frequent strong language within character dialogue

·         Nudity: sexual nudity present on screen

·         Sex: portrayals of sexual activity both on screen and within dialogue

·         Violence: Strong Violence present on screen

An Example of a 15 is the Resident. This trailer shows the use of drugs partial nudity and quite strong violence

18:

18 is targeted for adults and is the complete opposite of U allowing for very strong violence, frequent strong language (eg 'f***') and/or very strong language (eg ‘c***’), strong portrayals of sexual activity, scenes of sexual violence, strong horror, strong blood and gore,  real sex (in some circumstances), discriminatory language and behaviour. These are usually used to portray the realism of the world or sometimes to create gore and horror things that would leave children shaking in the corner after viewing it. This rating leaves no prisoners taking every rule established in the ‘U’ category and throwing it out the window.  I would not need to show the guidelines to this rating because they are very limited and barely exist.

An Example of an 18 is ‘Sin City’ however due to its bloody content I will only be showing the trailer.

However our opening sequence is likely to be between the ages of 12 and 15 meaning we are unlikely to be using 18’s guidelines since they are too crude. Instead we will work in the guidelines of 12 and 15 this will be much more easier and appropriate allowing use to stay on task rather than straying away from the thriller genre.