Secondary Research- Audience Research

Secondary Research linked  to genre and target audience- BFI

We used the BFI as a form of secondary research which enabled us to identfiy our target audience and genre for our opening film we used the demographics from the BFI website which showed previous figures from 2014 of target audiences for the speicific genres such as romance and comedies and as for target audience the demographics between female and male and what type of genre the speicifc gender and age group who would typically watch a certain type of genre, so romance or coemdies again for example.

The URL of the BFI wesbite which we used as a form of secondary research to identify the genre and target audience of the opening of our film below; The BFI states on their webiste

‘The Statistical Yearbook presents in one place all the available statistics on UK film and the UK film industry.’ from using the BFI we are able to collect more in depth resaearch into genre and target audience that we could because we could only conduct small focus groups whereas on the BFI we were able to use and then identify research into genre and target audiences on a much larger scale.

http://www.bfi.org.uk/education-research/film-industry-statistics-research/statistical-yearbook

This image shows the films which were released in 2014 by Genre. This helped us identify the genre which our opening film was going to be.as a group we then analysed this graph of results and identified that yes Romance is very much half way of Box office releases however is much higher than the genre drama or horror therefore as a group we decided to choose 'Romance' as our genre.
Even though the Genre Romance is not classified as the most highest Box office releases we were then able to identify how we did indeed want to class our Genre as Romance and aim our film opening to more of a niche and independant market.

Our group when identifying the target audience of our film we looked at the 'audience' on the BFI website which enabled us to see what sort of age group would typically watch a speoific type of film with a specific genre. As the typical age reating on Romantic movies is normally a 12 or 15 therefore the typical target audience is normally ranged from 12-24 however we aimed our film opening at the age bracket of 15-24 as we thought this was more a typical and accurate form of target audience for our film opening.

From the image above we identified that we wanted to aim our film at the target audience of age between 15-25 generally speaking that 'romantic' genres are typically watched by teengers and younger adults therefore we thought from the begining  when planning our film opening that this would be our target audience as we though it was most appropriate alongside our storyline which is a 'realtionship between a young boy who is at university and a young teenage girl' therefore we thought it was most appropriate to target the bracket of 15-24 year olds, because if we had targeted our film opening and storyline at older alduts say in the age bracket of 24-35 then the film and stotryline may not be appropriate as generally young adults and teenagers would watch a romance compare to adults ranging in the age bracket of 24-55 and plus.

From the image abvove it shows that the age bracket of 15-24 is the highest in all of the years since 2003 - 2014. However in 2014 30.8 of the average audience attendance is in the age bracket of 15-24. therefore again we can use this in order to decide that our film opening should ideally be aimed at 15-24 year olds as this is the highest age bracket which watch films.

Significance

Even though Comedy films dominate and are the most popular to the British public and has the highest demand whereas Romance films do not. We thought that even though there is not as much demand for Romance we thought that we would classify our film into a small niche market and hopeuflly that it would appeal to many people but not as many as it would if it was one of the most popular genres. We would really need to consider how we would appeal to our target audience well enough to make sure that the film is marketed as well and appealed to as it could be.

The fact that the age groups percentage of total audiences is in  the age bracket of 15-24 year olds we thought this was very significant in the fact that we wanted to primarily aim our film opening at this age bracket and also at young adolescent teenagers and younger adults. Therefore we can utilise this data from audeince research from the BFI well enough to identify that we will have a traget audience of young teenagers and adults and in the age bracked of 15-24 year olds also with a film rasting of 15.