Mahalia John, Question 4: Who would be the audience for your media product?

Our primary and secondary audiences are 16-24 year olds. Research told us that targeting this market was a wise choice as it has the highest percentage of cinema admissions - 29% of 16-24 years olds visit the cinema once a month whereas only 18% of 35-44 year olds do.

Table showing UK Audience film consumption habits

We researched similar films to help us determine what our target audience would be:

Scott Pilgrim Vs The World (2010) has a target audience of 16-24 year old males

Submarine (2010) has a target audience of British, 16-24 year old males and female

Audiences for Michael

Primary Audience: 16 – 24 year old males

Representation of our TA

Location: UK

Favourite films: Shaun of the Dead, Hot Fuzz, The World’s End (The Three Flavours Cornetto Trilogy, Scott Pilgrim vs The World, Youth In Revolt, Juno, Superbad, About Time, Submarine

Lifestyle: Play video games, read comic books, watch indie films, listen to music (artists such as Disclosure, Rudimental, Fall Out Boy and Arctic Monkeys), prefer light-hearted feel-good films that they can watch with their friends

Film Consumption Habits: About 50% go to the cinema more than once a month, watch films online both legally and illegally, Watches TV and PPV

Secondary Audience: 16-24 year old females

Representation of our secondary audience

Location: UK

Favourite films: Shaun of the Dead, Hot Fuzz, The World’s End (The Three Flavours Cornetto Trilogy, Scott Pilgrim vs The World, Youth In Revolt, Juno, Superbad, About Time, Submarine

Lifestyle: Watch rom-coms, Play video games, read comic books, watch indie films, listen to rock music (artists such as The 1975, Lewis Watson, One Direction and Ben Howard), prefer light-hearted feel-good films that they can watch with their friends

Film Consumption Habits: About 50% go to the cinema more than once a month, watch films online both legally and illegally, Watches TV and PPV

Tertiary Audience: UK indie fans & older males and females

Representation of our tertiary audience

Location: UK

Favourite films: Submarine, The Double, Fish Tank, Trainspotting, Kes

Lifestyle: Work, hang out with friends, watch indie films, watch TV

Film Consumption Habits: About 16% go to the cinema more than once a month, watch films online both legally, Watches TV and PPV

Wider Audience: 

Although Michael has a mainly national appeal, there is a potential niche global audience consisting of fans of indie rom-coms in countries such as America and Australia.

Who we are not targeting:

As Michael is about teenagers and the marketing campaign relies heavily on social media our target audience is not 55+ year old males and females. This is because they are not interested in watching films about teenagers and social media is not popular in this audience category.