Audience Research- Secondary

For the secondary research, the group will look into the audience reader profiles on the specific magazines.

Looking into the physical genre of the film and the marketing campaign it seems as though the promotions will be more mainstream. Looking further into this there are reader profiles for each of the aspects of the print side.

Magazines:

Empire Magazine - The Reader

Empire readers are film enthusiasts, predominantly men aged 18 to 39 years; over 85% are
generation X or Y. They are opinion leaders who love to know everything about the movies,
entertainment and the ever changing world of technology. They are knowledgeable about the film
classics through to the latest behind the scenes news and scoops from Hollywood. These core
entertainment enthusiasts will influence the decisions of their peers; not only on film and home
entertainment, but also on subjects like music, books and the latest technology. Research shows
our readers devour their copy of Empire from cover to cover, using it as their number one source
for information and entertainment news, over 90% of Empire readers will keep their magazine for
future reference. This audience can not be effectively reached via any other men's magazine as
84% of Empire readers do not read any other title.

Empire readers are early adopters and are three times more likely than the population to invest in
new technology; if they don't already own it, they plan to buy it in the next 12 months. Over 75% are
big or medium spenders, investing time and money on their own entertainment. On average Empire
readers will spend 50% more on IT products.These movie enthusiasts can afford to spend up big,
the largest socio-economic sector is the AB demographics and over half have or are currently
studying for a degree or diploma. The majority of Empire readers have white collar, professional or
managerial roles, earning significantly higher than the average wage with over 60% being either
Young Optimists; Look at me; or Socially Aware; hence knowing about and having the latest is key
for this audience.

Total Film

Readership Profile

• Total Film readers watch an average of 2.9 films a week and bought an average of 28 pre-
recorded DVDs in the 12 months prior to the survey.
• More than 60% have bought a product or service as a result of advertising or articles in the
magazine. • 26% go to the cinema at least once a week.

Word Magazine - The Reader

He is a very high-earning ABC1 male aged between 30 and 55. While we're blowing smoke up his
fundament we shouldn't neglect to mention that our research shows that 44% of Word's readers
earn over £50,000 and 11% earn over £100,000. He used to be what the entertainment retailers
call the £50 guy but our last reader survey shows that this is out of date. He's now likely to be
spending more than £90 a month on music, films and books.

When he was 19 music was his world. Music magazines were his first real print addiction. They

gave him a sense of community, a language, a style and a whole new way of looking at the world.
You won't find him following the crowd but you might find him leading it. He's trusted by his peers
as the person to turn to for an informed opinion on music and media.

Now that he is over 30 with a partner and possibly even a family, he is as passionate about music
as ever but his interests have broadened to encompass other forms of entertainment and new
technology to enjoy these on. He is still after the sense of community he used to get from music
magazines, but until the arrival of Word felt there was no longer anything in the market for him. On
one hand he feels too old for what he considers to be the over-heated world of the current
entertainment monthlies and on the other he does not want to live in the past with a nostalgia
magazine.

He plays loud music in his car and Radio Four at home. He read Ian McEwan's "Atonement" years
ago but will obviously laugh at the Simpsons. He has a limited amount of time to devote to
entertainment and therefore demands that it delivers something in the way of substance. His tastes
and interests have not stood still and he likes to discover new musicians, authors and movies. He
prides himself that he is in the know, that he didn't get off the bus back in the 80s. Now, thanks to
Word, the magazine, the site, the podcast, the web radio stream, the Facebook group and
whatever comes next, he feels more in touch than ever.




Films:
The films that are of the similar genre, found on http://www.pearlanddean.com/ shows a profile of their audience, to which we can use ourselves, so we can know who to interview for our target audience and who would be "worthwhile" feedback. In terms of our genre the films we looked into are: (NAMES)

These are all examples of films which have a very similar genre of our potential narratives and our chosen narrative. We have used the pearl and dean website to look into the stats of these films to get a better idea of what our target audience will be like. 

After looking at these stats, it has become fairly clear what our expected audience is, and what we should make out target audience in order to make the railer and film as a whole more successful.

Most of these films have a fairly equal amount of male and female viewers however, in most of these examples, there is a slightly higher percentage of the audience being females. This means we should aim our film at a fairly equal gender audience, but bare in mind that we are aiming to attract a slightly more female audience rather than male. 

It is also fairly obvious form looking at these audiences stats for these films that there is a wide range of different ages that have been to see these films. However, the biggest numbers spread across the wide range of ages seem to be with people aged 15-24 which shows us that this is mainly the audience type we will be aiming to attract, as well as attract audiences members of an older age. 

Impact on ideas

Characters

This research has influenced our ideas on the film and its characters. Our chosen narrative has set the main protagonist as a male and most of the contagonists also as males, however after this research, we thought that it wold be fair to include more females, and so have developed our idea and changed it to suit more female character which will then help attract a female audience as well as give them a selection of characters they can relate to. 

This has also encouraged us to think about the different ages of the characters. We had originally established that our main protagonist would be of a fairly young age, maybe mid way through his teenage years and to fit into our narrative would be fairly geeky. His contagonist would be of equal age and nerdiness. As we plan on having a second year character helping, we have noticed in films that have this mysterious helpful character to be significantly older- however ours will just appear to be only a few years older as they are a second year character.

Narrative

As we have understood these types of narratives are mainly for teenagers, our narrative will have to impact upon this. This therefore suggests it will have to be something that people can relate to of the same age, as opposed to being something out of the ordinary and something very few people would face. However, it is apparent that in most comedies things are fairly heightened and therefore would not be as realistic- just be inclined to it.

In the narrative there also has to be some form of light hearted ending, as it seems most of these pieces do end positively and this will have to be reflected in the products. Normally this would result in strong cliches, so the main characters get somewhere they need to be or a valuable lesson is learnt throughout the process.