Further Audience Research

The BFI did a short study about audience preferences, as part of this they looked at genre. This can be found at http://www.bfi.org.uk/sites/bfi.org.uk/files/downloads/uk-film-council-portrayal-vs-betrayal-case-study.pdf. It showed that horror films are within the top 10 genres enjoyed by the UK population. As seen in the graph below, 32% of the UK population would watch a horror film.

It says that the target audience for horror films is mainly males and females that are below 35 years old. This table also shows that horror films should target a lower class audience such as students and workers with a low wage. This matches up with our own audience research as we concluded that both males and females aged 16-21 enjoy horror films slightly more than older people.

Pyschographics is a way to categorise audiences based on their personality, likes, and consuming activity. VALS (values and attitudes and lifestyles) is split up into 8 categories (seen below).

The 4Cs
Resigned	Rigid, strict, authoritarian and chauvinist values, oriented to the past and to Resigned roles. Brand choice stresses safety, familiarity and economy. (Older)
Struggler	Alienated, Struggler, disorganised - with few resources apart from physical/mechanical skills (e.g. car repair). Heavy consumers of alcohol, junk food and lotteries, also trainers. Brand choice involves impact and sensation.
Mainstreamer	Domestic, conformist, conventional, sentimental, passive, habitual. Part of the mass, favouring big and well-known value for money 'family' brands. Almost invariably the largest 4Cs group.
Aspirer	Materialistic, acquisitive, affiliative, oriented to extrinsic ... image, appearance, charisma, persona and fashion. Attractive packaging more important than quality of contents. (Younger, clerical/sales type occupation)
Succeeder	Strong goal orientation, confidence, work ethic, organisation ... support status quo, stability. Brand choice based on reward, prestige - the very best . Also attracted to 'caring' and protective brands ... stress relief. (Top management)
Explorer	Energy - autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence and instant effect - the first to try new brands. (Younger - student)
Reformer	Freedom from restriction, personal growth, social awareness, value for time, independent judgement, tolerance of complexity, anti-materialistic but intolerant of bad taste. Curious and enquiring, support growth of new product categories. Select brands for intrinsic quality, favouring natural simplicity, small is beautiful.(Higher Education)

Our audience are most like likely to be in the explorer category as younger audiences have more energy and are also more likely to go out to the cinema to watch the film. They like challenge, new frontiers and adventure which is exactly what horror films provide but they are also open to new ideas and products so would probably enjoy a scary film.