AUDIENCE RESEARCH

 Audience Research 

Film Classification

Film Classification is the process of how films give their age ratings of films and what contents they can include. It also helps advise families choose what is right for their children and what is not. The films released into cinemas are usually already watched by two members (Compliance Officers) of the BBFC (British Board of Film Classification), the Compliance Manager/Head of Compliance have to approve the age rating that the other member have made. If the Compliance officers have doubts about the film, it might be between two categories (different ages) or policy issues are involved - the Chief Executive, the President and Vice Presidents of the BBFC have to see the film - they may call for expert legal advice about the film as it may have potential harm. Things that the Compliance Officers look out for when watching the film is: Bad language, Dangerous Behaviour, Discrimination, Drugs, Horror, Nudity, Sex, violence or sexual violence. They also consider the context of the film, tone and impact os how it would make the audience feel. 

The Different Rating's Are:

U - suitable for all viewers mainly for ages 4 and over. There should be a positive feeling to the film as little kids are watching t and they may pick up on the behaviour. U is mainly watched/suitable for nursery children, as there should be less violence or horror. There should be no emphasis on realistic early accessible weapons e.g. a knife as little kids pick up the small things. There should be little to none dangerous or rude behaviour as young children may copy which can lead to many problems. There should be no discriminatory language or behaviour as it is unlikely to be approved in this age rating. References to illegal drugs, drugs misuse must be infrequent and innocuous, they must have a clear anti-drug message so it's suitable for little kids. There should be no/very mild bad language as the kids may start to use the words. There should be no nudity as it can confuse/traumatise kids. There should be no sexual context or references. Scary or potentially unsettling sequences should be mild, brief and unlikely as it can cause anxiety to young children, meaning there must be a nice outcome, to help calm them down. Violence will generally be very mild. Mild violence is accepted only if there is solid reason behind it e.g. comedy, animated or unrealistic. Examples of U rating films include Finding Nemo, Beauty and the Beast and Princess diaries. 

The Princess Diaries Trailer

 

PG - General viewing, however some scene may be unsuitable for young children, meaning a person 18+ should watch the film with them, Unaccompanied children can watch only with the consent of a parent, however they are advised to watch it with them as the film can upset young children. The characteristics that a PG film must include is that: there should be no detail of potentially dangerous behaviour which young children are likely to copy, so the behaviour shown must be considered safe or fun. There should be realistic or easily accessible weapons such as knives.  Discriminatory language or behaviour is unlikely to be accepted in PG films, unless it is shown to be a negative or in educational/historical context purposes. Discrimination by a character with whom children can readily identify is unlikely to be acceptable. References to illegal drugs or misuse with not be accepted the only references to drugs that would be allowed is an anti-drug message. Mild bad language only. Aggressive or very frequent use of mild bad language may result in a work being passed at higher category. There may be nudity with no sexual context, sexual activity may be implied, but should be discreet and infrequent also there can be mild sex references. Frightening sequences or situations where characters are in danger should not be prolonged or intense. The violence in PG rating films, should be mild, however there may be moderate violence without detail if it justified by its context e.g. history or comedy. Examples of PG rating films include Alice in Wonderland, Home Alone and Night at the Museum. 

Home Alone Trailer

 

12A - No one younger tan 12 may see a 12A film unless accompanies bu an adult. Adults planning to take a child under 12 to view a 12A film should consider whether the film is suitable. For films with the rating 12, anyone under the age of 12 cannot rent or buy the film. The characteristics of a 12A film are that: there should be no endorsement of anti-social behaviour or promotion of potentially dangerous behaviour.  Discriminatory language or behaviour mustn't to be endorsed by the work as a whole. Aggressive discriminatory language or behaviour is unlikely to be allowed in this age rating. The misuse of drugs should not be glamorised or give detailed instruction, as it may persuade children to do illegal drugs. There can be moderate bad language, strong language may be allowed depending on how it is being used, who is using the language, as young children may think it is okay if they start to say those words. Nudity is allowed, however sexual context and saviour must be brief and discreetly portrayed. Sexual reference are allowed as long as they are infrequent. Physical and psychological threats and horror sequences are allowed. however, some scene can have a disturbing aspect buy the overall film should not. There should be no emphasis on injuries or blood. Examples of 12A rating movies are SpiderMan (2002), Mean girls and Inception. Examples of 12 rating movies include, 13 going 30, Fault in our Stars and Shallow Hal

Fault in our Stars trailer 

 

                                                                                       

                                                                                       

15 - No one younger than 15 can view a 15 in the cinema, also only 15+ can rent or buy a 15 rated video. The characteristics of a 15 rated film is; that the dangerous behaviour (suicide, self-harming and asphyxiation) should not be dwelled on in detail as this can lead to teenagers around this age to start to copy them. Whether the depiction of easily accessible weapons is acceptable will depend on factors such as context and storyline. The film as a whole should not encourage discriminatory language or behaviour, however, racist, homophobic or other discriminatory themes and language are accepted.  Drugs taking may be shown but not in too much detail and must no rotate or encouargae drug misuse (detailed instructions. The misuse of early accessible substance is unlikely to be accepted as it may lead to teens copying the behaviour. There may be strong language, however certain words or phrases may not be accepted depending on the manner it is used. There are no contrasts on nudity in a non-sexual or educational context. Sexual nudity may be permitted but not in strong detail, it is likely to be accepted only if brief or presented in a comic context. Sexual activity may be portrayed, but usually without strong details. There can be references to the behaviour, however, repeated strong references especially related to pornogrpahic language are very unlikely to be acceptable. There can be strong verbal reference to sexual violence buy any deception of the stronger forms of sexual violence include rape must not be detailed or prolonged. Threat and Horror can be strong, a sustained focus on sadistic threats are unlikely to be allowed. VIolene may be strong but should not dwell on the infliction of pain or injury. Examples of 15 rated movies include Get Out,  The Edge of Seventeen, Five Feet Apart. 

Five Feet Apart Trailer

 

18 - No one younger than 18 is allowed to watch an 18 film in the cinema. Only 18+ aged people are allowed to rent or buy a 18 rated video. Adults should be free to choose their own entertainment. Things that may cause a problem in these films include: If the material is in the breach of criminal law, or has been created through the commission of a criminal offence. Where materials appaer to us risk harm to individual or through their behaviour to society. For example detailed dangerous acts. This may include sadistic violence, rape or other non-consensual sexually violent behaviour which can be disturbing to viewers, as the film may come across as they are reinforcing the suggestion that victims enjoy rape - this can cause many problems to whether this filmed will be allowed to be seen. Examples of 18 age rating films include Kill Bill, The Wolf of Wall Street and Hannibal.

Wolf of Wall Street

   

The R18 category is a special and legally-restricted classification primarily for explicit works of consenting sex material involving adults. Films may only be shown to adults in specially licensed cinemas, and video works may be supplied to adults only in licensed shops. R18 video works may not be supplied by mail order.

How are audiences targeted and grouped ? 

The definition of a target audience is - A group of people with specific interest and of a defined demographic (age, gender, interests ect...). The audience have different psychographics which affects their taste in films. 

There are two different groups, when films are targeting audiences and these two groups are called Demographic and Psychographics. These groups help directors/writers find out what certain groups like and what films do well within those specific groups. 

Demographic

A demographic audience is a method of how producers can categorise their audience by age, gender, religion, sexuality, education, ethnicity, life stage ect... This is so that the producers know how they can shape the films into a successful product in that specific market, they need to know the viewing habits of their target audience. The demographic audience data can be collected by doing surveys or questionnaires, these help give critical and helpful feedback to the producers so they know how they can make their films more targeted to their specific audience. The demographic method uses the NRS social grade table which is shown below. The NRS social grades are a system of demographic classification used in the UK. It is use by many organisations for wider applications as a resource for market research. 

Psychographics 

The official definition for psychographics is the study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research. This means that film companies base their films on their audiences personality traits. Many believe you can get a full understanding of your customers by studying demographics (e.g., age, race, job title) alone; others suggest that you also must add the most common psychographics characteristics (e.g. personality, values, attitudes, and lifestyles) to the mix for additional clarity. The way that producers for the psychographics market can gather their data is through focus groups, surveys and questionnaires, as this market is mainly qualitative data. There is a table for Psychographics which shows the different Caterogies for the different personality traits in people, this helps make it easier for the producers to target their market more specifically to them. The table below also links to Young and Rubicam 4C's.

Blumer + Katz  

They have theory based around the use of gratifications. They suggest that the audiences have a key role in choosing and using the media. They believe that the audiences use media sources to fulfil their needs and wants. Their theory about the uses and gratifications assumes that the audiences choose what they want to watch being affected by 5 different factors:

• Information - The educational side of media sources. The viewer want to get information, knowledge and understanding from watching Documentaries or the News.
• Entertainment - The most common reason. Viewers watch programmes or movies for the enjoyment, e.g. Comedies, Thrillers, Sci-fi and Action films.
• Personal Identity - Some viewers may chose a product if it contains similar values to themselves, or if it copies some of their characteristics for example Clueless or Mean Girls 
• Integration - This also includes social interaction. This factor includes the ability for media sources to produce a topic of conversation between people e.g X factor
• Escapism - Let the viewers escape their real lives and imagine themselves in different situation for example video games.

Why do we watch TV? - Blumer and Katz

 

Resources:

https://www.hotjar.com/blog/psychographics-in-marketing/ 

https://www.bbfc.co.uk 

https://revisionworld.com/a2-level-level-revision/media-studies-level-revision/uses-and-gratifications-theory