Target Audience Questionnaire Analysis

We asked three males and three females from a range of ages (12-
50+) to answer our questionnaire relating to the types of film they
watch. Through this research we can gain a valuable insight into the
demographic that would watch our film, enabling us to change and
improve our work accordingly. Our questionnaire makes used both
open and closed questions so that we could gain both qualitative
and quantitative data for analysis.

All the participants we questioned were different ages, sexes and

had different professions and interests. The majority of participants
said that they do or have watched Horror films. From this we can
draw that there does not seem to be an ‘average Horror film viewer’
which is particularly good news for our piece as our intention is to
convey the feeling that no one is safe, to matter who you are.

The majority of participants who took our questionnaire considered

Horror films to be aimed primarily at 18-25 year olds; with a few
feeling it could be younger (around 15+). This could be due to the
fact that many individuals under the age rating for a film will watch
it when it is released on DVD. When producing our film we should
consider that fact that even if we give our film a 15 rating for
example, there is a strong possibility that it could appeal to a
younger audience than we intend.
Most participants of our questionnaire said that they watched 15
rated films the majority of the time, even if they were over 18. From
this we can draw that 15 seems to be a respectable rating for our
film as it will allow us to reach the target audience we intend whilst
preventing younger individuals of whom the film may not be
suitable for from viewing it. As the Psychological sub-genre is not as
graphic as other sub-genres of Horror the rating needn’t be raised to
18. If we were to do this, we risk cutting out a large proportion of
individuals between the ages of 15 and 18 who would go and watch
the film.

If we were producing our film commercially, we would have to look

into how best to promote and advertise our film to our target
audience. Through our questionnaire we found that all participants
questioned regularly watch TV and most look to websites for
information. As these seem to be the most popular forms of other
media consumption, it would be best to advertise the film through
these media works. However, we would have to take into
consideration the scheduling of TV adverts as our film is to be rated
15. It would probably be best to advertise after 9 o’clock, both to
reach our target audience and to again prevent younger individuals
from viewing a film that may be unsuitable for them. As our film is
aimed at ‘tribe wired’ individuals, website advertising will probably
be one of the most effective and modern methods of advertising
and promotion.

Only two participants of our survey had seen a Psychological Horror

film meaning there could currently be a gap in the market for our
genre. Two participants had never watched a Horror film so I feel we
have a good cross-section of participants. By looking closely at the
answers to ‘expectations of a Horror film’ question from those who
had never watched one, we can find out which factors would
contribute to encouraging them to watch a Horror film.
The two participants who had never watched a Horror film stated
they would expect:
‘To be scared and not know what is coming.’ and the generic, ‘To
be frightened ’
This leads to conclusions that perhaps these participants find Horror
films ‘too scary’ causing them to be reluctant to watch them. This
could be lead by the assumption that all Horror films are gory.
Hopefully through our Psychological Horror film we can convey the
conventions of the Horror genre through less explicit and more
mentality frightening methods encouraging more individuals to
watch it.

As expected, participants who had watched Horror films previously

had a more well-rounded view of the genre and therefore more
detailed and specific expectations of it.
These expectations included:
‘Suspense, scary music, blood, death, mutilation.’
‘A clever storyline with no clichés.’
‘Predictability, gore and ‘jumpy’ parts.’

Many of these expectations seem to link to the Slasher and Splatter

sub-genres of Horror. It seems that these sub-genres have almost
become synonymous with the whole Horror genre and could be why
the participants who had not watched a Horror film felt reluctant to
do so. Hopefully with our piece we can help to eliminate this
misconception.

Horror films that participants said they had watched previously

included:
• Dawn of the Dead
• Texas Chainsaw Massacre
• The Grudge
• Saw
• The Ring

It would be useful to research these films in depth as they are

obviously films of the Horror genre that our target audience feel
are successful particularly Dawn of the Dead as half of our
participants stated they had seen the film. Research into these
films, the techniques they use, their specific target audiences
etc. will enable us to draw on aspects that work well and include
them within our own work.