How are audiences grouped and targeted?

 Film Classification.

Film classification is where films are age rated and given any content advice to films. This is all done before the release of any new film. In the UK a company BBFC (British Board of Film Classification). Rates any new films being released in the UK. 

There are 6 different age ratings the BBFC use:

  • U
  • PG
  • 12A
  • 12
  • 15
  • 18

"U (Universal). - Suitable for all. A U rated film should be suitable for anyone over the age of 4. Though you can never predict how children interpret a film which may cause upset when viewing. U rated films should be set within a positive framework and should off reassuring counterbalances to any violence, threat or horror."  
https://www.bbfc.co.uk/rating/u

Some examples of films rated U are: 
  • Bee Movie.
  • Home.
  • The Croods.
  • Yogi Bear.
  • Luca.
I believe films rated U are more of the Disney films and are mostly animated, this is due to the film directors target audience being for the younger children. By having a film rated U allowing younger children to go to the cinema is smartly done as it introduces the use of cinemas to them so when they are older they understand them more and by going when they are younger they are more obliged to keep going as they get older.


"PG (Parental Guidance). - General viewing. Though some scenes may be unsuitable for young children. A PG film should not unsettle a child aged 8 or older. Unaccompanied children of any age may watch, though parents are advised to think whether the film will upset younger or more sensitive children."



Some examples of films rated PG are:
  • Wonder.
  • Jaws.
  • Marley & Me.
  • Descendants.
  • Annie.
For PG rated films these are films more targeted at families in my opinion as you need a parent to allow you to watch it though most of the time the children watching these types of films are young so are normally accompanied by an adult. This is good as the more people watching the film the more money the cinema earns as well as again getting in the routine of going to the cinema.



"12A (Suitable for 12 years and over). - Films contain material that is not generally suitable for children under the age of 12. No one under the age of 12 are able to see a 12A film unless they are accompanied by an adult. Though the adult must consider whether the film is suitable for that child."



Some examples of films rated 12A are:
  • Spider Man (2002).
  • Avatar.
  • Spider Man 3 (2007).
  • The Lord of the Rings: The Return of the King.
  • Fast & Furious 5.
For 12A rated films I believe it is good that if you are younger than 12 but are accompanied by an adult you are eligible to go. As then you won' miss out on a film that you want to see as an adult is present to watch it with you.


"12 (Suitable for 12 years and over). - Films contain material that is not generally suitable for children under the age of 12. No one younger than 12 may watch a 12 film."
https://www.bbfc.co.uk/rating/12

Some examples of films rated 12 are:
  • Meet the Parents.
  • Shallow Hal.
  • The Hunger Games.
  • Goal - The Impossible Dream.
  • Grown Ups.
For films rated 12 I also believe are good as once you are 12 years and over you are able to watch a 12 without an adult which shows independence for yourself as you can go watch a 12 without an adult being present as well as the content being shown is a little more grown up.


"15 (Suitable only for 15 years and over). - No one younger than 15 may see a 15 film in a cinema."




Some examples of films rated 15 are: 
  • Venom: Let There Be Carnage.
  • The Forgotten Battle.
  • The Walking Dead.
  • Saving Private Ryan.
  • Blue Story.
For 15 rated films, these are the films with more grown up content as you have to be 15 or over to watch it and with this your brain is more developed to accept and see things so the content being shown is a lot more grown up. Which is why anyone under the age of 15 won't be able to watch it in a cinema.


"18 (Suitable only for adults). - No one younger than 18 may seen an 1 film in a cinema. Adults should be free to choose their own entertainment." 




Some examples of films rated 18 are: 
  • RoboCop.
  • The Wolf Of Wolf Street.
  • Hannibal.
  • Fifty Shades Of Grey.
  • Seven.
For 18 rated films these are films able to be watched by anyone over the age of 18 normally films like these, have a lot more violence, strong language and horror. Only suitable for adults. The reason why they can only show this to people 18 and over is once an adult mostly everyone knows the difference between right and wrong meaning they're more mature to understand what is being shown, as well as their brain being more developed to see what is being shown.


NRS Social Grade.


"NRS Social Grade are systems of demographic classification used in the UK. It is used by many organisations for wider applications and have become a standard for market research."

https://www.google.com/search?q=nrs+social+grde&oq=nrs+social+grde&aqs=chrome..69i57j0i13l6j0i13i30l3.3617j0j9&sourceid=chrome&ie=UTF-8


Demographics analysis is the study of population based on factors such as:
  • Age.
  • Race.
  • Sex.
  • Family Status.
  • Education Level.
  • Income.
Demographic data refers to socioeconomic information using statistics from some of the factors above.

https://www.google.com/search?q=what+is+demographic+classification&oq=whatis+demograpic+class&aqs=chrome.1.69i57j0i22i30l7j0i390.3199j0j7&sourceid=chrome&ie=UTF-8


For the NRS Social Grade people would then target their audience using that. By using this they can see the links between each class, age, gender etc. Ultimately making it easier to target those people.

After they have found the chosen audience they are hoping to reach, the next step is to advertise it to them. They can find this out by doing:
  • Market Research.
  • Google Analytics.
  • Identify industry trends.
  • Analyse Competitors.
  • Find out you target audiences interests.
  • Create Personas.
Whilst doing this always making sure the research corresponds with the demographics you are targeting.

With all the audiences put into these categories it is easier to target them as they are all grouped together in the certain categories.

Then from there with the use of advertising, social media and verbally telling people your target audience will be targeted.
 


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