OUR TARGET AUDIENCE

"Audiences are both a product of social context … and a response to a particular media provision"-Denis McQuail

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Gender/Age
Primary target audience: males, 18-25
Secondary target audience: females, 18-25

Initially we wanted our film to be a 12+, but we did some research on the BBFC
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BBFC Indie Social Realist Ratings from harriet Barlow

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Because nearly every indie social realist film we looked at received an 18 or 15 rating, we would hope for a 15+, but it is likely that our production would also be pushed to an 18.

To put this into some context, these are some of the rating Big Six/Subsidiaries received:

Conglomerate/Subsidiary BBFC from harriet Barlow

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As the main character is male, uses and gratifications theory would suggests that a primarily male target audience would be interested in this film as they would either identify with the protagonist, or aspire to be like him.

The other central character is his partner, Cathy, and she is a significant enough character to draw in a secondary female target audience.

Ethnicity
We have an ethnically diverse cast (Caucasian, Chinese, Indian), and as caucasian is the hegemonic demographic targeted, we wanted to both represent and target multiple ethnicities. This is something we found to be conventional of the social realist genre (My Beautiful Laundrette, Slumdog Millionaire), and helps to widen our target audience.

Sexuality
Initially we wanted to have non-heteronormative representation (taking influence form My Beautiful Laundrette), with the protagonist, Tanay, being with another man, but due to casting issues and a need to film we had to scrap this idea and include heteronormative representation.

Socioeconomic Status
The majority of social realist films are produced by indie companies, and therefore do not have the budget to afford mass mainstream marketing campaigns, leading to exhibition in mainly arthouse and indie cinemas (independent deals), and sometimes film festivals. The average film-goer does not really attend these, as most people go to mainstream cinemas. The main people who attend arthouse cinemas are looking for out of the ordinary films and experiences, or are academically inclined critics, or are in the industry themselves, making the films challenging content more accessible to them as they can employ advanced media language. Even though uses and gratification theory suggests that the social classes being represented in films make up the audiences, this is not always the case for social realist films, as they usually receive major critical praise from high-standing critics, as they include more sophisticated themes/ideologies/representations than many mainstream films. This suggests that ABC1 audiences would find appeal in them, though C1C2DE audiences could still find appeal through identification.
(source of information)

Counter-Hegemony
Gramsci was a 1930's Italian Marxist who argues that the ways in which the elite bourgeoisie dominates wealth and power is not only through legislative and physical force, but through culture, by distributing hegemonic ideologies and representations, leading to wider cultural acceptance of what is being propagated. However, as this is inherently unstable, it can be challenged by counter-hegemonic texts, such as ours strives to be.

As we have included counter-typical representations of ethnicity (and wanted to include non-heteronormative representation) our film opening could be argued to be counter-hegemonic. As it is produced with a micro-budget by an indie company, it is not a product of the elite (The Big Six). As covered in other posts this does affect our ability to effectively distribute our film to a wide audience, so our product would likely appeal to a niche target audience, and is, essentially, a binary opposite of the films produced by conglomerates and many of their subsidiaries.

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