Target Audience

"Before"

It's important, in whatever sphere of Media production, to gauge a rough idea of who it is you want to target your product at. To determine a target audience for my short film, I must consider age, gender, ethnicity and occupation. This forces me to get an understanding of who it is that's likely to watch my short film, and so therefore the film's plot, themes as well as mise-en-scene, should all reflect who that target audience is. Consequently, I feel it's pertinent to look at who exactly my target audience is, and why I've chosen this demographic as my primary audience.

 

Age: My target audience in terms of age is between the years 25 to 45. I feel as though the bleak, dark tone of this film makes it appropriate for an older audience. The film's lack of action and violence may put off a teenage audience, but the implication of violence and murder perhaps won't be liked by a traditional, conservative pensioner demographic. Also the fact hat the film is set around a couple makes it more reliable to a middle aged target market. Whilst taking on a film with an older target market than my age may be a challenge, I knew from the off that this wasn't necessarily a teenage film.

 

Gender: Without meaning for this to sound like a cop-out, I genuinely feel this short film should be appropriate for both a male and female demographic. The lack of on-screen violence makes this more suitable for a female audience. However, I don't necessarily think this will be off-putting for a male audience; hopefully, it should be relatable for both men and women, and so therefore should be suitable for both genders.

 

Ethnicity: This film is targeted at a White British audience. The White British cast makes it more identifiable with this target audience, and, so while I firmly believe that any good film could be enjoyed by all ethnicities, in this respect my film is most likely targeted at a White British demographic.

 

Occupation: The complex, hematic nature of this film means that it's likely to be targeted at a more intelligent, wealthy target audience. The film's ambiguous, morally confused nature means that it's a demanding film on the audience's part. Consequently, it's not a film that's targeted at those looking for a popcorn film, and as a result of this, I would say this is a film targeted at those who are ready to think about this film and its message.

Where I'm At...

Currently, I'd like to boost my number of posts, posting more regularly whilst maintaining the quality of my posts. Additionally, I'd like to give my survey more exposure as, at the moment, my tally of 4 responses clearly isn't good enough in order to gauge an accurate set of results. Moreover, I need to complete several analysis' of short films in order to understand codes and conventions of several different short film genres. At the moment, this is what I need to focus on...

A Short History of Short Films...

As part of my research, I've decided to explore how short films came about, and how this sub-genre has evolved in the past hundred years. Gaining some contextual knowledge of short films will allow me to understand how tastes and preferences have changed in terms of genre, as well as finding out how short films are distributed and marketed. The following is, in my own words, a short history of short films...

In the late 19th Century, as film came to the fore, all film was short. The kinetoscope, designed for the individual as opposed to the masses, was a novelty whereby the viewer could witness seconds-long films of "interest": as The Telegraph writes, this would typically include "royal processions, travelogues... current affairs." The most famous of these was the Lumiere brothers' "Arrival of a Train at La Ciotat" (1895). The film was revolutionary, considered to be the first motion picture in history, a speeding train racing towards the audience supposedly terrifying audiences on a scale no ordinary horror movie could achieve today. Short film was beginning to attract audiences on an unprecedented scale; click below to watch Arrival of a Train at La Ciotat:


As the 1900's dawned, technological advancements meant that short films began to be longer. Consequently, short films gradually began to fall out of favour and, from 1910 onwards, multi-reel, feature length films gained more popularity. Examples of the first ever feature films include Tucker's controversial "Traffic in Souls (1913)". Whilst short, single-reel films were seen as fanciful and novel, a feature films length, coupled with its narrative complexity, allowed feature films to be seen in a respected light, alongside theatre and opera. Films attracted wealth audiences, meaning that over the next three decades purpose-built cinemas (known as picture palaces) were erected. With star names and elaborate budgets, short films on their own didn't attract mainstream popularity.

However, short films and news reels often preceded the feature programme. Indeed, short films were important during Word War Two to provide a means of propaganda. Such propaganda, which conveyed British serviceman fighting heroically attracted a lot of popularity, although many thought that short films would begin to give cinema a bad name, an interference when the cinema was primarily for the American-made feature films. The factual nature of shorts led to their demise and, whilst they were still shown preceding the main feature, they were simply an excuse to visit the toilet or to get refreshments. In present-day terms, short films were just a very dull, and slightly irritable infomercial. Financially-motivated changes within the industry, with adverts becoming more prominent, short film was a dying art (with the exception of kid's cartoons, which were played in cinema's up to the Eighties.

MTV Logo

As short film fell out of favour with mainstream audiences, this form of film-making was taken up as a rebellious, guerilla-style form of art (a reputation that- to some extent- remains to this day). Pop- culture visionaries such as Andy Warhol would use short film as a form of conceptual art. Alternatively, short-film makers began to make music videos, as MTV became to gain notoriety.

It was really in the mid-nineties when shorts began their ascent back to former glory, as digital technology became more affordable, and more widespread on an international scale. Then, as the 21st Century came along, Youtube, and other social media sites were created, and totally changed short films' popularity. The bite-sized chunk of shorts meant that short films were perfect for sites like Youtube. The website brought the world together: one second you could be watching an animation from Peru, the next minute you could be watching a documentary from Australia. Moreover, Facebook and Twitter could allow your video to go viral, shared and watched by millions. From the sublime (Kony 2012), to the ridiculous (the Harlem Shake), short films have the potential to reach unprecedented audiences. Short films have had mixed success, but nowadays are firmly one of the most popular forms of media as the world becomes more media saturated.

Short Film Survey...

Below is my short film survey; from this I hope to understand people's preferences which should, hopefully, help to produce a better product. Feel free to add a response- thank-you in advance!

Survey Time!

As part of my research, I feel that it's essential to create an initial questionnaire in order to gauge an idea of what people expect from a short film and what the general public feel's will make for the best short film I can make. It's important to note that I aim to complete up to three more surveys as I further my research; consequently, I'll be able to use these responses effectively to further the 'planning' stage of my task. Also, I plan to have over 100 responses to each of my surveys; this number (coupled with a range of ages and tastes) will give me a set of responses that give an accurate set of answers, making my surveys more effective. Watch this space for my survey...

My Decided Brief!

Having thought carefully about each of the three briefs, I've come to the conclusion that the best choice for me would be the short film. Whilst there are pro's and con's to each, ultimately, the one that would allow me the most creative licence is the short film. I've endeavoured to explore the positive and negative aspects that come with each brief, and why, consequently, I've found the short film task to be most appropriate for me:

Music video:

 Positives:

• Unlike the short film, the music video doesn't necessarily need much of a plot in the same way that the short film would need. Therefore, the music video allows for a much more thematic form of storytelling as opposed to anything specific, which makes the planning process much easier.
• There's an endless amount of shots that a music video could feature. As story-telling isn't at the forefront of a music video, this allows for more creative selection of shots.

Negatives:

• Including the music within the video perhaps makes it difficult to get a theme or message across effectively, without the use of sound for protagonists for the majority of the video.
• However, perhaps most importantly, is the fact that copyrighted music can't be used. The selection of copyright-free music is (in my opinion) poor, and I don't feel passionately about the music that we're able to use.

Advertisement for a product or service:

Positives:

• The short length of an advertisement would make me more focused on the standard of the shots.
• The ancillary task for the advertisement brief is interesting and, moreover, in all honesty this is the brief each of us are most knowledgeable about given the power of advertising that reaches us on a daily basis.

Negatives:

• On the other hand, the short length of advertisements means that there isn't much room for mistakes. Comparatively, both the music video and short film briefs are able to act as more of a showcase of all my skills and abilities.
• Personally speaking, my interests don't really lie in marketing or selling products. Therefore, this brief is not the appropriate choice for me.

Short film (of up to 5mins length):

Positives:

• This is undoubtedly the one brief that is most unbound from the codes and conventions of its predecessors; in other words, the short film brief is the most imaginative and open to creativity.
• A short film can include a variety of shots and film-making skills within its five minutes length.
• The ancillary tasks appeal to me- my interest in photograph as well as an interest in reading  magazine reviews means that the production of a review and a poster look most interesting.

Negatives:

• It's important to come up with a plot that can sustain a short film's length; therefore, I must be careful when storyboarding and planning my final product!

Overall, I feel pleased to select the short film production task; my interest in film-making means that this task is most appropriate to my personality and interests. Subsequently, I'm pleased to now get on with research and planning for my own short film...

What am I hoping to achieve in my skills development?

In the past few weeks, I've been planning and considering ideas in order to develop my skills and become a more well-rounded learner. In my exam, I'm tested upon the five key skills that make up the components that contribute to the production of my task:-

-Digital Technology

- Creativity

-Research and Planning

-Post Production

-Conventions from Real Media Texts (Genre)

These skills are of fundamental importance in order to make a quality product based on one of the production briefs. Therefore, I must consider how I'm going to consider how I applied these skills in AS, and how, moving forward into A2, I'm going to self-improve within each of these categories.

Digital Technology:

Using technology in AS was one of my weaker points, and perhaps made me less involved in the editing and post-production process. Now that I'm working on my own, meaning that I have to be self-reliant, I plan to create several posts in the holidays on how to use Adobe Premiere Pro, and to understand the software- from the basics to the more advanced aspects of the technology. Moreover, I'm hoping to use more sophisticated technology in my production, using a more quality camera that can capture the quality of shots I need in order to produce a high-quality production. Therefore, Digital Technology is absolutely key, and a skill that I am determined to develop before the start of term.

Creativity:

I feel as though this was my most accomplished skill in my AS coursework, and I hope to maintain a similar level of quality in my A2 this year. I plan to do this in a number of ways; for instance, by making more brainstorms and mind maps in order to give myself several ideas to work on. Moreover, I hope to challenge myself by being more 'out there' with my ideas, challenging codes and conventions in order to make something unique and quintessentially original. Added to this, I'd like to produce well made storyboards- however, I'd like to explore with ideas and, if an idea came to me during production, I'd like to shoot alternatives, allowing me more creative options in the post-production stage.