Trailer Research - Demographics: Age

Certification will have a significant impact on where and how we target our trailer, as it will remove a certain number of potential consumers. With this in mind, choosing a certification must come before any other research into targeting based on age.

We have chosen to give our film a BBFC 15 rating. This rating gives us room to depict our narrative as we would like it, and allows us to target the film more effectively. We will share this rating with Welcome To The Punch, Hummingbird, Zodiac, Gangster Squad, V For Vendetta, Twelve Monkeys, and many other similar films to ours.



The criteria for the BBFC 15 rating are as follows:

These specifications should not be difficult to meet and will allow us to use many of our influences more effectively as we will be able to emulate parts of them and draw on them for visual and narrative inspiration. If the film was rated BBFC 12 it would be difficult for us to depict or imply a huge amount of violence and some aspects of the world of crime would be closed off to us.

So, our target audience will not be able to be below the age of 15, which gives us at least a starting point.

 These graphs are based on the IMDb ratings given to various films related to ours by different age groups. The general trend places suggests that the younger the audience is the more they enjoy films of the genre. Consistently, the highest rating group is the under 18s, giving us a clear key demographic between 15 and 18. Interestingly, the two London-set crime thrillers Hummingbird and Welcome To The Punch place their second highest rating with the 45+ age group, suggesting that an older audience may be open to targeting from a film akin to ours. The 18-29 section has regularly high ratings whilst the lowest is almost always 30-44. Based on this information, my suggestion would be that we ought to target mainly the 15-29 block market whilst still taking consideration of the 45+ population. In order to do this we would be perhaps wise to keep to our plans to emulate elements of Hummingbird and Welcome To The Punch, although aspects of the darker, more drama and riddle based Zodiac could be useful to us.

CM