Trailer Research - Demographics: Class

The new model of defining class in the UK gives 7 separate classes; Elite, Established Middle, Technical Middle, New Affluent Workers, Emergent Service Workers, Traditional Working, and Precariat. This gives us new criteria for targeting our audience that we must consider.

A general overview of thriller targeting based on class is as follows:

Upper class - Arthouse, high budget mainstream, noir, drama-based
Middle class - Mainstream, both action and drama based (a majority of films are aimed at the middle classes due to their excess time and money)
Lower class - Action based, social realist, crime based

We had intended our film to be crime based, drama based, and fairly mainstream, partly to serve our narrative and partly due to our limitations in budget and equipment. This complicates our targeting in terms of class, even if we go by the traditional (somewhat antiquated) system. The seven class system complicates matters yet further.

Information regarding the class makeup of cinema goers and film consumers is difficult to find, making it quite difficult for us to target the film based on secondary research. In my opinion, our film ought to be targeted between the Established Middle and New Affluent Worker classes (just under half the population), however a final decision on this will come following discussion with the other students and primary research.

CM