Audience Research by Donald Ng
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Audience Research by Donald Ng
Primary Data Result (Questionnaire)
Are You Male or Female?
Male41.18%
Female58.82%
• As the result, the percentage of the genre of the responders are nearly 50-50, which means it shows that horror/slasher films appeal to both genders.
• The number of female is more than the number of male, responses may be biased.
How Old are You?
10 or younger
11-20 21-30 31-40 41-50 51+0
10
20
30
40
50
60
70
80
2.97%
73.27%
14.85%
0.99%
2.97%
4.95%
• We have replies from each age group which shows that horror movies are watched by any age.
• Basing on this data, we have successfully targeted our target market(11-20).
• But at the same time, the high percentage of one particular age group may lead to the responses may be biased again.
What is Your Favourite Murder Weapon used in Horror Film?
Saw
Knife
Hands
Rope
Other
0 5 10 15 20 25 30 35 40
14.14%
19.19%
5.05%
25.25%
36.36%
• This result helps us to test the taste of our audience, most of them love to keep things as common as the other horror/slasher movies as knife is the most common weapon to use.
• But many of them have different thought, so we will be able to know that what kind of weapons will our audience expect to see in our film.
How Often do You go to the Cinema?
Weekly Monthly Quarterly Annually0
5
10
15
20
25
30
35
40
45
50
8.00%
34.00%
43.00%
15.00%
• The age of audience that we are targeting is the cinema audience as it is a social activity.
• It makes financial sense for us to make a slasher film as that is the audience who will generally go to the cinema.
Do You Watch Horror/Slasherr Films?
Yes60.4%
No39.6%
• Some responses may not be fully relevant.
• The result shows that horror is a watched genre and it hasn’t died out, at least 60% of our responders are still watching it.
How do You Watch Slasher Films?
TV Cinema Netflix Downloads Other0
5
10
15
20
25
30
35
40
8.51%
39.36% 15.9
6%
22.34% 13.83
%
• As watching movie in the cinema is a social activity for our target audience, but they rather choose to watch a blockbuster film than a horror film, most of them are watching horror films on TV.
• As the second highest is downloading, which means the problem of illegally downloading will be a very big problem.
What’s Your Favourite Slasher Film Location?
Woods
Neighbourhood
Haunted house
Alleyway
Other
0 5 10 15 20 25 30
16.84%
3.16%
25.26%
31.58%
23.16%
• Our target audience has clearly shown in this result again as neighbourhood is the most common selection, which means things happening in normal life, teenagers and young boys always want special things to happen in their normal life, especially something special and exciting.
What’s Your Favourite Scene in a Horror Film?
Opening normal life scene
First girl dies Killer and hero in direct combat
Hero nearly gets killed
0
5
10
15
20
25
3029.17%
22.92% 21.88
%
26.04%
• Again, our target audience always see themselves as a character in the movie, that’s why they like the opening normal life scene as they already knew this normal life will be disrupted by someone/something.
What are You Expecting in a Horror/Slasher Film?
Group of teenagersBlood
TreesScary forest
0
10
20
30
40
50
6014.87% 18.9
6%
19.7% 16.3
6%
6.69%
8.92%
7.81% 6.69
%
• This data is useful because it tells us what our audience expect to see in our movie, and the things that is acceptable by them.
Who is Your Favourite Character in a Horror/Slasher
Film?
Killer33.33%
Final Girl15.63%
First Girl to DIE6.25%
Old Wise guy/woman20.83%
Useless Professional Adults e.g. Police11.46%
Other12.5%
• This data helps us to decide the characters that will appear in our movie.
• In order to test the taste of our audience, this data can help us to focus more on which characters in our movie.
Secondary Data (Film Industry Stats from
BBFC)
This is the overall annual UK cinema admissions from 2001-2013. The highest admissions was in the 2002, then it started to decreased until 2006 because audience started to download films online. The data started to increased again after 2006 because going top a cinema has became a popular social activity for the teenagers. But however, it dropped a little bit in the 2013.This data shows the problem of illegally downloading throughout this decade, people stop going to cinema because they can now watch movies without paying money, but the stats start to grow again as going to the cinema has became a social activity. This stats help us to decide are we going to release our movie in the cinema or not.
There are 37 horror released in the UK in 2013, not many which means the competition is not very big in the UK. This data is useful in order to help us to make our movie more competitive to win in this race. It shows horror genre hasn’t died yet as horror movies are still releasing in the UK.The most common movie to release in the UK is the Comedy, second is Drama and third is Documentary. Horror is at the 6th place.
Horror movie is usually at the rating 15 (18 if necessary), rating 15 films are the second highest percentage of gross box office in the UK, it shows the horror movie market is still alive, Basing on this data, it will be better if we make a 15 rating movie rather than a 18 rating movie.
By comparing these data: in the top 10 ‘15’ classified films, 2 of them are horror movie; in the top 10 ‘18’ classified films, 4 of them are horror movie. Which means a 18 rating horror movie could be more successful than a 15 rating one, this help us to decide which classification horror movie we are going to produce.
Audience Profile
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