Audience theories are theories on ways for film makers to classify their target audience usually based on the viewers’ age gender and income bracket we have looked at the income bracket status theory. This is basically a way to classify audiences based on their class which is normally judged on the kind o job the main wage earner of the household has. It goes from A-E, A being upper middle class such as top management, bankers, lawyers, doctors and i.e. And E being people at lowest level of income. E.g. unemployed.
We also looked Young and Rubicam’s theory, the theory has four consumers.
Mainstreamers: they like being part of the crowd go for the safe Hollywood type films
Aspirers: they seek the status and glory of succeders and like anything which shows of this status
Succeeders: they already have status and control and so go for things which prove this status
Reformers: they seek self-fulfilment and don’t care what others think. They go for films which show off this independence and also something they really enjoy
We then looked at the values, attitudes and lifestyles theory. This is much like Young and Rubicam’s theory but more in depth.
Innovators: they are successful, sophisticated take charge people who look for new ideas and are change leaders to others. Image means everything to them so the look for films which assert this sense independence, personality and self-expression
Thinkers: they are people who are mature and satisfied with their lives. They are very well educated and therefore look for a sense of realism and maturity within their films
Achievers: they are people who live very goal orientated lives which are routed around family, work and worship. They seek films which are short and sweet yet show their success
Experiencers: they are young enthusiastic people who are very quick to jump onto a new hype yet are quick to jump off as well. They look fool the cool, risky new stuff and this is reflected in thfilms they watch.
Believers: much like Thinkers are very conventional and conservative. They are very traditional and their lives revolve around family, religion, community and nation. They are very predicted in their film choice as they go for the familiar and established brand.
Strivers: They are trendy and fun loving. Money defines success for them. They usually go for films which boast and brag this sense of success
Makers: much like experience, they are motivated by self expression. They have very constructive skills and value self sufficiency. They seek traditional films which are also a little out there
Survivors: they live very narrowly focused lives with few resources. They seek films which are very familiar to them and believe the world is changing too quickly.
We also looked at the life matrix theory. It is the latest one from the field of market research. It defines ten audience categories based on values, attitudes and beliefs
1. tribe wired : these are free spirited young singles always looking for new technology
2. Fun/atics: they are fun seeking young couple who always aspire for achievement
3. Dynamic duos: these are high involvement couples who are usually very hard working
4. Priority parents: these are parents who are strongly dominated by the media and place family values very high
5. Home soldiers: These are materially ambitious people who are very family orientated and home related
6. Renaissance women: These are influential mums who are very caring and active
7. Rugged tradionalists: These are men with very traditional male values who love the outdoors
8. Struggling singles: these are people with high aspirations yet have low economic status
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