Question 5: How did you attract/address your audience?

The uses and gratifications theory helped us to attract and address our target audiences. We considered why and how consumers would seek out specific media.

We incorporated these themes as they are most likely to attract our audience aged between 15-24:
1. SOCIAL LIFE IN HIGH SCHOOL (other students gossiping in the background, socializing)
2. EXCLUSION (Arthur looked down upon, ignored and pushed around by others)
3. FITTING IN AT A NEW SCHOOL (Arthur finding his way to room 3 from the map)
4. REAL/FAKE FRIENDSHIPS (betraying friends to improve his social status)
5. STATUS SEEKING (Arthur attempts to conform to social norms)


The high school setting connotes the 'teen comedy' or 'coming of age' genre that would appeal to our audience:

The gratifications offered include:

The soundtrack for the morning routine depicts Arthur as popular and confident, but the narrative switches when he enters the school and is disrespected by other students:

AUDIENCE FEEDBACK -

Our feedback after the production process:

Our feedback of the final outcome:

We conducted a survey after people had watched the final outcome to give us insight on the narrative, audience opinions and effectiveness of our film as a whole. The people surveyed were mainly from our target audience of teen comedy fans or young people aged between 15 and 24.
We predicted that the audience would have trouble understanding the narrative - that it was Arthur's first day of school and he was trying to find the headmistress' office.

Surprisingly, the film appealed most to the female audience (particularly due to high school themes) as 76.47% of those who completed the survey were female:

We were successful in targeting the age 12-24 audience as the majority of the audience were around this age. As expected, we noticed a substantial amount of audience members were over 30 years old as indie films tend to appeal to an older audience:

We asked people for more detailed feedback, such as whether they would continue watching the film or not (to which 94.74% responded 'yes'):

And others gave their responses to the narrative, so we would see whether or not the audience were able to predict what was happening from the opening sequence:

From this survey, we identified changes we could have made to improve our opening sequence, such as making sure that the alarm clock showed the correct time in the morning (as the film was intended to be set at 7am). We also could have re-shot our voice-overs as it was unclear that Arthur's mother was shouting from downstairs. However, I was pleased that most of the audience members grasped the main storyline of the film.

Most of the target audience stated that they would continue to watch the film, although those that answered 'no' informed us of their reasons. Some of these responses were expected as the cliffhanger of our sequence was not effective or engaging enough.

Other than this, our film was fairly successful according to our target audience.

Conclusion - I am fairly pleased with our survey responses as they indicate that we have targeted our intended audiences well. However if we were to shoot again, we would have altered the final scene to create a cliffhanger, encouraging the viewers to continue watching to find out what happens to Arthur.