Hi there!
As you know, I am working on a horror film opening for my AICE Media Studies class. Part of my research is about who watches horror movies. And why do some people like getting scared?
What is a Target Audience?
According to SMA Marketing, a target audience is the group of people most likely to watch a movie. Age, gender, and interests are part of the analysis that the filmmakers have to do. Horror is a genre with a specific audience.
Target for Horror Films
Horror movies have a very loyal fan base, made up of mostly young adults.
Here are some interesting facts:
- Age
A Deloitte study showed that for Gen Z, horror is a very close third among genre preferences. ( Comedy, Action, and Horror ). On the other hand, Movio's study also found that the market for horror films is younger than most.
- Gender: More men watch Horror than women: 58% male and 42% female. The data reveals that action horror attracts more guys, while paranormal Horror has a more balanced audience.
Source: Movio's Study
- Diversity: Horror movies bring in a wide range of people. The search found that 31% of paranormal horror fans are Hispanic, and 16% of sci-fi horror fans are African-American.
- Loyalty: Horror fans don't watch one or two scary movies. 44% of paranormal horror fans and 56% of sci-fi horror fans go to the film more than 12 times a year.
Why knowing your target audience matters.
The filmmakers need to know their audience to make movies that people will enjoy. One of the reasons horror works so well is because the genre has fans who keep coming back. For this reason, classic franchises like "Halloween" and "Friday 13th" are still popular.
This research makes me think about who my horror opening is for and how I can make sure it connects with the right audience.
Jack Dunn (2024). Horror Beyond Halloween: New Blumhouse Study Reveals Nearly Half of the Respondents Watch Scary Movies All Year Long https://variety.com/2024/film/news/blumhouse-study-horror-movies-watched-year-round-1236185315/
Film Site.com
Rebecca Rubin (2018). Diverse Audiences Are Driving the Horror Box Office Boom Variety.com
Target Audience. SMA Marketing.com
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