Purpose of analysis

Purpose of analysis• It is very important to understand the audience, so that executives of the Descent

can understand the audience and what kind of people will have relation to the Descent. The reason for the creation of the survey was to identify the target audience for the Descent and to identify the social group of the audience and how the Descent is in direct relation to the extreme sports enthusiasts and horror movie fans. In this case, a company would identify and work out the spending power of the audience and social group, they would also work out the hobbies and interest of the social group, such as the kind of music they like and if they are interested in extreme sports. In this case, Shawn Philips has an array of hobbies and interests, one of which includes extreme sports, he also has a medium/ high social class, therefore a strong spending power.

• The demographic of the audience is important for a movie franchise such as the Descent, because if the demographic is understood the product can have a higher impact upon the audience, as if the product includes something in relation to the audience, the audience will appreciate and will be further entertained by the product. In this context, Shawn Philips will appreciate and will be further entertained by the product as it contains an aspect of extreme sports.

Audience profile• Name: Shawn Philips• Gender: Male• Age: 20 (young)• Occupation: Student at university of Birmingham studying engineering, father is an

established engineer, therefore giving him a well entrenched life with money and financial security, which allows him to explore different careers and opportunities for a successful career.

• Lifestyle: Mostly relaxed, easy and straight forward lifestyle. He likes to socialize and likes to learn. Enjoys taking part in and watching extreme sports, reasons for him to feel to feel relevance towards The Descent, as the Descent includes many references to extreme sports, also as he has financial support he is able to follow his hobby of extreme sports in various different country’s and locations.

• Favorite type of music?: Rock, Heavy Metal, Dubstep, Pop, Deep House and Bass and Drum, therefore he has a wide array of music choices.

Audience profile• Favorite film?: The Shinning• What are your hobbies?: Clubbing, Boating, Traveling, Caving, going out with

friends, Skiing, and exploration of haunted houses, this further emphasizes the relation to the Descent.

• Spending power: Medium, ‘I can buy things I want, but can’t go overboard on spending, able to afford and watch the films wanting to watch, and able to buy DVD products of the films.’ ‘Also, I am able to buy and watch spin offs of the films such as theater productions and video games.’ Due to having a flexible and quite solid spending power he is able to do and play extreme sports, such as caving, which is included within the Descent. He goes in between the work and education band, as he is learning to become a full time engineer, but also has a part time job as an apprentice at a computer repair shop. This means that he will have more disposable income as he does not need to provide for anyone except for himself. He does not earn a house, therefore he does not have to pay any bills, although he does pay tax. He earns £1125 monthly, he gives £450 to his parents to cover expenses, therefore having £675 to spend upon himself and hobbies. As a result, he can purchase the Descent merchandise and other movie merchandise.