Evaluation Question 5

5) How did you attract / address your audience?

We attracted our target audience of young people by using a young cast, with the three leads being teenagers. Teenagers can relate to our rebellious lead character, attempting to overthrow the oppressive government authority.

Our film has an edgy and contemporary style which would also hold strong appeal for a younger audience, the pacey editing and thrilling plotline is a good hook for a younger audience looking for thrills in a film. The heavy influence of technology in our film is also appealing for younger audiences, as they can relate to always being on their phones, and 'Mute' provides an insightful social commentary about this dystopian world where technology has taken over. Our storyline contains many conventions of an action film which would attract fans of the genre, such as chase scenes, a 'saving the world' scenario, and a lead hero to propel the narrative, but we think that teenagers want to see something fresh and exciting on their screens as well as the standard conventions of an action / drama film. To do this, we have an intelligent plot full of twists and turns, deaths of main characters, a partially unresolved ending and moments of shocking drama.

Here is the Facebook event we created to attract our audience to our screening. Facebook is a commonly used platform by our target audience of 15-25 year olds, and so we thought this would be the best way to promote our screening. The poster and information mimics the style of the film; it is edgy and minimalistic, creating enigma for the audience and enticing them to come to our screening. 

Being a British film, our primary national audience is Britain. We reflected this in 'Mute', most obviously by setting the film in London and having a predominantly British cast. This is furthered through our choice of music. Not only is drum and bass music such as ours mostly listened to by young people, it also holds strong British roots; you wouldn't find that music being produced in many other countries at all. It helps stick to our British brand identity, and will help attract a young British audience. The gritty style of 'Mute' is also something which our audience would relate to other popular independant British flicks or TV shows, such as Kidulthood (Huda, 2006) or Misfits (British TV Drama, 2009 - present).

We attempted to address the multi cultural aspect of modern day London by including actors of different races; caucasian British, Asian and African-American actors are all present in our sequence, which helps provide an accurate portrayal of London, and will help attract a racially diverse audience.

Racial Diversity in 'Mute'