The coming-of-age genre is very popular with our core and secondary audiences, because films of the genre include themes and characters that the audience can relate to. Here are the posters of some films of the coming-of-age genre:
All of these films contain quirky characters and include themes of education, relationships, independence, etc. In adapting the mise-en-scene, adding a mellow soundtrack, and including a conversation between the friends in our opening sequence, we hope that these themes do come across, and that the audience can relate to our themes and characters.
Some of our characters' traits are not stereotypical, but in some ways we had to make them follow conventions because subverting too many stereotypes could alienate the audience because they would be watching characters that they are not familiar with.
When developing our film concept during the pre-production stage, we always had to keep the audience in mind. We included characters who are very aspirational, and themes which the audience could easily relate to, but we also managed to attract our audience through our knowledge of the audience 'uses and gratifications' theory:
MARKETING CAMPAIGN
One of Juno's marketing ploys was the use of merchandise, specifically the 'Hamburger Phone'. This sold well because it was funny and quirky, and the 16-24 year old audience are definitely up for a laugh. Although our film isn't a comedy, I think we could use some merchandise to help promote the film, for example, selling blank copies of the notebook that Lila is looking through at the start. This would appeal to the creative, thoughtful audience as they could fill it in themselves with their thoughts.
AUDIENCE FEEDBACK
We held an audience feedback session, where we created a questionnaire for our audience to answer after watching our film opening - this was to see whether we actually managed to attract our core and secondary audience.
Overall, the answers to the questionnaires prove that our core audience (16 to 24 year old, creative girls) liked the appearance of our film opening, and would watch the whole film. They liked the setting, and themes, but found the narrative a little confusing, as in some parts they couldn't quite hear the names of the characters properly, and they didn't immediately understand the relevance of the photo of Lila and her brother.
SECONDARY AUDIENCE:
The answers to this questionnaire, done by someone in our first, secondary audience (16 to 24 year old males) shows that again this audience like the look and style of our film, and would watch the whole film, but that they are also a little confused about the narrative.
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