Types of audience and audience theory's

Institutions have to consider their target audience in each stage of creating their film.
Mass audience = A mass audience is a large broad group of people that enjoy mainstream films and media. Films for mass audiences are usually made by global institutions, as they have the big budgets to produce cinema that will attract huge audiences.
Niche audience = A niche audience is a small audience who have particular special interests. Small independent institutions tend to create their films for niche audiences.

Demographic Groups
Producers also consider their audiences in groups based on age, gender, income, race and location.
This is how producers group people based on income:
A - Top management, bankers, doctors etc.
B - Middle management, etc.
C1 - office supervisors, nurses, etc.
C2 - skilled workers, etc.
D - semi-skilled  and unskilled manual workers, etc.
E - unemployed, students, pensioners, etc.

Cross-Cultural consumer characteristics 
Brought in by the marketing and communications company, 'Young and Rubicam', it aims to categorise everyone into four groups.
Mainstreamers - 40% of us are mainstreamers, they are the mainstream in society. They stick to the same big established brands and like value for money.
Aspirers - They seek to always improve themselves, they aspire for status and wear expensive brands. They spend a lot of money which is something they may not always have.
Succeeders - Those who have status and control in society, and have a lot of money, these are the same people as in demographic group A.
Reformers - These peoples lives revolve around self - fulfillment, they actively consume environmentally and seek for friendly products.


Audience theory's
Audiences theory's are based around how the audience will respond to the film.
Hypodermic needle theory - When you go to watch a film, and almost switch your brain off, you accept everything that happens and don't question a thing.
Uses and gratification theory - This is when you watch a film, wanting to be involved. You could link yourself to characters based on personal relationships and social interaction.
Personal identity - This is when you compare your life to the characters on screen. You may adjust or conform you sense of identity. Or this can be when you go to watch a film, seeking information and self education and wanting to learn what is going on in the world.
Reception Theory - This is when your mind works actively as an audience member, the producer places codes in the text, and the audience de-code them themselves.