Unit 8: Venus | Target Audience Research

Arthouse films are not a very popular style of films, they tend to be independent and very artistic so the target audience is specified but usually it targets people with the same values and likes as the film. Arthouse films are usually about deep controversial topics like sexuality, mental illness, etc. Things that mainstream movies tend to stay away from to not offend someone.

Arthouse films are also have a very visual artistic approach to filmmaking, that usually draws attention of other artists. So the main target audience for arthouse films would be other filmmakers, artists, writers, etc.

Arthouse or independent films seem to be closely linked to the contemporary subculture called “the hipster subculture” which according to Wikipedia “is stereotypically composed of youth who reside primarily in gentrifying neighbourhoods. It is broadly associated with indie and alternative music, a varied non-mainstream fashion sensibility, vintage and thrift store-bought clothing, generally progressive political views, organic and artisanal foods, alternative lifestyles and snobbery. The subculture typically consists of mostly white Millennials living in urban areas. It has been described as a “mutating, trans-Atlantic melting pot of styles, tastes and behavior”.” It’s also a subculture closed related to liberal art students or as Mark Greif in the New York times puts it “”liberal arts college grads with too much time on their hands”.

It is not a very loved subculture but its a big part of the arthouse target audience, in this page it was also mentioned the word “Millennial” as a way to the describe the hipster subculture which brings us to another target audience for independent films — the millennial generation.

Millennials, also known as Generation Y, there are no precise dates for when this generation starts or ends; demographers and researchers typically use the early 1980s as starting birth years and the mid-1990s to early 2000s as ending birth years. The website whymillennialsmatter.com said that the generation started with the people born between 1980 and 2000. It is the largest generation and most culturally and ethnically diverse as well. This new generation grew up along side technology and seems to be more active in social and cultural topics, they more interested in making a difference but there is also the bad side of the generation which is being so accustomed to technology and they forget other aspects of life. But what does this have to do with arthouse?

As I said before arthouse is an innovative artistic style of films which is something that millennials are known for. Things like LGBT+ or mental illness — Arthouse films usually have a combination of these topics which can be a bit more controversial to older generations but millennials grew up when these topics started being discussed and normalised so it appeals more to them. Another common thing with this generation is the need to be different and unique, nowadays it’s such a big thing to “be yourself” but at the same time follow the norms, people now start to question the norm and the “rules” and arthouse films tend to do this that’s why I believe the target audience for my film would be people born in this generation.

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