Potential Audiences

What are the potential audiences for short films, and what are the institutional implications that may affect the choice of audience? 

When looking for potential audiences for a short film it is essential that you consider the intuitional implications for short films and how they may affect your audiences. One main institutional problem is the Funding  for the short films, and as seen when looking at Short Films like: Double Take , it is clear that they are produced with a low budget, by an aspiring director or producer. Unlike feature/Hollywood films, short films will be produced or directed by someone who doesn’t necessarily have a lot of money and have to find sponsors to support their film like The UK Film Council OR Lottery Foundation who have sponsored feature films like Oliver Parker's Dorian Gray . Not having enough funding is an implication because short films that do have fantastic potential or show great directing/producing ability may not be able to convey the best of the director/producer or be made into a feature film because funds were to low to support the making of it. Although  directors of short films have low budget meaning they use low budget equipment such as small DV cameras which give a grainy effect, potential audience members may like that as it makes it more realistic and adds to the gritty themes that is well known for short films.

 

The lack of funding for short films also creates another implication which is: Distribution. Distribution is another institutional implication because if there is low funding film makers will have to find other means of distributing their product which aren’t as effective as when mainstream films are distributed. Short films will not be distributed in key film chains like: VUE Cinema and will generally be distributed at Film Festivals like The British Urban Festival who look for talented Short Films that have great potential. As short films are not distributed in cinema chains like VUE, that means it only reaches a small audience unlike mainstream movies which reach a wider range of people. Apart from film festivals, short films can be entered into competitions like the Virgin Shorts competition which is what Oscar Sharp won with the short film ‘Sign Language’ meaning this helped promote the director and this work, giving recognition for the great media product he has produced. If he is promoted more and recognised because of his great skills in this short films he can go on to work on feature films if someone feels he is talented enough. The increase in new media technology has allowed the means of distribution to take new turns and has allowed the internet to enhance the distribution of short films. So many people communicate to each other through the world wide web so media products like short films can become viral especially through social networking sites like You Tube & Face book.


Who are the intended audiences for some of the short films seen?

The audiences from the short Films like Double Take  - Toa Stappard, Sold - Nadia Attiav and many more, all had different intended audiences but it seems that the large group that the short films are intended for are youth. This may be because its the youth that would take an interest in the social media, and the use of technology allows youth to take a better interest in the short films that are shown to them.

Sold, produced by Nadia Attia was intended for quite old youths (16 -18 year olds) because it focuses on the themes of unemployment and has a commercial element of society (buying happiness) which is what most young people are focused on in contemporary Britain. The clear message of the film was that, in a consumerist society, we need to realise that money cant buy us happiness and that there are many other important things in life that will lead us to happiness, getting us out of problems like unemployment. The quality of the film was grainy to make it more realistic but turned bright and glossy when looking at the television at the perfect mother, wife and career that was to be sold on the screen. The short film, presents to youth, the bad living conditions that they could be living in if they don't stick to good education or find a good job.

Gravity, produced by Colin Hotton was intended for the audience of youths, highlighting the seriousness of gun crime in todays society. Colin used this to promote himself and convey his clever abilities with cinematography, editing and context ideas. This short film is used to show the youth the consequences of messing around with weapons, and the gravity that those kind of situations.

The audiences of a feature length film would be different to the audiences of a short film, for example a feature film could have a school audience, but a short film could have a smaller group within the school audience because a certain message that the short film is trying to convey is only for that small group. The limited funding and distribution of short films mean that niche audiences have been developed. These are people who are interested in this type of films. For example schools may use the short films as part of citizenship to teach the class something.

How would the BBFC certificates affect potential audiences for short films?

When short films are created you must look at the appropriate audiences for it, and as many short films are used to educate its unlikely they will be of rating 18. The classification, all depends of the language, context, theme and message of the film. The BBFC stands for the British Board of Film Classification and plays a part in choosing which films are allowed to be seen by a certain target audience. The BBFC have the influence to choose what movies can be shown at what local cinemas. Every film that is released in the UK needs  a BBFC certificate and make sure that it meets the guidelines of the organisation. BBFC set up their classifications on the basis of these certain contents: Horror, Imitable (dangerous) behaviour, discrimination, drugs, language, theme, nudity, sex and violence. These guidelines help form the classifications which are according to age, “U”, “PG”, “12”, “15” and “18”.

Universal (U)

A universal certificate means the film is suitable for all ages. In order for a film to achieve a ‘U’ classification it must “be set within a positive moral Framework” – (BBFC classification guide). This means that in a universal certified film there should be no discriminatory language or behaviour unless disapproved of, no reference to use or misuse of illegal drugs unless there is a clear educational purpose or anti-drug message for the children. Scary sequences must be mild, unlikely to cause anxiety for the child and the outcome must be reassuring, there should be no potential dangerous behaviour and no emphasis on realistic weapons. In terms of language there should only be infrequent use of bad language and occasional natural nudity is allowed with no sexual content. Only mild sexual behaviour like kissing is allowed and reference to sex must be said as in “making love”. Violence is only allowed to be and occasional mild threat or menace. Themes may be problematic but they should be sensitive for the children.

Short Films would not be able to be of a 'U' classification because the kind of message conveyed in short films would be too detrimental to a child's brain and there is way too much restriction to explore the contemporary issues of today. 

Parental Guidance (PG)

A parental guidance certificate means a child under the age of at least 8 must be accompanied by an adult. Parents are advised to consider whether the content may upset younger or more sensitive children. Discrimination in a PG is unlikely unless it is referred to for educational purposes, drugs must carry an anti-drug message, and in terms of horror frightening sequences must not be prolonged. There should be no detailed potential dangerous behaviour in which children can imitate and no false glamorisation of realistic weapons. There may be only mild bad language and natural nudity with no sexual content. More serious themes feature in a PG film e.g. domestic violence but nothing in the treatment should condone unacceptable behaviour. Moderate violence is allowed without detail and must be justified, for example; for history, comedy or fantasy. 

Short Film would not be able to be of a 'PG' classification because like the Universal classification, it would restrict the theme or message that may need to be conveyed.

(12A/12)

A 12 is suitable for people at the age of 12 and over, and both 12A & 12 work with the same criteria. The “12A” classification only works for cinema films, meaning no one younger than 12 can watch the film unless accompanied by an adult but it is not recommended for people younger than the age of 12. Discriminatory behaviour must not be used, and horror can be moderate physical and psychological threat but scenes must not be frequent. The misuse of drugs should not be glamorised and scenes which involve drugs should be infrequent. Imitable behaviour which is dangerous should not appear to be harm free, showing consequences. Moderate language can be used and bad language must not be frequent. Nudity is allowed but sexual content must be discreet and brief. Sexual acts may be portrayed, but only discreetly and briefly, sex references must not go beyond what is suitable for young teenagers. Most themes are acceptable but the treatment must be suitable for young teenagers. Moderate violence is allowed but shouldn’t be dwelled upon, there should be no emphasis on blood or injuries though occasional gory moments are permitted but must be justified by the context. Sexual violence may be implied briefly and must have a strong contextual justification.

Short Films may be able to be of a '12' classification because most themes are acceptable for young teenagers, though if the genre is social realism that is highly unlikely. 

(15)

A 15 film is only suitable for people who are 15 and over, no one younger can watch a 15 in the cinema. The work as a whole must not endorse discriminatory behaviour and drugs may be shown but the misuse of drugs should not be encouraged. Horror may have a strong threat unless sadistic or sexualised. Dangerous behaviour like hanging or suicide shouldn’t be glorified or dwelled upon which could be

copied and easily accessible weapons shouldn’t be glamorised. There may be frequent use of strong language (for example fuck), the strongest terms like (cunt) may be acceptable but justified within the content. Repeated or aggressive strong language is unlikely to be acceptable. Nudity is allowed in a sexual content but without strong detail and sexual activity may be portrayed without strong detail. Strong verbal references to sexual behaviour are allowed but the strongest have to be justified within the content. Films who intend to sexual arouse or stimulate the viewer are unlikely to be accepted. No theme is prohibited but it must be suitable for the age group. Violence may be strong but shouldn’t dwell on pain; strong sadistic or sexual violence is unlikely to be acceptable and detailed verbal references to sexual violence is acceptable. Although portrayal of sexual violence must be discreet and be able to be strongly justified within the context. 

Short Films would be good as a '15' classification because the audience would be able to access mature themes and context but not to much explicitness, high levels of horror and gore/violence, detrimental images like in an 18 movie. 

(18)

A certified 18 film means no one younger than 18 should watch the film. In line with the 1998 Human Right Act, BBFC’s guideline concerns will normally not override the principle that adults should be free to choose their own entertainment; exceptions are most likely in the following areas:

• Where the material is a breach of the criminal law or has been created through the commission of a criminal offence.

• Where material or treatment appears to the BBFC to risk harm to individuals or through their behaviour to society – for example and detailed violent or dangerous acts shown which may cause the public health to be harmed or morals.

• Where there are more explicit images of sexual activity which cannot be justified by the content as such images are only appropriate in a “R18” film.

'18' could be a good classification for a short film as short films tend to have the popular theme of social realism which contains gritty themes that would be so explicit it needs an 18 classification. Though my group would like to make a media product that can be for younger years, 16-20, so we can make something that is still mature but not to explicit that audiences of younger years are not able to view it. 

When choosing a  classification it is essential that it is not so low that its not interesting enough for the target audiences, but then you also don't it too high so your target audience isn't even allowed to view it. By putting an 18 classification on a film it means that profits are cut short because there are many people who may be part of your target audience that cant watch it, missing out on profit, and by putting a 12 classification it means that sales will be maximised. Though the classification of 12 means that tender subjects that would have been of main focused could only be touched on slightly as the content, language and other elements would have to non-explicit. In a lot of social realist films the issues tackled are drugs, crime and other gritty themes and they wouldn't be able to be explored with a 12 rating so it seems like 15 is the best rating as it allows a wider range of issues to be tackled but not explored into such a gritty and explicit depth.