When talking about audience theories used in film and film openings there are three main ones which are commonly used.
The Hypodermic Needle Theory
theory that mass audiences of people watching films, or in most cases viewing any form of media, receive and respond to messages in the same way. The media 'injects' a message into the audience who are watching the film in order to get a response. This theory is mainly used to show how much of an effect the media and film can have on an audience of people. For example, someone may have recently been to see an action movie, which contains a large amount of violence and gun usage, the hypodermic needle theory suggests that this person would be more inclined to carry out violent actions or use a gun because they saw a film which contains usage of those things. Due to the fact the theory describes the audience as 'easily influenced' means that they are likely to copy what they see, an example of this is the murder of 10 year old James Bulger, he was brutally murder by James Thompson and Jon Venables after they watched the film Childs Play 3 (1991) which contains the murder of a boy of a similar age to Bulger, also the boys admitted in court that this film provoked them to murder Bulger. This is an example of how media and film can influence a passive, easily influenced audience, it will also influence people of a younger age a lot more as they normally cant tell the difference between the world of a movie and the real world, meaning things that are injected into them by the media and film would seem to be acceptable in their eyes.
The Uses and Gratifications Theory
The Uses and Gratification's Theory is the opposite to The Hypodermic Needle Theory, instead of suggesting that the audience are injected with message and respond to it, this theory suggests that the audience watch films or view media to the get a certain degree of pleasure or 'gratification' out of it. Instead of the audience being used by the media, the audience uses the media for their own pleasure and fulfilment, instead of having no choice but to take in what they see, like The Hypodermic Needle Theory, the audience are free to reject, take in or play with the information and messages they are receiving. The Uses and Gratifications Theory suggest people watch films and take in media to get fulfilment in areas such as, receiving information, pleasure, sexual stimulation, relationships and comparing characters lives to their own. An example of this is someone who goes to the cinema to watch a Romantic Comedy, they would typically be going to see this film because they want something like what they are seeing in the film to be happening in their own life, This is the same for most genres. This theory also suggests people watch films and take in media to help them deal with issues such as, personal identity, learning, emotions and relaxation.
The Reception Theory
The Reception Theory suggests that when a producer makes a film, they hide inside the film hidden meanings and messages that they are trying to get across to the audience and viewer. The viewer will either understand the message or meaning that is trying to be put across or they will reject or fail to understand it, a producer doing this makes the film more interesting and helps keep the viewer interested in the film they are viewing. The theory suggests that there are three ways an audience can receive a message or meaning, they can either, dominate, which means they have understood and fully agreed with the meaning or message, negotiate, which means they understand the meaning or message but have no opinion on wether they agree or disagree with it, and oppose it which means they understand but don't agree with the message or meaning and reject it.
Certifications
Every film before it is released is given a certification, if in the UK by the British Board of Film Classifications, this certification is used by the audience to help them decided if the film they want to see is appropriate for them or in some cases their children, it is also used by shops and cinemas to stop people who aren't of age buying films with higher certificates.
Drama Film Certificates and how they attract an audience.
Django Unchained (2012)
Django Unchained (2012) is a western/action/drama film starring Jamie Foxx, Christoph Waltz and Leonardo DiCaprio, it was directed by famous director Quentin Tarantino and is rated 18 due to strong graphic violence throughout, a vicious fight, language and some nudity. This means that this film can only be seen in a cinema or purchased by someone over the age of 18, and is recommended to be only viewed by those over the age of 18.
This film attracts an audience by featuring well known, famous actors who have been in many well known films in the past and are most likely going to be known by the potential audience and viewers of this film. Also due to the fact the film is set in the 1800's in western America many people will be interested in going to see it as this is a famous time in American history. The film is distributed by the company Columbia Picture, this company are a worldwide, wealthy company who will be able to give the film a large budget and good publicity, therefore widening the audience.
Schindler's List (1993)
Schindler's List (1993) is a Historical Drama film starring Liam Neeson, Ben Kingsley and Ralph Fiennes, it was directed by famous director Steven Spielberg. It is rated 15 due to language, some sexuality and actuality violence. This certification means that the film cant be purchased or viewed in a cinema by anyone under the age of 15, and also that the themes of the film aren't suitable for persons under the age of 15.
The film attracts an audience in many ways, the first way is its plot and setting, it is set in War time Nazi Germany, this will immediately make many people want to go and see it as this is a very famous point in history which effected most of the world. Another thing which will attracted a large audience are the names involved in the film, big stars such as Liam Neeson and Ralph Fiennes and also the fact it was directed by the world famous director Steven Spielberg.
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