Who are the target audience and how have they been targeted?

¨ Avatar attracts and appeals to many audiences but more specifically to:

- males
- sci-fi/technology enthusiasts
- gamers
- teenagers of both genders

¨ With the great special effects, CGI and 3D technology, Avatar reaches out to all those interested in having and enjoying a new experience at the cinema. Sci-fi/technology enthusiasts will be interested in the film due to all the hype created about the outstanding technology used and will want to judge for themselves and see exactly what the hype is all about.

¨ People were able to access the film websites and download/share data across iPods and phones allowing people to view trailers/photos and other media related to the film at accessible reach, anytime, anywhere. This appealed to those interested in technology.

¨ An Avatar game was released to all gaming platforms such as PS3, Wii and Xbox360 so this appealed to gamers. The game was like many others – full of action, adventurous, animated. This appealed to young males. From this, these people were more likely to want to go and see the film as they would have played the game.

¨ Teenagers have been targeted through the use of the Facebook/Twitter Avatar pages. Teenagers are the main users of these networks so therefore would have been targeted.

¨ Trailers of the film were shown during other films that the target audience were most likely to watch. This way, it attracted the intended audience.

¨ YouTube’s homepage was also taken over across 15 different countries with an Avatar masthead and a trailer of the film. YouTube is accessed by millions of people everyday so therefore they would have all seen it and so been made more aware of the film. It also shows that the film appeals to many audiences as hundreds of different audiences go onto the site.



¨ The UK London premiere made the BBC 10pm news which reached out to older audiences, such as parents and teenagers. This ties in with the 12A certificate meaning children younger than 12 must be accompanied by an adult over 18 years of age. This means younger children who want to view it are most likely to be taken by their parents who will also sit through and watch the film. These parents could have been targeted and gained more information about the film through the slot on the news following the premiere.

¨ Other ways in which the audiences were targeted include through the plot and genre of the film – action/sci-fi adventure which targets people interested in such films, the actors involved in the film – fans would be interested in seeing actors new roles and from the director himself James Cameron who also directed the major hit Titanic which holds the all time box office record. This would make people interested in his latest film to see if it lives up to expectations and whether it is as good as his previous films.