The Process:
The certification of a film can greatly affect the type and age of audience that come to see a product. For our research into audience, we have therefore looked at the possible certification of our proposed product and its target audience. To first understand ratings of films we needed to understand the process of certification. This is carried out by at least two examiners on films that are due for theatrical release, and are judged using the published guidelines. Decisions on certification are often passed onto the Senior examiner for final approval, but when examiners are in doubt or fail to agree, the product may be seen by a member of the board. When more challenging products require certification, many opinions are taken into account before a final certification is passed. When deciding a certification, examiners look at criteria such as sex and language, whilst also considering the context. The consideration of the context is important, as many films such as Memento contain the violence of a 12A, yet the psychological feelings evoked after watching make it an 18. The aim of certification to protect younger audiences from media that may prove harmful to their well being, or hinder their age dependent development.
Application to our product:
The common certification for films in our genre is 15, this is seen in some of our influences such as The Town. However, a film such as Drive (2011) was rated an 18, and in comparison The Dark Knight (2008) was rated 12A. For our own product we want to aim for a 15, as it will allow us to reach a wider audience who may enjoy the action/thriller genre, whilst also allowing for a certain level of violence or thrills to be in it. Furthermore, the largest potential market in the UK is from 15-25, thus meaning our product would be directed at this.
EJ
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