Sheera, Patricia and Dominic: Q5: Who is the target audience and how have they been targeted in the UK?

As James Cameron states in the clip above, Avatar has needed to target a wide range of audiences in order to recoup its costs.

However he also said that 'Avatar sort of plays in the ad materials as a boy's movie, which I don't think it is. Our biggest challenge now is letting females understand that this is a movie for them- it's not like Titanic where its obvious.' (Vanity Fair)

Distributor 20th Century Fox reported that the audience breakdown of people who went to see the film was 57% male and 62% were aged 25 and older.

Young Adults in general are targeted through the internet on interactive websites such as Facebook and Youtube. Also targeting them the films symbiotic relationships with companys such as LG and Coke Zero. The trailer has been shown on MTV which is mainly associated with young people.

Males: strong male lead character

action scenes- explosions and battles shown in the trailer

Avatar video game release

Females: strong female characters

love story – emotions

“So often, movies feature female characters devised by men who see women as either sex objects, victims or somehow awaiting rescue. In "Avatar," you'll meet the female leader of the Navi. She marries the king, but it is she who "interprets the voice of god." Michelle Rodriguez plays a serious butt-kicking helicopter pilot. And Sigourney Weaver plays a chain-smoking scientist whose involvement with the military goes from shaky to complete rebellion. Loved them.” - He Said She Said movie review.