A mood board for each of the target audiences for The Descent along with Rubicam's 4'C

1. Primary Audience - This audience will be females who are more likely to be empowered
and independent because in The Descent, this portrays the empowerment and
independence of these women because it is an all-female cast. Also the group of
individuals would be horror lovers, who love the adrenaline rush of being scared from
horror movies and love the elements of a horror movie. Also, the age range would be 15-
25 year olds, because this movie targets more of a younger age because they are more
likely to enjoy horror films better and to handle jump scares, blood and gore, etc. Their
hobbies and interests would be watching movies either at home or at the cinemas, also
maybe socialising with other individuals, also they would have interest in different types of
genre for movies, including horror. Also the socio-economical grouping is E, which are
people living at home, also people such as students, and the unemployed.
For Rubicam’s 4c’s, this primary audience would be the mainstreamers, who love the
blood and gore, the jump scares and the other elements because maybe they want
someone else to come and watch the movie with them because their life choices are more
likely to be ‘we’ rather than ‘me.’

2. Secondary Audience – This audience will be males, because they are the ones who are likely to be
interested in seeing all-cast women in a horror movie. Also, the age range of this secondary
audience will be 15-25 year olds because this movie is more likely to target a younger age group
because they are more likely to enjoy horror films and to handle each element contained in these
horror films. Also the group would be horror lovers because they are likely to enjoy horror films
because of the elements such as the jumps, the blood and gore, the killers, and a few more horror
elements. Their hobbies and interests are probably going out and socialising with others, or
watching movies at home or going to the cinema. The socio-economic group would be Group E,
which are people with disposable income, people living at home, also people such as students and
also unemployed people.
For Rubicam’s 4c’s, this target audience are more likely to be the explorers, because they are
more likely to be challenged to have confidence in watching this movie, in which more likely they
are because they are more confident in taking on challenges such as watching a scary movie.

3. Additional Audience- This audience would be Extreme Sport
Lovers, such as people who love different extreme sports such as
mountain bikers, rock climbers and many more because in The
Descent, they engage in rock climbing down the cave and inside it
to find the way out. Also the age range would be 25-35 year olds,
because Extreme Sport Lovers are more likely to land within this
age range. Their hobbies and interests would be watching
Extreme Sports, also doing Extreme Sports as a hobby or as a
career, also some Extreme Sport Lovers would like to watch
movies containing Extreme Sports or some type of activity to
relate to that. Also the Socio-Economic Grouping would be group
C1, and Group C2 where it consists of people who are skilled
individuals at certain things.
For Rubicam’s 4c’s, This target audience are likely to be the
succeeders because they are the ones who are more likely to
have a strong goal orientation and are more likely to be very
organised. This target audience are also aspirers because they
are the ones who want to achieve high in life, hence why they love
extreme sports. Also this additional audience would be Dinkys
because they are more likely to have double the amount of income
and also no kids at all.