The certificate for the Avenger is PG-13. The film is aimed at pre-teens upwards. The violence and use of explosions wouldn't be suitable for any children younger as it might scare/disturb them.
Gender:
Stereotypically males would be attracted to the Avengers because it has the concept of superheroes and a lot of action and violence. In the BFI stats says Captain America was male dominant in its audience with 78% being males and 22% being female. As Captain America is part of the Avengers then the audience gender balance will most likely be similar to Captain America statistics. NRS Social Grade:
The social grade will be similar to that of the hobbit because the Avengers is part of the Marvel comic book series and has a fan base like Lord of the Rings does, except Marvel is science fiction not fantasy. It is expected that the social grade will vary A/B, B/C social grades, because the plot line of the film was formed by individual characters plot line and back story in their previous films. So you really needed to watch the individual films before hand.
Characteristics and Values:
The characteristics of the audience would be have a love for science fiction and the die-hard fans of the Marvel comic books would be definitely go see the film or have those qualities. Not all people would have gotten into the comic books but they would like the superhero concepts and the idea of having superpowers (I am part of that group).
For Merchandise and convergences it is pretty vast. For the Marvel franchise you can get anything on a shirt, mug or little nick-nacks (Captain America USB etc). All these characters are ionic in their own way.
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