The certificate of Life of Pi is a PG (parental guidance). From the trailers also the film is more about the visual effects and a nice story line. Life of Pi is a family film, this means the age range is approximately from children to grandparents. Because of the nice, thought out story line it would entice the older generation as well (From BFI stats people in the mid-forties onwards are going to the cinema more often then before). Gender:
This film is aimed at both male and females. It most likely swings more to the female side because of the colour and beauty of the visual effects, because males tend to dominate films with a lot of action and adventure. Life of Pi is a adventure film, but the type of action isn't the kind that appeals to males.
NRS Social Grade:
To compare Life of Pi to Stats from the BFI year book, Life of Pi would fit into the AB social grade. If I was to go by this, then the DE grade wouldn't find it appealing because it hasn't got a "simple" plot line. The way the social grade is portrayed is incredibly snobby. It could be viewed by those in the DE grade, but because of the quality of the film by BFI standards it would appeal to the AB grade.Characteristics and Values:
The audience of this film would enjoy and go for the visual effects which have been widely advertised. It would mainly pull in a family crowd and also the more mature section of the population. The visual effects is the main pull in for the audience because all print media advertisement focuses on that aspect.
From the official website it may be a family film, but not for youngsters. The merchandise and different convergences are aimed at young adults and teens. The convergence of the website talks about sharing "message in a bottle", facebook and twitter.
In conclusion Life of Pi is aimed at the AB social grade and is a family film but isn't aimed at little children as much. The film is more about the visual experience then the plot line from the different advertising media.
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