Audiences, film publics, and ticket-buyers

Who decides the audience for a film? The director, producer, scriptwriter, or the cast? They all have a vested interest in the success of the film but who decides the audience the film speaks to?

Will it be a love story for the young, for the old? Will it be a comedy, slapstick or subtle? A mystery or misunderstanding to be solved? Will it be historical or fantasy?

The reason for my questions is another attempt to address Bollywood film critics and western movie makers.

In western films, usually it is a single homogeneous audience that is targeted like young males, or lovers and couples, or children. Only a few films are considered family-movies where both adults and children alike can enjoy a movie together. Not so, with many Bollywood films. Often a Bollywood film will have two or three stories running simultaneously and often the various stories feature children, youth, and adults, so that the film appeals to old and young, and male and female.

My reason for pointing this out is that I find few western films that consider audiences other than young males. Yet, Bollywood critics seek to homogenize their films into a concentrated form that also will appeal to primarily young males. How can Bollywood critics complain about low ticket sales if they don't make movies for a variety of audiences?

Who buys film tickets? I have no demographic information at the moment, but if Shah Rukh Khan is considered one of the most highly appreciated stars in Bollywood, it is because many of his admirers are women. They are buying a lot of film tickets.