What have you learned from your audience feedback?

1. Evaluation Task 3
What have you learned from your
audience feedback?

2. Introduction
When the film industry produce a film, they will want to get positive feedback on release
from customers. This is why films run film screenings on selected audiences of both their
target audience and other viewers. This is so that the production team can get feedback
on what the audience liked and disliked about the film.
Marketing research is also a huge part of the film industry in both time and money spent
on it. The film industry want to research what target audience will be most effective at
aiming for and what kind of film is estimated to do well at that period of time. For
example, if the research shows that films based on space travel are becoming more
popular, then the film industry might start producing films with that subject involved in the
narrative due to a popularity increase in it.
Test screening and market research are one of the most important parts of film
production as it is crucial to target what is popular or has potential to become the next
big film. Test screening allows the production team to see if the film lacks popularity in
areas and needs changing to increase popularity and audience satisfaction; while
Marketing research is gathering, analysing and processing information on what
audiences popularity of films.

3. Our Target audience are teenagers and young adults, between the
age of 15-25 years of age, whereas when I researched my target
audience the demographic was 18-27 years of age.
The age group was targeted at 15-25 years old because increasing
numbers of Horror films are becoming Strict 15 ratings for age,
implying that the general target audience for the films has
decreased in age down to as low as 15 years old. The gender and
ethnicity are not taken into account and the main focus is on the
age groups. This was so that it allowed us to attract a larger
audience and focus on the target audience that we were working
with.

4. First stage of feedback –
Pitch Presentation
The first area that we gained feedback from was our Pitch presentation. Then the audience
asked additional questions on anything else they wanted to know about the pitch. We
answered the questions while taking notes of the questions asked and the answers we
responded with.
We discussed the feedback and noted what we could do in reaction to it, we looked at
possible changes and ways of improving aspects that were thought to be needing
improvement. We found the feedback useful as it gave us a view that we might have not
considered and allowed us to have an insight on weak points that we might have not noticed
before.
In a late group meeting we looked back again at the feedback from the pitch and decided to
slightly alter the storyline, adding in a new antagonist and time period the film would be set in;
also changing the genre from teen horror to just horror.
Lastly before starting production we looked back at the
pitch presentation and previous work and decided that
the original idea of having a single eye would become
a image of one side of the antagonists face with the
eye at the centre of the image to stay to the original
idea of having the eye as the centre point of the poster.

5. Second stage of feedback –
Rough Cuts
The second stage of feedback was by performing a test screening for rough cuts of our
teaser trailer, poster and magazine cover. Each group of audience was given a
feedback sheet. From there, each group wrote their thoughts and opinions on what they
thought went well for each product and what needed improving or changing.
We used the feedback from each group to then improve what was recommended to be
changed or improved upon. Feedback that re-occurred in each feedback group was
considered most important as it was requested by a large population of the test screen
audience, while other feedback came after and were improved after major issues were
dealt with.
The feedback also gave us an insight to issues with the
poster where he font that we had chosen didn’t entirely
match the theme of the film so the font was changed to
the same font that was used in the trailer as it was much
more preferred within the audience and looked much better to the theme. Secondly the
colour scheme of the magazine was changed to match some issues of the magazine
brand we had gone with. Furthermore, some sound-work was changed as it sounded
uncomplete and out of place, while new ones got added in tobuild upon the horror
aspect of the trailer.

6. Removed sound
clips
Alterations in sound-work after rough cut screenings
Added sound effects to build
suspense and, strengthen
Horror

7. Final stage of feedback –Final
products screenings
 How did you get this feedback?
The last stage of feedback we gained was on the
final and finished products. We got this feedback
through the use of the YouTube comment section.
We asked our audience to put honest feedback over all 3 products
that were shown to them.
Here are the comments received by viewers of the 3 marketing
products:

8. We were happy with the feedback as the majority of it was positive and
showed us that the audience were much more pleased since the Test
screenings. We had changed problems that were in the products and
had done them so to suit the audience requested.
We thanked the audience for the positive feedback and expressed that we
appreciated it highly. Although their were pointers on the audience that they
thought could have been improved. Here are some of the points that
audience pointed out that could have been improved.
This showed us that if we could change anything it would be small
alterations to the sound-work and also making the other subject being
advertised in the magazine more clear that it was a side subject and wasn’t
part of the advertising for the main product.
We as the production team went back and looked at all 3 marketing products
and said if we had the same thoughts as the members of audience that had
pointed them out. If we did then we noted down what we should have done
better but overall most audience and the whole production team were
pleased with the marketing products.

9. Considering that the vast majority of feedback received by the
audience was positive and featured small comments like,
“Good Job” – Hann Solo, “A lot of improvement from the rough cut
as well.” – Dave Millen, “Really good trailer overall” – Jade
Keeley.
This made us very proud and happy of the marketing campaign
and implied that it was effective and highly liked in the target
audience that we chose. The feedback suggested that the
marketing campaign was very effective but could do with some
finishing changes to polish off the marketing products; however
the vast majority of audience enjoyed and liked the marketing
products meaning that the overall marketing worked very well at
clearly getting the message of the film being advertised to the
audience and also capturing the audiences attention so that they
want to watch it when the film would be released.