Evaluation Question 3

1. WHAT HAVE YOU LEARNED FROM
YOUR AUDIENCE FEEDBACK?

2. WHY DOES THE FILM INDUSTRY SPEND SO
MUCH TIME AND MONEY DOING TEST
SCREENINGS?
• They do this to see whether their planned target audience in their market research matches how other
people would view their film. The audience can help market the film for free through word of mouth
• They would trial the film with different audiences to then make sure that the film is best suitable for what
has been chosen, getting feedback from every audience to see how each group found the film and if it
suited better to their favourite genre or one completely different.
• Without received feedback creators wouldn’t be able to find out what works best and what may need to
be changed and improved to make the film successful so it is extremely important
• Once they have found their target audience they find what styles of posters and magazines then would
suit the certain genre type.

3. FINDING OUT WHAT AUDIENCES LIKE
THROUGH MARKET RESEARCH
• Market research can help the audience find out how to get the best target audience
addressed
• An example of a film that was helped due to audience and market research is ‘Dirty
Dancing’. At one stage during the production the film was going to bypass cinemas
altogether and early test audience reactions were hostile to the film, to the point where
a straight to video release was considered.

4. WHO IS OUR TARGET AUDIENCE?
• A good example to link our target
audience to is ‘Ten Things I Hate About
You’ because as well as being a comedy, it
features a lot of lots of drama that teens
would be interested in, with similar
iconography, featuring mean girls.
• We decided that our primary target
audience would be females from around
the ages of 15 to 24 years and our
secondary target audience would be
young children from the ages 12-14.
• If we had not done primary research of
our target audience we would face issues
when it came to create our three media
products because the target market needs
to be established in order to create three
suitable media products

5. AUDIENCE FEEDBACK FROM OUR
ROUGH CUT
• Above is our rough cut, some of the feedback that we got was…
• “Change the music to be more suitable for the genre”
• “Add a wider variety of different editing skills, e.g montages”
• “Improve the lighting in some of the shots” •
• “I really liked the storyline and the mis en scene, some improvements could be made
such as audio”

6. FEEDBACK FROM OUR MAGAZINE
COVER AND POSTER
• Feedback from our Mag:
• “The colour is quite bright, try matching it to the poster”
• “I like the picture used as it shows the main characters”
• “Look at colour schemes that work together on the magazine”
Feedback from poster:
• “The choice of picture is really
good, the lighting is great”
• “The actors names should be
clearer and fit in the box”
• “I like the music sheet to tell
us that it is a teen drama
focused around music, the
tagline could be catchier”

7. • After looking at the feedback we realised that
there were quite a few changes that we would
have to make to make sure that the teaser
trailer fit the genre types conventions.
• Instead of using one piece of music
throughout the whole pieces, we had chosen
different audio to fit different parts of the
trailer. At the beginning we used a simple
calm music to introduce the audience to the
first main character entering the school. After
this, when we are introduced to the rest of the
cast we found an indie rock piece to fit the
time it has been set in.
• We also made sure that the music’s volume
reduced when it came to pieces of dialogue so
you could hear the music better.
USING THE FEEDBACK FROM OUR
ROUGH CUT

8. USING THE FEEDBACK FROM OUR
ROUGH CUT – PART 2
• As well as this, we also used some of our
skills to create a wider variety of different
editing techniques. As you can see in the
video we used a split screen to show
different parts of the same scene to show
what different characters are doing to show
depth.
• We then made sure all the shots were at
similar contrasts to the lighting between
different scene were very stark, by using a
tool to alter the saturation, contrast, etc.
• At the very end of the trailer, we used a shot
of one of the characters laughing to show the
light-heartedness of the film, sticking to a
key convention of teen dramas

9. USING THE FEEDBACK FROM THE
POSTER AND MAGAZINE COVER
• After looking at the feedback we had
decided to make some drastic changes to
the poster. We decided to put all four
names at the top, as well as adding some
critics reviews to give the poster some
authenticity.
• By completely changing the poster we
were able to create continuity and
synergy across all three products.
• When it came to the magazine, we had
decided to use a similar colour for the
background that we did for the poster.
We made sure that the colours work
better together and used different effects
to make sure the cover didn’t seem flat
and had some dimension to it

10. FEEDBACK FROM THE FINAL PRODUCTS
• The final audience feedback suggests that our marketing
campaign was successful as people have mentioned that all the
media products link well and people would be interested in
going to see the film if it were to be shown in cinemas.
• From the feedback I have learnt that brand identity is key when
creating a marketing campaign because the audience should
be able to recognise each one of our products.
• As well as this audience feedback helped us to see what the
target audience would like the most, we were able to adjust
the products in a way which would have tailored to their
interests, likes and dislikes, e.g. colour schemes and poster
layouts.