q3

1. WHAT HAVE YOU LEARNT
FROM YOUR AUDIENCE
FEEDBACK?
Evaluation Question 3

2. Importance of Test Screenings
Test Screenings are vital to films to accomplish a successful film fit for my demographic audience. This was created by
Harold Lloyd after doing it for the first time in 1928. It is essentially a preview screening of a movie or television show
before its formal release so you are able to record and test the audiences reaction. Along with this, the audiences we be
asked to fill in a questionnaire or audio feedback to identity the audiences opinion of the viewing. This allows the creators
to receive honest and critical feedback to inform improvements from their primary audience and possibly their secondary
audience too. After completing a test screening allows film makers to make appropriate changes to the film in response
to their target audience. Many film producers use this such as Paranormal Activity which was showcased at a variety of
film festivals for around a year before its worldwide release. Overall, a test screening is a significant aspect in the success if
a film for example The Conjuring which achieved an average of 90-95% positive feedback; this is rare for a horror film.
Surprisingly, men under the age of 25 scored just below 100% suggesting their primary audience are young male adults.
Harold Lloyd Paranormal Activity The Conjuring

3. Test Screenings Examples
Another great example of the advantage of test screening is The
Woman in Black as they did two test screenings. To begin with
they did a variation of ad campaigns to create a successful buzz.
When receiving feedback one negativity was not enough jump
scares therefore they created more . Along with this the
protagonist within the film is Daniel Radcliff who too advertised
his film on YouTube as well as social networking sites. I have also
created a YouTube channel to receive feedback on my draft trailer
in the comments and by the number of viewings, likes and
dislikes it receives.
Director Steven Spielberg is a prime example of test audience to
identify what they want in a horror film. screening success. For instance
when Spielberg watched Paranormal Activity at his Pacific Palisades
estate in his bathroom he identified the door was locked which lead
him to believe that the film was haunted. This created a massive buzz
within the film world, attracting attention towards the film. Film
festivals are great to use as you can over watch the audience live
reaction when they watch the film for the first time. Both positive and
negative feedback are great when receiving feedback from your target
Paranormal Activity
The Woman in Black
Steven Spielberg
Daniel Radcliffe

4. Audience Feedback
Prior to our creation of our trailer and group feedback we created a survey on Survey Monkey to
question our target audience on what sub-genre is most successful. From this we identified our
target audiences psychographics by focusing on their opinions and interests within the horror
genre to allows us as a group to create a narrative which is based around the preferences of our
demographic audiences.
After the creation of the our horror trailer draft we did a test screening with our class who are our
target audience. After this we filmed the group feedback so we are able to refer back to it in the
future. We asked for both positive and negative feedback to identify what our audience want
within a film. This allowed me to understand the significance of a test screening as it enabled us to
understand the audiences likes and dislikes. We also witnessed a live reaction from our audience
when they watched it for the first time which allowed us to spectate the success of the jump
scares within the trailer.

5. Feedback: TRAILER
• NEGATIVE FEEDBACK:
Before receiving feedback as a group we had many concerns about certain areas including the
narrative structure of the film as a whole and soundtrack. This was correct when receiving the
group feedback as many suggested intertitles to explain the narrative as well as create suspense.
Also the group commented on how the music didn’t flow continuously as it was jumpy therefore
we changed the music to fit the trailer. Along with this we added hits and rises to create tension
when a jump scare appears. Another sound issue was that the dialogue was unclear when the
priest was present so I manipulated the sound to increase the noise level making it clear and
understandable.
POSITIVE FEEDBACK:
We received a variation of positivity with the camera shots and angles used to portray the
antagonist as the ‘villain’, such as the end scene of Miss Anderson walking towards the camera.
This consisted of a static camera which I edited to become fasted as well as inserted flashes to
create a blinking effect. Another positive acknowledgment was the location of filming as it created
ambient sound and added suspense.

6. End Result - TRAILER
• After receiving the audiences feedback from our trailer we established we were too harsh and
critical on ourselves in regards to our trailer. Receiving positive feedback, created confidence
within ourselves as we appreciated our trailer more. Along with this we identified that our
primary audience was engaged therefore we increased success towards creating a conventional
horror trailer. The criticism was very helpful too as the improvement suggestions helped us to
create our horror trailer more fitted for our audience. The most significant change we made was
the music, so as a group we all agreed that only some areas of the music worked well.
Therefore we choose a more suitable soundtrack which created more suspense due to the pace.
In additional to music we amplified the volume of the dialogue of the priest inside the church to
make her appear as a significant character within the narrative. Another narrative decision we
made was to add more intertitles to give the viewers a hint of the narrative to allow the
audience to make assumptions of the potential evens that occur within the feature length film
as well as create excitement and a buzz. We didn’t give too much away or otherwise the film
would be predictable.

7. Feedback: POSTER
• For my poster I asked a selection of my target audience to analyse my draft poster with both
positive and negative feedback to improve on.
POSITIVE FEEDBACK:
Most people liked the image I used as it signified
iconography pf the horror genre as well as the
religion aspect of the film. Also this is eye-catching
as the image is supported well against the colour
pallet used. The colours were also mentioned within
the feedback as they are all typical conventions of a
horror poster and create contrast. Another
positivity is that the composition of the image
works well as it pulls in potential target audience.
NEGATIVE FEEDBACK:
Most mentioned that the image could be a bit
darker to give the assumption of the film being a
horror. Therefore I added dark mist and change
the exposure of the image on Photoshop to
make it darker. Also the composition of the title
and credits needs to switched as it looks to
messy therefore I moved the title and credits
together in the lower bottom of the poster and
created a headline at the top of the poster to
attract viewers.

8. POSTER
BEFORE (Now Draft) AFTER (Final Poster)
From asking my target
audience to evaluate my
poster , it allowed me to
figure out what my
target audience expect
from a film poster. They
suggested to make the
poster more darker and
supernatural to fit the
sub genre, supernatural,
mystery horror. This
improvement was very
successful as now you
can clearly identify the
genre. Overall very
successful.
End Result

9. Feedback: MAGAZINE
• For my magazine I asked a selection of my target audience to analyse my draft magazine front
cover with both positive and negative feedback to improve on.
POSITIVE FEEDBACK:
Again my target audience really appreciated
my main image as it resembled my film
truthfully as it’s a horror with religious aspects.
This was supported as the picture was
captured in a graveyard with Miss Anderson
lurking behind a tree.
Also the dark mist was mentioned to also add
to the typical convention of a horror.
NEGATIVE FEEBACK:
The colour palette was complimented on
however some mentioned it is quite dull and
less eye catching. Therefore I added yellow to
the colour scheme as it attracts potential
viewers and consumers. Another improvement
was making the image darker as it looks too
bright and sunny so instead I dimmed the
image down on Photoshop making the
atmosphere more tense and daunting

10. MAGAZINE FRONT COVER
BEFORE
(Now Draft)
AFTER
(Final Magazine Front Cover)
Again I asked my primary
audience to suggest
improvements and identify
positive features within my
film magazine. One huge
suggestive was to change my
colour palette as it isn’t eye
catching within my target
audiences point of view .
Therefore I used white and
yellow as they compliment
each other as well as
highlight the antagonist
more. This development was
very successful.
End Result