The document summarizes feedback from a focus group on a trailer for a horror film about demons. The focus group identified that the trailer targets a younger female audience. They felt the genre was horror based on bloody imagery, suspenseful music, and demonic themes. Several shots stood out like a bloody handprint on a book, characters in danger, and a final scream. The demonic possession comes from a mysterious book and affects the character of Ellie. Most felt the plot was understandable from the trailer as a camping trip gone wrong due to demonic forces, though the full film was needed for the entire story. The soundtrack effectively built tension and matched the intensity of shots. Most said the trailer interested them and they wanted to

1. Cloven Focus Group feedback

2. In your opinion, which gender does our
trailer target?

3. What age range does our trailer target?

4. Can you identify the genre of the film?

5. List three points in the trailer that help
you identify it with this genre?
• “The Demons”, “The use of blood”, “Dramatic music”
• Gun to the head”“Suspense”, “The unknown”, “Possession
[theme of”
• “bloody handprint”, “background music”, “finale scream
[Nadine, basically!]
• “bloody hand print on the book”, “music”, “gun scenes”
• “loud scary noises”, “horrific imagery”, “implications of
death”
• “clothing”, “demons”, “blood”
• “blood”, “scream”, “demons”
• “high pitch long scream with no on screen image”, “bloody
hand print on book”, “speech: you have to get out of here”

6. Describe three shots that stood out to
you as an audience member?
• “the ending: boom boom boom – quick witch between shots”, “the
ending scream”, “the gun shot”
• “shooting [sequence]”, “gun found on the ground”, “signs presented
on campsite [symbols on tent]”
• “bloody hand print”, “gun to the head”, “dropping of the book”
• “Gun to the head”, “the scream at the end”“Girl crawling away from
possessed friend”, “dude shooting himself”, “the line: there’s
something wrong with meeeee”
• “book with bloody hand print”, “ellie’s movement in the end shots”,
“Josh shooting himself”
• “wanna share a tent[no I don’t get it either??!]”, “sun drop”, “book
handprint”
• “scene in tents: warning from ellie to nadine”, “when book is first
opened: its clear this has relevance and could be a contributor to
the film”, “gun shot at the end”

7. Can you identify the villain in this
trailer? How are you able to recognise
them?
• “the freaky book – because when touched bad things
happen”
• “No. as far as I’m aware they have not appeared yet –
only through characters”
• “Ellie… dirty look”
• “Ellie and Josh”
• “Demons e.g. Ellie Reed”
• “Book of demons – Ellie… make up is scary”
• “Demon book?”
• “Ellie?”

8. Is the plot of the movie clear and understandable
from the trailer? If so, please give us a brief
description according to your knowledge from your
viewings of the product?
• “No, not entirely, introduced to clips of the film but for full understanding
of the plot the whole film must be seen”
• “Camping trip, book/scripture possess’ woman, and so forth?”
• “Yes, it suggests whats going to happen leaving you inquisitive, wanting to
find out more”
• “someone gets possessed and people are at risk”
• “camping in the woods, possessed by demons, murder and carnage”
• “goes to woods, book possesses people, people die and wounded”
• Yeah… Ellie is possessed, someone kills themselves, ellie kills people”
• “Yes because the beginning shows how the group are preparing for a
camping trip, later on the use of sound, imagery and props shows the
demonic possession which occurs in the trip. It leave you wondering what
is to follow with regards to the group and their mental state”

9. Does the soundtrack compliment the
shots used in the trailer? If so, why?
• “Yes, it adds to the intensity”
• “Yes. Dramatic moments matched with music”
• “yes, adds to the “on edge” feeling”
• “yes, it builds tension”
• “yes but too “action” in places”
• “yes matched shots and cutting”
• “yes, at the end it adds dramatic effect”
• “yes, it adds suspense and dynamics to
accentuate the mood, but also silence to further
build suspense and mystery”

10. Does this trailer interest you? Would
you go to see this film?
• “no, because I would be too scared”
• “It would be interesting to find out the reasons
behind the events and whose responsible.
However I’m personally not a fan of horror films”
• “yes”
• “yes”
• “yes”
• “yes”
• “yes?”
• “Yes…”

11. Questionnaire Examples

12. Questionnaire Examples Continued