The document discusses how film companies use test screenings to get feedback on films before their general release. It provides an example of how one film changed its ending based on negative feedback from a test screening. The feedback identified that the original ending was too depressing. Changing the ending resulted in the film being more successful commercially.

1. EVALUATION TASK 3
Callum McDonnell

2. THE FILM INDUSTRY AND MARKET
RESEARCH
• The film industry tends to spend a lot of time, money and resources into
test screening films in order to insure that there movie is a success. They
use these test screening to get reviews on there movies so that they can
work on these reviews and improve there movies through this. This
would allow the movie to become successful when it is finally released
and make money for the production and distribution companies. A test
screening is where the movie would be shown to a select group of
people before general release in order to get there thoughts on the
movie. They get the reviews on the movie by allowing groups of people
to watch the movie and then getting them to answer a questionnaire or
provide feedback in some form. In return the group of people get to
watch the movie as well as being paid by the film producers or
distribution companies.

3. THE FILM
INDUSTRY AND
MARKET
RESEARCH
• Many films companies use test
screening to get reviews from the
audience into what they think of
the film. An example of this is
where one film company
presented the test screening of the
movie “28 days later” as a test
screening to a group of people.
The audience gave reviews to the
movie and said that the ending of
the movie was too depressing.
From this the audience changed
the ending to the movie. This
resulted in the movie becoming
large success when the film came
out and was a result of the film
test screenings.

4. TARGET AUDIENCE
• Within our teaser trailer and our movie in which we were aiming to create we
had a particular audience in which we were targeting and marketing
towards. The genre of our movie would be thriller/horror meaning that it
would attract both genres. This is due to boys being attracted to the content
of the film whereas females are often drawn into this genre from this
mystery's and enigmas of the thrillers. For the age of our target audience it
would be mostly teenagers and young people with ages from 16-30. this is
because the majority of the characters within the film are teenagers meaning
that it would allow the audience to relate to them because of this. Within
demographics we said that the target audience would be categories C2, D
and E. lastly the psychographics of our target audience was aspirers as this
tend to apply to younger people and this is our target audience. This was
discussed within our pitch in the section of target audiences.

5. HOW DID WE GET FEEDBACK
• The way in which we received feedback was through us presenting and
showing the rest of our class the rough cut video. Afterwards they had
to answer a questionnaire and fill in a form about feedback. Within this
from in which they answered it asked questions such as what they
though about the film; what they liked about the film and what could be
improved. They also looked at the movie posters and the magazines and
answered similar questions and gave there thoughts on it. All the
separate groups answered different sheets meaning that we got 3/4 lots
of different reviews from small groups out of the class.

6. FEEDBACK
• The feedback in which we got was that in two
sections being strengths and weaknesses. To start
they said that some of the strengths of the video
were that the trailer had a very clear plot and
storyline and was very understandable to what the
movie was about. They also said that throughout
the trailer the shots in which we used were very
professional and made the trailer very interesting
visually to watch. They also understood the genre
and said it was very clear that it was a thriller trailer.
From the feedback the class also said that
they appreciated the way in which we followed all
the convention of a teaser trailer from the titles and
time management for the duration of the trailer.
Lastly for strengths of the movie was that the effects
during the montages scenes were very effective and
made it interesting to watch throughout it.
Some of improvements which we had included was that
the music was way too upbeat and didn't match the
scenes in which we were watching, particularly in the
montage part of the movie. The next improvement was
that some of the colours and brightness during the trailer
were wrong and had to be adapted to fit the genre better.
The titles were sometime unclear and the class had
problems reading some of them so we would need to
change these. Within the movie poster the improvements
are stated in another entry where we can see the
improvements take place and the feedback. The last
improvement was that the ident was poor and looked
unprofessional so we would need to change this.

7. HOW DID YOU USE THIS FEEDBACK?
• The way in which we used the feedback was by looking at the reviews in
which we were given and from that assessing which ones were useful
and which ones weren't. From the useful reviews and comments in which
we got we decided to keep the strengths in the media products and
change the things in which the weaknesses were talking about. From this
any improvements that the class said we changed to make it better.
These improvements such as “the music doesn’t fit the trailer” were
simple, meaning that to improve this aspect all we had to do was
change the music. We decided to listen to all of the weaknesses in which
we were given and make imporvemnts based ion them. We did this to
make the three media products as good as possibly can be in order to
make the marketing campaign a success.

8. WAS IT USEFUL? WHAT INSIGHT DID IT
GIVE YOU?
• The reviews in which the class gave us, I thought were very useful. This is
because our target audience is younger male and females. This means
that our class, which is full of both male and females 17/18 year olds,
was perfect and was our target audience. This meant that the reviews
they gave us were perfect and were very useful in order to improve the
three products in which we created. It gave us an insight into what
needed improving in the eyes of the consumer as we thought that the
main product and the ancillary texts were basically finished. But after
hearing the feedback we changed quite a few things that we thought we
wouldn't need to before. This means that our trailer and ancillary texts
would be more suited to the target audience allowing it to be more
successful and if it were in the cinemas it would more likely sell out
because of this.

9. DID YOU MAKE ANY CHANGES
TO YOUR WORK BECAUSE OF IT?
• We made multiple changes to all three of our
products after receiving the reviews and the feedback.
This is because we thought that the feedback we was
given was very useful and would allow our trailer,
poster and magazine to become a success. The
changes in which we made to the poster were that the
tagline was unreadable so we completely changed the
font and made it larger. We also brightened the
model in the poster as this was another improvement.
We also made some of our own improvements in
which we thought would make it better. As you can
see on the left the poster before and after showing
how we listened to the feedback and made
improvements based on them.

10. DID YOU MAKE ANY CHANGES TO YOUR
WORK BECAUSE OF IT?
• The changes in which we made to the trailer was we completely
changed the music as the reviews said that the music was right for the
trailer and didn’t match it at all. This was simple and changed the music
from a upbeat tempo to a more rapid scary type of background music.
Some of the other things in which we had to change was that sometimes
the brightness and the colors used looked a bit odd so we had
to improve them in the selected parts in which they said about. The last
improvement in which we made was that some of the titles were unclear
and weren't easy to read. From this we changed the titles so that they
were easily readable and easy to understand from the audiences point of
view.

11. W H A T D O E S T H E F I N A L A U D I E N C E
F E E D B A C K S U G G E S T A B O U T T H E S U C C E S S
O F Y O U R M A R K E T I N G C A M P A I G N ?
• The last audience feedback in which we got was in
the form of YouTube comments. This can be
seen below our video where the class gave their
final thoughts and reviews on the teaser trailer. This
meant that we got there overall view of the teaser
trailer after it was completed and the
improvements had been made. On the right we can
see all of the comments and the final thoughts in
which the class had on our final teaser trailer. From
looking at the comments I can see that we had a
great success in our marketing campaign as they
are all completely positive and I can't see any
negatives thoughts on the video. This shows that if
we were to produce the whole movie it would be a
large success as the reviews in which we got were
from our target audience. Overall the marketing
campaign was a success and the feedback was very
useful to help us make our campaign the best in
which it can be.