The document discusses the importance of conducting market research and obtaining audience feedback when developing films. It notes that test screenings are used to gauge audience reaction and ensure the film's message and potential success are understood. The feedback from these screenings can inspire changes to better engage target audiences. However, test screenings are also expensive and opinions may be subjective. Sample questions for test screenings are provided. The document also outlines the process of obtaining feedback at various stages of product development for a psychological thriller film project and how that feedback was used to refine the trailer, poster, and other marketing materials.
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http://sandymillin.wordpress.com/iateflwebinar2024
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2. WHY RESEARCH AUDIENCES AND THE
MARKET?
• Distribution companies will conduct market
research as “audiences have more influence
on Hollywood than the other way around,
because Hollywood has more at stake in the
relationships between audiences and movies”
(Stempel, Tom “American Audiences on Movies
and Moviegoing”).
• A key method of investigating audience
opinion is test screening new films before they
are released. This is done to ensure: that the
film’s message is being received and
interpreted correctly, and measure a film’s
potential success at the box office. The film
can be changed depending on the feedback of
the audience.
3. THE IMPORTANCE OF AUDIENCE FEEDBACK
Feedback from audience members can help inform the filmmakers how
successful there film was in engaging their target audience. The feedback left can
help inspire a change and encourage development in terms of creativity in
production. This can also have a positive effect on the audience as it is a
collaborative process and breeds a personal connection between the audience
and the film.
4. THE VALIDITY OF AUDIENCE FEEDBACK
However, test screenings are VERY expensive.
Some opinions can be subjective and not helpful
to the improvement of the film or frequently
change. Trends are unpredictable and there are
high levels of risk financially for
filmmakers/companies if the audience hates the
film. While any market research may not be
accurate it still gives an overview of what the
audience thinks and provides more of a safety net
to avoid financial losses.
5. SAMPLE TEST SCREENING QUESTIONS
https://www.thehealthcompass.org/how-to-guides/how-conduct-pretest
6. OUR AUDIENCE
Our primary audience are females aged between 15 and 24 that may be
students like our main character, Rose. Our secondary audience are
males also of ages 15-24.
In terms of thrillers and demographics, it can be hard to pinpoint the
exact group. Students are usually in the E classification. However,
unemployed people and casual workers are also in this group and may
not enjoy a psychological thriller like, Dear Rose. Overall, our audience
demographic is E (because we are targeting students or people in
education), but from previous research the most common demographic
group is C1. It is likely that people also from this group would be
attracted to our film.
Demographics
7. OUR AUDIENCE
Our primary audience are females aged between 15 and 24 that may be
students like our main character, Rose. Our secondary audience are
males also of ages 15-24.
It is common for students and people aged 15-24 to be in
the explorer category. They seek individualism and
experience as well as adventure. I think that these values
are reflected in our teaser trailer, as evident from our
feedback. Our feedback was from people that are the
same age as our primary audience so it was very relevant
to improving our products.
Psychographics
8. PITCH PRESENTATION FEEDBACK
On my journal I have listed some of the feedback that we received after
presenting our pitch. The most common comments were:
• That we had developed a strong brand identity through the rose and its strong
symbolism
• Concerns about the development of character’s and ability to express their history
in a limited time frame
• Differences in how the audience would view the antagonist versus Rose’s
perspective on him
We got this feedback by having a discussion after our presentation in which we were
able to explain our choices and answer questions about them.
9. PITCH PRESENTATION FEEDBACK
This feedback was very useful as we were in such
an early phase of our planning. We were still at a
point where we could change and generate ideas,
therefore the comments regarding the characters
and narratives were constructive. We were able to
decided to remove the history between Rose and
Casper and just have hints that they knew each
other when they were young.
I also decided to plan more research into the film
Sleeping with the Enemy as it was discussed as
having similar themes to our film. Upon researching
this I also found Fatal Attraction. Both of these
films were vital in inspiring our promotional
package and I used them frequently in research.
Our response to feedback
10. USING REAL MEDIA TEXTS
By researching Fatal Attraction and Sleeping with
the Enemy our planning was changed in terms of
representation. After looking at these films we
decided to focus on the female protagonist rather
than Casper’s background. The reason for this
being that both females in both movies are the
prominent characters that have the most screen
time and are affected the most despite one being
the stalker herself.
Additionally, we found the representation of Glenn
Close’s character and decided to have Casper on
the magazine cover, as most stalkers are
portrayed negatively due to mental health issues.
However, by having the light behind Casper on the
magazine, it suggests that later in the movie there
may be a shocking revelation.
11. ROUGH CUT FEEDBACK
We received this feedback from some sheets asking questions regarding genre
etc. I have created a PowerPoint on my journal showing the different sheets of
feedback we received. Below is a table showing the key feedback we received.
12. ROUGH CUT FEEDBACK
Our response to feedback
From this feedback on the teaser we
changed some more audio levels and
decided to remove any unnecessary
shots from the continuity sections like
Rose walking to the front door. We also
added more depth to the magazine
cover by putting a glow behind Casper
and adding the clouds behind the main
cover line. To the poster, we removed the
green line from around the arm and
removed the shadow effect to the title.
13. ROUGH CUT FEEDBACK
Ultimately, our products were far more improved after having this
feedback. If we had not conducted this feedback process our main
product and ancillary texts would have been much lower in standard.
Below are some images of the difference before our feedback and
afterwards.
14. FINAL SCREENING FEEDBACK
For our final screening we
played our trailer and
showed our poster and
magazine cover to our class
and they then commented
on our YouTube channels
their feedback for our whole
promotional package. The
comments are shown on the
right.
15. FINAL SCREENING FEEDBACK
The concluding feedback was overall very positive. It is clear from the comments
that the audience understood the genre and the main themes of the narrative
and liked the sound effects in combination with the shots we used. Below is a
word cloud of the feedback.
Sound
Tension
Genre
Conventional Shots
Transitions
Variety
Effective
SuspenseStoryline
Theme
Teaser
16. OVERALL EVALUATION
In terms of how successful our marketing campaign was is evident in the
feedback. Our main aims of this campaign was to clearly get across the narrative
themes, genre and to create suspense/tension as this was prevalent in all the
genre and sound research. A way we worked on this was improvement on sound.
Feedback from our rough cut included suggestions on improving the sound. We
worked on this via adjusting the audio levels and adding audio fades when a
different sound was introduced. From the final comments it is clear that what
once was a weakness is now a strength in our teaser trailer due to feedback. Also
the fact that the storyline and themes were understood so well is because they
can be identified in our other ancillary texts, this demonstrates the effectiveness
of our brand identity.
17. THE EFFECT OF FEEDBACK
Here are the drafts I made of the magazine cover and the poster in
comparison to our final products. It is evident that although learning more
skills and becoming more comfortable with the software played a part in this
development, the feedback was also instrumental to finding changes that
would help our products to not only look more aesthetically pleasing, but
also connect with our audience more.
FINAL INDIVIDUAL DRAFTS
