2. Introduction
Feedback is essential to the film industry, as it gives the film
companies and production teams guidelines on what the target
audiences both like and dislike about films as well as relative
guidelines on what they would like to see in a film as well as
what they wouldn’t. This allows production teams to work
accordingly with their feedback and the likes and dislikes of their
target audiences to ensure that when a film is released it is
received well and is a hit with the target audience. This then
saves the industry money on a film which could be a potential
failure when released as they can use the feedback to alter the
film when it is test screened to fit within accordance to the
feedback so that when the film is released to cinemas the target
audience enjoy it and the feedback is positive making the film a
hit and ensuring it grosses more than it cost to produce.
3. Our target audience
We used research on websites such as Pearl & Dean to discover
what our target audience was (mainly male or female as well as
age and genre preference) through looking at statistics from films
such as Brotherhood which shares many similar elements to our
film as it is also a crime drama based in England. The research
came back as Brotherhood’s audience when the film was
released statistically was 70%/30% male/female ratio with the
main age brackets seeing the film being 15-20 and 21- 28. We
then used this to formulate our own target audience which was a
male, 15-25 who enjoyed crime dramas. We then went around
our class getting feedback on whether they would watch our film
once we had pitched the narrative of the film and our feedback
re-enforced our previous target audience research.
4. Rough cut feedback
The table shown on the next slide is the feedback we received from
the rough-cut screening of our three marketing elements; the poster,
the magazine cover and the teaser trailer. We got this feedback
through handing out feedback sheets to the members of our class
and family members and then we took this raw data and turned it
into a table in which we could assess the strongest and weakest
parts of our marketing elements and then make the required
changes for each of the three elements so that when we screened
the products the second time they would receive better feedback.
The feedback was extremely useful as we were then able to make
all the changes we needed to make for the next screening and it
gave us an insight into the likes and dislikes of our target audience.
The changes we made I have gone through below in three parts; the
teaser trailer, the poster and the magazine cover
5. Rough-cut feedback
Excellent Good Ok Poor Very poor
Mise en scene Xx x
Camera work xx X
Editing X xx
Sound Xxx
Poster image X Xx
Poster style Xxx
Mag cover image xxx
Mag cover style Xxx
6. Teaser trailer changes
The mis en scene and camera work for the
teaser trailer were shown in the feedback to
be our strongest elements of the teaser trailer
so when we were making changes we altered
these slightly however we focused more on
the editing and sound aspects of the feedback
for the trailer as these were shown to be our
weakest elements.
7. Teaser trailer - editing
When making changes to the editing we decided to use
a technique in which the teaser trailer starts off at a
slow pace and then gradually builds in pace up to a
very fast pace of montage clips which then comes to a
dramatic last scene in which the build up has led to
therefore increasing tension and drama. When we
screened the rough cut of the trailer our editing build up
was slightly slower in pace so we decided to change
that and increase the pace of the build up and pace of
the trailer in general. We also added more clips to
increase the montage element of the editing throughout
the trailer.
8. Teaser trailer - sound
When we screened the roughcut of the trailer we didn’t
have a soundtrack attached to the trailer just diegetic
sound from the clips we had put in. So we had to create
and insert a soundtrack which was relevant to the
genre and style of the film and trailer which we chose to
use a genre of music called ‘Grime’ which is known for
being quite gritty and often connoting crime and
violence within it. Once this has been created and
added we then focused on adding the non diegetic
sound effects as well as the diegetic sound we needed
to make the trailer seem fully developed and finished.
9. Poster
Here is the poster we first
screened to the class and they
gave us feedback for, in the
feedback it was clear they liked
the images we used however it
was the style that let us down. So
we decided to focus on changing
the style of the poster and the
changes we made are shown in
the next slide.
10. Poster
The changes we decided to make were
soley based on the style of the poster
instead of the images we used as we felt
they were effective however just needed
changing slightly. The first thing we
changes was the colour scheme as we
switched from blue to red as red was more
fitting for the genre and style we were
aiming to create, we also changed the
contrast and brightness of the poster to a
lower level of brightness and less of a
contrast as we wanted to the characters to
stand out however we wanted it to look like
they were actually standing in front of a
tower block.
11. Magazine cover
This was the magazine cover we
showed during our rough cut
screening and the feedback
showed that the audience liked
the image however the style of the
magazine they thought needed
improving as it didn’t quite fit in
with the house style of Total Film
magazine or link with the other
two elements of our branding and
marketing. The changes we made
are shown on the next slide.
12. Magazine cover
Here is the finished magazine cover in which a lot has
been changed to the style compared to the rough cut
version. Firstly we changed the colour scheme from
black and white to red and white which fit in better with
our branding as we used the red and white for both the
ancillary texts. We also changed the background as this
then fit in with the house style of the magazine as it is
common for them to use one or more main characters
in front of a background image which is relevant to the
film itself. We then also added the police tape to fit in
with the branding used on the poster. The other
changes we made was adding the other text elements
which referenced up coming films as well as an image
above the ‘M’ in the Total film logo which is a screen
grab from an upcoming film which is used commonly in
their house style.
13. Final screening feedback
Excellent Good Ok Poor Very poor
Mise en scene xx x
Camera work xx x
Editing x xx
Sound xx x
Poster image x xx
Poster style xxx
Mag cover image xxx
Mag cover style xx x
