The document discusses test screenings and market research in the film industry. It provides details on focus groups and the two main types of market research - primary and secondary. The target audience for the film "Depth" is described as males and females aged 15 and over due to the thriller genre involving violence and kidnapping. Feedback was received on the teaser trailer pitch which was then used to improve the tagline, build more tension, and draw inspiration from other suspense-filled media. Sound was a key area of feedback, leading to changes like adding a heartbeat to build suspense. The marketing campaign was deemed successful for maintaining themes across products and portraying the thriller genre well.

1. By Emma Niemann

2. Film Industry on Film Screenings
All films use test screenings after they
have finished editing a film. A test
screening is a preview screening of a
film or TV show before they release it to
the general public to see. This is so they
can get feedback from a small target
audience to see if they need to refilm,
rewrite or edit any parts of the film the
target audience did not think would grab
the audiences attention.
During the past few years, test
screenings have become an integral
part of moviemaking- not only by the
major studios but also by
independent.
Focus groups:
These are formal screenings of a
film with very detailed
documentations of audiences
responses. Target audience
members, answer survey
questionnaires and are usually
interviewed. However focus groups
are expensive to run due to the
required equipment and large
amounts of data recorded.

3. Market research
 These are two main types of market research
 Primary: This is information you gather first hand yourself through
different exercises; like customer questionnaires or polls. This can also
include interviews with your target audience.
Secondary: This means collecting and analyzing information that
is already available and has been collected by someone else e.g.
reports, statistics and websites.
Market research alows the audience to give
their opinion, whether it is positive or negative
to give the film makers valid feedback.
Constructive feedback allows the film makers
to adapt and change the film based on the
audiences’ opinions.

4. Our film audience
Due to our film being a thriller genre, including violence and the storyline of
kidnapping we thought an age rating of 15 and over was the most suitable for
‘Depth’.
We have targeted this film at both female and male genders. The main character is
a young girl which relates and appeals to the female gender. However the action
content included will mainly appeal to the male gender but females too. This also
creates a strong relationship between the audience and the characters due to them
being in the same age group.
For looking at the demographics of the movie the categories would be categories C2,
D, and E. This is because we want to aim our film depth at younger people and
teenagers, so typically these different categories would be which these groups fall into.
We want to aim to attract this specific age and demographic of people as the film
features young actors which appeals to teenaged audience members.
Our target audience is aimed at both male and female genders aged 15
and over. This young age group enjoy the thrilling suspense and scare
the film provides.

5. Pitch feedback

6. The Pitch
 After creating our presentation for our thriller
teaser trailer, we then presented it to the class in
order to receive feedback so we can therefore
improve our products.
 We discussed the plot ideas and the themes we
have explored in our teaser trailer. We looked
into details about the main characters and what
there personality is like, in order for the audience
to become more familiar with characters and
their roles.

7. Positive Feedback
 Tagline and Titles: Catchy and linked well with our
thriller genre.
 The Characters: They were clear and worked well
within the storyline, the characters will also appeal
to the audience members.
 The Kidnapping Stimulus: Effective and builds lots
of tension.

8. Feedback for
Improvement:
 Watch TV shows that create suspense and
tension such as ‘Pretty Little Liars’ and
‘Riverdale’. Also looked into the film ‘Gone Girl’,
for inspiration and to gain extra ideas.
 Shorten the tagline to make it slightly more
catchy.

9. Our FeedbackThroughout the making of
‘Depth,’ we were giving lots
of feedback so that we could
improve our work frequently.
When we done our first
screening of our first draft of
the film the class watched and
gave us feedback.
Our strengths and
improvements from the
class regarding our
first screening
After screening each others videos, we also left comments on YouTube, stating our opinion of
the teaser trailer and what we liked and disliked. This gives us feedback that we can use to
improve on our videos.
Feedback is used to describe helpful information
and criticism about prior action or behavior from
an individual or group. This information is then
used to adjust and improve current and future
actions.

10. Was it Useful?
 The feedback given to us was very useful as we managed
to adapt our video in order to reach the most professional
standard.
Here is some of
our YouTube
feedback on our
teaser trailer
From the feedback we were given we could see that one of the main focuses was
the sound of our trailer. As the soundtrack was too upbeat to create a scary
atmosphere, so we knew we had to change this in order to create the dramatic effect
we wanted.

11. Changes we Made…
One of the most important changes we made was the music and sound. We
adapted this by adding in a heart monitor, which also had a heart beating,
this highlights the theme of fear as the young victim is scared throughout the
trailer. This also helped add suspense to our trailer. After this we then used
the ‘power of silence’, to create a dramatic effect. This also helped highlight
the text on the screen spelling out ‘Missing’, which captures the audiences
attention.
We used the heartbeat sound effect from free
sound, a website that produces clear and
professional sounds to use in film making and
editing.

12. Additional Changes
Before
And after
We were also told to improve on our film poster such as making the image
brighter and making the poster more eye catching. We discussed as a group
what could be changed or edited in order to create this eye catching poster the
audience suggested. So we then decided to edit the title and make it brighter
and bolder, so that the audience would see it clearly. In addition to this, we also
adjusted the brightness of the images to make the picture stand out over the
black background to show the theme of isolation.

13. Success of our Marketing Campaign
In my opinion our three products were very successful and all
highlighted the same themes and the same storyline and also
portrayed the thriller, genre.
Changing the sound created better suspense which the
audience agreed with. They liked how the heartbeat built up to
the climax which is seen a lot in thriller films.
They also commented on our poster as they said the colours worked
well with the teaser trailer. As the montage section was dark and
creepy, which links perfectly to our poster. The audience said the
poster was “simple but very effective”, this means there was enough
content and the images were clear without overpowering the poster.

14. YouTube Comments