Sabina Shah conducted primary and secondary research to inform decisions about a horror movie trailer. Through an online survey, Sabina gathered opinions from 82 respondents about their preferences and viewing habits related to horror movies. Key findings included that most respondents were female, enjoyed horror films, watched movies online, and found sound the most frightening element. This informed trailer design choices focused on social media promotion and use of sound. Secondary research found that teenagers are frequent moviegoers and horror is popular in late summer/fall, aligning with the target audience and planned release period.

1. By Sabina Shah

2. Primary
Research

3. My team and I had conducted some quantitative & qualitative,
primary research and secondary research by using
questionpro.com, along with the internet. We had asked a
series of questions to find out what our target audience
liked about horror movies, and what don’t they like. This
then helped us make decisions for our trailer. We received
a high amount of responses of 82, which gave us a wide
variety of opinions.

4. What gender are you?
Here we asked our audience their genders. We can see that we had an equal amount
of both genders, which can help us with designs for our trailer, and which gender to
base our trailer on. This is beneficial as we had originally decided to aim our trailer at
females, and majority of our responses are from females.

5. What’s your favourite animal?
Here we asked our audience what their favourite animal is. Reasons why we had asked
this was to find out what our audience are like. For example, majority of our audience
said their favourite animal was a dog, closely followed by a dog and a lion. These are quite
wild vicious animals, which therefore tells us our audience like seeing wild outrageous
things, which is what helped up make some decisions for our trailer, to suit our audience.

6. Do you like horror movies?
Here we asked our audience whether they liked horror movies or not. We can see that
majority of our audience voted yes, which tells us that we are aiming our trailer at the
correct audience. This helps us as it allows us to understand we are aiming our trailer at
the correct audience.

7. How do you watch movies?
We asked our audience on how they watch their movies. As we can see, majority of our audience said they
download their movies. This tells us not many watch the TV, so there is low chances they will watch our
trailer through TV advertisement. Therefore, we understand our audience use the internet more, which
allows us to advertise our trailer through social media’s.

8. What elements within a horror movie
tend to scare you the most?
Here we asked our audience what scares them the most. As we can see, sound seems to
scare them the most. Therefore this was helpful to us as we can now make a decision on
focusing on the sound within our trailer to make this more thrilling and more exciting for
our audience.

9. What location tends to
create a frightening
atmosphere?
Here we asked our audience what they think is the most frightening location for a horror
movie. bulk of the votes are for the woods and forest, which is a typical slasher film
location, which is followed by a house and a grave yard, which helped us understand we
had picked the correct locations, as these were the three we anticipated on using.

10. What colours do you think would be
representative within a horror movie?
Here we asked our audience what colours they think represent a horror movie. We can
see majority of them voted for red, black and white, which as we know are typical
horror genre colours, as we know they have connotations of blood, death, danger, fear,
innocence, etc. This helped us pick our three brand identity colours, which we will use
throughout our trailer.

11. What’s yourfavourite
horrorfilm?
Here we asked our audience what their favourite horror film is out of a few options we
gave them. Majority of our audience went with Friday 13th
. This helps us decide parts of
our narrative, as this may guide us to include elements from Friday 13th
in our trailer.
We could also use intertextuality by using reference to Friday 13th
.

12. What weapon do you thinkis most
appropriate fora horrormovie?
Here we asked our audience what they think is the most appropriate weapon for a villain
to use within a horror movie. Majority of our audience had voted for a chainsaw, along
with a knife. This then helped us make our decision on which of the weapons to use out of
the two, as we know our audience would be satisfied with either decision. We then
decided to use a knife, due to this being a typical weapon used in a slasher movie. It is also
commonly used in Friday 13th
.

13. What is the most terrifying
horrormovie you have seen?
Here we asked our audience what their favourite horror movie is. We can see that
Insidious had received a high amount of votes, followed by the House of Wax. This
gave us an idea of what sort of things interest our audience within the horror
genre. Although Insidious is not a slasher film, we are still able to include elements
from this movie in our trailer, to fit our audiences needs and wants.

14. Secondary
Research

15. Secondary Data
‘’In 2009, UK teenagers and young adults aged 15 to 24 were the most
frequent cinemagoers, with 61 million cinema admissions’’
This graph is showing what activities people do in their free time. It show the most
popular activity which is watching television, which is enjoyed mostly by people of the
ages of 16 and over. This is useful to me as it tells me that it would be a good idea to
produce a horror movie, with a target audience of people the age of 16. this tells us
that our film will be watched by our target audience.

16. This graph is telling us about the different genres of movies, and when they are
most popular at different times of the year. We can see that the horror genre
is most popular between the months of August-October. This may be due to
the fact of this is near the time of Halloween. This is useful to me as it tells us
when is the most popular time to release a horror movie, so therefore I can
base my release date around the same period of time.

17. This graph is showing the different age groups of people who are cinemagoers. This
shows that the most common types of people are people aged between 14-17. this
is beneficial information to me as it allows me to understand that my film will be
watched, due my target audience being in-between the ages of 14-17.