The document discusses how film studios use test screenings and audience feedback to improve their films and marketing campaigns. It provides examples of how films like Dirty Dancing and marketing materials for an imaginary film were improved based on feedback. The feedback helped identify the target audience and make changes to the music, editing, lighting, poster, magazine, and trailer to better appeal to that audience. The final feedback showed the marketing campaign with consistent branding across products was successful at attracting the target audience.
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http://sandymillin.wordpress.com/iateflwebinar2024
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2. WHY DOES THE FILM INDUSTRY SPEND SO
MUCH TIME AND MONEY DOING TEST
SCREENINGS?
• They do this to see whether their planned target audience in their
market research matches how other people would view their film. The
audience can help market the film for free through word of mouth
• They would trial the film with different audiences to then make sure that
the film is best suitable for what has been chosen, getting feedback from
every audience to see how each group found the film and if it suited
better to their favourite genre or one completely different.
• Without received feedback creators wouldn’t be able to find out what
works best and what may need to be changed and improved to make
the film successful so it is extremely important
• Once they have found their target audience they find what styles of
posters and magazines then would suit the certain genre type.
3. FINDING OUT WHAT AUDIENCES LIKE
THROUGH MARKET RESEARCH
• Market research can help the audience find out how to get the best
target audience addressed.
• An example of a film that was helped due to audience and market
research is ‘Dirty Dancing’. At one stage during the production the
film was going to bypass cinemas altogether and early test audience
reactions were hostile to the film, to the point where a straight to
video release was considered.
4. WHO IS OUR TARGET AUDIENCE?
• A good example to link our target audience
to is ‘Pitch Perfect’ because as well as being
a comedy, it features a lot of musical scene
as well as lots of drama that teens would be
interested in.
• We decided that our primary target
audience would be females from around the
ages of 15 to 24 years and our secondary
target audience would be young children
from the ages 12-14.
• If we had not done primary research of our
target audience we would face issues when it
came to create our three media products
because the target market needs to be
established in order to create three suitable
media products
5. AUDIENCE FEEDBACK FROM OUR
ROUGH CUT
• Above is our rough cut, some of the feedback that we got was…
• “Change the music to be more suitable for the genre”
• “Add a wider variety of different editing skills, e.g montages”
• “Improve the lighting in some of the shots”
• “I really liked the storyline and the mis en scene, some improvements could
be made such as audio”
6. FEEDBACK FROM OUR MAGAZINE
COVER AND POSTER
Feedback from our Mag:
• “The colour is quite bright, try matching
it to the poster”
• “I like the picture used as it shows the
main characters”
• “Look at colour schemes that work
together on the magazine”
Feedback from poster:
• “The choice of picture is really good, the
lighting is great”
• “The actors names should be clearer and
fit in the box”
• “I like the music sheet to tell us that it is
a teen drama focused around music, the
tagline could be catchier”
7. USING THE FEEDBACK FROM THE
TEASER
• After looking at the feedback we realised that there were quite a few
changes that we would have to make to make sure that the teaser trailer
fit the genre types conventions.
• Instead of using one piece of music throughout the whole pieces, we
had chosen different audio to fit different parts of the trailer.
At the beginning we used a simple calm music to introduce the
audience to the first main character entering the school. After this, when
we are introduced to the rest of the cast we found an indie rock piece to
fit the time it has been set in.
We also made sure that the music’s volume reduced when it came to
pieces of dialogue so you could hear the music better.
8. • As well as this, we also used some of our
skills to create a wider variety of
different editing techniques. As you can
see in the video we used a split screen
to show different parts of the same
scene to show what different characters
are doing to show depth.
• We then made sure all the shots were at
similar contrasts to the lighting between
different scene were very stark, by using
a tool to alter the saturation, contrast,
etc.
• At the very end of the trailer, we used a
shot of one of the characters laughing
to show the light-heartedness of the
film, sticking to a key convention of teen
dramas
USING THE FEEDBACK FROM THE
TEASER PT. 2
9. USING THE FEEDBACK FROM THE
POSTER AND MAG
After looking at the feedback we had decided to make
some drastic changes to the poster.
We decided to put all four names at the top, as well as
adding some critics reviews to give the poster some
authenticity.
By completely changing the poster we were able to
create continuity and synergy across all three products.
When it came to the magazine, we had decided to use a
similar colour for the background that we did for the
poster. We made sure that the colours work better
together and used different effects to make sure the
cover didn’t seem flat and had some dimension to it
10. FEEDBACK FROM THE FINAL PRODUCTS
The final audience feedback suggests that our marketing campaign was successful as people have
mentioned that all the media products link well and people would be interested in going to see the film
if it were to be shown in cinemas. From the feedback I have learnt that brand identity is key when
creating a marketing campaign because the audience should be able to recognise each one of our
products. As well as this audience feedback helped us to see what the target audience would like the
most, we were able to adjust the products in a way which would have tailored to their interests, likes
and dislikes, e.g. colour schemes and poster layouts.
