2. The Importance of Audience Feedback
Audience feedback is a vital process of which all media products must go through in
order to develop and succeed amongst their target audience. The distribution of the
product involves communicating with the audience and receiving feedback in order to
make the product sustainable in the market place. To do so, the ad campaign will be
involved in a variety of rigorous tests to estimate the success of the product/film and
whether or not the target audience has been successfully targeted and satisfied. To test
these things, the film may be involved in a test screening, of which the audience will
preview the film before its release and comment on what they enjoyed and what could
potentially be improved. With these comments, the producers will then assess the
comments and improve the product, often by re editing and re filming parts of the film.
The Woman in Black had a substantial ad campaign, which began months before the
release, this consisted of the release of teaser posters and trailers months before the
official poster and trailer were released. As a result of this, the film gained a
considerable amount of attention across all media platforms which was monitored by
producers and distributors to assess the success of the campaign in order to anticipate
how successful the film will be amongst the target audience. Due to the in-depth
understanding producers gained from the ad campaign, they were able to interpret the
views and opinions of the audience and alter the film and ad campaign accordingly,
which can explain the large amount of revenue generated from the film.
3. Audience Feedback
In order to generate an initial idea of what my target audience wanted to see within
a horror trailer, I gathered feedback on their views and opinions before creating my
trailer. This consisted of a questionnaire on Google Forms, of which I elaborated on
horror sub-genres, the marketing of horror films and also included a draft synopsis
of my initial idea for the trailer. This process was crucial when deciding on the final
elements of my ideas and how they would contribute to the trailer and develop it
further, improving my understanding of the target audience.
After creating a draft trailer, we then showed these to the class during a set up
screening and gathered their feedback, which allowed us to develop an
understanding of what was working well within our trailer and what could be
improved. From the attached documents from the feedback, it is clear to see that
particular elements of our trailer could have been made more effective, such as the
sound, therefore, we were then able to address the problem and make our trailer
more effective.
Additionally, the audience feedback process continued when completing draft
versions of my film poster and magazine cover, of which I was able to then improve
and make more successful amongst the target audience.
4. Demographics of
my Target Audience
Demographics
Age: 15-20 – This is the age range of my target audience, and when collecting
audience research, the results were obtained from those ranging from 16-19,
making the results appropriate and valid.
Gender: Mixed – My media products are targeted towards both females and males,
and when conducting my audience research and feedback I ensured that the
results were from a mixed sample.
Occupation: Students – Due to the age range of my target audience, they are more
than likely to be in full time education, which is why my audience feedback was
collected on East Norfolk Sixth Form Students.
Location: Suffolk/Norfolk – My audience research and feedback was carried out on
my classmates, meaning they are all likely to be from around the Suffolk/Norfolk
area, making this an appropriate location to target my media product.
5. Psychographics of my
Target Audience
Psychographics
Personality: My target audience are likely to be aspirers, due to my media products
being aimed towards the younger audience, ranging from 15-20.
Life Style: As my target audience are predominantly students, who attend East
Norfolk Sixth Form College, this means that they don’t have an extravagant lifestyle,
attending college on week days and possibly having a weekend job.
Interests: My target audience will have interests consisting of football and other
sports, creative arts, fashion etc.
By evaluating and assessing both the demographics and psychographics of my
target audience via audience research and feedback, this allowed me to
understand their interests and what they would like to see from a horror film,
therefore allowing me to develop and change my media products accordingly,
making them much more effective.
6. Film Poster Feedback:
Improvements
My film poster feedback varied greatly, but the one thing that was consistent throughout was that
my production information at the bottom of the poster was not clear against the crack behind it.
For this I edited several parts of the crack out and replaced it with a darker colour to emphasise
the production information and to make it look more effective. This can be seen in my final film
poster where I have experimented more with colour in order to make the crack darker and
emphasise the production information more.
Another improvement which was suggested in my audience feedback was about my title and the
crack around it. The ‘perfect did not stand out enough’ against the crack, and to address this
issue I added a small black stroke around Perfect and also added white into the crack in order to
make these areas of the poster contrast against one another.
7. Film Poster Feedback:
Improvements
Further improvements include the image used on my film poster. The feedback suggested that in
my draft the ‘picture on poster is too dark’. With taking this into consideration, I went back to
editing the image and made the character’s face brighter, but still kept it so there were shadows
forming to make it more mysterious.
Another change I added to my film poster was adding more information to the top of the page,
above where it says ‘from the directors of House at the End of the Street’. The feedback suggested
that I ‘could include a star rating’, and when considering this feedback, I think it makes the final
poster look much more effective.
8. Film Poster Feedback:
Positives
Although I had various criticisms on my film poster, there were also positives, including
the continuity of the font of ‘Perfect’ which is used throughout all of my media products,
including my poster, magazine cover and in my trailer. An additional positive is that the
film poster is said to ‘not give too much away’ and that it ‘keeps the audience intrigued’.
Therefore, after receiving my audience feedback, I am confident that my film poster
contributes effectively to the campaign of my film and successfully targets the audience
as well as encouraging them to watch the trailer/film.
DraftFilmPoster
FinalFilmPoster
9. Magazine Cover Feedback:
Improvements
One of the common criticisms received on my magazine cover was regarding the
placement of my text and titles. This included ‘the information above the film title on the
magazine is not central with the title’ and ‘exclusive not central’. To address these
issues, I re edited my magazine cover and moved around the text in order to make all of
the text central and look more professional.
In addition to changing the placement of these texts, I also tried out the suggestions surrounding
the effectiveness of the title, of which I addressed in my poster by adding a stroke, and to keep
the continuity across my products I have also added a stroke onto this title also.
Furthermore, to address another improvement I have changed family as the suggestions stated
that ‘family on the magazine is too close together’ as the letters were touching. To improve upon
this, I have slightly altered the text and added a stroke to make the text bolder.
10. Magazine Cover Feedback:
Improvements
A further improvement which were suggested in my audience feedback was surrounding
the sizing of my title, ‘Total Film’. The suggestion stated that the ‘Total Film title is too
big’, and to address this I have edited the size of the title so that it is smaller and
occupies less space on the page.
In addition to altering the title of my magazine cover, I also received feedback regarding the
sizing of the text above it. The feedback suggested making the text smaller, as it occupied a
large space of the top of the magazine cover. To address this criticism, I made the text smaller
in order to look more effective with the new, smaller sizing of the title, in an attempt to make
the magazine cover look more professional.
11. Magazine Cover Feedback:
Positives
When conducting my audience research into my magazine cover, I received suggestions
on how to improve it, but also positives about what worked successfully. These positives
include ‘using a well-known actress’ name’ and that it includes ‘effective information’.
These positives suggest that I have managed to create a magazine cover that
successfully intrigues the audience through the use of including well known stars and
effective information which would encourage the audience to watch the film. Therefore,
my magazine cover can be considered an effective element of my campaign to
distribute my film and to make it as well known as possible.DraftMagazineCover
FinalMagazineCover
12. Trailer Feedback:
Improvements
In the screening of my trailer, there were many suggestions surrounding improvements,
which would make the trailer more effective and professional. These improvements
include ‘a bigger build up to the last jump scare’ and to ‘add scarier sound’, these
suggestions helped us to consider the possibility of different sound as we were so used
to the original sound. Furthermore, we also improved the jump scare by adding a
scream to make it more dramatic, which hopefully addressed the improvement
suggested in the screening.
Another improvement which we took into consideration and developed was regarding
the transition from the car scene to the supermarket. When including this shot we had
great difficulty generating ideas on how to improve it and make it more effective,
however, this suggestion helped us think of different ways changing and improving it.
We kept the shot in the car of the main character, Charlie, however, we altered this
particular scene so that the previous shot would glitch with it and also added a glitch
sound effect to make it look more effective. Therefore, this suggestion was very useful
and prompted us into making certain aspects of the trailer more professional.
13. Trailer Feedback:
Improvements
Another issue brought up in the screening was with the voiceovers at the beginning of
the trailer. Due to lack of time, we were forced to use the same person to do the
voiceovers for two different people, and although they were attempting to alter their
voice, the two voiceovers still sounded very similar. The issue arose during the
screening when the audience thought that the father at the start was the same person
as the villain. To address this issue, we used a tutorial to change the pitch of the villain’s
voice in an attempt to make it deeper and make the two sound different.
Another improvement which was suggested in the screening was to do with the
intertitles, which could have been improved. In the draft trailer the intertitles were very
limited and basic, however, after the screening we developed the intertitles a
considerable amount after getting used to after effects more. With the intertitles we
added a background which was supposed to give the impression of cracked glass, to
keep within the theme of the broken/smashed concepts of the title and the ideas
behind the storyline.
14. Trailer Feedback:
Positives
The positives from the screening included ‘really good editing at the start’, this is
thought to be because of the camera overlay which we created to give the effect of
home style footage, along with additional enhancements to add to the effect. We
wanted to use this overlay to give additional insight into the storyline and to also give
the audience the chance to establish the characters.
Further positives from the screening included the pacing and speed of the shots
throughout the disequilibrium, which we combined with short black pauses to add more
pace and urgency. This demonstrates how we have used the ideas from real life media
products to influence and develop our work, using fast cuts with a dramatic score in
order to build tension and fear.
In order to establish the disequilibrium which the audience feedback shows we have
done successfully, we wanted to make the equilibrium clear at the beginning, of which
we done through the use of dialogue. The audience feedback says the ‘voiceover
worked well’, which suggests that it effectively shows the equilibrium and the happiness
within the family, before the disruptive event/disequilibrium occurs which we were trying
to show from the change in tone/mood in the voiceover
15. The impact of my
Audience Research & Feedback
All of the audience feedback received largely influenced and improved my final products. The
initial audience feedback received from my questionnaire allowed me to understand what my
target audience enjoy and what they look for in a horror film/trailer, which gave me a good
basis to start researching and making my products. Additionally, the feedback received on my
draft products also allowed me to develop them further and assess the impact they would
have in an ad campaign and how effective they would be at promoting my film.
The audience feedback received on my trailer gave me a firm understanding on how to
improve certain areas of it to make it more effective and professional. The feedback also
identified the more established areas of the trailer and how they work well, contributing to the
success of the final product. This was particularly useful when assessing how well the trailer
reaches and influences my target audience, as well as how effective it would be at promoting
the film.
From the audience feedback on my ancillary texts, there were also very useful comments
made on how I could improve them to make them look more professional. These included the
sizing and placing of text, adjustments to images and general feedback on the overall look of
the products. Much like the feedback on my trailer, these comments also allowed me to
understand how effective my film poster and magazine cover would be at influencing the
target audience and encouraging them to see the full film through the use of marketing and
distribution processes.
