Q3. What have you learned from your audience feedback
- 1. Q3. What have you learned from your audience feedback
- 2. Why does the film industry spend so much time and money test screening films to invited audiences or finding out what audiences like through market research? This is so that they can get feedback from their target audiences to make sure that the film they are making fits the target audience and that they will enjoy it. Without this feedback they can’t be certain that the film will be successful. Another reason it is important for them to find out what the target audience likes is because it allows them to find out vital information like what magazines the audience reads, what films they are interested in and what they typically spend their money on. This sort of information also helps them to know what platforms they’d have more success advertising on and what companies to make deals with.
- 3. What is our target audience? As a group we thought it was important to have a target audience of 16-21 as this includes our age group, this allows us to get more information and have more of an understanding out the target audience which is extremely important in creating a successful marketing campaign. To make sure that our target audience would be interested in our film we did some secondary research for our influencing films; The Social Network, and The Persuit of Happiness. To complete this research we used a few different websites, Thinkbox, IMDb and Pearl and Dean.
- 4. Secondary research- IMDb When doing secondary research from IMDb I found these graphs which help us to see how certain age groups and genders are rating the films that are similar to our own. From these statistics we can see that the majority of high votes come from males and females under the age of 18, males in particular for The Social Network. This suggests that males are predominantly more interested in our film genre however there isn't a huge gap between males and females. This helps us with our target audience of females 15-21
- 5. Secondary Research- Pearl and Dean All of these statistics help us to see who is likely to watch our film, and whether it would appeal to our target audience. All three of these films have a female majority which helps us to know that females are more likely to be interested in our film. They also have a large amount of 15-34 year olds watching, which suggests to us that our film would be successful with our target audience based on the information found from this secondary research.
- 6. What stage did you ask for feedback There were a few times we asked for feedback. The first was during our primary research as we were trying to find out if our target audience were interested in our synopsis. The next time was during the rough cut screenings. And finally we received feedback from our final screening. All of this feedback was extremely useful as it allowed us to change/adapt certain things that didn't quite work or needed changing.
- 7. Rough Cut Feedback For this we showed the audience our teaser which wasn’t complete as it was missing transitions, titles (and intertitles) and the voice-over. This feedback was crucial for our teaser. We received sheets from people who had seen it, they had to answer questions and give suggestions on how to improve various aspects of our teaser. The questions included; Is the teaser suggestive of a particular genre? What do you think the narrative themes of the film are? Does the teaser suggest any more about the films narrative? Is it a teaser trailer? Does it make you want to see the rest of the film? What are the teasers strengths? What would you improve and how?
- 8. Rough Cut Feedback… Cont This feedback was our most beneficial feedback as we were told what worked and what didn't. For example, we were told that it needed to have a voiceover and that the plot line wasn’t clear enough. This was fixed once we had added the voiceover we slightly changed from our original ideas as we needed to create a more interesting lure. This is why Amanda says ‘I never thought James would break the law.’ Once this was completed people felt that our teaser fit the conventions of a drama better and it was also more appealing for our audience. This feedback was particularly useful as it helped us to see what was missing, it was also useful to see what ideas others came up with for us to use. We made a few changes to the music based, and some of the sound effects, such us writing on the whiteboard, we lowered the level of this.
- 9. Rough Cut Summary (Taken from my Journal) The feedback we received was mostly positive. We have successfully created a teaser that fits the drama genre as all feedback showed that all groups thought it was a drama. It was also clear that the main characters have an argument over something business related, however most groups thought that the two main characters were in a relationship. This is something that will change once we add the voice-over. Generally, people thought that it fit the conventions of a teaser as it built up through-out. Most people also wanted to see what happened although a few people have said that they wouldn’t as there isn’t much of an appeal, this is again because when we showed it we hadn’t added the voiceover yet, but once this is involved it becomes clearer that there is more to it that just two friends struggling through a business. The main strengths that people picked up on were the camera shots and characterisation, others however chose the background music that we had originally added, but since we have discovered that it had a copyright issue so we have had to look for some more music. During our screening some of our sound elements didn’t work, this led to a large amount of our feedback being around the sound effects that we could add, for example a door slam, paper landing in the bin, and the typing sound effect being too long. These are things that were added, but there was something wrong with the upload (which has now been rectified).
- 10. Final Screening #Feedback For our final screening we received our feedback from comments on the YouTube video. We also got feedback on our poster and magazine this way.
- 11. Final Screening Feedback From this feedback we learnt that our marketing campaign had been a success. Most of our responses included positive feedback, people saying that it was clear all of our pieces were for the same film. We had a lot of positive comments on the editing and sound for our teaser. Many also liked the images we used for the poster/magazine. As this was the same audience that watched our rough cuts we were able to see what they thought, many liked the changes that had been made and felt that it increased the drama element and improved the narrative.
- 12. Summary Ultimately I think our marketing campaign was a success as many people said that they would go and see our film. A large number of people said that it was clear that all three were for the same campaign, which adds to the success.