Media evaluation question 3

1. Question 3.
What have you learned from your audience feedback?

2. Film Institution
“A test screening is a preview screening of a movie or television show before its
general release in order to gauge audience reaction. Preview audiences are
selected from a cross-section of the population, and are usually asked to complete
a questionnaire or provide feedback in some form.” - Wiki
It is known that the film industry spend a lot of time and money on creating
screenings for audiences to view, this gives them feedback to work on and can
help find out what audiences enjoy and dislike about the film. This research
marketing is a good way of finding our what type of audience like the film and
then this goes on to help create a target audience for the film. Film test screenings
can greatly affect the way a film turns out because of the test audience response.

3. Audience Research
From our research we chose a target audience of 15 to 25 year old
with no specific gender in mind. As our class is majority 17 to 18 year
olds this meant that when we screened the teaser, and rough cut
and showed our pitch presentation that the response we would
rescied would be of use as its from people that the film is aimed
towards. From our research we found out that 15 to 24 year olds
took up the largest proportion of UK cinema viewings at 31%, this
age bracket again covering our target audience. Along with this we
saw that women are more likely to view a wide range of film genres
but men seem to view films with more action and adventure
elements to them, our film being a horror, would feature action and
horror with teen themes ideal for a young audience, overall
implementing the research we found for the target audience we were
aiming our film at.
Screen grabs from the audience research i did on my journal.

4. How did you get feedback?
The pitch presentation was the first thing that we showed to the class followed up
by the rough cut version of the teaser trailer. After both we were able to receive
feedback from the class to help us with our media products and ideas. After the
pitch presentation a speaker from each group would speak on behalf of them and
we would have a question and answer style conversation. This allowed us to see
what people thought of our first idea as we tried to sell this to the audience. After
the rough cut screening of our teaser trailer the rest of the class would fill in a
sheet with various questions; weak and strong points, what improvements could
be made etc. We were able to use all of this information to change and update our
teaser and the media products from what we had be told by the class as a test
audience.

5. How did you use this feedback?
After being told what parts of of our teaser, magazine cover and poster were good
and what parts needed improving, we went on to make these adjustments. We
were certain to not take offense to the remarks made but use them as constructive
criticism. After showing the pitch presentation we expected to have many
questions because the e idea is completely new to people and we were the only
ones who really understood what we were saying with an idea and image behind
it. By the time we got to showing the rough ut teaser, the class had an idea about
where we were coming from and this made it easier for them to give us
improvements as they were focusing on the quality of the products rather than a
new idea being pitched to them. Using the feedback after the rough cut was a lot
more useful as it was specific points to improve, such as the music timing, certain
image placements and the fonts and colouring in the poster and magazine covers.
We then went away to make these improvements to our work.

6. Was it useful? What insight did it give you?
Having the feedback from the class was very useful. Not only was it useful just to
see what people thought of our idea but it was useful because the class were of an
age included in our target audience so the feedback we received was of value. The
feedback from the pitch presentation was useful in seeing what people thought of
our idea for the first time they heard it, with mixed responses and many questions
we were able to make adjustments to the ideas we had come up with, tying up
loose ends and overcoming possible problems that may occur in the long run. The
feedback from the teaser trailer, magazine cover and poster rough cuts were also
very useful, this allows the audience to focus on the quality of the work rather
than focusing on the new idea to them, it was good to break these two elements
apart as the are bntoh major factors and need to be looked at separately. It gave us
insight into what audience would see when looking at out work from different
perspectives and stages of production. (development of magazine cover on left).
First draft
of
magazine
cover
Final
version of
magazine
cover

7. Did you make any changes to your work because of
it?
The feedback we got was the motivation for many changes that we made
throughout the production process. From adding more hues of colour to the
poster, to changing the soundtrack on the teaser trailer, we took in what the
audience feedback said and used this to better improve our work and make it
more pleasing to our target audience. As seen in the images below, our poster idea
drastically changed through the feedback we received giving us new ideas and
improvements. This was just one of the many changes made.
First Draft
of poster
Final draft
of poster

8. What does the final audience feedback suggest about the
success of your marketing campaign?
One of the mentions in our audience feedback was that the audience thought that
we had successfully created a brand identity through our marketing campaign,
this was good to hear as it was exactly what we were trying to do. Although our
ideas changed over the course of created the products the identity stayed similar.
After the final viewing of our teaser trailer and with the class also being able to see
the finished versions of the magazine cover and poster, we had a response back
that seemed to be positive, the class had said they they would go and see the film
in cinemas and that the media products we had created made them want to see
and know more about it. This is an example of how i think our marketing
campaign was successful as the overall aim to to have the audience wanting more
and this is what happened.