Task 4: What have you learned from your audience feedback?

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What have you learned from your audience feedback?:

What have you learned from your audience feedback? louise chivers Question 3

introduction.:

introduction. In an industry that relies heavily upon the reception of audiences, making sure that a film meets the requirements and interests of their target group is vital to ensure the success of a production. Reviews and word of mouth popularity are some of the most common ways that audiences communicate with one another to evaluate whether or not they thought a film was good.

introduction.:

introduction. Hollywood studios and big-budget film production companies will conduct market research and host test screenings of films in order to find out what audiences like, and whether the test-screened film will be successful. The majority of research undertaken will rely on the responses audiences have to a previously-screened film or in-the-moment trends and will often affect production decisions of a company.

types of research.:

types of research. Demographic research involves classifying audiences into very physical or literal groups, based on characteristics like: age race or gender These help to identify the factual societal groups that a film can be targeted towards.

types of research.:

types of research. Psychographic research involves classifying audiences depending on: interests personality traits and lifestyles It is based on the assumption that consumers will buy or invest in things that reflect themselves and their personality. This helps to identify what kinds of films, characters and themes appeal to certain audiences.

our research.:

our research. During our research and planning phase it was important for us to conduct audience research also in order to make sure that the film idea we had would be appealing to the audience that we had in mind. We also, in line with Hollywood companies, conducted test screenings and presentations throughout the creation process in order to receive feedback from an audience. Feedback is vital in order to shape the film into something that our target audience would want to watch.

Audience:

Audience research

research types.:

research types. We conducted primary and secondary audience research. Primary refers to us collecting the data ourselves, such as through a survey which we chose to do. Secondary refers to researching the target audiences of similar films in the market.

data collection.:

data collection. We created a survey on SurveyMonkey.com to allow audiences to respond to our questions and we could gather research. Online is a much easier method than physically, as it is quicker and more efficient, and also takes away any physical bias a person might have. We developed 9 questions for our audience to answer to find out more about them.

why research our audience?:

why research our audience? The research would help us to mould our film and our marketing campaign around their interests and opinions, to make it fully appealing to them.

secondary research.:

secondary research. There was an overwhelmingly predominant female response (90%) from our target audience, which would comply with the teenage drama genre as typically females tend to prefer this genre to males. This would mean that whatever we create in our film would have to be appealing to females, but also have some elements that we think would appeal to a male audience also, to keep the balance.

secondary research.:

secondary research. We found that a majority of our respondents were in the 15-24 age range as specified by audience websites such as Pearl and Dean. There was a very small amount (~11%) of respondents who were below the age of 15, thus whilst we could make our film age rating a U for universal or even PG13, it would not disrupt our main target audience of 15-24. This age range is also very common with teen drama as films of this genre are often based around characters or struggles that this age range can relate to the most.

secondary research.:

secondary research. I asked for the level of education they had received in order to work out the intelligence level of our audience Whilst this would not usually make a huge difference, it can sometimes have an effect on smaller quips and jokes within a film that certain audiences may not be able to understand. It also can be a substitute for the ABC class/income measurement, as our target audience aged 15-24 may not necessarily have a well paying or full time job. 50% of our target audiences have received a college-level qualification, meaning they are at the expected standard for a 16-19 year old.

secondary research.:

secondary research. Our results showed us exactly what we hoped for; the top two genres were teen/romance and comedy, with ~48% of respondents listing either of those two as their favourite genre. This is the genre we have chosen; teen drama with elements of romance and comedy. This means we can make a film that will be appealing to the majority of our target audience.

secondary research.:

secondary research. Over 80% of our target audience would watch a trailer for a film and want to see that film afterwards, which is good as we are making a trailer for our film. Word of mouth was also very popular with 32% of people saying they would watch a film if they had heard positive things about it. Magazines and posters were less popular, but together 32% of people said they would watch a film after having seen either the poster or a magazine for it, which is helpful as this is also what we are making in our task.

secondary research.:

secondary research. The responses have been worked out using a weighted average, where each answer to the question (e.g., likely/unlikely etc.) has a score attached to it, and the weighted average determines how likely the audience would be to go home and look up each element. Trailers scored 4.46/5 meaning our audience is almost definitely likely to watch the trailer for a film that they are interested in. Posters and magazine covers again are less popular, but fall between the not likely and neither unlikely nor likely category, meaning some people would still go and search for these elements.

secondary research.:

secondary research. The responses have been worked out using a weighted average. The weighted average for this was 3.59, which puts it close to the Quite Important category; this is as expected, as it is a trait of teen film viewers, but also shows us that to appeal to our target audience we must make our character(s) relatable to our target audience.

secondary research.:

secondary research. The responses have been worked out using a weighted average. This was to show us whether we should abide to character types and rules or break them and be different to the norm. The weighted average was 4.11, putting the appeal in the 'quite a bit' category, meaning lots of members of our target audience like it when characters are different. Over 50% of people answered that it definitely is appealing, meaning that we should take from this that our characters must not obey previous tropes and rules and must be new and exciting.

secondary research.:

secondary research. The Uses and Gratifications theory says that audiences watch and enjoy films for four reasons (as listed and explained in the question). The overwhelming response was the Entertainment gratification, meaning over 76% of our audience feel that they get entertained or diverted by films, thus we should make our film trailer enthralling and humorous enough for audiences to be able to do this. Personal Identification was the second most popular at ~35% of respondents, thus we must make sure our characters, story line and location are relatable to audiences. As mentioned before, this is already a characteristic of teen films anyway.

demographic results::

demographic results: From our results our typical audience member is: Aged 16 Female A college or university student

psychographic results::

psychographic results: From our results our typical audience member: Loves teen films/comedies Enjoys viewing marketing material for a film Can be persuaded to watch a film via the marketing campaign Thinks it is important to avoid stereotypes and challenge conventions Thinks it is important to be able to relate to a character Watches films to relate to the characters and escape the real world

primary research.:

primary research. As well as doing first-hand surveys to find out directly about our audience, we also completed some primary research, in which we used the Pearl and Dean Business site. We looked up films that were similar to ours. We could then see the audience distribution on the films’ pages. It gave a break down of gender, age and social class.

primary research.:

primary research. The films we looked at are: The Perks of Being a Wallflower The Fault in Our Stars The Duff The Edge of Seventeen Easy A

primary research.:

primary research. This is the profile for The Perks of Being a Wallflower: Similar genre to ours, so will be a good comparison. Most popular age range is 15-24, like our target. Predominant female audience, like ours.

primary research.:

primary research. This is the profile for The Fault in Our Stars: Similar genre to ours, so will be a good comparison. Most popular age range is 15-24, like our target. Predominant female audience, like ours.

primary research.:

primary research. This is the profile for The Duff: Less similar genre, but features teen characters in a school setting and themes of social prejudice. Most popular age range is 15-24, like our target. Predominant female audience, like ours.

primary research.:

primary research. This is the profile for The Edge of Seventeen: Similar genre to ours, so will be a good comparison. Most popular age range is 15-24, like our target. Predominant female audience, like ours.

primary research.:

primary research. This is the profile for Easy A: Less similar genre, but features teen characters in a school setting and themes of social prejudice. Most popular age range is 15-24, like our target. Predominant female audience, like ours.

primary research.:

primary research. From the 5 films we looked at, all of them were released between 2010-2016, all were of a similar genre (teen/drama) or featured similar themes (social prejudice). All of them had predominant female audiences and the most popular age group was 15-24. This proves that our secondary audience research is accurate, as our research showed this also. It also shows that the females, aged 15-24 are the ‘typical audience’ for films of this genre and this theme or narrative.

Pitch Presentation:

Pitch Presentation feedback

feedback collection.:

feedback collection. We got this feedback by: Creating a PowerPoint presentation Explaining our pitch within it Presenting this to the class Getting verbal feedback Collating this feedback and reviewing it

pitch presentation feedback::

pitch presentation feedback: During our pitch presentation some interesting points were raised about our audience. Our audience could also feature those who suffer from a mental illness or disorder such as OCD, featured in our film, as they want to see how it is represented. It would be beneficial to target our aimed audience via social media as usage is common amongst our age range. Music is very important in teen films, and can even help draw fans if certain artists are used.

our feedback::

our feedback:

feedback.:

feedback. The feedback regarding not seeing the character’s face was interesting as we had not considered that before. We looked into more posters and found that the majority of film posters, especially teen films, had eye contact in the image, or at least visible eyes and face. This was helpful as we learned that this eye contact is important to help the audience relate to and establish an emotional bond with a character – which fits with our audience profile again.

feedback.:

feedback. The feedback regarding not seeing the character’s face was interesting as we had not considered that before. We looked into more posters and found that the majority of film posters, especially teen films, had eye contact in the image, or at least visible eyes and face. This was helpful as we learned that this eye contact is important to help the audience relate to and establish an emotional bond with a character – which fits with our audience profile again.

feedback changes.:

feedback changes. One piece of feedback was that the yellow and light blue colour scheme didn’t match the film. Whilst we could justify why we chose these colours, we ended up agreeing and taking this feedback and applying it. We changed our colour scheme to black and white for the rough cut.

feedback changes.:

feedback changes. We made some huge changes after the pitch presentation feedback. We changed to a black/white/soft-pink colour scheme, and blocked out more of our poster and magazine draft. This automatically made them look much more professional. We also added a few extra elements to the poster (ratings, title, billing block, tagline) and magazine cover (barcode, strapline, cover lines) to make them more conventional.

feedback changes.:

feedback changes.

feedback changes.:

feedback changes. New, more sophisticated house style to reflect upon feedback of making it a bit more serious. More cover lines added. Tagline added to inform audience a little about the film. Title stylised better; use of depth in the image and more youthful font. Better image quality. Text is clear and stands out. Barcode added (convention)

feedback changes.:

feedback changes.

feedback changes.:

feedback changes. House style involves new font. Actual ratings and nominations added to look more authentic. Billing block improved and more added. Release date added. Better image where the face can be seen (improving on feedback).

Rough Cut Screening:

Rough Cut Screening feedback

feedback collection.:

feedback collection. We worked on our rough cuts of our products and compiled the teaser, poster and magazine into one video. We uploaded this to YouTube and then screened it in front of the class. The class then filled out sheets, giving comments on each product. We also self-evaluated, rating ourselves out of 5 on certain aspects.

feedback use.:

feedback use. At this stage in our work, we were quite heavily invested in the trailer but not so much the poster or magazine. This meant that a lot of the feedback we got for the print products was to add the conventional elements, which we were going to do anyway. However, the trailer was easy to apply the feedback to, as we also hadn’t finished that therefore a lot didn’t make sense, which was a lot of the feedback. We continued to work on all our products to finish them, which would take into account the feedback we got.

feedback.:

feedback. We didn’t find it particularly useful as almost all of our feedback was to do with the fact that we hadn’t finished it.

feedback.:

feedback. We didn’t find it particularly useful as almost all of our feedback was to do with the fact that we hadn’t finished it.

feedback.:

feedback. We didn’t find it particularly useful as almost all of our feedback was to do with the fact that we hadn’t finished it.

feedback.:

feedback. We didn’t find it particularly useful as almost all of our feedback was to do with the fact that we hadn’t finished it.

feedback.:

feedback. We didn’t find it particularly useful as almost all of our feedback was to do with the fact that we hadn’t finished it.

feedback.:

feedback. The feedback showed to us that the audience was able to correctly identify the genre, themes and narrative from the trailer. This meant that we were on the right track with how we were telling the story, which is important to ensure the audience gets the correct idea about what the film is.

feedback.:

feedback. The feedback showed to us that the audience was able to correctly identify the genre, themes and narrative from the trailer. This meant that we were on the right track with how we were telling the story, which is important to ensure the audience gets the correct idea about what the film is.

feedback.:

feedback. The feedback showed to us that the audience was able to correctly identify the genre, themes and narrative from the trailer. This meant that we were on the right track with how we were telling the story, which is important to ensure the audience gets the correct idea about what the film is.

was it useful or insightful?:

was it useful or insightful? The feedback showed to us that the audience was able to correctly identify the genre, themes and narrative from the trailer. This meant that we were on the right track with how we were telling the story, which is important to ensure the audience gets the correct idea about what the film is.

feedback.:

feedback. Overall, the feedback was the most useful where it concerns the trailer. There were several points raised about the sound in the trailer, which we were aware was poor at that point, as we hadn’t worked a lot on it. There was also a suggestion to change the background of the poster as the black background didn’t fit with the rest of the trailer, which was something we hadn’t realised.

feedback.:

feedback. Overall, the feedback was the most useful where it concerns the trailer. There were several points raised about the sound in the trailer, which we were aware was poor at that point, as we hadn’t worked a lot on it. There was also a suggestion to change the background of the poster as the black background didn’t fit with the rest of the trailer, which was something we hadn’t realised.

feedback.:

feedback. Overall, the feedback was the most useful where it concerns the trailer. There were several points raised about the sound in the trailer, which we were aware was poor at that point, as we hadn’t worked a lot on it. There was also a suggestion to change the background of the poster as the black background didn’t fit with the rest of the trailer, which was something we hadn’t realised.

was it useful or insightful?:

was it useful or insightful? Overall, the feedback was the most useful where it concerns the trailer. There were several points raised about the sound in the trailer, which we were aware was poor at that point, as we hadn’t worked a lot on it. There was also a suggestion to change the background of the poster as the black background didn’t fit with the rest of the trailer, which was something we hadn’t realised.

feedback changes.:

feedback changes. Like with the pitch presentation, the feedback allowed us to adapt our work to suit the needs of our target audience.

feedback changes.:

feedback changes.

feedback changes.:

feedback changes. Personalised barcode – convention of Entertainment Weekly. Added competition cover line to engage audience. Range of different fonts used to add depth and use conventions. Image is brighter and more clear, as per convention of magazines. Colour scheme changed to blue, red and white to represent youth. More cover lines added to make it more authentic and follow audience feedback – including TV shows, other films, and sneak peak into what is in this issue. Date and issue number added (convention of EW)

feedback changes.:

feedback changes.

feedback changes.:

feedback changes. Tagline changed and in different font. Title font changed to reflect ‘handwritten’ style as in trailer, also represents youth. Image made brighter and more visible. Billing block in correct order, extra elements like production company, age rating added. Release date & social media added. Colour scheme changed to purple to match trailer and magazine.

feedback changes.:

feedback changes. We made some huge changes between our poster and our magazine cover. We fleshed out our magazine cover significantly more, adding lots of cover lines and other conventional elements. We changed the colour scheme from black, white and off-pink to blue, red and purple to better reflect the teen genre. In the trailer, we worked more on the sound from that time on and found a completely different song, and also worked on clarifying dialogue and making everything flow better.

Final Cut Screening:

Final Cut Screening feedback

feedback collection.:

feedback collection. When we had finished our final products, we had another screening similar to the rough cut: We uploaded to YouTube We viewed all the trailers, posters and magazine covers We then commented on each other’s YouTube with feedback

Slide75:

were we successful? Final Audience Feedback

Slide77:

= sound comments

Slide78:

= camerawork comments

Slide79:

= editing comments

Slide80:

= genre comments

Slide81:

= brand identity comments

Slide83:

brand identity comments camerawork comments sound comments editing comments

were we successful?:

were we successful? The positive reactions and feedback from our audience meant that we achieved our goal of creating products that appealed to our target audience, so our research and subsequent improvements all worked out. We received comments on all areas; camerawork, editing, sound, genre, conventions and brand identity, which were all important parts of this coursework.

were we successful?:

were we successful? Camerawork is important in a teen film trailer/poster/magazine cover to create an aesthetic, establish characters, reveal emotions, foreshadow or hint things, and show relationships and locations. Sound is important in a teen film trailer as dialogue helps reveal narrative/character information, sound effects establish realism, and music sets the tone and atmosphere. Editing is important in a teen film trailer to show time passing, show different scenes, establish continuity or create a montage, and show character reactions.

were we successful?:

were we successful? Brand identity is important to a marketing campaign in order to make sure a film is instantly recognisable no matter what platform or piece. Genre is important to a marketing campaign in order to inform the audience of what type of film they can expect, and also see whether the film will conform to genre conventions or challenge them. Conventions are important to all three products in order to look professional and achieve a campaign that does exactly what it should.

were we successful?:

were we successful? Considering the last two slides, given that for all of those elements we obtained positive feedback in our final piece, I would say that we have been very successful in creating a promotional campaign that suits our target audience, follows institutional conventions, looks professional and markets our film well.