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Evaluation Question 3

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sienna parker

on 26 January 2018

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Transcript of Evaluation Question 3

Test Screening
Test screening is a preview screening of a movie before its general release in order to see how the target audience react. Test screening has proved very useful in the past, for example, Edgar Write said that when they did a test screening of Shaun of the Dead, the audience thought the ending was "a bit abrupt" and "lame" so they added a 15 second ending which follow up test screening audiences liked and they got improved reviews because of it. this is why companies put a lot of time and money into test screening as it allows them to have a better understanding of what their target audience like to see in movies and what they don't. It also improves their film overall which will give it better reviews and ratings which will ultimately bring in a larger audience.

Final Trailer Screening
After amending our trailer, poster and magazine cover we did a final screening in class where everybody in our class watched each groups trailer and left comments on the YouTube video as final audience feedback.
Our Target Audience
As a group we decided that the audience we would aim our film at was teenagers and young adults, mostly females but not targeted directly at either gender. After we decided our genre would be teen drama it was clear that we would be targeting our film towards a young audience consisting of people form the age of around 14-26. When researching our audience, we looked at the films Submarine and The Perks of being a Wallflower as they had some similar themes to our film idea so we thought their audience would be similar to ours so we researched what the audience of the films were and we found that the age ranged from teens to young adults and the themes of friendship attracts a younger audience as they can relate to it more, they both attracted a predominantly female audience due to the romantic factor but our trailer didn't hint to any romance so we didn't feel there would be a big gender gap in the audience.

Audience Feedback Evaluation
Expanding Our Target Audience
We discovered that the film Submarine used only one artist to do the whole soundtrack which would've brought in a wider audience as it would interest people that like the artist, we thought this was a clever marketing technique that would create a wider audience but we realised that we wouldn't be able to use this technique as we had to use copyright free music or we would've had to contact the artist to have permission to use their music. Instead we used different copyright free instrumentals that we thought would reflect the mood of what was happening in the teaser. We put the music in after we had done all the editing as we wanted to have a clear understanding of what we wanted the audience to feel when they were watching and how we could make them feel what we wanted them to through the use of the music in the background.

Evaluation Question 3
Presenting Our Pitch
In class we pitched our film idea and promotional campaign to the class, this was useful to our group as all of our peers were the right age for our target audience so we could use their ideas, questions and criticisms to our advantage and improve our ideas as their views were similar to those of people who we were aiming our film at so we had an idea of what our target audience would like to see and what they wouldn't.

One piece of feedback on our pitch that we received from our class was that using bright colours for our brand identity with the 'dark' theme of our film could confuse the audience, we took this into account when designing the real poster and magazine cover, we wanted to create a brand identity that would reflect the mood of the film and our original idea of a light blue and yellow colour scheme might not reflect the mood in the right way and it could confuse the audience, like our peers said, so we decided to change the colours to blues and purples so they're not too bright and give the audience the wrong idea of the genre and overall mood of the film.
Feedback On Our Pitch

Another question we got asked was how will you portray OCD/mental illness, we knew that we wanted to incorporate OCD/mental illness into our film but we had to ensure that it was done tastefully, we gave our class a few examples of how we might portray the mental illness factor and got their opinions to see if it would be an appropriate way to present OCD. We also made sure that we researched a lot into OCD and different behaviours/rituals that come with it so that when we were portraying it we were not inaccurate or unintentionally offensive.

Feedback On Our Pitch

Some of our peers thought that having a camera over the characters face on the poster/magazine cover may distance them from the audience, we knew that we wanted to have the camera as a constant in our promotional campaign so when it came to taking the pictures we took a variety of shots, some with the camera over the protagonists face and in others it was just around her neck or in her hands so it was always there. We decided that we would use the one with the camera over the protagonists face on the magazine cover and keep the face seen on the movie poster as that is what is likely to reach a bigger audience so we don't want the people looking at the poster to feel disconnected from the main character as they wont want to watch the film. The magazine cover has a more laid back and relaxed feel as it is more about the 'actress' than the character and so the need for a connection is not as important as the audience may already be familiar with the actress.
Feedback On Our Pitch
Screening Our Rough Cut
In class we screened our rough cut of the teaser trailer, magazine cover and movie poster to all of the other groups and each group gave feedback on all of the products. We looked at the feedback and took into account the positives which we kept in and even put more focus on and then with the criticisms we looked at how we could improve them/ make them fit more with the genre of our film. By doing this, it helped us understand our target audience better and what they would want to see in a trailer and what would draw their attention to a movie poster which then improved our final product overall as it is aimed at our target audience and what we know they like to see.

From our feedback we found that 2 out of 3 of the groups could recognise that the genre was a teen drama and the other group were not sure. People identified the main narrative themes as OCD, photography, school problems and being an outcast. When asked if the teaser trailer suggested anymore about the films narrative, one group thought that it was about the outcast taking photos of her friend and she got upset, another group saw it as a loner gets a friend and looses them but they make up in the end, and the other group saw it as an argument between two girls. All three groups agreed that our trailer followed the conventions of a teaser such as the use of montage shots and the length of the trailer but one group pointed out that by being in chronological order, it does not follow the conventions. The groups saw our selling points as the use of a unique main character and having photography as a big part of the promotional campaign. Each group saw the trailers strengths as
the editing, one group liked the part when the main character was walking into the classroom and her outfit changed to show the passing of time. Another group like the variety of shots and that the music goes well with what's on the screen. the last group though that the editing effects were good and that we had a unique idea. In terms of improvements, one obvious one that was pointed out was about not having a voice over and also that the sound should be more obvious when when the mood changes and one group said the music should be quieter for when we add the voice over.
When going back to edit our rough cut, we took all of these points into consideration so that we could improve the overall quality of our trailer and have it appeal to not only our target audience but potentially a larger audience too.

Feedback On Our Rough Cut

After showing our rough cut to the class we also presented our draft movie poster and magazine cover and got our peers to give strengths and weaknesses and to suggest any improvements they could think of.

One group thought that the title was a strength as they liked the font and the overall colour scheme but it was a bit plain and an improvement would be to add more elements of a magazine cover. Another group thought the main image was a strength as it was well cut out and they though there was a good use of shadows and that the 3D effect with the blue background was good but there wasn't enough detail about what's inside the magazine and to improve we needed to add things to make it more like a magazine cover. The final group thought that the font, photo and layout were all strengths but there was no subheadings info and no strap line.

When going back to make adjustments to our magazine cover, we added a lot more text and different subheadings to make it look more like the front of a magazine and less like a poster.

Feedback On Our Magazine Cover

After showing our rough cut to the class we also presented our draft movie poster and magazine cover and got our peers to give strengths and weaknesses and to suggest any improvements they could think of.

One group thought the words in the background of the poster were a strength as they were unique and made you look closer but they though it was a bit sparse and could use more detail, their suggested improvement was to add a billing block. Another group said we had a good use of background with the text but the black/dark background colour didn't go with the trailer. The final group said the main image was a strength as it was eye catching and central but the purple blends too much in with the background and to improve the shades of purple could be changed.

When we went back to editing our poster, we took all of these comments into account and tried to improve our poster so that it would appeal more to our audience. For example, we added a tagline and billing block to our poster and changed the colouring so the text was readable.

Feedback On Our Poster
Overall Marketing Campaign Feedback
Our final audience feedback suggests that our marketing campaign was successful overall and allowed us to feel as though we had reached our target audience with something that would appeal to them.
After receiving feedback on our rough cut we took all of the comments and criticisms into account when doing our final edit. The difference can be seen when watching the 2 videos side by side:
Rough Cut
Final Product
Once we received feedback on our poster, we understood what our target audience meant about it being quite plain so we took their comments into consideration and made some changes these can be clearly seen when looking at the rough version next to the final version:
The main feedback that we received on our magazine cover was that it was too empty and there were not enough individual articles and graphics that would make it eye-catching to a passerby. We realised that these comments were constructive and we took them on board when going back to designing our magazine cover, the differences are very noticeable when looking at them side by side:
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