电影试映市场调查

什么是电影试映？

A Movie Test Screening is a film preview. Studios host Test Screenings before the film’s general release to gauge audience reaction. Researchers select the preview audience from a cross-section of the population. They ask these viewers to provide feedback in some form, usually in a questionnaire. Test Screenings are always a good idea. The movie’s backers and distributors need this data to see how they can maximize returns. But, few directors take solace in the brutal feedback a group of strangers may give their baby.

The idea of a Movie Test Screening is to get some fresh eyeballs on the project. Screenings ask for input from a select group. This group does not have an emotional attachment to the project. Moreover, it’s a way for creators and financiers to see what’s working and what’s not. It can be tempting to brief your audience with some context, but it’s best to let them develop their perception. There’s another benefit to watching the Movie Test Screening with your audience. You somehow view it through their eyes when you’re with them. You absorb their energy and can now sense when something is off.

为什么电影试映很重要？

试映是了解观众对你的电影的看法的好方法。它可以帮助电影制作人了解他们的电影的早期采用者是谁。这样，他们就可以更好地决定电影的发行。这是了解观众对粗剪版反应的好方法。电影制作人可能会根据试映的反馈在发行日期之前修改电影。

电影试映可以告诉你你的喜剧片是搞笑还是恐怖片吓人。它将帮助你、你的制片人和你的工作室。你将能够决定如何让电影吸引尽可能多的电影观众。没有试映，你的电影中的问题区域将得不到解决。但要谨慎选择你的观众。糟糕的试映意味着问题区域将得不到解决。或者更糟的是，你的作品可能会被那些不是最优秀的电影评委的人批判。

为什么电影制片厂需要电影试映

In the past, filmmakers tended to revile Test Screenings. They resented how studio execs would use them to exact changes to their visions. Directors and producers now seem to find comfort in them. Test Screenings have become an integral part of filmmaking in the last few years. Large studios do them, and so do indie producers. Testing methods have become further advanced as more players come onto the scene. Market Research often begins before the film receives the green light.

Studios altered mega-hits like E.T. – The Extra-Terrestrial, following Test Screenings. Fatal Attraction and Pretty Woman also underwent many changes after their screenings. Furthermore, the practice has been around for decades – 1939’s The Wizard of Oz had a Test Screening. Comedies benefit from testing more than other genres. These screenings offer many alternate endings and jokes at different levels. Most studios use an outside Market Research firm to run the event. This firm also recruits audience members.

电影试映成功的关键因素

Several factors can influence a movie’s success. These factors include the producer, distributor, story, and genre. The promotion frequency, leading actors, and film rating also affect it. The most popular method for testing your film is organizing a theatrical screening. You then invite people to watch it through promotions and giveaways. The drawback is that theatrical screening is the most expensive option. Are you an indie filmmaker trying to save a few thousand bucks? The next best option is organizing an online Movie Test Screening.

关于电影试映研究

Movie Test Screening is a form of 定性市场研究. Your audience, in this case, is like a Focus Group, and your questionnaire is like a survey. As with Focus Groups, your Movie Test Screening will have a moderator. You can also view Movie Test Screening as 市场进入研究. Any tweaks made to your film will become part of your Go-to-Market Strategy.

SIS 国际研究 provides Movie Test Screening Research. Contact us today to learn more about this and other types of 市场机会研究.