電影試映市場研究

什麼是電影試映？

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.

為什麼電影試映很重要？

試映是了解觀眾對您電影的看法的好方法。它可以幫助電影製作人了解誰是他們電影的早期採用者。這樣，他們就可以就其發布做出更好的決定。這是了解觀眾對粗剪的反應的一個很好的來源。電影製作人可以利用試映的回饋在上映日期之前對電影進行修改。

電影試映可以告訴您您的喜劇是否有趣或您的恐怖是否可怕。它將對您、您的製作人和您的工作室有所幫助。您將能夠決定如何使這部電影吸引盡可能多的電影觀眾。如果沒有試映，電影中的問題區域就無法被檢查。但要小心選擇你的受眾。糟糕的測試篩選意味著問題領域可能不會受到挑戰。或者更糟的是，你的作品可能會被那些不是最好的電影評判者撕毀。

為什麼製片廠需要電影試映

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.

電影試映的關鍵成功因素

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.

關於電影試映研究

Movie Test Screening is a form of 定性市場研究. 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 市場進入研究. Any tweaks made to your film will become part of your Go-to-Market Strategy.

SIS國際研究 provides Movie Test Screening Research. Contact us today to learn more about this and other types of 市場機會研究.