Evaluation: what have you learned from your target audience feedback?

Audience feedback is an essential element of post-production as it allows us to find out what the audience liked and disliked about our film. Most importantly, the feedback that we receive tells us whether or not the audience understood the film which has been created for their viewing. Feedback also enables us to review and critique our production to ensure a successful release.

 

The primary target audience for 'Matryoshka' is ideally females between the age of 15-24.

 

First of all, I asked my target audience what they thought about my ancillary products:

 

What genre do you think the film is just by looking at the movie poster and double page spread?

1. Horror/thriller
2. Horror
3. Horror
4. Thriller
5. Horror

Did the poster and double page spread make you want to watch it?

1. Yeah - I don't know what 'Matryoshka' means and I'm intrigued. It looks kind of dark? And interesting.
2. Definitely, the poster nor the double page spread reveal very much, so I want to know more.
3. Yes. The poster more than the double page spread though. The double page spread looks like it's promoting a regular movie.
4. I like how the writer of the double page spread doesn't deliberately spoil anything, so it makes me want to watch the film and find out what happens.
5. Not really, horror films aren't my thing.

After my target audience took a look at my ancillary products, I showed my short film to those who were interested and asked them to complete a questionnaire afterwards. I devised a predominantly open question questionnaire for this, which is featured below. Questionnaires are beneficial pieces of research to use as they provide a practical and cost-efficient way of obtaining large amounts of detailed, qualitative data. 

Below is a response from Participant 1, an 18 year old female who is studying Health and Social Care at college, and consumes most of her free time with movies and TV shows.

 

1. Gender

Female

 

2. Age

18

 

3. What genre of film do you usually watch?

Sci-fi, fantasy, action and thriller

 

4. After watching the film, what genre do you think 'Matryoshka' is?

Psychological thriller

 

5. Were you able to follow the plot?

Yes. It seemed at first that the main characters' friends were going to meet him to walk somewhere, maybe school. However he didn't really acknowledge them. But as he went into the house it seemed this might not be it. He had maybe some problem, especially because of the alcohol. His friends were possibly waiting for him to do what he needed and return. They came in and were hanging out but the main character went to the bathroom and was definitely in distress because of something mentally, the fire and noises showed this. Then after being offered more drinks, he strangled his friend. It turned out to be him on the floor though, suggesting maybe it was himself he hurt. At the end, it flashed to a bit in the past, when the psychologist told another woman (possibly his mum) that he has dissociative identity disorder. This helped to possibly explain some of the events in the film.

6. What elements did you like about the film?

I liked the simplicity of the beginning, paired with the slightly eerie music. The switch between the friends being there and not being there was good as it let me know something wasn't right. When the main went into the bathroom, the fire and noises helped me to understand how he might be feeling. The red theme helped suggest something bad may happen. The music in all scenes was well chosen and helped to set an atmosphere.

 

7. What elements did you dislike about the film?

The location at first was mildly confusing, as I wasn't sure what the characters were meeting to do.

8. Which character did you sympathise for the most?

Mainly Grey, as he clearly had a serious problem and was struggling with it.

9. Did you feel uncomfortable or unsettles during any parts of the film?

Yes, mainly during the strangling and in the bathroom when you could see he was in distress.

10. Do you think the poster advertises 'Matryoshka' in a true manner?
Yes, the Russian doll makes sense because it has several people inside, symbolizing Grey's dissociative personality disorder. This is more obvious after watching the film. The red background works as it gives you a slight unnerved feeling, therefore giving you an indication of the type of film it will be.

Overall, I am really pleased with this response as it shows that the participant understands and read my short film in a predominantly preferred way. This gives me hope that the release of the film will be successful.

 

What have I learned from my target audience feedback?

 

Flow of emotion

After receiving my feedback, it is clear that the target audience feel sympathetic towards the character of Grey. I believe the point in which they feel most sympathetic towards him is when he is showing signs of struggle and distress with his condition - particularly when he is drinking alcohol and when he is in the bathroom and experiencing hallucinations. I think Grey is an easy character to empathise with as he struggling with something that is very real - a mental disorder - and this is something that a modern audience can understand. The target audience aren't sympathetic towards Matryoshka when she is getting strangled as she appears to be the 'devil' sitting on Grey's shoulder, encouraging him to drink which worsens his condition. The peak point of fear and discomfort would have to be during this part of the film - when Grey strangles Matryoshka. It is very unnerving and dramatic - aided by the editing and use of sound. However, the audience is aware that Grey strangles Matryoshka for a reason, because she is worsening his condition.

 

Flow of meaning

Those who watched the film said that they had a moment of revelation after the ending scene, which is when a psychologist tells Grey's mother that he has Dissociative Identity Disorder. Participant 1 said that this "helped to explain some of the events in the film." There are hints and clues that inform the audience about Grey's condition, such as the use of the Russian doll and costuming, but it isn't until the final scene in which the suspicions of the target audience are confirmed.

 

Reflection and Action

On getting feedback from my teacher and target audience, my group and I have decided not to change the film. Initially, our teacher recommended that we alter the use of sound in the final scene to make it more dramatic. However, we decided it would be better to keep our original sound as it is repeated several times throughout the film, therefore making it a motif. I do agree with the criticism that has been given by both my target audience and teachers, but I believe if we began to alter our film too much, it would take away our intended finished product.

 

What would I have done differently?

1. I think I would change the location of the film. It seemed to confuse some viewers as it didn't reveal much about the film's genre. A secluded, dark forest may have been much better. This was my original plan for the location, but it did not prove to be practical as it was too cold outside and lighting would have been difficult.
2. I would have liked to change the pace of the bathroom scene - for me, I think it happens way too quickly, it would have been much more effective if the scene was extended. However, it is clear that the audience understands that Grey is struggling in this scene, although I would have liked his struggle to be emphasised a bit more.
3. The double page spread - I believe it looks too much like it is promoting a mainstream film, and not a horror movie. Maybe a darker colour would have been much more effective.  
4. The door handle - again, I would have liked this particularly moment drawn out with a gradual zoom in as I believe it really would have added to the scare factor of the film. Something like this would have been ideal: