EVALUATION Q3: WHAT HAVE YOU LEARNT FROM YOUR AUDIENCE FEEDBACK?

Audience feedback is very important when it comes to producing an ad campaign as its crucial to
know how to best reach your audience. Knowing the things, they do and things like films they
already are interested in gives you enough information to advertise directly to the demographic of
your film.
Before we started the filming process we also did a very detailed set of research and planning. Part
of this involved an audience questionnaire that allowed us to get information on certain things
about our target audience and get a general consensus. This was the thing that established the main
demographic we were aiming for which allowed us to continue with our project. Knowing our
demographic was key before anything else as then we would know who we were aiming our trailer
at and the things wed need to include to interest them. Connecting with your demographic is key
when it comes to advertising and can be witnessed in professional films like The Woman in Black.
The distributors did a lot of research into their demographic in order to market their film successfully
towards them. So it was evident this was something we needed to do.

After we produced a first draft of our trailer it was screened to the class in order to get verbal
feedback (This was filmed and can be found embedded above) this was the main way we received
feedback on our trailer. It was also possible, due to the fact that we published our trailers on
YouTube, to share with other peers to ask for opinions.
For the poster and magazine cover I was able to reach out to peers in order to ask for feedback from
them. I asked six different people between the ages of 17-20, which was our demographic, making
sure to ask a mixed genre as our trailer was gender neutral.
Feedback & Improvements:
After screening our trailer to the class we received feedback, both constructive criticism and
commendations of our work. Our trailer that was aired was a fairly finished draft, which allowed us
to get advanced opinions. The main constructive feedback we received on our trailer was that the

dialogue was difficult to hear at some points. We received this comment from multiple people who
felt that the audio of the conversation between Lucy and Adam in particular got overpowered by the
incidental music in the background as the levels were off. We also received a few comments about
the intertitles which a few people though were too quick, however this was contradicted in the
positives by people who felt that the intertitles were good. Another piece of feedback we received
after an individual screening was that the ending audio wasnt powerful enough to create the
desired impact and that it needed to be a louder sting. However, the positive feedback we got on
our trailer let us know that our trailer was having the desired effect. Multiple people said that the
editing and effects were strong, like the black eyes at the end. This is a large part of the overall
presentation of the trailer so was good to hear. We also got commended on the various shot types
we used which is important in order to make your trailer more interesting and convey different
emotions.
My magazine and posters received some detailed feedback as well. The main criticisms for my poster
were focused on some of the smaller details that could be easily fixed. Things like the quality of the
image and the alignment of the text. A lot of the feedback on this was specific as I asked for it to be
this way. The magazine cover feedback was also detailed. My main comment on this was just to
check the colours as, although the colour scheme worked really well, certain parts of the magazine
just needed to be edited in order to make the colours darker so they didnt look odd, specifically the
red background of the price. Colours were also pointed out on the film reel as the coloured stills
from the trailer clashed with the black/white/red colour scheme of my magazine and looked out of
place. One of the people I asked also commented saying the different style of fonts didnt match.
However, like with the trailer, this was contradicted in the commendations. The positives for both
my ancillary texts commented on the professionalism and one of my peers said the attention to
detail was excellent. On both products I was told that they were conventional, which was something
that I aimed for.
All of the feedback we received was used to improve our work to make it better. With the feedback
from our trailer we made sure to fix the levels of the dialogue so that the narrative can be
understood. We also went over the sound to make sure that the overall volume wasnt too loud.
With the ending sound we decided to change the original sound effects we had. We found a more
powerful, screeching-like sting for the end jump scare that sounded more conventional. Then for the
falling cross at the end we faded out the music and added a reverb effect that added to the original
audio from the clip of the cross bouncing of the floor. This created a slow-motion metal sound,
which sounded more effective than a quiet sting. The intertitles we fixed in order to make sure they
were readable and didnt cut off any of the other clips. We did however decide to keep them as
short as we could, so that they were till readable, in order to keep our trailer length down so the
audience wouldnt lose interest.
For my film poster I went into Photoshop to fix the smaller details that I could fix, like the alignment
of the actors name. Unfortunately, I was unable to retake the photo as the actress used for Mary
had a hair colour change which meant that retaking the image would create an issue in the
continuity and the products would no longer have a unified identity. However, I did add colour
curves on the image in order to make it look better and more professional. When it came to the
magazine I made the suggested colours darker in order to make sure that nothing stood out
negatively due to it looking out of place. I also decided to keep the film reel in the corner, as it was

praised by a few of my peers, however I took the feedback into consideration and made the images
black and white so the colours of the stills from the trailer didnt clash with the colour scheme of the
magazine. When it came to the comment about the difference in fonts I decided to make the
independent decision to leave the fonts as they are. With the various fonts I felt that the mixed
house-style of my magazine was presented in a clear way, which is something I wanted to express.
Without the serif fonts it would have looked too informal.