Testing Viewer Engagement: An Overview
In the world of filmmaking, the journey from script to screen is a complex one. One crucial step in this process is the test screening, a practice that has become an integral part of the film industry.
Test screenings offer filmmakers a chance to gain critical input from audiences before their movies are released. These screenings, often held in theaters near where the film is being produced, particularly in areas around Los Angeles, provide valuable feedback on a movie's pace, plot clarity, and overall impact.
The process begins with the editing crew completing the rough cut of the movie. Once ready, the film is screened for a selected audience, typically consisting of individuals within the age range of 18-34. However, this isn't always a hard and fast rule, as a film geared towards baby boomers might feature an audience in that age range.
Right before the film starts, a moderator introduces the movie and advises the audience of a few things, including that the visual and sound effects have not yet been perfected. After the screening, all audience members receive a list of questions that must be answered before exiting. These questions provide filmmakers with feedback on various aspects of the movie.
One such example is the test screening of the popular comedy 'Wedding Crashers.' The audience strongly suggested that the film should keep its nudity and bad language to maintain an R rating, a decision that ultimately contributed to the film's success. 'Wedding Crashers' grossed more than $285 million worldwide, far exceeding its comparatively paltry $40 million production budget.
Not all films are as fortunate, and some changes in a movie resulting from test screening feedback are more subtle, affecting pace, plot clarifications, and so on. For instance, the producers of 'Wedding Crashers' were concerned about the raunchy nature of the film and needed audience input to soothe their concerns.
Comedies, in particular, benefit more from testing than other genres. Test screenings for these films often offer multiple alternate endings and jokes of different levels. An example of this can be seen in the film 'My Best Friend's Wedding,' where Rupert Everett's character was made more prominent in the movie due to positive feedback from test audiences.
However, not all filmmakers place the same value on audience testing. Directors like Christopher Nolan, for example, have chosen to forego this practice.
The most well-known film testing company is the National Research Group (NRG), a division of Nielsen Entertainment. This company contracts with major studios to perform screenings and pre-test films. Studios employ outside firms to recruit audience members and run the event, forking over millions of dollars per year for such services.
Test audiences for films can participate in smaller focus groups after the preview to elaborate on their impressions. This additional feedback is invaluable to filmmakers, as word of mouth is critical to the success of any film. Because of this, filmmakers place extra value on whether or not audience members would be likely to recommend the movie to their friends.
In some cases, test screenings have led to significant changes in films. For instance, 'Fatal Attraction,' 'E.T. - the Extra-Terrestrial,' 'Pretty in Pink' and 'Pretty Woman' were all altered following audience testing. In other cases, the feedback was ignored, as was the case with 'Charlie's Angels: Full Throttle,' resulting in mixed results.
In 2005, my cousin Dave participated in a test audience for 'Wedding Crashers.' His experience echoes that of many others who have attended these screenings. He found the process both engaging and informative, providing a unique opportunity to contribute to the final product.
In conclusion, test screenings play a vital role in the film industry. They offer a chance for filmmakers to gauge audience reactions and make necessary adjustments to their movies. As technology continues to evolve, it will be interesting to see how this process adapts and grows in the future.
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