Film Concept Testing Product Overview

THE NEED 

The most important decision in the film making process is often at the earliest stage: Should we even make (or acquire) this film?

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Informed concept choices, based on consumer feedback, can improve the a producer’s success ratio over time

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In turn, driving profitablity

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While consumers can’t generate film ideas (Concept Development)

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They are certainly capable of giving feedback to a film’s concept, if presented with the ‘right’ stimulus (Concept Testing)

APPROACH 

It is extremely important that any Concept Testing research approach recognizes two very important facts:

1. The minimum stimulus requirement for each genre is different. We do not test a concept if the minimum stimulus requirement is not met, as the results can be unreliable, even dangerously misleading 2. Concept Testing can provide answers to certain specific questions, depending on the stimulus used. It is different from a Ormax Moviescope, where the actual product is tested. Hence, it is important to separate what a concept can be tested for, vis-à-vis what it can’t be tested for

STIMULUS 

There are various types of stimulus that can be used for Film Concept Testing

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Stimulus can be divided into two broad categories:

1. Audio Stimulus 2. Visual Stimulus

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A particular Concept Testing project can use either of these, or a combination, as long as it meets the minimum genre requirement (defined later)

AUDIO STIMULUS

Concept

Story

4-5 mins audio narration of the film’s concept

About 15 mins audio narration of the film’s story

Screenplay About audio narration of the film’s screenplay, complete with dialogue

VISUAL STIMULUS

Storyboard

Concept Trailer

Key illustrative images supporting the audio narration of the film at the ‘Story’ stage

3-5 minutes audio-visual showreel created to capture the ‘Concept’ of the film

Concept Poster Poster art created to communicate the ‘Concept’ of the film

MINIMUM STIMULUS REQUIREMENT (1/2) Genre

Examples

Audio

Visual

Family Comedy

Housefull 2, Bol Bachchan

Story

Concept Trailer

Action

Rowdy Rathore, Dabangg 2

Concept

Storyboard

Romance

Jab Tak Hai Jaan, Aashiqui 2

Screenplay

Suspense

Talaash, Kahaani

Story

Thriller

Race 2, Special 26

Story

Horror

Haunted, Raaz 3

Concept

Social Message

Oh My God, Peepli Live

Concept

Concept Trailer

Note: These are minimum stimulus requirements. A higher level/ additional stimulus will make the research more powerful. In case of genre overlap, the higher level research stimulus will be needed.

MINIMUM STIMULUS REQUIREMENT (2/2)

Genre

Examples

Audio

Family/ Emotional

English Vinglish, We Are Family

Screenplay

Realistic

Bhaag Milkha Bhaag, No One Killed Jessica

Concept

Visual

Youthful Comedy Chashme Baddoor, Fukrey

Concept

Concept Trailer

Children’s

Delhi Safari, Chillar Party

Concept

Storyboard

Adult/ Sex

The Dirty Picture, Murder 2

Concept

Superhero

Krrish, Ra.One

Story

Youthful

Student Of The Year, Rockstar

Story

Concept Trailer

Note: These are minimum stimulus requirements. A higher level/ additional stimulus will make the research more powerful. In case of genre overlap, the higher level research stimulus will be needed.

OTHER FILM TYPES

Hindi

Sequel

Remake

South

Hollywood

Remake

Remake

Stimulus and research design customization depending on the genre of the Test Concept.

RESEARCH PROCESS

Respondents are invited for a Central Location Testing (batch size of 40-50). They are given a brief introduction regarding the purpose of the research

They are exposed to the stimulus and administered a questionnaire

Select respondents (8-10 per batch) participate in Group Interactions to understand their finer qualitative perceptions about the concept

RESEARCH PROCESS

Stimulus - Concept Upto 3 concepts can be tested as part of one research

Stimulus - Story Upto 2 stories can be tested as part of one research

Stimulus - Screenplay Only one screenplay can be tested as part of one research

KEY PARAMETERS

Concept Appeal - % Respondents who will “Definitely Watch” the film in a theatre

Reasons for positive and negative Appeal

Concept Relevance & Uniqueness

Target Audience Match

Element Rating – Story, Character s, Scenes, Dialogue, Look-Feel, etc.

Concept Appeal with Starcast Options

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