Evaluation Question 1

Evaluation Question 2

Evaluation Question 3

In order to produce my final short film I went through several stages of audience research in order to improve my product and to confirm a target audience for the product as a whole including the ancillary tasks. Initially I wanted to research into my target audience that I thought would be appropriate for the piece that I wanted to create. This was the 15-25 demographic with a slight lean towards the female sex compared to the male. In order to confirm this proposed target audience I asked two different groups of people the simple question

Would you go and see this film?

The two groups were,

YOUNGER – 20, 15 – 25 year olds  mainly composed of people in my year at school so they were mostly 16-18

OLDER – group of 10 people from 40 – 60 mainly parents of my friends.

And these were the results,

Younger 

Older 

As you can see there was a definite split between the two age groups with those of a similar age to me who definitely fit into the 15 – 25 demographic mostly stated an interest in the film concept which gave me confidence that my planned target audience was the right one. While the second group of those of an older age is small and the results aren’t that promising I thought that this was useful to  carry out to see if possibly the film could have a wider audience however this hope was short lived as it became clear from this small sample that there was not much interest from this older age group.

However if I were to do this again I would also have made note of the gender of these people as this as something that was relevant to my target audience research but was not something I focused on which limited the success of this initial research.

After I had begun to put together several edits of the film I began to show them to several people in order to receive some feedback on how the film was progressing.

With the first round of audience feedback the biggest piece of feedback I received was that a shot reverse shot between Ottilies character and Roddies character didn’t make sense in terms of the 180 degree rule something I hadn’t payed enough attention to during filming and so the feedback was incredibly important in catching this mistake that I went on to fix in a series of reshoots. The problematic shot is shown below along with the shot I changed it for during reshoots.

I performed several further pieces of audience research where I asked people to look at the later stages of production as the piece began to came together. This was useful for a couple of reasons. Firstly they were useful because they showed me a different reading of the text that I hadn’t intended for there to be. One person thought that Roddies character was far more antagonistic than I had actually planned and this was interesting because it suggested that I had not made him as sympathetic as I would have intended possibly due to the restrictions of the format and the limited number of lines I could give him in the time allowed for the piece

Secondly it was also useful in terms of production because again it helped to highlight failures in the earlier pieces of the production such as particular issues with sound for example with the beginning of the piece the decision to have the opening of the fridge cut into the music cue of the production company logo and this definitely added to the effectiveness of the opening as it gave a sense of falling directly into the setting of the piece.  Furthermore they helped with continuity such as one scene where the décor behind one of the characters changed between shots .

These became particularly important when filming reshoots as I had to make sure that costuming and setting were all kept the same throughout shoots something that I nearly managed to achieve although there were still a couple of continuity errors.

The last bit of audience research I performed was after I had completed the final edit of the piece. To do this I created a short survey which I gave to  10 people who watched the film. I used a mixture of long form and multiple choice questions which gave me a mixture of qualitative and quantitative data and it was all useful. The survey can be seen below,

In terms of audience this survey was fairly useful as it confirmed the findings of my earlier  research that suggested that the main audience demographic would be the 15 – 25 age range this was clearly true as, in terms of enjoyment, people rated the film on average a 7/10  and the average age of the people completing the survey was 17 further showing the accuracy of my predicted age range. However it must be noted that everyone rated the film fairly highly including those that were not a part of this particular demographic suggesting that the piece has a wider appeal than I had originally thought.

In terms of things that I did well, several people commented on how successful the overall cinemaphotography was in the piece for example one person commented that they like this particular shot (see below) of the two main characters in particular which shows that my cinemaphotography was successful

In addition to this when asked about how cohesive the narrative was many people said that they thought that it was cohesive and worked in the time frame a very good result especially considering the limited time frame that this product uses. I was afraid that the narrative would seem rushed or somewhat limited but nobody suggested that this was the case. #

 Furthermore, when asked if they thought the characters were stereotypical many people said that they were not and that they were well nuanced and seemed to be natural this is especially important to achieve in a coming of age film as it had to be grounded in realism. This was very useful as it showed how effective my script had been in creating two characters that appeared realistic to an audience of people who are supposed to be the same age as the characters. 

Finally people mostly said that they either greatly enjoyed the music or felt that it didn’t add much to the piece overall . On the one hand this is clearly good news because it would have been bad if people had said that they had not enjoyed the music of the piece because this was a central focus of mine during the production process. However it would have been nice to have had universally positive feedback and this lead me to think that I could have used the soundtrack more creatively because people particularly liked the ending soundtrack and so if I had used music to convey emotions more this could have benefited the overall product.

However many people did comment that the diegetic sound varied drastically and this made the viewing experience worse. One person commented that this was because they couldn’t hear certain bits of dialogue because of the non diegetic sound being to loud or because the actual audio for the dialogue was too quiet. Another person said that they couldn’t hear people speaking because of background noise such as airplanes and cars when filming outside of the house. These comments clearly show a major flaw in my product that is especially annoying for me as I had tried to fix these issues and had thought I had done a good job but it was clearly not good enough.

In terms of audience feedback for my ancillary tasks I performed a series of vox pops where I simply asked for peoples opinions when it came to both my poster and my magazine double page spread. An example of these can be seen below

Several common themes emerged as I was performing these

In terms of the poster, people really liked the layout that I went for in particular the placement of the image and the way in which the text surrounded the two actors shown in it. They also liked the use of the slowly fading away question marks as a part of the title. It was also good that several people who had seen both the film and the poster noted that the texts used at the end of the film was the same as that used in the poster title which was a definite plus.

However there were several things that people didn’t like. The primary issue that many people had was that once I had printed out the poster the awards that I had placed on the right hand side of the poster became lost in the background of the image which meant they were very difficult to see from a long distance away limiting the posters effectiveness. In addition to this people had mixed feelings about the choice of colours in the poster and thought that maybe there could be a great variety of colours used in the text rather than just the black and white that I had used

In terms of the magazine article people particularly liked the images used and the way they were displayed with people saying they were visually interesting as well as engaging. People who also thoroughly read the text said that they enjoyed reading it although several people choose not too as I caught them at a moment where they were somewhat busy which did limit the usefulness of this research to a certain degree. Finally a few people noted that they liked the side panel with the various bits of information in it which was great as this was something I put a great deal of time into especially when designing the stamp and rating system logos

However there were some things that people either didn’t like or had mixed feelings about. The main complaint that several people had was that the text as a whole was somewhat bland with people particularly pointing out that the title of the text wasn’t as eye catching as they would have liked. In addition to this some people thought that the main body of text was too small and therefore difficult to read something that I could not judge during production as I was not reading it in print.

 Overall throughout the whole production process I believe I have benefitted greatly from my audience feedback. In the early stages of development it was useful in highlighting production failures that I might have missed and this helped to guide my production especially when it came to colour correction and editing decisions or when eventually deciding to reshoot. In the later stages of development and when the piece was complete it was particularly useful as it highlighted to me the particular bits of the main task that I had achieved successfully and some pieces that I had not. This wasn’t as useful as I was focusing on evaluation once this had been completed but it was very reassuring as it confirmed that I had made a piece that effectively targeted a particular audience and was enjoyable for all those who viewed it.

Evaluation Question 4

Evaluation Question 7

Looking back at your preliminary task, what do you feel you have learnt in the progression from it to the full product?



The first project we completed was a short film entitled “The Package”. This was a short film that we produced in a group of four at the very beginning of our coursework. Below is the finished piece.

This was my first time working with this kind of equipment and for the rest of our group it was a similar story. This inexperience can be seen in a number of shots especially one in which we filmed a hallway but didn’t realise until we got to editing it that we had filmed the whole thing at a very slight angle which caused the corridor we were filming in to curve away making it look like it spiralled. This did not happen again in our production of our opening as we paid close attention to such details. This was particularly important in the shots where our actress walked towards the bridge as these could have looked very bizarre if they had been filmed incorrectly. This failure also taught us the lesson of time management as we made this mistake due to the time constraints put on this first project. Because of these pressures, when it was time to shoot the scenes for our opening we factored in the time we would need to experiment with various shots and also to make sure that we filmed all the shots correctly.  

 One thing that was good about this project was our attention to detail in terms of continuity. In another group’s piece there was a moment were a person suddenly changes outfits for one shot. This showed me the dangers of breaking continuity and so we paid special attention in our final opening to the costume of our protagonist making sure to keep it the same across the three shooting days.  In addition to this in one shot in this piece we broke the 180 degree rule during a change-over of the “package”. This was something that we didn’t pick up on until filming was wrapped up but it taught me how important it was to pay close attention to shots such as this as they could confuse the audience if this rule was broken.

After this initial project we worked individually on our preliminary tasks. Below is my preliminary task.

The main thing that I learned from the prelim task was the basics of both Final Cut Pro and the general process of shooting a scene. This was especially important as this was the first time I had worked with such equipment before and so the experience that I gained from this initial experience was invaluable and while I did not use my knowledge of editing later in the production cycle, the experience I gained in terms of shot planning and selection were useful later in the production cycle when it came to us cutting down the footage we had shot into a workable 2 minute opening.

One other thing I have learned through this process is the importance of soundtracks in the effectiveness of media products. In our short film we did have a soundtrack but it was a pre-existing soundtrack taken from the internet because of this the beats in the music didn’t match those in the product. In contrast to this in our final piece I created an entirely original soundtrack to match the piece. This did increase the length of our production cycle as it was necessary to have a near complete edit of our piece before I started working on the soundtrack as it would have been pointless to work on a soundtrack that did not match the beats of the piece. Despite this increase in the time taken to produce the piece, this original soundtrack massively increased the quality of our piece as the moments of tension in our piece were furthered by the soundtrack supporting them.

Finally a fundamental difference between the two products has to be the level of planning that went into our final piece. In both my preliminary task and our short film “The Package” we didn’t really have an exact plan for where our shots were going to be taken, instead we just decided on a path through the school and then found what we thought were the most interesting ways to film our characters journey along this path. In contrast to this we spent a great deal of production time planning our shots through the use of shot lists and story boarding. This meant that when we shot on location, the process was far easier than before because we knew exactly what we were looking for and this meant it was easier for us to focus on smaller details and allowed us the breathing space to attempt different versions of the initially planned shot which meant when it came to editing down the footage we had we had several option so we could create the best opening possible.

Overall I have learned a lot from my preliminary task to our final product. These range from developing my understanding of the fundamentals of filmmaking and working in more complex ways with technology such as Logic and Final Cut Pro to furthering my knowledge of how sound design can influence the style and tone of a piece.

Evaluation Question 6

What have you learnt about technologies from the process of constructing this product?

Evaluation Question 5

 How did you attract/address your audience?

We created a Twitter and Facebook page that we posted status' on to attract our audience and make them aware of the film. This one major way we would advertise our product as social media is used worldwide by our target audience

Evaluation Question 4

 Who would be the audience for your media product?

We made a questionnaire to find the target audience for our media product. All people who participated in the questionnaire were between the ages 15-25 as they are the ages our product is aimed at.

This is the questionnaire we gave the audience.

Some of the most important questions and the results are shown below and were essential in deciding what kind of audience we were going to aim our film at.

What is your gender?

- Male 6

- Female 8

- Other 1

This question showed us whether all genders would enjoy our opening sequence and so whether we should target a certain gender. But the results indicated that any gender would enjoy our product.

What is your preferred film genre?
In this question they were allowed to tick as many of the genres as they wished, this was because some people may not be able to decide between 2 genres.

- Action 9

- Comedy 9

- Thriller 9

- Crime 8

- Science Fiction 6

- Fantasy 3

- Horror 2

- Romance 2

- Animation 2

The results for this question assured us that for the age group of 15-25 they would like our film as the thriller genre was one of the most preferred genres.

What is your preferred sub-genre of thriller?
Again they were allowed to tick as many as they wished.

- Psychological 9

- Crime 9

- Action 6

- Horror 4

- Supernatural 3

The main sub-genre of our film is psychological-thriller, with aspects of crime and horror and the responses suggest that psychological thrillers are also one of the preferred genres.

Did our ident (acrylic productions) look professional?

-Yes 12

- No 3

It was very important to know whether the audience thought our ident looked professional as it represents the company that 'made' our film and is at the start, so we want it to give a good image to the audience.

Would you want to watch the rest of the film?

- Yes 12

- No 3

This question was extremely significant to find out whether the title sequence created enough suspense to engage the audience and make them want to carry on watching the film to find out what will happen next. As this should be the main aim in an opening sequence.

The results for these two questions above were the same and are presented on the same pie chart.


From the responses we received in the questionnaire, we annotated this silhouette of a person, it represents the characteristics of our target audience member, including which TV shows and films they would watch

Evaluation Question 3

What kind of media institution might distribute your media product and why?

Evalulation Question 2

How does your media product represent particular social groups?

Evaluation Question 1

In what ways does your media product use, develop or challenge forms and conventions of real media products?