Marketing Research of Target Audience Perception of a Full-Length Feature Film

MCG specialists conducted marketing research on the perception of a Ukrainian full-length feature film by representatives of its target audience.

The main goal — to study the reactions of potential viewers to the screened material in order to form a promotion strategy for theatrical release.

Research Process

To achieve the research goal, focused group interviews were conducted. First, respondents participated in a joint screening of the film and its teaser, and afterwards, in a collective post-factum discussion.

The target audience was defined by simple criteria:

• women and men aged 19-39;
• they sometimes watch movies, for them it is a way to spend free time;
• they often visit cinemas and follow what appears in theatrical release.

Results

1. The audience's general reactions and impressions from viewing the screened material were studied.
2. The audience's attitude towards the main characters and the musical score was examined.
3. It was determined to which genre, in the audience's opinion, the screened material belongs.
4. The audience's willingness to recommend the screened material for viewing was ascertained.
5. It was determined whether the proposed film title was successful, and a wide range of possible film titles was obtained from the audience.
6. The audience's opinion on how well the teaser conveys the screened material was identified.