Concept Trailer. Action. Rowdy Rathore, Dabangg 2. Concept. Storyboard.
Romance. Jab Tak Hai Jaan, Aashiqui 2. Screenplay. Suspense. Talaash,
Kahaani.
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?
Informed concept choices, based on consumer feedback, can improve the a producer’s success ratio over time
In turn, driving profitablity
While consumers can’t generate film ideas (Concept Development)
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
Stimulus can be divided into two broad categories:
1. Audio Stimulus 2. Visual Stimulus
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
www.ormaxmedia.com Twitter: @OrmaxMedia
