Film Concept Testing

Product Overview

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)

THE NEED

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

APPROACH

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)

STIMULUS

Concept

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

Story

About 15 mins audio narration of the film’s story

Screenplay

About audio narration of the film’s screenplay, complete

with dialogue

AUDIO STIMULUS

Storyboard

Key illustrative images supporting the audio narration of the film at

the ‘Story’ stage

Concept Trailer

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

VISUAL STIMULUS

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 Concept Trailer

Social Message Oh My God, Peepli Live Concept

MINIMUM STIMULUS REQUIREMENT (1/2)

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.

Genre Examples Audio Visual

Family/ Emotional

English Vinglish, We Are Family Screenplay

Realistic Bhaag Milkha Bhaag, No One Killed Jessica

Concept

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 Concept Trailer

Youthful Student Of The Year, Rockstar Story

MINIMUM STIMULUS REQUIREMENT (2/2)

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

Remake Sequel

South

Remake

Hollywood

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

Stimulus - Screenplay

Only one screenplay can be tested as part of one research

Stimulus - Story

Upto 2 stories can be tested as part of one research

Stimulus - Concept

Upto 3 concepts can be tested as part of one research

RESEARCH PROCESS

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

Reasons for

positive and

negative Appeal

Concept Relevance & Unique-

ness

Target Audience

Match

Element Rating –

Story, Characters, Scenes, Dialogue, Look-Feel,

etc.

Concept Appeal

with Starcast Options

KEY PARAMETERS

www.ormaxmedia.com

Twitter: @OrmaxMedia