Illustrative engagement. A representative scenario showing how we approach this kind of work in film. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping film
Producers, distributors and streaming platforms take big creative bets. Audience research tests concepts, trailers and release plans before the money is spent.
- Streaming has changed release windows
- Regional-language content is growing
- Trailers shape opening interest
Client background
A film distributor, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A film distributor
- Sector
- Film
- Team engaged
- Market Research
- Services
- Quantitative research, Online surveys
Client challenge
The distributor had three trailer cuts and needed to choose the one most likely to drive ticket sales.
Research objectives
- Deliver on the brief: testing trailers for a feature film release.
- Understand the views, needs and behaviour of moviegoers.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 2 weeks.
Target audience
The work focused on 1,500 moviegoers.
- moviegoers1,500
Audiences we typically reach in film
Cinema-goersStreaming viewersRegional audiencesDistributors and exhibitorsCritics and influencers
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Online trailer test
- 3Insight
We showed each trailer to matched samples of moviegoers, measuring interest, clarity of story and intent to watch in cinemas.
Quantitative researchOnline surveys
Sampling strategy
- moviegoers
- 1,500
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
Data collection
- The online survey was mobile-friendly and offered in respondents' languages.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Comparison of concepts, messages or products against each other
Key findings
- One cut made the genre clearer and lifted cinema intent.
Viewers need to know what kind of film it is.
Recommendations
- Build on the core insight: viewers need to know what kind of film it is.
- Share the findings with the teams closest to customers so they can act quickly.
Business impact
- It became the lead trailer.
Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: will audiences watch this concept?