Movie research requires a different pattern than "classic" communication studies. In our recently completed research, we have introduced an innovative three step approach consisting of quantitative research of viewers (the context of films and heroes), recording the reactions of viewers while watching a movie in a cinema and focus group discussion conducted just after the movie.

We used neuromarketing to evaluate the trailer.

Thanks to the combination of three mutually complementary approaches, we have created post-production recommendations to improve the movie. Our recommendations included: the way of introducing heroes, identification of unproductive scenes and shots, indication of required changes related to scenography, props, colors, sound and songs, length of shots, special effects, animations, etc.

The degree of application of our recommendation will be seen in September 2017.

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