The survey gathered responses from people aged 16 to 64 with an average age of 32. 45% of respondents were male and 55% female. The majority of respondents regularly watch movies. While most people do not use smartphones to search for films online, there is an opportunity to target this gap through innovative techniques. The survey results will help prioritize key elements for the film promotion website, such as social media links, character introductions, and large graphics. Although few currently use QR codes, most people said they would be open to using them if seen on a poster. Respondents preferred QR codes linking to a page on the film website with social media links. Critics ratings are important for choosing films but their inclusion in trailers and

1. AUDIENCE RESEARCH PART V
O L I V E R W O O L L A R D

2. OPENING QUESTIONS
For this stage of research I staged a virtual survey for a range of different ages to use. The average age of the users
was 32 years old, with the youngest at 16 and eldest as 64. The different generations of people allowed me to gain a
better understanding of what the mass market wants. I also had 45% male, 55% female in order to try to have an
equal set of results.

3. QUESTION 1
The majority of those surveyed regularly watch movies, which means the opinions shared in the survey will come
from people who are supporting and interacting with the industry. This also means that I may have answers from
those corners of the audience that are harder to persuade to see films.
Do you regularly watch movies?
Yes No

4. QUESTION 2 & 3
Whilst the results show that the majority of people
surveyed don’t use smartphone when searching about
films, it confirms a gap within the market in which to
target through innovative techniques.
Do you use a smartphone when searching about films
online?
Yes No
Would you prefer to watch a film which has an online
website or interactive platform?
Yes No
The numbers of people that would prefer a film to have an
online website is a lot higher than those who are actually
searching on smartphones. There is a link between the
two because this shows that there is a opportunity within
the market.

5. QUESTION 4
Large Graphics
Adaptive Width
Mobile Friendly
Download Content
Character Introductions
Social Media Links
10
Please rate the following elements in their importance for a film
promotion website (10 most important, 1 least important)
The results for this question are essential for the
design of my website. They clearly show a huge
need for Social Media Links as well as Character
Introductions, Mobile Friendliness, and Large
Graphics.
There is a large range of ratings for the Adaptive
Width option. I feel this is because users don’t fully
understand the importance of the feature, as it is
more noticed by a developer than user.
I will probably use all of the features, but these
results show me which to prioritise in order to
create a successful product.

6. QUESTION 5 & 6
Only a small portion of those surveyed currently use QR codes on their smartphone. However the vast number of
those who then went on to say that they would be inclined to use one if they saw it on a poster really shows a market
that wants this kind of Cross-Media Convergent technology and is willing to try it.
Do you currently use QR codes on your smartphone?
Yes No
Would you be inclined to use a QR code on a film promotion
poster
Yes No

7. QUESTION 7
Surprisingly those surveyed said that they would prefer the QR codes to lead them to a page within the films website
that features social links for the film. Just under half suggested this, with the closest other two being the trailer on the
film website, and the homepage of the website. With 45% I will follow my audiences suggestions as I feel this is the
wisest decision for an effective outcome of the QR tool.

8. Are critics ratings important to you when you are
choosing a film to watch?
Yes No
QUESTION 8 & 10
I was surprised to see that so many people use critics ratings to decide whether a film is worth watching or not. The
plan to include the reviews in the trailer and posters mean that I will be targeting an audience correctly, that use these
reviews to add to their decision. However those surveyed also said that it wouldn’t make any difference to their
decision if they just saw it in a trailer or poster. The conflicting results suggests a minor error has been made
somewhere, or simply that the audience prefer reading full reviews by critics.
If a poster/trailer features critics reviews, would it make any effect
on your decision to see a film?
Yes No