Evaluation: What have you learned from your audience feedback?

Audience feedback has been a key feature of the development of 'Flight'. It has shaped the way we have created, produced and edited the film and the ancillary products. Throughout the production process my team and I have sought opinions and feedback from a wide range of people through various methods. Audiences were invited to glance a critical eye over our products, giving constructive criticism when necessary which was then taken on-board to improve the film and the surrounding products. Doing so has greatly benefited the film, magazine review page and poster project due to collective opinions which were previously not thought of.


Teacher Feedback
Throughout the course of this project my two mentors have given me their thoughts and ideas about how we could improve our production. The advice was given throughout the whole production, even when we were brainstorming ideas and developing storyboards. Showing the hand-drawn storyboard to my teachers resulted in advice given, some of which we took on board, others we discarded. Upon showing the first draft of the film to my teachers, Mr. Cunningham suggested that we deleted the shot of Sophie walking to the ballet studio as it was unnecessary and had no impact on the narrative. When we looked at the revised footage without the clip, we noticed that it flowed more smoothly and had more of an impact, so the clip remained out of our production. However, other pieces of advice that were given were not followed. An example of this is when Mr. Cunningham suggested that we made the ending of our film more finalised and less ambiguous. However, as a group we decided that we preferred our film with an ambiguous ending. Also, our audience research suggested that ambiguous endings were effective, as it gave them something to ponder on after the film had ended. Due to those reasons, we decided to keep the final sequence of 'Flight' open-ended. Another piece of criticism mentioned by our teachers was that the narrative seemed to be in two segments - one where Sophie is a failing dancer, and the other when she turns to drug use. The drug-taking scene located at the end of our narrative seemed to be separate from the rest of our film. Due to this criticism, we decided to add a flashback sequence where it shows Sophie handling cocaine. This adds a sense of distortion and enigma to the film, yet it also links it effectively. Without this audience feedback it is unlikely that my group and I would have realised that the film did not flow effectively. This shows just how beneficial audience feedback was to the production.

Feedback from our teachers has been impacted the way in which 'Flight' has progressed due to the fact that other opinions and views were given. This allowed myself and my group to decide on important decisions that we faced with a wider range of opinions from audience members. Although not all advice was followed, we still had a larger view on how our film could be changed.

Tumblr Feedback
Tumblr is a social networking site centred around uploading photos and videos to a selection of 'followers' who can follow your progress. As our film and poster fitted nicely into these two categories, I decided to use this website to gain opinions on 'Flight' and its ancillary products. Many of my followers fitted into the target audience of our film - teenagers and young adults - so I felt that it was crucial to gain their opinions on our film. I continuously updated my followers with the progress of 'Flight', which kept them interested with the progress of our film and resulted in the audience giving more relevant opinions. This communication with the audience also meant that later in the production, when I began to ask questions about our film and ancillary products, they would be more likely to engage.

Above is my Tumblr page where I updated my followers with 'Flight's' progress.

Gaining audience feedback on Tumblr was crucial to the success of the production. I communicated with my audience frequently, asking their opinion on certain aspects of our film, poster and magazine review page. Over the course of the production, I gained many different views and opinions on the products, mainly when I asked direct questions to the audience. Many people chose to leave feedback anonymously, which meant that they could truly express how they felt about our film. 

Using Tumblr was beneficial to 'Flight' as it was used when problems rose within our production that we were unsure of how to rectify. An example of this is the use of StopMotion. As a group, we were unsure as to keep the alternative ending which used StopMotion technology or to keep with the style of our original ending. I received many different views and opinions on the matter, some responding positively to the idea, others more critical. I showed my audience the two endings and then asked them which one they preferred. The main opinion which I received was that the use of StopMotion felt out of place in our film, and that perhaps if we used it earlier in the production it would link more effectively. Due to this feedback, we decided not to use the StopMotion ending. I feel that using Tumblr to reach this decision greatly helped our production, as if we did not gain opinions from our audience we may not have created a production which they thought was effective or professional. 

The image above shows some of the feedback which I received on the first draft of 'Flight'. Some of the feedback was positive, whereas others was negative. We took all pieces of feedback on board which greatly helped our production look professional and fit comfortably within the social realist genre. 

Facebook Feedback
Facebook is the largest social networking site on the planet, used primarily by teenagers and young adults. Due to the fact that it is used by such a substantial amount of teenagers and young adults, we decided to update Facebook users with the progress of 'Flight' and it's ancillary products. Facebook allowed text, photos, links and videos to be uploaded, meaning that we could upload our film, poster and magazine review page with ease. In turn, this meant that opinions could be given about every aspect of our film, and that our audience could follow our progress.

Above is a screenshot of me communicating with my target audience.

I began by asking my target audience about the name of our production, as shown above. We gained an overwhelming positive response to the name 'Flight' for our production, with many people saying that it suited the themes which resided within the production. Doing this meant that we were able to decide on a name for our production more quickly, and that our previously halted production could go ahead.

Using Facebook granted a wide range of opinions, as some people had different ideas to others. This widened choice for 'Flight', as it allowed us to see what different members of our target audience wanted. However, this resulted in a large amount of differing opinions on the website, which was difficult to manage and decide upon. Although most of the advice given by our target audience was beneficial, some opinions differed too wildly, resulting in conflicting views and ideas. Despite this, we harnessed the information given to use by our target audience as best as we could, collecting opinions on the first draft of our film to improve it when we reshot certain sequences. Contacting our target audience allowed us to discover problems within our first draft that would have been left un-thought of by myself and my team.

Above is a screenshot of Hannah, our editor, consulting our target audience directly to gain views and opinions which helped the development of our magazine review page. Many people pointed out the strong aspects of the magazine which we kept, to make it appeal to our target audience as effectively as possible. 

Youtube Feedback
The free video hosting website Youtube was where we uploaded all of the footage of our film. Youtube is used by many different film-makers, so we thought it would be beneficial to use to upload our footage onto the site. From Youtube, we could then share it on websites like Facebook and Tumblr with the hit of a button. We mainly used Youtube to host the first and final drafts of our film, the proposed different types of music and sound used, and the experimental footage which we shot. However, although we were only using Youtube to host our footage, we also gained some feedback from Youtube users.

Above is a screenshot of a response on our first draft. The criticism which was received was implemented into our second draft, meaning that the audience feedback here was extremely helpful. It allowed an insight into ideas that we did not previously consider.

Twitter Feedback
My group also used the social networking site 'Twitter' to track the progress of 'Flight'. This allowed for an easy way to track our progress, showing different shots within our film. Twitter was also used to communicate with viewers audience. However, users of Twitter tend to have a wider age grouping than Tumblr and Facebook, meaning that we were not hitting our target audience directly. Due to the change in audience, it meant that we were able to gain differing opinions, views and criticisms to those offered through Facebook and Tumblr. The new feedback was beneficial to our film and ancillary products as it gave us a fresh way to look at our film. An example of this is the flashback sequence. it was suggested to us to use bright colours to show a sense of distortion. We followed this advice and found that it greatly benefited our production. The way in which Twitter can be used makes it easy to communicate with your followers. This meant that as our progress continued, we were able to continuously question our followers and ask for feedback and advice. This was done at each stage of production, whilst creating our short film, poster and magazine review page. The quick responses given meant that we were quickly able to alter any issues that users spotted. A suggestion made on Twitter was that our original logo, whilst it matched our poster, did not fit in with the background of our film. We reviewed the logo on the footage and soon realised that they were correct. Without advice like this we may not have had as a professional-looking film as possible. From reviewing the feedback given on Twitter I have learnt that I need to cast a more critical eye over my products to ensure that they are all professional and convey meaning.

Above is a screenshot of Hannah sharing our film and updating our followers on Twitter. The link given meant that users could click on it and then respond with feedback. From this feedback we learnt of some issues which we quickly corrected.


Above is some feedback which we received on our Twitter site. The advice given to 'add more key information' was implemented to give audiences more of an idea as to what our film was about. Receiving feedback on Twitter like the example given above greatly helped our production.

In conclusion, the feedback which has been given to us has been extremely useful for our production. I am pleased that we decided to use many different websites to communicate with audiences and users as it meant that we got as many opinions on our film and other products as possible. Many scenes and shots within our film have been changed due to the feedback which we received, which was extremely helpful. I ensured that all feedback given was explored effectively, until my team and I made a final decision on how to change our film. The changes which we made include: changing the logo in our second draft, changing the sound so it did not become repetitive, removing the sequence where Sophie is walking to the dance studio, cutting down the nature sequence, choosing not the use the StopMotion sequence, and choosing the alternative ending for our film. Without contacting our audience through these social networking sites, our film and ancillary products would not look as professional as they do now, meaning that they each had a huge impact on our production.

Evaluation: How effective is the combination of your main product and ancillary texts?

I feel that the ways in which my products link and contrast each other compliment the overall production. It was of the utmost importance that each of the creations portrayed the genre of 'Flight' effectively, so that if the audience saw one of the products individually, they would instantly be able to recognise which genre it belongs to. This meant that I had to give each product it's own unique feel, yet still compliment the overriding themes which the short film dealt with. We firstly created the film itself, and then focused on linking it with the poster and the magazine review page.

 From my research into professional film products it was clear that posters which were created to advertise films effectively portrayed the genre of which they belong to. This allows audiences to immediately make links and connections in regards to the film before they have even had the opportunity to see it. This raises anticipation and gives a more professional-looking film and ancillary products.  This method is clearly shown by the film 'Black Swan' and it's poster, as shown below:

    

The 'Black Swan' poster clearly shows to the audience who the protagonist of the film is, which immediately  allows the audience to connect with them. The poster also holds connotations of drug use - due to the surreal make-up used on the character. The eye make-up in particular emphasises this idea. This makes the audience who view the poster feel slightly uneasy as the character within the poster looks unnatural. All of these themes given are in the film itself. From looking at this production it was clear which route I should follow upon creating my own products.

Upon reviewing our short film 'Flight', it was clear that the colour purple dominated most of the shots. This created a fantasy-like sequence in the centre of our film, which foreshadowed the impending hinted drug use. Due to the connotations that the sequence had, and the fact that it looked visually appealing, I decided that the use of purple should be the key factor which linked all of our products together. This creates a house-style which can be instantly recognised by the consumer, and allows them an insight into what themes 'Flight' deals with. Once I had decided on the linking theme that connects the film and the ancillary products, my group and I then had to choose a key shot from the nature sequence which both looked appealing and portrayed 'Flight' effectively.

From extensive research into conventions of real short films, it is stereotypically the poster which is shown first to audiences.  This meant that it meant that the poster had to be as effective as it could possibly be, as it would be the key feature which would raise interest amongst our audience. The second item that audiences would see would be the magazine review page - to gain a professional insight into the film itself. We ensured that this furthered the interest for our audience. Finally, the viewer would see the short production itself. Now, however, due to the immersion of Web 2.0 this has all changed. The marketing environment has now gone viral. The products can be shown on the internet and on social networking sites such as Facebook at any stage and in any order - meaning that each of the products had to have been as effective as possible. I feel that my products link together strongly enough to do so.

To effectively promote the magazine review page I have decided that it will be placed in 'Sight And Sound' magazine. Sight And Sound gives in-depth analysis of theatrical film releases from all over the UK. The magazine also gives information about film-makers, giving in-depth interviews with those involved. Due to the fact that the magazine focuses on a range of films and is renowned for it's success, I felt it was the perfect magazine to review 'Flight'.

The poster will be displayed not only physically, but also on social networking sites such as Facebook and Vimeo. On these websites there will be a link to the 'Sight and Sound' website where customers can purchase the edition of the magazine within which 'Flight' is reviewed. This will link our products together effectively, and will mean that a large number of people will be able to see all of our products easily.

As mentioned previously in my evaluation, one of the key links which combine my main product and ancillary products effectively is colour. Shown in the images above, the colours of black and purple link  the three items effectively, showing a house-style between the three. There is also the use of silhouettes which is harnessed throughout, adding an element of mystery and enigma to the film and it's products. It shows that the protagonist of the film is female, but other than that little information is given about the character, which will mean that audiences will be intrigued to view her story. The fact that the images in each of the three products are taken from the same scene further strengthens the combination between the film and the ancillary products, as it only gives a small insight into the entire production. The magazine review harnesses the techniques of 'Sight & Sound' well, sticking to the conventions of the magazine. The poster and film also conform to the conventions of each form of media.

However, although the products link well together, I do feel that there is one weakness that does not strengthen the combination of the three, and that is the logo which is used. In each product, the logo differs, as shown by the images below: 

Although each logo works effectively within it's own individual product, they do not collectively give a linking theme. To make the film and ancillary products more effective I would consider changing these logos and selecting one to strengthen the already established links between the three items. 

In conclusion, I am pleased with the ways in which my film and ancillary products combine together, despite the differing logos. I feel that they could be effectively shown individually and be effective at portraying the tone and genre of the film to the audience, yet combined they work even better. The colouring used effectively weaves the three items together, which shows to the audience a sense of professionalism which surrounds the production. I am also pleased with the way in which only one scene is visually shown in the poster and magazine review page, as this will entice audiences to watch the short film.

Evaulation: How did you use media technologies in the construction and research, planning and evaluation stages?

   
 

Please click above to begin. Then use the right arrow on the presentation above to  progress.

Final Magazine Product with feedback

Below is the final magazine review page for 'Flight'. 

Overall, I am pleased with how the review page for 'Flight' ended up. It looks professional, yet also provides all of the information necessary for the reader. This means that it would fit perfectly within the 'Sight and Sound' magazine.


I decided to update my Tumblr followers with the final product of 'Flight' - the magazine review page. I did this as my followers have been tracking my progress since the beginning of the production, so I felt that they could offer the best insight into the product which I produced and give any ways in which it could be improved to enhance the overall effect. Below is a screen shot of me updating my followers with the final magazine review page and asking them for their thoughts and opinions on the product.

Below are some of the responses I received in regards to the review page for 'Flight':

As you can see from the feedback shown above, the review page gained an overwhelming positive response. No feedback was given, showing that my followers on Tumblr thought that the review page was effective. I am pleased with the response that I received from my followers, as it shows that they find that it was a professional looking ancillary product. One of my worries about the magazine review page was that perhaps it was too focused on text, yet the responses given do not seem to focus on this matter. This shows that the magazine review page worked well, and that it was both informative and visually appealing. However, due to the fact that the review page is being in 'Sight And Sound' magazine, it may be that the responses given were not received by readers of the magazine. This may mean that a difference in opinion may arise upon publication of the review, and that film critics and academics may not agree with the responses given.

Final 'Flight'

Above is the final draft of 'Flight'. 

Second Draft of 'Flight'

Above is the final draft of my short film 'Flight'. I uploaded this draft, as I did with the others, onto the video-sharing site Youtube. This allowed me to gain any feedback or insights into the film itself. Overall, I am pleased with how the film turned out. This is because the shots, mise-en-scene, sound and editing used throughout are effective and compliment each other well. All of the feedback which has been given to me over the course of production has been greatly beneficial to the film itself, as it meant that viewers were able to communicate with me effectively.

Below are some comments which have been given to me by my peers about the final draft of 'Flight'.

• Abi Jones: "I really loved the final ever draft of your film. I think that it has progressed really well since when you first started, and it's good to see it all come together. I really like the sound used, as it matches the visuals on screen well."
• Alex Cowan: "The shots within the film look really nice, and I particularly like the colours in the nature scene. The purple sky reflected in the water was one of my favourite bits of the whole thing. I haven't even got any improvements to give you - sorry!"
• Edward Stow: "Wow, I'm really impressed with 'Flight'. It looks very effective, and throughout watching the short film I was glued! I really wanted to know what happened to Sophie and I really loved how you left the ending ambiguous. This meant that I was wondering what happened to the girl within the film after I had watched it."

I then shared my film on Tumblr to gain some responses as to what they thought of the final version of my film. This seemed like an appropriate choice of website as I have been continuously updating my followers with the progress of my film. The responses received can be found below:

As you can see from the image above, I received a high amount of praise for my short film through the social networking site Tumblr. Most of the feedback received was positive, pointing out the stronger aspects of the film such as the colouring and sound. However, one criticism was received, saying that some of the shots lasted for a higher duration of time than necessary. I disagree with this comment, as I feel that the shots are the appropriate length of time to show the themes within the short film.

My tutor noted some issues with the sound of the film. Some of these included that the beginning sequence had a long silence of around 40 seconds, and that the sound needed to be more original. Because of this, we decided to bear this in mind upon creating my third and final draft of the film. 

Creating the magazine review page

Within my group, I was in charge of creating the actual review of 'Flight' to be placed within a film magazine. I used the program 'OpenOffice Writer' to create the text which would then be put into the template that Hannah designed. I wrote the key pieces of information towards the beginning of the review in bold, so that the reader would be immediately drawn to the importance of the creators. As you can see from the image below, I segmented the review into different areas. These included the Synopsis, the Review itself, the Release Date, and the Credits. I decided to use different sections upon creating the review page as it would mean that it would conform to what Sight And Sound's (our chosen magazine) reviews look like, and that it would be easier for the reader to locate specific segments of informations at a quick glance. This ensured that the information given was clear, precise, and informative. 

Holding all of the necessary information was extremely important to the success of creating the magazine review page. From exploring real media products - particularly those within 'Sight And Sound' magazines, it was a reoccurring theme that the basic information about the film was given at the beginning of the review page. I thought that this would be necessary to include within creating my own media product, so I ensured that this information was given at the beginning of the review. As you can see from the image below, I ensured that the information given was what audience's would expect and need to read in order to gain an insight into the short film. Showing the audience the certificate of the film within the beginning of the review meant that they would be able to immediately know who the film was targeted at, and that there may be some darker themes which reside within the production. The release date was also an important piece of information to be delivered to readers. This is because we plan for the review of the short film to be placed in the magazine before it has been released to the general public. This would increase the reader's anticipation about the film, and will mean that they are more likely to go and see it for themselves to gain an insight into the themes that the review draws upon. Below you can see the comparison between the introductory segment of the review for Karma in 'Sight And Sound' magazine, and the introduction of the review for my own production 'Flight'.

The next stage of creating the magazine review page was writing the beginning paragraph of the review itself. The first paragraph of the review is arguably the most important, as it allows the reader to gain an immediately insight into what the film is actually about. If the reader's attention is lost within this paragraph, then they are likely to not continue to read the rest of the review, meaning that engaging with the reader was crucial. I continued to explored the review of 'Karma' to see how I should begin writing my own review. It was clear that this review wrote about the director, the name of the film and some of the narrative themes. I thought that this was effective, so I decided to use it upon creating my own review.

I continued to compare my review to Karma's, to ensure that the review itself was on the right tracks, and that it held all of the information necessary for the reader to engage with the review. I ensured that I covered mise-en-scene, cinematography, editing and sound to create an effective review page. Overall, I am pleased with how the magazine review page turned up, as it looks both visually appealing and holds the relevant information.

Below is a creation stage of Hannah putting the information together (including an image from the film itself). This image ensured that it captured the essence and theme of the overall production, and that it allowed readers to see one of the most pivotal sequences within the whole film.