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2. In order to create a successful promotional
package, it is necessary to find out exactly
what the target audience looks for in their
chosen subgenre of horror films. To do this,
I will carry out a significant amount of
audience research, in the form of 25
questionnaires and a subsequent focus
group based on the results of those
questionnaires.
Concerning the questionnaires, 25 will be
randomly distributed to various classmates,
friends, and adults of mixed
genders/interests, and the results will be
filtered into three categories – those that
like supernatural horrors, those that like
horrors in general, and those that don’t
enjoy horror as a genre (the latter of which
will not be used). From this, the results of
each
Question will be individually analysed,
whereupon the more popular of the
multiple choice answers for each will be
considered in the creation of my
promotional package. For example, if 17
out of 25 people think the most
successful part of a horror film trailer is
the use of sound, then particular focus
would be directed to the composition of
the soundtrack during my trailer.
Furthermore, upon analysing each
question using the aforementioned
method, a general conclusion will be
made concerning the type of supernatural
horror package I will be making, based on
the opinions of the target audience. This
will allow me to adapt the work in order
to suit their expectations and needs.
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3. FOCUS GROUP
The audience who answered positively to supernatural horror being their favourite subgenre will then be
asked to take part in a focus group, whereupon they will be asked a series of specified closed and open
questions in a series of individual interviews. These questions will allow me to understand what the
typical target audience expects from a new supernatural horror film, and what features/recurring
conventions they like and, more importantly, dislike. Again, this will further enable me to shape the
promotional package around their opinions. Furthermore, when the drafts of the poster, trailer, and
magazine cover are completed, the attendees of this focus group will be called back in order to deliver
feedback on how the promotional package is successful, and how it can be improved upon. This will
allow me to understand if I have understood and appealed to each of their expectations, desires, and
needs concerning horror films, giving me a chance to further adapt my work until a satisfactory final
product is produced. In terms of actually displaying the focus group, 2 sample interviews will be shown
on the blog, while the results of the rest are documented and analysed.

4. Sample
questionnaire

6. 1. 19 of the 25 participants are aged 17,with the other 6 being 18.
2. All of the 25 participants enjoy horror films.
3. 13 said their favourite subgenre was supernatural/possession, with 8 saying slasher, 3 choosing
psychological, and 1 choosing gothic.
4. 17 of the 25 said their favourite place to watch a horror is in the cinema, with 5 choosing their own
home and 3 preferring to watch them at a friend’s house.
5. Of the 25, 21 thought the full length trailer was the most effective method of promotion, with 1
saying teaser trailer and 4 choosing the poster.
6. The answers as to why contained several recurring patterns. Those who chose the trailer talked about
the horror promised in the poster and front cover ‘coming to life’, and the fact that sound and imagery
can be used to gain an idea of how scary the film will be. Those who chose the poster said that it was
visceral and easier to remember than a trailer.
7. 18 of 25 thought that sound effects/music was the most important aspect of a horror film, with 16
saying jumpscares, 16 highlighting the importance of showing the villain, 11 suggesting keeping the
plot hidden, 4 saying recognisable actors/directors and 3 saying pacing and composition of shots.
8. Here, 20 of 25 chose ‘showing the antagonist’, with 17 choosing ‘colour and font’, 19 choosing the
use of background, 6 choosing props and 9 choosing the use of a disturbing/interesting tagline.
9. Although the answers varied substantially here, there was one common theme; all of the participants
liked to be scared, and liked to be presented with something unconventional.
10. 19 of the 25’s least favourite convention was one character surviving until the very end, with the
remaining 5 disliking characters who don’t believe until the very end and 1 disliking the same repeated
locations.
11. Each answer was entirely different here, but two recurrent films that could be seen were The
Shining and the Conjuring.

7. RESULTS ANALYSIS
1. Each participant falls within the age bracket of my desired target
audience – a promising start that increases the likelihood of them giving
answers more relevant to my cause. Indeed, the ages of 18 and 19 are
the prime ages for the perfect TA individual, so the six 18 year olds here
are an exemplification of the kind of people I want to reach.
Furthermore, the fact that all 25 like horror films is excellent, as this
means that none of the questionnaires given will be considered ‘null’ or
‘void’.
2. With the clear majority of choices going to ‘supernatural/possession’,
results more applicable to my promotional package will be seen. In turn,
this also proves the prediction made in my TAP where I suggested that
most 15-24 year olds of this generation will like supernatural horror
films.
3. As so many prefer watching horror films in the cinema, ‘The
Basement’ will be altered to be a truly visual and auditory experience
that would simply not be the same on television or a laptop. This means
particular emphasis will be placed on perfecting and enhancing sound
and settings, with an option to see the film in IMAX to maximise this.
4. 21/25 thought that a full length trailer is the most effective method
of promotion. This is not entirely unpredictable, as a trailer combines all
the expectations drawn from the posters etc. and actually introduces the
audience to the narrative of the film. This is why I will ensure that the
trailer shares symbiosis with the other areas of the promotional package

8. 5. As sound, shots of the antagonist, and
jumpscares were the most popular options, the
trailer for ‘The Basement’ will be adapted
accordingly to include all of these conventions.
Non-diegetic sound will be especially prominent
due to it being the most popular choice, and in
order to create something truly unique, I hope to
compose my own soundtrack.
6. Although 20 of 25 participants thought that
showing the antagonist was the most important
feature on a poster, no antagonist will be shown
– only implied – on the poster for ‘The
Basement’. Showing one of the several
antagonists will somewhat ruin the mystery
surrounding the narrative, and will force
comparisons with other posters that would
otherwise have nothing in common with the
film. Instead, the entirety of focus will be placed
upon the background, which is the second-most
popular option, ensuring that the TA still get
their expectations satisfied.
7. When asked what they like about horror
films, all participants like to be scared in a new
way. As previously highlighted in the blog, ‘The
Basement’ will do just this.

9. 8. In order to address the participants’ evident dislike of one
character surviving until the very end, the narrative of both
the film and the trailer have been altered so that neither of
the characters die at the end, yet still suffer from a terror-driven
finale. The characters of Joel and Kerrie, who are
portrayed to be reasonably intelligent, broad-minded people,
will also believe in the presence of the supernatural
relatively soon within the film. This demonstrates how I
have removed the conventions that my target audience
dislike, increasing their chances of appreciating the
individuality of ‘The Basement’.
9. The fact that the participants mentioned ‘The Shining’
and ‘The Conjuring’ more than once is excellent, as these
two films served as inspirations when I initially started
working on the promotional package. It is therefore likely
that, if the TA like these films, they will also like ‘The
Basement’.