Thus, the audience analysis platform DiO has spent the last two years examining the impact of film trailers and other audiovisual content on viewers. The results demonstrate a shift in audiences' emotional expectations of the works on offer.
Fed up with frantic action scenes££££
One of the most striking findings of this analysis is the following observation: young male viewers respond more favorably to character-driven stories offering real narrative depth, rather than to frenetic, uninterrupted action sequences. This same age group also shows a preference for strong, independent female characters, rather than hyper-stylized figures or figures confined to supporting roles.
Some French producers would do well to read this study: it would prevent them from continuing to miscategorize the projects presented to them, based on not only preconceived, but often erroneous ideas about what a particular audience expects. Younger generations are favoring complex and nuanced characters, far removed from traditional male and female archetypes.
££££ Are test screenings out of fashion?££££
Ade Shannon, CEO and founder of DiO, sums it up: "This data highlights a shift in perceptions of masculinity and a growing appetite for richer, more grounded narratives." The study also highlights that "the use of focus groups and preconceived ideas about audience expectations is now a thing of the past," methods that are now costing the industry millions of dollars in lost revenue.
Some majors have already begun to integrate this new data into the development of their marketing campaigns, with some notable initial successes, notably for a film recently released in the United Kingdom. All of this goes completely against what French Netflix and Amazon are producing. From there, we can only hope that the two groups will rethink their approach internally... we'll probably have to endure a few more knockouts and a few "stray bullets."
