[Watch the video interview on YouTube here]
Film Courage: How did you get into market research? Maybe you can define for us what it’s like?
Alok Mishra, Producer: Market research for film can be many different things. Usually the studios don’t trust the filmmakers and the filmmakers don’t trust the studios. They need a third party to come and sort of be the go-between, a party that would get them to talk to both parties and basically decide on what demographics a certain film should have testing it:
-What are the age groups?
-What are the genders (the percent of genders)?
-What is the percentage of races?
-Who is this movie actually speaking to?
They would work as a third-party company. We would work with the filmmaker and also the studio and basically sometimes they weren’t talking to each other, so we were definitely the go-between in that respect. We’d come up with an idea for the study. When you’re testing a movie we call it a study and we’d figure out how big a theater, what location, all those different things go into actually testing a movie.
Once you get an audience in and they see the movie, they fill a survey, front and back. It has many different questions that are germane to the actual movie. They may think Does the audience have a concern about this?…(Watch the video interview on Youtube here).
BIO:
Alok Mishra is a producer known for 1BR (2019), Girl on a Bicycle (2013) and Tales of the Uncanny (2020).
CONNECT WITH ALOK MISHRA
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