Audience Research

 I. PRIMARY RESEARCH

- Methodology: Google Form survey

- Participants: 13

- Age groups: 16-22

View the Google Form here: Audience Research Survey 

The reason I conducted this survey is to a) analyze my target audience's tastes when it comes to movie genres and b) observe their interests in my chosen genre and opening's plot. 

Of the 13 participants, 61.5% are female and 38.5% are male. This is because my target gender at the beginning was female and their relationships, and also how they can be vulnerable yet solid at the same time. This result satisfies my developed plan.

I then questioned their favourite movie genres, and out of 13 responses, nearly half of them (46.2%) chose slice-of-life as their favourite. This is a good sign to me because my chosen genre, besides drama as the main, is slice-of-life as the only sub-genre. 

All of the people surveyed are interested in slice-of-life dramas. with a minimum score of 3 being neutral and 5 being completely favourite.

I asked my participants why they were interested in slice-of-life dramas. Most of the responses were because they find them comforting and healing, they get to see life through different perspectives, and they can lay back to enjoy their personal lives.

They were surveyed about their opinions on my film's opening pitch, and overall, the responses were about the creative plot, the mood that came within, and the curiosity (enigmas) about what happened to the best friend. One of the responses stood out to me because of how detailed it was: "I must say, your film opening idea is truly captivating! It immediately caught my attention and left me wanting more. The concept you've presented is intriguing and thought-provoking, promising a compelling story that will resonate with audiences. The way you described the creative elements gives me the impression that the visual and storytelling aspects will be strong and engaging. I genuinely believe your film opening idea has great potential and can leave a lasting impact on viewers. I'm excited to see how it unfolds!"

Lastly, I asked for improvements and suggestions. Most of the participants had nothing to say, these 4 responses helped me a lot on how I can edit and improve my plot. About the palette chosen, I adjusted it so that there will be 2 palettes - one with a colder, more depressing palette which appears when the protagonist is alone; and another one with a brighter, warmer set of colours which is used during the flashbacks when the best friend is in the scene. The protagonist will also be younger than the original plot, so instead of being somewhere in her 30s, she will be 27, which makes it easier for me to find a friend who's young but has a mature appearance. 

II. SECONDARY RESEARCH

In Vietnam, slice-of-life dramas have gained significant popularity among a wide range of viewers. They often resonate with young adults who are navigating the challenges of modern life, exploring themes of love, friendship, and personal growth. Young adults in Vietnam comprise a significant portion of the target audience for slice-of-life dramas.

It is important to note that the number of views for slice-of-life dramas on streaming platforms can vary depending on factors such as the popularity of the specific drama, the platform's user base, and the marketing efforts surrounding the content. Popular slice-of-life dramas with compelling storylines and well-known actors/actresses are likely to attract larger audiences and generate higher view counts.

Streaming platforms often use algorithms and viewer data to recommend content to users, which can also increase the visibility and viewership of slice-of-life dramas. Additionally, positive (or negative) word-of-mouth, critical acclaim, and social media buzz can also contribute to the popularity and views of slice-of-life dramas on streaming platforms.

According to the conduction of VTV's list of dramas broadcast in 2023 (VTV is one of the few Vietnamese national broadcasters), under the VTV1 Weeknight Prime-time dramas category, which consists of dramas aired from 21:00 to 21:30, Monday to Friday on VTV1, 3 out of 5 dramas broadcasted had slice-of-life as their main genre. The 3 are Under the Tree of Happiness, A Home for Dreams, and Village in the Street. This list signals that compared to the previous years, the audience switches their focus more onto slice-of-life dramas and TV shows, hence leading to a higher number of them being produced and aired by the film-making industry this year. The films are also broadcast during the 'golden hours' when people are most likely to have finished their work and have done house chores, so they choose to sit down and watch these dramas as a way treat to themselves after a long day. This signifies that slice-of-life dramas are being favoured by VTV's main audience, who are young adults and people who are looking for therapeutic media pieces.

When it comes to a slice-of-life movie in the Vietnamese film industry, one notable example is The Scent of Green Papaya or Mui Du Du Xanh (1993), directed by Tran Anh Hung. The film received widespread critical acclaim upon its release. It won the Caméra d'Or (Golden Camera) award at the 1993 Cannes Film Festival, which recognizes the best debut feature film across all festival sections. It also was selected as the Vietnamese entry for the Best Foreign Language Film category at the 66th Academy Awards and received a nomination, which further elevated its profile and brought attention to Vietnamese cinema. Though it wasn't a box office success at that time, it held cultural significance as it was one of the first Vietnamese films to gain international acclaim and reach a global audience.