A test screen is a preview of a movie or a television show before general release. This is done to grasp the audiences reaction. This is done by asking to complete a questionnaire the most famous question being "would you recommend this to a friend" if no is below 70% there is something wrong and things will be changed for example
Pretty woman's ending was changed as originally the script was a lot grittier. The ending which was actually shot and screened saw Richard gere's business man dump Julia Roberts with a heart of gold. The studio preferred a happy ending. And they fall in love and love happily ever after.
Interactive marketing.
Is about getting a fan base involved and pretty much saying if you get involved we will give you something e.i a teaser trailer, a poster etc
There are many time's when interactive marketing is very popular. One of the best I have seen is batman. The release of the joker. A website was loaded and for every email sent by a fan led to a pixel of the picture being released. They also released a real life treasure hunt around big cities in the U.S. There was also a 1 min teaser trailer released of nothing but the symbol of batman. If this doesn't hype up a fan base what will? As it happened the dark night made over 1 billion dollars in box office. Job well done.
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