A film screening is the displaying of a motion picture or film. Sometimes the term refers to a special showing as part of a film's production and release cycle, but it is also used for a routine event open to the public. To show the film to best advantage, special screenings my take place in plush, low seat-count theaters with very high quality (sometimes especially certified) projection and sound equipment, and can be accompanied by food and drink and spoken remarks by producers, writers, or actors. Special screenings typically occur outside normal theatrical showing hours. The different types of screenings are presented here in their order within a film's development.
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For early edits of a film, informal test screenings are shown to small target audiences to judge if a film will require editing, reshooting or rewriting. At this stage the film may be incomplete, with missing or unfinished special effects shots or sound effects, or dialogue not yet rerecorded. Audience responses are usually recorded informally. Test audiences may be required not to discuss the film. A film may go through several test screenings.
Focus group screenings are formal test screenings of a film in what is hoped to be its final form, with very detailed documentation of audience responses. Target audience members answer survey questionnaires and are usually interviewed, sometimes on video. Their opinion may be recorded by pressing buttons during screening to indicate approval or disapproval. Their involuntary responses may be recorded using galvanic skin response, or EKG. Focus audiences may be required not to discuss the film. Focus group screenings are expensive to run due to the equipment required and large amount of data recorded, so are performed less frequently than informal test screenings. Permanent focus-group screening rooms, permanently equipped, simplify the process, but restrict the location of tests.
Critic screenings are held for national and major market critics well in advance of print and television production-cycle deadlines, and are usually by invitation only. This step may be omitted if a studio anticipates negative critical reviews.
Private screenings are provided for investors, marketing and distribution representatives, and VIP media figures.
Preview screenings are for the public, sometimes at boutique theaters (which may not be scheduled as a release theater). These may serve as final test screenings used to adjust marketing strategy (radio & TV promotion, etc.) or the film itself. Complimentary tickets, sometimes limited in number, are frequently provided to local media for contests or giveaways. No confidentiality requirement is imposed on the audience.
A sneak preview is a film screening before formal release, with the usual charge for admission. The purpose of sneak previews is to gain additional publicity and word-of-mouth exposure for the movie.
After all the above, the film goes on general release if taken up by a film distributor.
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