MakeMinesMarvel
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ASM2 Focus Group Recap
Hi all,
Here is an overview of the Spider-Man groups this evening in Boston.
AMAZING SPIDER-MAN 2 came up unaided in two of the three groups, with only females 20-29 needing prompting.
In all three groups, final interest levels outpaced interest based on individual spots (only Glory in the third group matched their final tally of 9 definite interest). That said, final interest was nearly universal, with 8-9 definite and the rest probable. This is a clear indication that enthusiasm for the film comes from multiple looks rather than just one positioning. This is also consistent with the findings from the groups last week.
The following spots stood out as candidates for the campaign:
Everything Changes. This spot was the clear standout of the night - it reached the highest levels of definite interest in both the first and third groups, and was the second most-popular spot in the second group. Viewers liked that it gave you more information about Electro, but also had a balance between Electro and Green Goblin. It also introduced the villains but then pivoted to the personal stakes for Spider-Man, which women in particular were interested in. Many viewers specifically cited the copy here as memorable, and viewers felt it provided enough background without giving too much away. Greatest. This spot was shown in groups 1 and 3 and was well-received in both. This spot made the villains themselves feel like a serious threat, especially with the "enemies unite" copy that was called out in both groups as a strong positive. Promise. The success of Promise mirrored its success in testing quite closely: viewers did not believe Gwen died in the spot - and in fact about half of the viewers believed there was no way Gwen would die in the movie - but they liked the suspenseful presentation anyway. This spot was strong with the first and second groups (the latter of which has a caveat below) but the third group felt it was still too much about Gwen in the beginning. Glory and New Era performed well. Glory was strong in the last group, where viewers saw it first and were excited by the action, but the first group had a slight preference for New Era, which felt darker (in a good way).
The following spots were less successful:
Friends/Enemies. This spot was shown in the first and third groups and had moderate success with little enthusiasm. Viewers were much less interested in Harry's story, either because it made the movie feel small, as one viewer put it in the third group, or because they have already seen Green Goblin in the first iteration of Spider-Man, as one viewer said in the first group. In general, viewers were most interested in Electro in terms of the villains, and while all three groups were clear that they want it to be a combo package, this emphasis on Green Goblin was less engaging. Everything Gwen-heavy. Heart and Chemistry played up the banter between Gwen and Peter, and both spots failed to generate enthusiasm in the female group, which was generally looking for the same things the males were looking for: action, villains, and an engaging story. Emma also fell short with this group, as they felt that she was distracting and even for a few viewers "pushy." Interestingly, after a string of Gwen-heavy spots, Promise played very well to this group, who felt like the spot pivoted away from making the love angle exclusively about Gwen and more about family and affection in general. Still, the best spot for this group from an interest perspective was Greatest F, which did include a little of the romantic element - they liked that it showed that Gwen wants to help without being too aggressive. Clearly, for these females, a little went a long way.
Initial thoughts moving forward:
Suspense continues to dominate. Viewers like seeing big moments like Gwen and Spidey crashing through the window, but they also like seeing Spidey put to the test by multiple villains with a hidden agenda. The Oscorp/family history element remains a strong way to combine the villains and give viewers a sense of the elevated stakes. Electro deserves a spot. While people don't want to see just Electro, viewers were interested enough in seeing more of Jamie Foxx as Electro that developing something focused on this character is recommended. Ideally, this spot would feature plenty of the eye-catching special effects surrounding Electro - which were popular in all three groups tonight - and still feature some of the other villains and Spidey for balance. Additionally, the spot would include a bit of the "origin" of Electro and how he came to be. Gwen in prescribed doses. Viewers want Gwen to fit into Spidey's world, not the other way around. Moments like the webbing can be used in materials targeted at females and viewers who are more likely to be interested in the human side of Spidey, but viewers who are looking for an action spectacular can be turned off if materials turn too jokey. It's probably best to limit these materials and include one comedic or romantic moment at most, instead emphasizing the suspense surrounding her fate and the larger family stakes.
Sent from my iPhone
Here is an overview of the Spider-Man groups this evening in Boston.
AMAZING SPIDER-MAN 2 came up unaided in two of the three groups, with only females 20-29 needing prompting.
In all three groups, final interest levels outpaced interest based on individual spots (only Glory in the third group matched their final tally of 9 definite interest). That said, final interest was nearly universal, with 8-9 definite and the rest probable. This is a clear indication that enthusiasm for the film comes from multiple looks rather than just one positioning. This is also consistent with the findings from the groups last week.
The following spots stood out as candidates for the campaign:
Everything Changes. This spot was the clear standout of the night - it reached the highest levels of definite interest in both the first and third groups, and was the second most-popular spot in the second group. Viewers liked that it gave you more information about Electro, but also had a balance between Electro and Green Goblin. It also introduced the villains but then pivoted to the personal stakes for Spider-Man, which women in particular were interested in. Many viewers specifically cited the copy here as memorable, and viewers felt it provided enough background without giving too much away. Greatest. This spot was shown in groups 1 and 3 and was well-received in both. This spot made the villains themselves feel like a serious threat, especially with the "enemies unite" copy that was called out in both groups as a strong positive. Promise. The success of Promise mirrored its success in testing quite closely: viewers did not believe Gwen died in the spot - and in fact about half of the viewers believed there was no way Gwen would die in the movie - but they liked the suspenseful presentation anyway. This spot was strong with the first and second groups (the latter of which has a caveat below) but the third group felt it was still too much about Gwen in the beginning. Glory and New Era performed well. Glory was strong in the last group, where viewers saw it first and were excited by the action, but the first group had a slight preference for New Era, which felt darker (in a good way).
The following spots were less successful:
Friends/Enemies. This spot was shown in the first and third groups and had moderate success with little enthusiasm. Viewers were much less interested in Harry's story, either because it made the movie feel small, as one viewer put it in the third group, or because they have already seen Green Goblin in the first iteration of Spider-Man, as one viewer said in the first group. In general, viewers were most interested in Electro in terms of the villains, and while all three groups were clear that they want it to be a combo package, this emphasis on Green Goblin was less engaging. Everything Gwen-heavy. Heart and Chemistry played up the banter between Gwen and Peter, and both spots failed to generate enthusiasm in the female group, which was generally looking for the same things the males were looking for: action, villains, and an engaging story. Emma also fell short with this group, as they felt that she was distracting and even for a few viewers "pushy." Interestingly, after a string of Gwen-heavy spots, Promise played very well to this group, who felt like the spot pivoted away from making the love angle exclusively about Gwen and more about family and affection in general. Still, the best spot for this group from an interest perspective was Greatest F, which did include a little of the romantic element - they liked that it showed that Gwen wants to help without being too aggressive. Clearly, for these females, a little went a long way.
Initial thoughts moving forward:
Suspense continues to dominate. Viewers like seeing big moments like Gwen and Spidey crashing through the window, but they also like seeing Spidey put to the test by multiple villains with a hidden agenda. The Oscorp/family history element remains a strong way to combine the villains and give viewers a sense of the elevated stakes. Electro deserves a spot. While people don't want to see just Electro, viewers were interested enough in seeing more of Jamie Foxx as Electro that developing something focused on this character is recommended. Ideally, this spot would feature plenty of the eye-catching special effects surrounding Electro - which were popular in all three groups tonight - and still feature some of the other villains and Spidey for balance. Additionally, the spot would include a bit of the "origin" of Electro and how he came to be. Gwen in prescribed doses. Viewers want Gwen to fit into Spidey's world, not the other way around. Moments like the webbing can be used in materials targeted at females and viewers who are more likely to be interested in the human side of Spidey, but viewers who are looking for an action spectacular can be turned off if materials turn too jokey. It's probably best to limit these materials and include one comedic or romantic moment at most, instead emphasizing the suspense surrounding her fate and the larger family stakes.
Sent from my iPhone
), pinch some ideas and mention Venom toy sales. lol
t:
Jesus, and just idiotic ideas all around.
