Caution, spoilers ahead for Scott Pilgrim vs. the World.
One of my favorite movies of all time very nearly had a sharp left turn for an ending, which definitely would have made the film worse overall. That movie is Scott Pilgrim vs. the World, and a seemingly minor tweak to the ending made a world of difference.
Director Edgar Wright’s initial script featured Scott choosing to be with Knives Chau, his younger love interest, after defeating Ramona’s evil exes. This ending fell flat with test audiences who were bigger fans of the heroine by that point in the film, Ramona Flowers. Having invested significant time witnessing Scott’s pursuit of Ramona, viewers felt disappointed by a last-minute shift. That version of the script almost made it to theaters. The one market intelligence research method saved us all this fate, and that was a focus group.
For films in general, the audience’s reaction serves as a powerful reminder that it does not exist in a vacuum. While a director’s vision is the map which guides the ship, successful storytelling requires connecting with viewers on an emotional level. Focus groups, therefore, provide valuable perspective, revealing how audiences resonate with the narrative and respond to character choices. Their reactions can shine a spotlight on inconsistencies or emotional disconnects that might have gone unnoticed by the director and crew, immersed in their own creative bubble. It’s not that anyone wants to make a mess of the ending, but focus groups can allow the director to take a step back and reflect on their work.
“The original ending, when we had test screenings, it would kind of divide people… Over that kind of process, Bryan [O’Malley] changed the endings of the books and I was aware that the ending we had wasn’t quite as satisfying as it should be, so we had the chance—and Universal were totally behind the idea—of shooting something new. When we screened it again, the scores went hugely up.”
Edgar Wright, Director of Scott Pilgrim vs. the World
The focus group’s disappointment served as a warning flare, prompting Wright and Bryan O’Malley, the graphic novel’s author, to revisit the conclusion. This collaboration and story restructuring resulted in an ending that aligned with the emotional journey depicted throughout the film. Importantly, it also stayed true to the core narrative of O’Malley’s graphic novels, ultimately creating a more satisfying experience for movie goers and comic fans alike.
Focus groups offer valuable insights, allowing directors and writers to refine their vision and ensure their work resonates with the intended audience. This applies to global businesses as well, and proper testing of ideas with real people in the target market can provide invaluable data. The last thing you want is to work so hard on your product only to realize how far off your idea was from success. With focus groups, companies can learn these sorts of mistakes early on in product development and incorporate changes in a timely fashion.
Citations:
- https://www.mentalfloss.com/article/64467/11-movies-changed-because-test-audiences
- https://www.linkedin.com/advice/0/how-do-you-use-test-screenings-focus-groups-improve