Film audience testing in Australia: capturing the audience before it bites

This article investigates the role of audience test screenings as a tool for anticipating and interpreting the audience. Of particular interest is the role of test screenings in contemporary film-making practices in Australia. The primary focus is on 'test' or 'preview screenings' - a process whereby a selected audience provides feedback to the producers of a film prior to its completion. I explore the practice of screen testing in the United States and other markets where it varies according to level of marketing budget, government support and the involvement of film-makers in marketing their works. The Australian situation is revealed principally from findings of an industry survey conducted in mid-2011. Perspectives on audience test screenings in Australia are also canvassed with distributors, the main research company in the field and the national screen-funding body, Screen Australia