Watch Vidya Balan in Piya Tu Kaahe Rootha Re in Kahaani.
Kahaani releases on March 9, 2012.
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Hey Shailesh, Just a couple of thghout; not solutions really. What if you use some sort of qualitative test say like, visual comprehension? You ask your survey group to answer a set of questions based on the content of the promos they have seen and gauge how much they liked the promo based on their recall. Say, like, What does Ali Zafar say to Aditi Rao when they are lying down on the grass?’, What is her response?’ What is the prop that both Karenna and Imran are wearing as they walk together in the fun fair?’ What is Kareena’s profession in the movie?’ What does the official ask when they go to get their marriage annulled’. May be even stuff like, What are the primary colours in the frames, what are the backdrops, what were the characters wearing ‘ not the best of questions I guess, but you get my drift. Things that will test recall value. Could even be, Write a four line summary of the movie based on the promo you saw’. Could also be multiple choice Qs. Though you won’t get definitive yes’ or no’ answers, I guess with a lot of fine tuning (and some sort of mechanism to assign scores to the responses), it should be possible to judge the audience’s impressions based on the answers. Good recall = effective promo. Luke warm recall = not so great promo. So on For instance, I know that I recall the Pyar Ka Punchnama promo way more than I can recall Housefull. (May also be because it had gone viral on the net .) Or that in recent times, I recall London Paris New York better than I recall Ek Main Aur Ek Tu (But I guess I must mention here that I love promos per se and I can forget about the star cast. The other thing I thghout of is a more elaborate long-termish solution and it’s the kind of thing media companies would do. Don’t know if it would be the forte of research companies. Creating a Rate Your Promos’ type community/ website using a mixture of Facebook, Youtube et al. and gradually seeding the idea that we want you to rate the promo without letting the star cast, music and genre influence you’. It might take a while, but once the idea becomes a product, I think it’ll catch on. And considering you’ve had some difficulty with this problem, it might be worth exploring, though it doesn’t strictly fall under the methods used by research companies. You might have to use some sort of front’ to do this though.
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