Capability Studies

Understanding audience response to an idea at the beginning stages of development allows our clients to make informed decisions when choosing content, and to move forward with confidence. It also saves them time and money.

At Screen Engine/ASI, we appreciate the complexities of the creative process and provide research that gives our clients peace of mind throughout their projects’ development. Our clients can explore their instincts and gain an understanding of their target audience’s perceptions and desires.

Screen Engine/ASI’s capability studies provide a reliable way to test the “DNA” of an entertainment concept. It offers clients an early read on the core strength of an idea, providing quantitative measure of its intrinsic value.

In capability testing, the very essence of the content is presented as a single logline or a few descriptive sentences, and probes its ability to rouse interest. After responding to the logline, respondents are then asked to read a longer, 150 to 200-word paragraph, which provides a more comprehensive description of the concept. Additional layers of information are then parceled out sequentially to gauge how they influence interest. Those additional elements might include source material, genre, tonality, title, filmmaker’s pedigree, cast and/or star pairings. Interest is tracked after each of those details is disclosed, providing measurements of “lift,” which reveal how each aspect impacts respondents’ enthusiasm.

Results include feedback among moviegoers at large, and also identify audience segments - demographics, psychographics and movie-going affinity - that exhibit the strongest interest in the concept.