Evaluation Question 3 Script:

Interviewer: Our guest for todays Short Segment is Chloe-Ann

Dorward, the director of the 2014 intro Letters, the 2015 intro
Addiction, and the newly released 2016 Social Realism short
film Full Circle.
Chloe-Ann: Hello, thank you for having me.
Interviewer: So Chloe, you seem to of really come to grips with
the genre of Social Realism now, when you had your initial idea
for Full Circle, how did you mange to establish who your
audience would be?
Chloe-Ann: Well I had to undertake quantitative which is
closed questions and qualitative which is open research. I
used a mix of paper and online questionnaires so that I was
able to reach different ages. I used Google Forms as this
enabled me to reach an older generation of people that I
wouldnt have been able to get in contact with through paper
based questionnaires, so because of this I used the paper
based ones to ask fellow media students. These questionnaires
included quite broad questions such as whats your favourite
genre? and do you know what the term Social Realism
means?. I asked these types of questions so that I could have
a better understanding of what issues and themes different age
categories wanted to see in a short film.
Interviewer: When analysing and evaluating your quantitative
feedback what did you learn?
Chloe-Ann: When analysing I learnt that my participants
thought the storyline and the aesthetics were the most
important which is most likely because a storyline is what helps
the short film to keep moving forward and the aesthetics so that
it is pleasing for an audience to watch. When evaluating I learnt
that it would be useful for me to go onto the sites that my

participants used to watch short films and see what type of

shorts are on there to aid my knowledge.
Interviewer: and what about when you completed the qualitative
feedback?
Chloe-Ann: I could see that I had benefitted more from
Charlies responses then I had from Mias because he had prior
media knowledge of his own. His answers were much longer as
well which gave me specific detail on the information I needed
to know. Keiths response was also valuable to me as he made
the point of why it is important to not branch too far away from
social realism. It was brought to my attention that I would have
to consider whether or not my storyline was going to work with
just one character or not.
Interviewer: How did these questionnaires impact your work
and what did it tell you about your film?
Chloe-Ann: Well it had a huge impact to the extent of me
rethinking my film and starting from scratch.
Interviewer: Well that is a big impact.
Chloe-Ann: Indeed so, from my initial research that I carried out
peoples responses indicated to me that although the
characters issues and the themes were easy to identify, the
stakes werent high enough and there wasnt any real climax or
journey that the character goes on.
Interviewer: So what did you do after realising that?
Chloe-Ann: From there I wrote a new synopsis that had a new
storyline but I still kept the same theme of ability and disability. I
showed my new synopsis to other media students and their
responses were positive and the that changes in it made the

theme come across stronger and more clearly to my target

audience.
Interviewer: Can you go into a bit more detail on what you
learnt from this synopsis feedback?
Chloe-Ann: Of course, my first question was about the world,
character and problem and whether the readers could identify
these three elements. My feedback on this made it clear that
the majority of the interviewees had a common thought about
who the character is however, I needed to make my audience
understand the actions that my character takes.
I then asked what was the best point of view to have the story
told from and they all agreed that the point of view I had chosen
was correct and would work effectively. One main question I
asked during this research was about the ending of my short
and what should happen to the main character, the feedback I
received told me that the stakes didnt seem to be high enough
by having him just looking up at the sky therefore I had to
rethink alternative options to what I wanted the ending to be.
Interviewer: I see, so did you take inspiration from anyone or
was there anyone that influenced some of the decisions that
you made with your short?
Chloe-Ann: Well, Marilyn Milgrom advises that there should be
minimal dialogue as this helps establish the world and
character. This had a significant influence on my short which is
evident in my film as there is no dialogue. I also believe that
this allows room for the audience to form their own opinions on
the characters and enables them to pay close attention to
visuals. When asking other peers, they commented on how
having no dialogue makes my short more interesting and
makes it more cinematic rather then like a tv show.

Interviewer: So once you had moved away from the film you
began to work on the review and poster I believe?
Chloe-Ann: Yes, thats correct.
Interviewer: Can you tell us a bit about those process?
Chloe-Ann: Of course, the poster was the easier of the two.
The idea for the poster came from the title and the theme of the
short. The theme of ability/disability and how the character is
trapped in this everyday work routine made me think of a maze
and how you can become lost in them and have to find a way
out, which resembles the journey that my character goes on.
After one to one feedback it was noted that the philosophical
meaning behind the maze and the link between it and my film
was executed well. I knew that I wanted to include part of the
characters face in the poster and after asking peers what they
thought, they suggested that it should be the eye because I
would be able to manipulate the image so that you could see a
maze in the eye.
Interviewer: What about the review?
Chloe-Ann: Well I started out with the initial information that I
knew I wanted to add in. after doing this I received constructive
criticism on how I could elongate the review which aided my
evaluative skills. I also asked a friend that works in graphic
designing whether or not he thought the colours I had used and
the layout looked sophisticated enough to be able to fit in with a
Sight&Sound magazine. The feedback I received showed me
that the colours I had used were correct and that it didnt look
like it should be in an Empire magazine as this would have
been the wrong type for the target audience I was aiming it at.

Interviewer: Well thank you very much for that detailed insight
of how the feedback you received benefitted you in your
process.
Chloe-Ann: Thank you for having me.