Mental Models by Indi Young Rosenfeld Media, 2008; version 1.0
How do you typically approach the story and characters of a movie? Choose the film that is most likely to distract me. (Passing Interest) Look forward to seeing it; believe I will enjoy it. (Enjoyment) Looking for an intellectual or perception-changing experience; may look up additional information at home. (Edification) Prepare for the experience; make a sacrifice to get ticket or a good seat; go on opening night; likely to see the film multiple times. (Excitement) Wear a costume like those in movie; speak and behave like favorite character. (Make Believe) In general, how much do you notice the craft of how a movie is made? Accept all that is shown on the screen without thinking about how it was made; actors are the real characters. (Low Awareness) Aware of the choices made behind the scenes; appreciate seeing the beauty that was created. (Appreciation) Have interest in an actor, director, what the director has to say; look for in-jokes; attend film festivals. (Aficionado) Knowledge of how films are created; study films; track what’s being developed, release dates, critics reviews, and box office success; observe different directing styles; understand screenplays. (Technical Knowledge) Do you ordinarily attend movies with a companion? Avoid crowds; prefer to see a film without distraction from others. (Mostly/Prefer Alone) Like to watch companions’ reactions during the film; interact with friends during the movie with eye contact or comments; spend a few hours with friends before or after the movie; usually dinner or a cafe is involved. (Social) Take dependents who chose the film, or there at the request of someone else; focused on the other(s) rather than on the film itself. (Facilitator)
Figure 5.5. http://flickr.com/photos/rosenfeldmedia/2125813774 Define the non-obvious moviegoer audience segments with multiple-choice questions. 122 Chapter 5 Specify Recruiting Details