To fine-tune his musical before it hits Broadway, a producer is giving audiences hand-held dials at a world premiere in Portland, Ore., to gauge their opinions.
A ‘mood matrix' of sorts in real time to capture the audience's story within the story.
The sharpest reactions are to the things that aren’t working, the lulls that undermine the impact of a scene, or the characters that don’t make an impact, or the words and phrases that don’t grab people.
Frank Luntz, a Republican consultant who has pioneered dial-testing in political messaging.
I’ve been drawn by understanding the story of the viewer’s story when consuming, well, a story. This is a concept I picked up from Chip Scanlan who would edit stories by writing down his thoughts and reactions when reading a story.