Studios invest in research screenings as they are used to get feedback from specific audiences about the storyline, cinematography, and acting. Research screenings will usually take place 3-12 months before the movie opens and feedback from the audience will often be used to change or modify the film. Research screenings are most common in Los Angeles and New York, but also occur in most major cities across the United States. While it’s not that common, you can sometimes receive incentives like free movie tickets if you participate.

Tickets for research screenings are given out by Movie-View.com, TheScreeningExchange.com or by local recruiters that work for one of these two companies. Recruiters are paid to reach out to people who fit specific criteria requested by the studio. They can often be spotted carrying a clipboard and standing near a movie theater or in a mall. If you fit the targeted demographic, the recruiter will provide you information about how to RSVP for the screening.

After watching the movie, the audience will be asked questions and required to fill out a questionnaire. The responses from the audience will be used to reformat or change the movie accordingly to their needs. For example, E.T. was supposed to die in the original movie until test audiences protested. Also, many DVD’s that include alternative endings are because the original ending was modified because of audience feedback.