One of the techniques to fine-tune a film is to show as a “work in progress” to an audience at a film festival, which is occurring for Warner Bros.’ comedy “Keanu.” Variety’s Alyssa Sage writes that Warner Bros. will gauge audience response to the work-in-progress hard comedy’s screening at the famed SXSW (South By Southwest fest) in Austin TX.
Audience reactions are useful in fine-tuning marketing. Festival showings are like free-wheeling test screenings–though audience measurement isn’t as controlled.
“Keanu” — the title is the name of a cat that is central to the movie’s plot — is scheduled to premiere April 29 and is not yet rated.
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