Sea Monsters: a Prehiistoriic Adventure Summatiive Evalluatiion Report

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Sea Monsters: a Prehiistoriic Adventure Summatiive Evalluatiion Report Sea Monsters: A Prehiistoriic Adventure Summatiive Evalluatiion Report Prepared for Natiionall Geographiic Ciinema Ventures By Valleriie Kniight-Wiilllliiams, Ed.D. Diivan Wiilllliiams Jr., J.D. Chriistiina Meyers, M.A. Ora Sraboyants, B.A. Wiith assiistance from: Stanlley Chan Eveen Chan Eva Wiilllliiams Daviid Tower Mason Bonner-Santos Knight-Williams Research Communications November 2008 This material is based on work supported by the National Science Foundation under Cooperative Agreement No. 0514981. Any opinions, findings, and conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of the National Science Foundation. Knight-Williams Table of Contents CREDITS............................................................................................................................................................................................ 1 INTRODUCTION................................................................................................................................................................................ 2 THEATER CONTEXT ........................................................................................................................................................................ 4 METHOD............................................................................................................................................................................................ 8 SAMPLE INFORMATION................................................................................................................................................................ 11 FINDINGS………………………………………………………………………………………………………………………………………..13 PHASE 1: QUESTIONAIRE FINDINGS .......................................................................................................................................... 13 PART 1: VIEWERS’ REACTIONS TO THE APPEAL AND ENTERTAINMENT VALUE OF SEA MONSTERS ...................................................... 14 1.1 How much did viewers like or dislike Sea Monsters?...................................................................................................... 14 1.2 What did viewers like about Sea Monsters?.................................................................................................................... 15 1.3 What did viewers dislike about Sea Monsters? ............................................................................................................... 18 1.4 How interesting did viewers find the Sea Monsters’ story and how exciting was it for them visually? ............................ 20 PART 2: VIEWERS’ LEARNING FROM SEA MONSTERS ...................................................................................................................... 21 2.1 How clear or confusing did viewers find Sea Monsters? ................................................................................................. 21 2.2 How did viewers react to the amount of information and science presented in Sea Monsters?...................................... 22 2.3 How much did viewers estimate they learned from Sea Monsters? ............................................................................... 23 2.4 What were the more interesting things viewers learned from Sea Monsters?................................................................. 24 2.5 What was the impact of Sea Monsters on viewers’ knowledge of prehistoric marine animals and the Late Cretaceous period?............................................................................................................................................................................. 26 2.5a: Questions relating to “Dolly” Doliochorhynchops.................................................................................................... 28 2.5b: Questions relating to other marine animals that lived during the Late Cretaceous period ..................................... 29 2.5c: Questions relating to the Earth during and after the Late Cretaceous period......................................................... 31 2.5d: Questions relating to the discoverers of fossil evidence relating to the Late Cretaceous period ........................... 32 2.6 How much did viewers and pre-viewers estimate they knew about the age of the Sea Monsters? ............................... 33 PART 3: VIEWERS’ INTENTIONS OF RECOMMENDING SEA MONSTERS AND SEEKING OUT INFORMATION RELATED TO THE FILM ............ 34 3.1 Viewers’ intentions of recommending Sea Monsters....................................................................................................... 34 3.2 Viewers’ likelihood of seeking out information about the age of the Sea Monsters......................................................... 35 PHASE 2: FOCUS GROUP FINDINGS........................................................................................................................................... 36 Issue 1: What did participants notice about the Late Cretaceous marine animals? .............................................................. 38 Issue 2: How did participants respond to the 3D? ................................................................................................................. 41 Issue 3: How did participants respond to the investigative storyline?.................................................................................... 43 Issue 4: What remaining questions did participants still have about the film?....................................................................... 46 PHASE 3: FOLLOW-UP TELEPHONE INTERVIEW FINDINGS................................................................................................... 48 Issue 1: Did interviewees discuss Sea Monsters with others? .............................................................................................. 49 Issue 2: Did interviewees continue to think about Sea Monsters? ........................................................................................ 51 Issue 3: Were interviewees reminded of the film when encountering other print, visual, or audio media? ........................... 53 Issue 4: Did interviewees do anything new or different as a result of seeing Sea Monsters?............................................... 55 Issue 5: What did interviewees do with the Sea Monsters posters?...................................................................................... 56 Issue 6: Did interviewees visit the Sea Monsters website? ................................................................................................... 57 Issue 7: Did interviewees have additional comments they wanted to share with the producers? ......................................... 58 SUMMARY OF FINDINGS............................................................................................................................................................... 59 CONCLUSIONS............................................................................................................................................................................... 72 APPENDIX 1: SAMPLE DRAWINGS OF LATE CRETACEOUS MARINE ANIMALS PREPARED BY YOUTH AND ADULT FOCUS GROUP PARTICIPANTS................................................................................................................................................... 76 APPENDIX 2: BACKGROUND INFORMATION ABOUT SEA MONSTERS ................................................................................. 82 Knight-Williams Credits We would like to thank the following individuals for their assistance in facilitating the summative evaluation: • Sharon Parbs, Corliss McPherson, and Derek Threinen of National Geographic Cinema Ventures for helping to coordinate the evaluation and reviewing evaluation procedures. • Nikki Lowry, Erica Meehan, and Lisa Truitt of National Geographic Cinema Ventures for assisting with grant and report writing for the evaluation. • Sandra Welch and Valentine Kass from the National Science Foundation for assisting in grant administration related to the evaluation. • Cynthia Vandenberg and Joe Parziale for coordinating and hosting the summative evaluation effort at the Cannery Row IMAX Theater and for permitting use of an image from the theater website showing an audience viewing Sea Monsters in 3D. • Kasia Deuel from the Monterey Bay Aquarium for providing images of the Aquarium for use in this report.1 • Stanley Chan of Onetake Productions for producing all other photographic images used in this report on behalf of Knight-Williams. 1 All Aquarium images are the copyrighted property of the Monterey Bay Aquarium Foundation and are provided for one-time use in conjunction with the evaluation. Images may not be archived or transferred to a third party. Credit for individual images goes to the Monterey Bay Aquarium Foundation and the photographer named in the caption information. Knight-Williams 1 Introduction Sea Monsters: A Prehistoric Adventure is a 40-minute giant screen film project developed by National Geographic Cinema Ventures. Designed for a general audience, the film is designed to stimulate the public’s interest in and understanding of the exotic and little-known marine reptiles of the Late Cretaceous period through an animated story about a Dolichorynchops (‘Dolly’) “as she travels through the most dangerous oceans in history.”2 The film draws on high-resolution 3D graphics and an investigative storyline informed
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