Before a movie is released to the public, it’s likely to go through all manner of quality control checks. It will face scrutiny from countless executives, producers, and other studio bigwigs, but it’s undeniably the general public’s opinion which is most important. The most common and effective way to gauge these opinions before public release is through market research conducted using test screenings. The concept is simple, if the test audience enjoys the movie, it indicates the general population will follow suit. But as with anything in life, it’s not always that straightforward. There are examples of movies that, despite testing poorly, have gone on to be considered fantastic movies in their own right.
If the feedback is focused and specific enough, it can provide the studios with the opportunity to fix problems with reshoots or cuts (money and time permitting, of course). Other times the problems are too vast to rectify, and the studios are pressured to release the movie despite the negative feedback. There are also examples of movies which tested poorly, but those involved in its creation stuck to their guns and believed that once shown to a wider audience, they would find the appreciation they deserved.
10 John Wick (2014)
Now one of the most successful action franchises of all time, it’s hard to imagine there ever being any doubt around this movie’s potential success. The original John Wick, released in 2014, saw Keanu Reeves making a phenomenal career comeback playing the titular character on a vengeful warpath after his beloved dog is killed.
Not Everyone Initially Embraced the Movie’s Quirky Edginess
Audiences couldn’t get enough of the hyper-stylized violence and intense atmosphere and the movie became an instant classic. However, director Josh Horowitz recalls a very different reaction during the testing process. Following a middling test screening, he was admittedly briefly concerned over the movie’s future. Ultimately, though, he decided to lean into the movie’s quirkiness and fully embrace it; a decision well made.
9 Se7en (1995)
With a highly impressive Rotten Tomatoes score of 83%, the dark crime thriller, Se7en, is another movie which is considered a classic within its genre. Brad Pitt and Morgan Freeman play a pair of detectives on the hunt for a twisted serial killer. The movie is dark, brooding, and full of unexpected twists and turns.
David Fincher and Brad Pitt stuck to Their Guns
Audiences at the test screening were shocked and even appalled at the overly graphic and bleak nature of the movie and were especially disappointed by the twist ending which did nothing to alleviate that bleakness. When faced with pressure to re-shoot a more hopeful ending, director David Fincher and star Brad Pitt stood firm and put their feet down, demonstrating an unwavering belief in their art.
8 Goodfellas (1990)
Easily one of the greatest gangster movies ever made, Martin Scorsese’s brutal epic was a masterclass in filmmaking. From award-winning acting performances from the likes of Ray Liotta, Robert De Niro, and Joe Pesci, to the nail-biting and engaging, autobiographic story of Henry Hill’s journey through the ranks of a notorious crime family, Goodfellas ticks all the boxes.
The Violence Was Too Excessive
Despite the movie now being widely considered among the greatest movies of all time, the initial test screenings painted a very different picture. Goodfellas is known for its colorful language and excessive violence, which is hardly surprising considering the movie’s subject matter. Initially, though, it was just too much for some of the test audiences and it’s been reported there were multiple walkouts from those who couldn’t stomach it.
As a result, Scorsese felt pressure from the studio to cut some of the more violent scenes. After weeks of battling executives and standing firm, Scorsese finally conceded, and one particularly gruesome scene was cut to include 4 onscreen knife stabs as opposed to the 7 originally included.
7 Final Destination (2000)
Final Destination is now one of the most recognizable franchises within the horror genre with a total of 5 movies and a sixth due out next year. It all kicked off with 2000’s Final Destination, which, despite poor reviews from critics, won over horror fans with its inventive kills and unique premise.
Test Screenings Altered Final Destination’s Fate
The original version of Final Destination aimed to be far deeper than the movie we know now, with a focus on romantic subplots and philosophical subtexts. Feedback from the test screenings, however, suggested that audiences most enjoyed the gruesome death scenes and yearned for more. This was taken on board by the studio, who cut certain subplots and focused on the grisly deaths which have now become a much-loved staple of the highly popular franchise.
6 Anchorman: The Legend of Ron Burgundy (2009)
Anchorman: The Legend of Ron Burgundy is a hilarious, satirical comedy about a 1970s American news team. Perfectly deriding the outdated nature of the Action News format and the views and culture of the era, the movie was a huge hit and is now considered a comedy classic. Will Ferrell’s tongue-in-cheek portrayal of the cocky, sexist, titular lead anchor particularly won over critics and audiences alike, landing Ron Burgundy on multiple publications’ ‘greatest character’ lists.
A Subplot Was Quickly Removed Before Release
Initial screenings yielded awful feedback, with much of the audience being thrown by the movie’s absurd and offbeat humor. The thing that stuck out the most, though, was the reactions to a certain subplot which culminated in the abduction of Veronica by some sort of vigilante terrorist group. Audiences found it confusing and pointless. As a result, a new ending was shot involving a panda giving birth at a zoo.
5 Back to the Future (1985)
A classic time-travel adventure released in 1985, Back to the Future was directed by Robert Zemeckis and follows Marty McFly, played by Michael J. Fox, as he travels back in time and accidentally disrupts his parents’ love story. It seamlessly blends humor, science fiction, and heartfelt moments, becoming an iconic ’80s film which spawned two successful sequels.
Test Audiences Expressed Concern Over the Dog’s Demise
By the time of the test screenings, Back to the Future had already undergone numerous reshoots and changes. The biggest, by far, was the recasting of the lead role of Marty McFly. After 6 weeks of shooting with Eric Stoltz in said role, it became blatantly apparent that it wasn’t the role for him and the humor just wasn’t shining through as intended. Michael J. Fox was brought in to replace Stoltz and the rest, as they say, is history.
Fox’s interpretation of the character went down a storm with test audiences who generally loved the movie, except for one small detail. Many were concerned that Doc Brown’s adorable canine companion Einstein was lost to the abyss during his time travel test. To put audiences’ minds at ease, an extra scene was shot to clarify that he did, in fact, return safely home, unharmed.
4 12 Monkeys (1995)
12 Monkeys was never going to be an easy product to market to the masses, dabbling in complex themes of time travel, our perception of reality and authoritarianism and the breakdown of society. However, through word of mouth and strong critical reviews, the thought-provoking, sci-fi thriller starring Bruce Willis and Brad Pitt went on to gross an impressive $168.83 million worldwide and is a certified cult classic within the sci-fi genre.
12 Monkeys Was Described as “One of the Worst Movies”
Despite widespread critical acclaim and an impressive box office run, the test screenings for 12 Monkeys were nothing short of abysmal. One audience member described it as “Herky, jerky, erratic, badly photographed.” Another said, “it was totally irrational. No clear explanation. The scenes with Brad Pitt were ridiculous,” and that, “It was confusing overall.”
Aside from a small expository prologue added to the beginning to clear some confusion, not a whole lot could be (or was) done before its general release. Fortunately, it eventually found its audience and has left an indelible mark on the sci-fi genre.
3 Last Action Hero (1993)
Last Action Hero follows a movie-obsessed boy who is transported into the world of his favorite action hero, Jack Slater (Played by Arnold Schwarzenegger). It cleverly blurs the line between reality and cinema, with numerous meta references to Hollywood’s action clichés in a wonderfully unique blend of action, comedy, and fantasy that plays with the conventions of the action movie genre.
The Movie Was Considered a Colossal Failure at the Time of its Release
From all accounts, it would seem the filming process was somewhat nightmarish, with the final edits being made ridiculously close to deadline and release. This meant that despite abysmal test screenings, very little could be changed before the movie’s general release.
Unfortunately, upon its release, the general feedback to the movie echoed the negative sentiment of the test screenings. Audiences and critics alike disliked its uneven tone and found it a muddled mess and the movie bombed at the box office. As time has progressed, though, as has appreciation for Last Action Hero, which has since gained a cult following for its witty commentary, imaginative premise, and Schwarzenegger’s self-parodying performance.
2 The Wizard of Oz (1939)
One of the most well-known and highly celebrated movies of all time, The Wizard of Oz broke new ground with its utilization of Technicolor and features some of the most memorable songs and characters in the history of cinema. Among these songs is the Oscar-winning “Over the Rainbow,” a song that has since become cemented in pop culture and is synonymous with the movie and its star Judy Garland.
The Iconic Song Was Almost Cut From The Movie
Now one of the most iconic songs in Hollywood history, during the build-up to the release of The Wizard of Oz, there was much concern around “Over the Rainbow” and its place in the movie. Feedback from test screenings suggested the song sounded ‘too sad’ and ruined the pacing of the film. Executives were worried about the feedback and argued for the song to be removed. However, producer Mervyn LeRoy and assistant producer Arthur Freed argued passionately for the song’s inclusion with Mervyn reportedly threatening to quit the film if the song was cut.
1 Fight Club (1999)
Nowadays, it’s hard to navigate the internet without coming across some kind of reference to Fight Club. The movie is cemented in pop culture and responsible for countless memes and posters adorning the walls of student pads across the globe. Its rebellious themes of anti-consumerism resonated with a generation and it remains the source of quotes and conversation at parties to this day.
Initial Reactions to Fight Club Were Abysmal
Early audiences were appalled by the overtly dark humor, nihilistic message, and excessive violence. Brad Pitt recalls an uncomfortable early screening at the Venice Film Festival at which he and fellow star Edward Norton had gotten high beforehand and were the only ones laughing at the movies’ pitch-black jokes as they witnessed people walk out in protest to the content.
Marred by these early poor reviews and negative word-of-mouth, the movie initially struggled at the box office. It has since gained a strong cult following and is considered one of the quintessential ‘90s movies.