Testvisning

Testvisning, often translated as test screening, is a screening of a film or audiovisual work shown to a limited audience before its general release. The purpose is to gauge audience reaction, identify issues with the narrative, pacing, acting, or visual effects, and inform decisions about edits, marketing, and release timing. While the term is commonly used in Nordic languages, the practice is widespread in the film and television industries.

Typically organized by the film’s distributor or production company, test screenings involve selecting attendees that resemble the intended audience in terms of age, gender, and cultural background. Attendees may complete questionnaires, participate in discussions, or answer guided prompts after viewing. The data collected helps distributors decide whether to approve the final cut, re-cut scenes, adjust the score, or alter the marketing strategy, including which trailers or posters to emphasize.

Variants include private screenings for executives or creative teams, press-only screenings, and public test screenings with limited seats. In some markets, test screenings also help determine ratings, subtitles, dubbing, or accessibility features. The practice is used across genres and formats, including feature films and television pilots, and may accompany subtitled or dubbed versions to prepare for international release.

Limitations exist: results can be biased by the screening audience and may not predict broad reception. Nevertheless, testvisning remains a common step in refining products before a wide rollout, balancing feedback with the artistic vision and commercial considerations of the makers.