Pretty interesting look at how one creator used Google AdWords campaigns to focus-test his short film; specifically over whether to use an in medias res opening or not.

The outcome, if you’re wondering (though I’d encourage you to read the whole article, obvs), was that audiences overwhelmingly preferred a more traditional narrator voice-over intro.

I don’t make films but I do write books, and it hasn’t failed to escape my attention that in medias res seems way hip and trendy right now. But the problem I have with these openings is, more-or-less, the same problem Hancock’s test audiences identified; I struggle with caring about the characters because of the action, meaning I struggle to care about the action because of the characters.