Flight of the Butterflies Final Report

This report details the summative evaluation of the Flight of the Butterflies IMAX film. Four focus with a total of 39 participants took part. They watched the film in either 2D or 3D. The St. Louis Science Center, where the film was presented in large 2D format, hosted two focus groups with adults (n=19). The Maryland Science Center (MSC) in Baltimore, which showed the film in 3D format, hosted one focus group with adults (n=8) and another with middle school age students (n=12). All participants were recruited through the science center membership lists. The focus group began with initial conversations about overall impressions, favorite scenes and images, and reactions to the narrative storyline. This was followed by a discussion of what participants learned in the course of watching the film, guided by specific questions about butterfly morphology, the work of scientists Fred and Nora Urquhart, and citizen science. The discussion ended with questions about the medium, whether they would recommend the film, and to finish the sentence: “before I thought________ and now I know _____________. Participants were enthusiastic about the film. All agreed that Flight of the Butterflies was a “good story well done,” describing it as informative and broadly appealing. Several participants also found it “exhilarating” and emotionally compelling – “it was not dry and academic but passionate and scientific,” noted one participant. They found the combination of the Urquharts’ personal quest and the science content very successful and praised the way the movie wove scientific information and entertainment together. A number said they were impressed by the amount of science the film presented.

Includes instruments.