In this study, critical-to-quality attributes (CTQs) of film products were identified using a quality function deployment (QFD) technique, and the detail operations that should be prioritized for improvement were confirmed. QFD is a method for making product design reflect customers` aesthetics; it allows manufactures to turn the abstract demands of customers into concrete reality. Despite the poor market situation, with a depressed global market and oversupply at low prices, the film industry has bright prospects based on the trend of packaging simplification or growth in high-value-added information technology (IT) industries such as LCD manufacturing. As a reflection of the characteristics of the film industry, this study revised and used two phases of houses instead of the four phases conventionally used to convey the customer`s demands to manufacturing. In total, nine steps were applied in each phase. To determine the priorities of the customer`s demands, the analytic hierarchy process (AHP) was used for consistent evaluation. In the results, customers generally required the usability to be improved. Thus, the in-process quality level needs to be improved.