Post on 18-Jan-2018
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Movie TitleMovie TitleTrailer Test (2 trailers)
April 2008Prepared for
___By
OTX Research
2
Methodology
METHODOLOGY: Online Trailer TestLOCATION: TerritoryFIELD DATES:TARGET:
TRAILERS TESTED:
Each respondent must see movies at the cinema at least once every 6 months
Total N=___ movie-goers aged __-__ years
Trailer name 1Trailer name 2
3
Key Findings
Summary
4
Key Findings
Reactions to movie
5
Pre-to-Post Interest Upliftsvs OMA & Prior Releases
6
TrailersOMA
Comp titles
Trailer 1 Trailer 2 Comp title 1 Comp title 2
(A) (B)BASES:
Definite interestPre
Post
Uplift
Total interestPre
Post
Uplift
Red, bold, and italics indicate a statistically significant increase in pre-to-post interest at 95% level of confidence.CAPITAL letter indicate a statistically significant difference in post-interest among spots at 95% level of confidence.
Uplift in Interest in Movie TitleVs OMA & comps
7
Red, bold, and italics indicate a statistically significant increase in pre-to-post interest at 95% level of confidence.CAPITAL letter indicate a statistically significant difference in post-interest among spots at 95% level of confidence.
By demographic & interest groups
Pre-def interest Trailer 1 Trailer 2
(A) (B)BASES:
TotalGender
MaleFemale
Age13-1920-2930-39
Age/genderMales aged 13-19Males aged 20-29Males aged 30-39
Females aged 13-19Females aged 20-29Females aged 30-39
QuadsMales<25Males 25+
Females<25Females 25+Movie-going
FrequentModerate
Similar moviesSeen 2+Seen <2
Summary of “Definite” Interest in Movie Title
8
Red, bold, and italics indicate a statistically significant increase in pre-to-post interest at 95% level of confidence.CAPITAL letter indicate a statistically significant difference in post-interest among spots at 95% level of confidence.
By demographic & interest groups
Pre-total interest Trailer 1 Trailer 2
(A) (B)BASES:
TotalGender
MaleFemale
Age13-1920-2930-39
Age/genderMales aged 13-19Males aged 20-29Males aged 30-39
Females aged 13-19Females aged 20-29Females aged 30-39
QuadsMales<25Males 25+
Females<25Females 25+Movie-going
FrequentModerate
Similar moviesSeen X+Seen X2
Summary of “Total” Interest in Movie Title
9
Post-Interest Urgency: Movie Title
CAPITAL letters indicate significant difference at 95%
Trailer 1 Trailer 2Quads Seen similar movies
When would they see movie M<25 M25+ F<25 F25+ X+ <X
(A) (B) (C) (D) (E) (F) (G) (H)
BASES:
10
Reactions to the Movie
11
CAPITAL letters indicate significant difference at 95%
Why Are They Interested In The Movie?All definitely interested in seeing the movie (UNPROMPTED)
Trailer 1 Trailer 2Quads Seen similar movies
Top 10 reasons M<25 M25+ F<25 F25+ X+ <X
(A) (B) (C) (D) (E) (F) (G) (H)
BASES:
12
CAPITAL letters indicate significant difference at 95%
Why Are They NOT Definitely Interested In The Movie?All NOT definitely interested in seeing the movie (UNPROMPTED)
Trailer 1 Trailer 2Quads Seen similar movies
Top 10 reasons M<25 M25+ F<25 F25+ X+ <X
(A) (B) (C) (D) (E) (F) (G) (H)
BASES:
13
CAPITAL letters indicate significant difference at 95%
Trailer 1 Trailer 2Quads Seen similar movies
Top 10 positives M<25 M25+ F<25 F25+ X+ <X
(A) (B) (C) (D) (E) (F) (G) (H)BASES:
Movie ImageryBased on Trailer (prompted)
Positive Descriptors
14
CAPITAL letters indicate significant difference at 95%
Trailer 1 Trailer 2Quads Seen similar movies
Top 10 negatives M<25 M25+ F<25 F25+ X+ <X
(A) (B) (C) (D) (E) (F) (G) (H)BASES:
Movie ImageryBased on Trailer (prompted)
Negative Descriptors
15
CAPITAL letters indicate significant difference at 95%
Trailer 1 Trailer 2Quads Seen similar movies
M<25 M25+ F<25 F25+ X+ <X(A) (B) (C) (D) (E) (F) (G) (H)
BASES:
Movies reminded ofBased on Trailer (unprompted)
16
Trailer Imagery
17
CAPITAL letters indicate significant difference at 95%
Trailer 1 Trailer 2Quads Seen similar movies
Top 10 positives M<25 M25+ F<25 F25+ X+ <X
(A) (B) (C) (D) (E) (F) (G) (H)BASES:
Trailer ImageryBased on Trailer (prompted)
Positive Descriptors
18
CAPITAL letters indicate significant difference at 95%
Trailer 1 Trailer 2Quads Seen similar movies
Top 10 negatives M<25 M25+ F<25 F25+ X+ <X
(A) (B) (C) (D) (E) (F) (G) (H)BASES:
Trailer ImageryBased on Trailer (prompted)
Negative Descriptors
19
Element Appeal: Trailer 1
Scenes ADDING to interest in movie Trailer 1 M<25 M25+ F<25 F25+
(C) (D) (E) (F)BASES
CAPITAL letters indicate significant difference at 95%
20
Element Appeal: Trailer 1
Scenes DETRACTING from interest in movie Trailer 1 M<25 M25+ F<25 F25+
(C) (D) (E) (F)BASES
CAPITAL letters indicate significant difference at 95%
21
Element Appeal: Trailer 2
Scenes ADDING to interest in movie Trailer 2 M<25 M25+ F<25 F25+
(C) (D) (E) (F)BASES
CAPITAL letters indicate significant difference at 95%
22
Element Appeal: Trailer 2
Scenes DETRACTING from interest in movie Trailer 2 M<25 M25+ F<25 F25+
(C) (D) (E) (F)BASES
CAPITAL letters indicate significant difference at 95%
23CAPITAL letters indicate significant difference at 95%
Perceived Target Audience for Movie Title
Trailer 1 Trailer 2Quads Similar movies seen
M<25 M25+ F<25 F25+ X+ <X
(A) (B) (C) (D) (E) (F) (G) (H)BASES:
Males under 12Males 13-17Males 18-24Males 25-29
Males 30+Females under 12
Females 13-17Females 18-24Females 25-29
Females 30+FamiliesCouples
Everyone
24
Yes No
Confusion of Movie Title Trailers% Finding Anything Confusing or Hard to Understand in the Trailer
Trailer 1 Trailer 2
Base = ___
CAPITAL letters indicate significant difference at 95%OTX Market Average = __% for ‘confusing’
Reasons for confusion Trailer 1 Trailer 2
(A) (B)BASES:
25
What did they find confusing? Cont. Prompted
CAPITAL letters indicate significant difference at 95%
Trailer 1 Trailer 2Quads Seen similar movies
% confused by… M<25 M25+ F<25 F25+ X+ <X
(A) (B) (C) (D) (E) (F) (G) (H)BASES:
…the film in a way that is intriguing and makes me more interested to
see the film
…the film in a way that is frustrating and makes me less
interested to see the film
…some details of the trailer and it makes me want to learn more
about the film from other sources
…something else
26
Scenes Liked and Disliked
Teaser V.1
27
Scenes: Trailer 1
Scenes Liked Most Scenes Liked Least
Total UK
Males <25
Males 25+
Fe-males <25
Fe-males 25+
Trailer 1 Total UK
Males <25
Males 25+
Fe-male
s <25
Fe-males 25+
Scene 1
Scene 2
Scene 3
Scene 4
Scene 5
Scene 6
Scene 7
Scene 8
Scene 9
Scene 10
28
Scenes: Trailer 2
Scenes Liked Most Scenes Liked Least
Total UK
Males <25
Males 25+
Fe-males <25
Fe-males 25+
Trailer 2 Total UK
Males <25
Males 25+
Fe-male
s <25
Fe-males 25+
Scene 1
Scene 2
Scene 3
Scene 4
Scene 5
Scene 6
Scene 7
Scene 8
Scene 9
Scene 10
29
Awareness & Pre-Interest
30
Awareness of Movie Title vs comp titles
CAPITAL letters indicate significant difference at 95%
Total UKQuads Seen similar movies
% aware of each film M<25 M25+ F<25 F25+ X+ <X
(A) (C) (D) (E) (F) (G) (H)BASES:
31
CAPITAL letters indicate significant difference at 95%
Total UK
Quads Seen similar movies
% ‘definite’ interest in seeing each title in the cinema (pre-exposure) M<25 M25+ F<25 F25+ X+ <X
(A) (C) (D) (E) (F) (G) (H)BASES:
“Definite” Pre-Interest Movie Title vs Comps
32
CAPITAL letters indicate significant difference at 95%
Total UK
Quads Seen similar movies
% ‘total’ interest in seeing each title in the cinema (pre-exposure) M<25 M25+ F<25 F25+ X+ <X
(A) (C) (D) (E) (F) (G) (H)BASES:
“Total” Pre-Interest Movie Title vs Comps