Movie trailers are mini-movies with a marketing purpose: to get viewers to go see the movie. Traditional researchers test trailers by asking viewers after seeing the trailer if they plan to see the movie. Neuromarketing research can do more. It can deliver insights into no conscious responses to the trailer, such as impressions of novelty and familiarity, emotional reactions to different scenes, fluctuations in attention and interest, memory formation or activation, approach or avoidance motivation, and audience synchronization.
A movie trailer is a two-and-a-half-minute mini-movie with one purpose: to get its viewers to go see the movie it describes. As a piece of persuasive messaging, a trailer has to accomplish a number of objectives to achieve its purpose:
✓It must provide a lot of basic information. This information includes the movie’s genre, its central characters, the actors who perform in it, its location in time and space, and the essence of its plot.
✓It must convey the emotional tone of the movie. Viewers need to know whether the movie is funny, scary, suspenseful, mysterious, romantic, and so on.
✓most important, it must activate a motivational goal. It must leave the viewer with a conscious or non-conscious goal that can only be satisfied by seeing the whole movie.