Neurocinema - Neuroscience for movie trailer

Neuroscience Movie Trailer

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.

The traditional way and a new way - Trailers have historically been tested with old-fashioned self-reporting methods. People are brought into a theatre, shown the trailer (or ten of them), and then asked whether they would go to the movie and why. Neuromarketing techniques bring a different perspective to trailer testing, focusing on how the trailer activates nonconscious and conscious responses in the viewer, such as impressions of novelty and familiarity, non-conscious emotional reactions to different scenes, fluctuations in attention and interest, memory activation, approach or avoidance motivations, and audience synchronization. These techniques provide a battery of summary and moment-to-moment measures that can be used not only to evaluate a trailer’s effectiveness, but also to fine-tune the trailer so it can be made more effective and, ultimately, more persuasive. The unique insight that brain science and neuromarketing bring to movie trailer testing is the idea that a trailer can be designed to act as a prime to trigger nonconscious motivational goals that can be satisfied by watching the movie.

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