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