Understanding the Impact of Audio-Visual Content on Movie Trailer Viewers

Movie trailers use various techniques such as music, close-ups, and genre cues to evoke emotional responses and engage viewers. These effects, including chills, gender differences, and memory associations, are strategically crafted to drive sales by leveraging natural human tendencies and psychological responses. Research experiments examine the effectiveness of trailer production styles in eliciting desired emotional reactions and engagement levels from audiences.

• Movie trailers
• Emotional responses
• Audio-visual impact
• Viewer engagement
• Psychological effects

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1. Anna Rinko

2. How does the audio/visual content of movie trailers affect viewers? Two parts Actual effects How those effects are achieved

3. Early Interest Hobby Projects

4. Chills Shiver down the spine Piloerection (goosebumps) Gender differences Tend to serve as markers for emotional response Music Dopamine

5. Facial Close-Ups Focus on individual emotion Pulls at natural tendency to center on the human face Possible evolutionary connection

6. Evoke specific genres Trigger context- dependent memories Connect advertised movie to past successful films Usage of music tracks from other trailers and films

7. Purpose of the trailer is to garner greater sales Exploitation of natural human tendencies and psychology Feelings Memory Associations Manifest as physical and emotional reactions Higher reactions are correlated to higher profits

8. Two parts 1. Trailer-esque Film Production 2. Experiment Style of a modern movie trailer Created using music pieces from official trailers BBC News clips Reduce bias Presentations to multiple classes Self-reports for data collection Are the desired emotional effects present? Do the data trends (relating to intensity of emotion, gender, etc.) match those of the research.

9. Close-ups Contrast Music Choice

10. Engagement Level (0-3) Total Percentage 0 1 2 3 Average Engagement Level: 2.49 Average Male Engagement Level: 2.33 Average Female Engagement Level: 2.59 35% 4% 93% 3% 58%

11. Intensity Level (0-3) Total Percentage 0 1 2 3 Average Intensity Level: 2.55 Average Male Intensity Level: 2.40 Average Female Intensity Level: 2.66 34% 1% 96% 3% 62%

12. Emotions Male Target Emotions Not Target Emotions 6% Total Respondents Target Emotions Not Target Emotions 94% 4% Female Target Emotions Not Target Emotions 2% 96% 98%

13. Emotions Continued 70.00% 60.00% 50.00% 40.00% Percentages Male 30.00% Percentages Female 20.00% 10.00% 0.00% Sad Inspired Anxious Tense Other None Emotions

14. Physical Reactions Male Physical Reaction No Physical Reaction Total Respondents 43% Physical Reaction No Physical Reaction 57% Female 28% Physical Reaction No Physical Reaction 72% 18% 82%

15. Physical Reactions Continued 50.00% 45.00% 40.00% 35.00% 30.00% 25.00% Male 20.00% Female 15.00% 10.00% 5.00% 0.00% "Shiver down the spine" Goosebumps Chills Tingling Other None Physical Reactions

16. Successful application Corroborated research Gender Differences

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