Leaving an Impression: How different storytelling elements affect the effectiveness of a film trailer
DeBoer, Pierce
DeBoer, Pierce
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Abstract
This study investigates the effects storytelling in a film trailer has on a consumer’s engagement with the trailer, their enjoyment of the trailer, and their intent to watch the full film being advertised. This study draws on Kernan’s trailer research in Coming Attractions and the 2017 Archer-brown et al. paper on consumer engagement in movie trailers. Participants will be randomly assigned to watch three different trailers for the same student film, with each trailer emphasizing story, character, or neither. Participants then complete a survey. This study could provide supporting evidence that trailers must reveal some story elements to entice viewers.
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2024-01-01
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Undergraduate
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Oral Paper Presentation
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Business Administration
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Grossman School of Business
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Social Science