Leaving an Impression: How different storytelling elements affect the effectiveness of a film trailer
Conference Year
2024
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.
Primary Faculty Mentor Name
Carolyn Bonifield
Status
Undergraduate
Student College
Grossman School of Business
Program/Major
Business Administration
Primary Research Category
Social Science
Leaving an Impression: How different storytelling elements affect the effectiveness of a film trailer
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.