Genre, gender and interpretation of movie trailers an exploratory study
Moore, Carolyn A., Bednall, David and Adam, Stewart 2005, Genre, gender and interpretation of movie trailers an exploratory study, in ANZMAC 2005 : Broadening the boundaries, conference proceedings, ANZMAC, Dunedin, N.Z., pp. 124-130.
Australian and New Zealand Marketing Academy Conference
Place of publication
Commercial movies cost tens of millions to make. Because they are now released on thousands of screens simultaneously, movie trailers are a major and necessary method of intensively promoting movies before they disappear from cinemas forever. Yet there is a paucity of research about how potential audiences react to these trailers. This study aimed at exploring consumers’ interpretations of movie trailers. Nineteen in-depth interviews were the means of data collection, using nine trailers for yet to be released movies from the romance/drama, action, comedy and thriller categories. Genre provided a focus for exploring consumers’ interpretations of movie trailers. Evaluative judgments of movies came first as a result of the value of genre to the consumer and then as a result of content which conveyed the movie would be involving relative to past movie experiences. Interpretations about the target audience for a movie were also influenced by assumptions that genre preferences differ according to gender. The findings pose implications for the construction of movie trailers.
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