posted on 2005-01-01, 00:00authored byC Moore, David Bednall, Stewart Adam
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.
History
Pagination
124 - 130
Location
Fremantle, Western Australia
Open access
Yes
Start date
2005-12-05
End date
2005-12-07
ISBN-13
9780646455464
ISBN-10
064645546X
Language
eng
Notes
Reproduced with the specific permission of the copyright owner.
Publication classification
E1 Full written paper - refereed
Copyright notice
2005, ANZMAC
Editor/Contributor(s)
S Purchase
Title of proceedings
ANZMAC 2005 : Broadening the boundaries, conference proceedings