Constructing a Model for Creating Movie Trailers Increase Customers’ Desire

Abstract

Nowadays, movie box-office revenue and movie theater visitor numbers are relatively stagnant. A particular problem is that there are fewer movie goers among young people in their early twenties to early thirties, who tend to spend more. In order to solve this problem, it is important to use advertising to increase customers’ desire to watch movies, and movie trailers in particular play a significant role. Currently, the production of movie trailers is very subjective and relies on experience and intuition. It is a matter of concern that the relative quality of movie trailers is inconsistent and, furthermore, qualitative evaluations are ambiguous (implicit). Thus, this research aims to create movie trailers that will increase customers’ desire to watch movies by using statistical science and biometrics. Specifically, this involves (1) investigating the compositional elements of movie trailers, (2) conducting tests using electrodermal responses, (3) analysing lines of sight during viewing of movie trailers, (4) analysing the scenes composing the trailer using pair comparison, and (5) measuring brain activity during viewing of movie trailers. Based on the findings, the authors constructed a “movie trailer scene composition model” by quantitatively clarifying factors such as when and what kind of scenes should be incorporated into movie trailers. This model has been used to create movie trailers that will increase customers’ desire to watch movies, and the required results have been attained.