August 29, 2014

Did we say summer is all about the outdoors? Our mistake. ‘Tis the season for blockbusters movies!

We took advantage of the selections of sequels, cartoon spin-offs, and flicks with big-name casts by comparing the trailers for five action movies released in June and August this year. The trailers we studied were for Transformers 4, Guardians of the Galaxy, The Expendables 3, Teenage Mutant Ninja Turtles, and Sin City.

Similar to what we did last fall, we used a quant/qual approach to identify appealing and unappealing elements of each trailer and areas where they could be improved. We also used this method to identify which trailer interested viewers enough to go see the film in theaters.

We recruited respondents:

  • Ages between 18-54
  • Have seen a movie within the last six months
  • Claimed to enjoy the “action” genre

Starting with our quantitative approach, we showed 203 respondents each of the trailers. Based on their responses, we narrowed down the movies to the top three. We then invited 25 new respondents into one of our Instant Research Communities to conduct the qualitative portion. Check out our infographic below, for more details and key highlights from our research.