"There's a negative correlation between revenue and self report. The more often people say they'd want to watch the movie, the lower the revenue."
So… what’s in it for the film industry?
First and foremost, these new insights validate it’s possible to predict box office sales based on neuro trailer research. After controlling for film budget as a variable, brain activity alone is capable of providing a surprisingly precise estimate of opening weekend sales.
This research has uncovered that good trailers evoke desire and are easy to process. EEG brain scans allow us to pinpoint exactly how well future trailers measure on these metrics.
For instance, take a look at this video excerpt from the climactic final seconds of the trailer of ‘The Accountant’. De line chart shows the amount of left-frontal alpha asymmetry, a measure of positive approach motivation predictive of sales. Note the clear drop in positive emotion during the “Who are you?” segment, an indicator this particularly shot could better be discarded for something else.
On the positive side, when the rousing music swells into a climax, we see the brain experiences the same pleasant emotion. The trailer closes in silence, while the brain cheers.
Unravel Research is able to tell you what your client can't by using Eye Tracking and EEG. This way we make your commercials even more effective.
Want to know how your brand can profit from neuromarketing research? Tim will show you how market research will never be the same again!