The Psychology of Movie Trailers Anna Rinko Research

The Psychology of Movie Trailers Anna Rinko

Research Question �How does the audio/visual content of movie trailers affect viewers? �Two parts • Actual effects • How those effects are achieved

Personal Rationale Early Interest Hobby Projects

Physical Responses �“Chills” �“Shiver down the spine” �Piloerection (goosebumps) • Gender differences �Tend to serve as markers for emotional response �Music • Dopamine

The Power of the Human Face �Facial Close-Ups • Focus on individual emotion • Pulls at natural tendency to center on the human face • Possible evolutionary connection

Associations �Evoke specific genres �Trigger contextdependent memories �Connect advertised movie to past successful films • Usage of music tracks from other trailers and films

Advertising (Tying It All Together) �Purpose of the trailer is to garner greater sales • Exploitation of natural human tendencies and psychology �Feelings �Memory �Associations • Manifest as physical and emotional reactions • Higher reactions are correlated to higher profits

Product Two parts 1. Trailer-esque Film Production 2. Experiment • Style of a modern movie trailer • Created using music pieces from official trailers • BBC News clips • Reduce bias • Presentations to multiple classes • Self-reports for data collection • Are the desired emotional effects present? • Do the data trends (relating to intensity of emotion, gender, etc. ) match those of the research.

The Video �Close-ups �Contrast �Music Choice

Results �Engagement Level (0 -3) Chart Title 0 1 2 3 35% 4% 3% 93% 58% • Average Engagement Level: 2. 49 • Average Male Engagement Level: 2. 33 • Average Female Engagement Level: 2. 59

Results �Intensity Level (0 -3) Chart Title 0 1 2 3 • Average Intensity Level: 2. 55 • Average Male Intensity Level: 2. 40 • Average Female Intensity Level: 2. 66 34% 1% 3% 96% 62%

Results �Emotions Male Target Emotions Not Target Emotions 6% Chart Title Target Emotions Not Target Emotions 94% 4% Female Target Emotions Not Target Emotions 2% 96% 98%

Results �Emotions Continued 70. 00% 60. 00% 50. 00% 40. 00% Percentages Male 30. 00% Percentages Female 20. 00% 10. 00% Sad Inspired Anxious Tense Emotions Other None

Results �Physical Reactions Male Physical Reaction No Physical Reaction Chart Title Physical Reaction No Physical Reaction 43% 57% Female 28% Physical Reaction No Physical Reaction 72% 18% 82%

Results �Physical Reactions Continued 50. 00% 45. 00% 40. 00% 35. 00% 30. 00% Male 25. 00% Female 20. 00% 15. 00% 10. 00% 5. 00% 0. 00% 1 2 3 4 5 6

Conclusion �Successful application �Corroborated research • Gender Differences

General Bibliography � � � � � � Anderson, Lisa, and Arthur P. Shimamura. “Influences of Emotion on Context Memory while Viewing Film Clips. ” The American Journal of Psychology 118. 3 (2005): 323 -37. Web. Baughman, Brent. “The art of the Modern Movie Trailer. ” NPR. org. NPR, 15 Jan. 2012. Web. 13 Feb. 2013. Benedek, Mathias and Kaernbach, Christian. “Physiological correlates and emotional specificity of human piloerection. ” Nih. gov. National Center for Biotechnology Information, Mar. 2011. Web. 27. Sept. 2013. Brown, Royal. “Modern Film Music. ” The Oxford History of World Cinema: The definitive history of cinema worldwide. Ed. Geoffrey Nowell-Smith. Oxford: Oxford University Press, 1996. 558 -66. Print. Devantier, Alecia T. , and Turkington, Carol A. Extraordinary Jobs in Media. New York: Ferguson, 2007. Print. Frazer, Bryant. “Q&A: Creative Director Federico Ponce on Making Movie Trailers. ” Studiodaily. com. 8 Feb. 2013. Web. 13 Feb. 2013. Groom, Jim. Email. 2 June 2014. Hart, Hugh. “ 9 (Short) Storytelling Tips From a Master of Movie Trailers. ” Fastcocreate. com. Fast Company & Inc. , 29 May 2014. Web. 17 Dec. 2014. Hoeckner, Berthold, Emma W. Wyatt, Jean Decety, and Howard Nusbaum. “Film Music Influences How Viewers Relate to Movie Characters. ” Psychology of Aesthetics Creativity and the Arts 5. 2 (2011): 146 -53. Web. Holtzclaw, Robert P. , and Robert A. Armour. “Film” The Greenwood Guide to American Popular Culture. Inge, Thomas M. , and Hall, Dennis, Eds. Westport: Greenwood Press, 2002. Print. Jerrick, David. “The Effectiveness of Film Trailers: Evidence from the College Student Market. ” Uwlax. edu. UW-L Journal of Undergraduate Research XVI, 2013. Web. 28 Sept. 2013. Kar, Anita. “Musical chills: why they give us thrills. ” Mni. mcgill. ca. Montreal Neurological Institute and Hospital, 10 Jan. 2011. Web. 27 Sept. 2013. Kehe, Jason and Palmer, Katie M. “Secrets of a Trailer Guru: How This Guy Gets You to the Movies. ” Wired. com. Wired, 18 Jun. 2013. Web. 17 Dec. 2014. Lipscomb, Scott D. and David E. Tolchinsky. “The role of music communication in cinema. ” Lipscomb. umn. edu. Northwestern University, 2004. Web. 17 Mar. 2014. Parke, Rob, Chew Elaine, and Kyriakakis Chris. “Quantitiative and Visual Analysis of the Impact of Music on Perceived Emotion of Film. ” Usc. edu. University of Southern California Viterbi School of Engineering. Web. 28 Sept. 2013. Patches, Matt. “How a Movie Trailer is Made: Behind-the-Scenes of ‘Dark Knight Rises, ’ ‘Great Gatsby, ’ and More. ” Hollywood. com LLC, 11 Feb. 2013. Web. 17 Dec. 2014. Rathus, Spencer A. Psychology: Principles in Practice. Hold Mc. Dougal, 2010. Print Tan, Siu-Lan. “ 3 Reasons Why We’re Drawn to Faces in Film. ” Psychologytoday. com. Sussex Publishers, 20 Nov. 2013. Web. 17 Web. 2014. Williams, Kathleen. “Fake and fan film trailers as incarnations of audience anticipation and desire. ” Transformativeworks. com. Web. 29 Sept. 2013. Yanagisawa, Kazuka, Takayuki Iida, and Kakuro Amasaka. “Constructing a Model for Creating Movie Trailers Increase Customers’ Desire. Research in Applied Economics 6. 1 (2014) : 73 -84. Web.

Media Sources Bibliography � � � https: //www. youtube. com/watch? v=MVt 32 qoyhi 0&list=PLNZ 6 uy 9 DRQm 7 G 4 L 8 y 7 QYj. RRPb. I 2 OFQn. Oy&feature=mh_lolz https: //www. youtube. com/watch? v=VCTen 3 B 8 GU&list=PLNZ 6 uy 9 DRQm 7 G 4 L 8 y 7 QYj. RRPb. I 2 OFQn. Oy&index=2 https: //www. youtube. com/watch? v=9 It. Bv. H 5 J 6 ss&list=PLNZ 6 uy 9 DRQm 7 G 4 L 8 y 7 QYj. RRPb. I 2 OFQn. Oy&index=3 https: //www. youtube. com/watch? v=p. TZ 2 Tp 9 y. Xy. M&index=4&list=PLNZ 6 uy 9 DRQm 7 G 4 L 8 y 7 QYj. RRPb. I 2 OFQn. Oy https: //www. youtube. com/watch? v=9 bz 0 QOOT 9 Hk&list=PLNZ 6 uy 9 DRQm 7 G 4 L 8 y 7 QYj. RRPb. I 2 OFQn. Oy&index=5 https: //www. youtube. com/watch? v=_pgm. FAOgm 5 E&index=6&list=PLNZ 6 uy 9 DRQm 7 G 4 L 8 y 7 QYj. RRPb. I 2 OFQn. Oy https: //www. youtube. com/watch? v=66 Tu. SJo 4 d. ZM&index=7&list=PLNZ 6 uy 9 DRQm 7 G 4 L 8 y 7 QYj. RRPb. I 2 OFQn. Oy https: //www. youtube. com/watch? v=Lm 6 V 6 Qnk. GQc&index=8&list=PLNZ 6 uy 9 DRQm 7 G 4 L 8 y 7 QYj. RRPb. I 2 OFQn. Oy https: //www. youtube. com/watch? v=2 Czo. Se. Clcw 0&list=PLNZ 6 uy 9 DRQm 7 G 4 L 8 y 7 QYj. RRPb. I 2 OFQn. Oy&index=9 https: //www. youtube. com/watch? v=Ke 1 Y 3 P 9 D 0 Bc&index=10&list=PLNZ 6 uy 9 DRQm 7 G 4 L 8 y 7 QYj. RRPb. I 2 OFQn. Oy https: //www. youtube. com/watch? v=3 b. FZJ 3 z. NFg&index=11&list=PLNZ 6 uy 9 DRQm 7 G 4 L 8 y 7 QYj. RRPb. I 2 OFQn. Oy

Media Sources Bibliography Continued � � � � https: //www. youtube. com/watch? v=e. Or. Nd. Bp. GMv 8&index=12&list=PLNZ 6 uy 9 DRQm 7 G 4 L 8 y 7 QYj. RRPb. I 2 OFQn. Oy https: //www. youtube. com/watch? v=Wz. V 6 m. XIOVl 4&index=13&list=PLNZ 6 uy 9 DRQm 7 G 4 L 8 y 7 QYj. RRPb. I 2 OFQn. Oy https: //www. youtube. com/watch? v=Oi. Ti. KOy 59 o 4&list=PLNZ 6 uy 9 DRQm 7 G 4 L 8 y 7 QYj. RRPb. I 2 OFQn. Oy&index=14 https: //www. youtube. com/watch? v=ufsrg. E 0 BYf 0&index=15&list=PLNZ 6 uy 9 DRQm 7 G 4 L 8 y 7 QYj. RRPb. I 2 OFQn. Oy https: //www. youtube. com/watch? v=h. Wn. Aq. Fya. Q 5 s&index=16&list=PLNZ 6 uy 9 DRQm 7 G 4 L 8 y 7 QYj. RRPb. I 2 OFQn. Oy https: //www. youtube. com/watch? v=Gok. KUq. Lcv. D 8&list=PLNZ 6 uy 9 DRQm 7 G 4 L 8 y 7 QYj. RRP b. I 2 OFQn. Oy&index=17 https: //www. youtube. com/watch? v=g 8 evy. E 9 Tu. Yk&list=PLNZ 6 uy 9 DRQm 7 G 4 L 8 y 7 QYj. RRPb I 2 OFQn. Oy&index=18 https: //www. youtube. com/watch? v=N 0 WUps. Er. UBA&index=19&list=PLNZ 6 uy 9 DRQm 7 G 4 L 8 y 7 QYj. RRPb. I 2 OFQn. Oy https: //www. youtube. com/watch? v=Tb. Qm 5 do. F_Uc&index=20&list=PLNZ 6 uy 9 DRQm 7 G 4 L 8 y 7 QYj. RRPb. I 2 OFQn. Oy https: //www. youtube. com/watch? v=87 E 6 N 7 To. Cxs&index=21&list=PLNZ 6 uy 9 DRQm 7 G 4 L 8 y 7 QYj. RRPb. I 2 OFQn. Oy https: //www. youtube. com/watch? v=kw 8 VCDx 399 I&index=22&list=PLNZ 6 uy 9 DRQm 7 G 4 L 8 y 7 QYj. RRPb. I 2 OFQn. Oy https: //www. youtube. com/watch? v=j. Fh. Jj. Cm. Yi 1 M&index=23&list=PLNZ 6 uy 9 DRQm 7 G 4 L 8 y 7 QYj. RRPb. I 2 OFQn. Oy https: //www. youtube. com/watch? v=w. N 10 Qlt. BBt. E&list=PLNZ 6 uy 9 DRQm 7 G 4 L 8 y 7 QYj. RRPb I 2 OFQn. Oy&index=24

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