Testing Advertising and Trailers
Presently, television commercials and trailers are the most important promotional materials because they are proven to be the most effective in selling movies to consumers. A cost to test anywhere from 3 – 10 TV commercials in front of several hundred moviegoers, costs between $12, 000 – $14, 000 USD.
Nowadays, film trailers sometimes provide a summary of a film, meaning they give away too much of what happens. Certain marketing specialists see this as a poor strategy because there is nothing left to the imagination of the viewer. Others see using this method in a more positive light: “[…] If your movie or movie trailer is testing poorly, simply re-cut the trailer to tell more of the story, and your scores will go up,” said one marketing executive.
With regards to television commercials on the other hand, senior-vice president – interactive marketing at Paramount Pictures Amy Powell said “You can put millions of dollars in advertising… But unless you have innovative content to get the clicks, you’re wasting your money.”
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