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Article: The Biz: Trailers lead the way to some films.(survey reveals in-theater movie trailers are effective)(Brief Article)(Polling Data)(Statistical Data Included)
- Article from:
- Advertising Age
- Article date:
- May 27, 2002
- Author:
CopyrightCOPYRIGHT 2002 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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In this summer's blockbuster season, frequent moviegoers may decide to head to theaters after catching TV commercials or following a friend's recommendation. But one tool-in-theater movie trailers-is now viewed as just as effective with the regulars.
When it comes to ``selling'' a movie, frequent movie consumers say they are more dependent on movie trailers (82.3%) than ``word of mouth'' (82.1%) or TV (79.3%), according to an April 2002 Internet poll of 1,000 moviegoers conducted by E-Poll, a Los Angeles-based research company focusing on media and entertainment. E-Poll has three of the five major film studios plus a number of broadcast and cable networks as ...