with Pirates 4 by Innerscope Research
This trailer quickly engages viewers and carries them on a strong emotional journey. The pink biometric trace reflects emotional engagement of the audience as the story unfolds.
Forbes’ Jeff Bercovici speaks with Innerscope’s CEO about the effects of viral content on the human body.
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Rise of Neurocinema: How Hollywood Studios Harness Your Brainwaves to Win Oscars | Fast Company – http://kcy.me/fu21
Neuromarketing practitioners have been criticized for shrouding their work in secrecy and hiding behind client confidentiality while not offering proof of the effectiveness of their science. By tying emotional engagement results to data in the public domain, Marci hopes biometrics and the larger neuroscience field gain more credibility–certainly in the entertainment industry.
While Mullen views neuroscience-based methods as an “exciting new frontier for cinema marketing research,” she voices strong caution on the Innerscope study findings.
“A movie studio may be able to use bio- or neuromarketing research to get the best possible trailer out there for consumer eyeballs, but one cannot ignore the extremely weighty aspects of marketing spend, publicity and promotions upon levels of awareness, interest and buzz. It makes sense that high engagement (high attention along with high emotional connection) by a wide fan base would indeed lend itself to high box office receipts. But high engagement without high marketing spend can cause a box office flop, regardless of how well the trailer plays to audiences. If consumers don’t know about the film, it won’t succeed at the box office. All the variables must be brought to bear in a prediction of this nature.”
Innerscope Research is a revolutionary media research firm that uses a breakthrough, non-invasive biometric approach to measure and analyze emotional response to all types of media. Founded by Dr.Carl Marci and Brian Levine, Innerscope focuses on emotions, the primary driver in consumer and audience choice.
Innerscope utilizes advances in neuroscience, biometrics and proprietary software, combining measures of skin conductivity, heart rate variability, respiratory response, motion and eye tracking to provide deeper insight into consumers’ media and message consumption. This integrated approach measures beyond self report and is unbiased by culture, context and cognition.
According to Innerscope’s emotional engagement research, here’s who gets it right (and wrong).
- Grab the audience early. Don’t let the popcorn distract them. (See: The Avengers, The Amazing Spider-Man.)
- Take them on an emotional journey. The classic hero’s journey storyline works in trailers too. (See: Kung Fu Panda 2, Flight.)
- Hold back some pivotal moments. Leave them wanting to see the movie for the full experience. (See: Super 8,The Dark Knight Rises.)
- Watch out for attention vampires. Use special effects that support the story, not distract from it. (See: Harry Potter and the Deathly Hallows, The Hunger Games.)
- Star power, action sequences, and cool music help, but… great stories with compelling characters are what ultimately drive emotional response. (See: Pirates of the Caribbean: On Stranger Tides.)