Trailers hold attention while the story is still unfolding and lose it the moment the audience has worked it out
A streaming platform tests its trailers and teasers with us before launch: series, films and originals across several rounds.
Premium subscribers watch each cut twice while EEG, eye gaze and facial expression are recorded second by second. A reaction-time test adds implicit liking and intent, beside the stated appeal.
The pattern across rounds is consistent: cuts that set up the story hold attention, and cuts that rely on fast unrelated shots or long solo close-ups lose it, however well they score on stated appeal. Each round ends with specific edits, and the platform's own norm bank grows with every test.
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- The question
- How well do our trailers and teasers engage the target audience, and what should change before launch?
- Approach
- TriE central location tests with premium subscribers: EEG, eye gaze and facial expression across two viewings, plus reaction-time liking and intent
- Where
- Two metros, India, 2019 to 2020
De-identified. Names, places and distinguishing details are generalised.
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