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christopher.wright
mashable.com - 6 days ago

Movie trailers have an effective new strategy you might not have noticed

Even the trailers have trailers now.
As movie marketing gets finely chopped into ever smaller bites — check out this motion-graphic teaser for the release date of the character posters! — studios have found a new way to seize your attention during the critical first few seconds of their biggest, most important reveals: online trailers. They're called "bumpers" — usually an action-crammed, lightning-fast five seconds or less, followed by a title card with the release date. Then the trailer really begins. So instead of kicking off with a static studio logo or quiet fade-in, you see something like this right off the bat: And you're going to see a lot more of it soon. Not all studios are doing bumpers just yet — Sony seems to have been first, with, Warner Bros. and Paramount also dabbling — but they've already proven extremely effective at grabbing and keeping your eyes glued to the screen. Sony Pictures has found that adding bumpers (like the one for Flatliners, below) has increased both retention (the number of people who stick with a video once it's started playing) and post-exposure interest both by almost four-fold, Elias Plishner, the studio's executive vice president of worldwide digital marketing, told Mashable.
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