Transformers 4 Wins Battle of Five Movie Trailers in GutCheck Agile Research

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Study Also Names Marvel’s Guardians of Galaxy and The Expendables 3 Among the Top Three Action Movie Trailers Most Anticipated by GutCheck’s Panel of Consumers. Infographic Available:

This research is proving accurate with Transformers opening weekend box office numbers topping the summer movie charts and Guardians of the Galaxy coming in second as our research predicted

Among five action movie trailers for movies coming out in summer 2014, Transformers: Age of Extinction is the movie that respondents were most likely to see in theaters based on a quantitative/qualitative agile research study conducted by GutCheck, a leading on-demand research community platform. The five trailers in the study included Transformers: Age of Extinction, Marvel’s Guardians of Galaxy, The Expendables 3, Sin City: A Dame to Kill For, and Teenage Mutant Ninja Turtles.

Movie consumers sourced for the study identified the top three favorites based on the quantitative findings as Transformers 4 (45 percent most likely to see in theaters when compared with the other movie trailers), Guardians of the Galaxy (27 percent), and The Expendables 3 (12 percent). Teenage Mutant Ninja Turtles was edged out of the top three with only 10 percent saying this movie had the most overall appeal. The least liked trailer was Sin City: A Dame to Kill For with only 6 percent of respondents saying that they were most likely to see the movie in theaters.

The research was conducted in June prior to the release of any of the movies. Transformers 4 opened June 26 with a weekend total $100,038,390, tops among summer releases of all genres. Marvel’s Guardians of the Galaxy opened August 1 with a weekend total take of $94,000,000. The other three movies open throughout August.

“This was incredibly fun research to conduct and so far the research is proving accurate with Transformers' opening weekend box office numbers topping the summer movie charts and Guardians of the Galaxy coming in second, as our research predicted,” said Matt Warta, founder and CEO of GutCheck.

Based on these quantitative findings, the top three trailers were included in an Instant Research Community (IRC) to understand not only what drove respondents’ interest, but also how to improve the trailers. A total of 203 respondents, ages 18-54, who have been to the movies in the past six months and are interested in action movies completed the quantitative survey to identify the top three trailers. The qualitative study was completed by 25 panel members (12 female and 13 male) in a GutCheck IRC.

Key findings published in the GutCheck report included implications for the top three movie trailers as well as these general findings:

  •     In general, respondents like action movie trailers that offer a glimpse into the cast and plotline without feeling like they have seen too much. Trailers between a minute and a half and two minutes long seemed to be the preferred length, as longer trailers begin to feel too long, convoluted, or drawn out.
  •     Respondents also tended to have stronger positive reactions to music choices and to highlighting of special effects. Many said special effects can provide incentive to see the movie in theaters versus renting at home — if a trailer highlights strong visual effects, respondents were more likely to say it would be “worth it” to see it in theaters.
  •     Perception of being “family-friendly” as a draw. If a trailer showcased that a movie was appropriate for all ages, respondents saw it as an opportunity for a family activity and therefore were more likely to be able to justify seeing it in theaters.

About GutCheck
GutCheck is an on-demand research community platform that provides real-time insights from specific customers with quality that is equivalent to or better than traditional research communities. Unlike these offerings that can challenge timelines and budgets, GutCheck’s advanced tools and efficient services deliver relevant feedback in days instead of weeks and 3 – 5x more research for the same budget. For more information:

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Media Contact:
Laura Taylor
Taylor Strategic Communications for GutCheck
(720) 556-2640 mobile

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