Clifford is top dog.
The biggest single event in a film’s marketing campaign is the release of a trailer. Usually, each spot has a lifecycle of about a week. After seven days, the trailer has been viewed, shared, talked about, and written about by the media. It then enters the long-tail.
At The Quorum, we go into the field the day a trailer is dropped to get a baseline. We then look to see how the numbers changed ten days later. We want to see if any of the films had gains in awareness or interest. We look to see if opinions have changed regarding where people would like to see the movie or if they’re willing to pay for it.
Today, we’re going to take a look back at the trailers that came out between June 29th and July 1st. The three we’re going to focus on are CLIFFORD THE BIG RED DOG, DON’T BREATHE 2, and THE MANY SAINTS OF NEWARK.
None of these films had especially strong awareness prior to their trailers. BREATHE had the smallest uptick adding only two awareness points over the past ten days. SAINTS added a decent five points but started at a very low 14, and with the five additional points, it now sits at a still-low 19. It’s not great when a film can’t cross 20 even with a trailer.
CLIFFORD, on the other hand, added a very healthy seven points lifting its awareness to 30. It now ranks 23rd in awareness among all upcoming releases, where it sits among films like FREE GUY, ETERNALS and HALLOWEEN KILLS. Not bad.
On the interest side, it was once again CLIFFORD that got the biggest bounce. Interest climbed a not-inconsequential 0.2 points since the trailer came out. Interest in the other two films remained the same.
So, congrats to CLIFFORD. He’s big. He’s very (very!) red, and he wins this round of Trailer Callback.
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