Trailer Callback: July 20-21

It was the best of times, it was the worst of times: Ridley Scott edition.

Ridley Scott has two films coming out this year. First up, it’s THE LAST DUEL, which has the distinction of reuniting Matt Damon and Ben Affleck on the screen. DUEL arrives in October. A month later, HOUSE OF GUCCI hits the big screen.

We got trailers for both films; however, only DUEL is included in this analysis. That’s because we wait at least 10 days after a trailer release before including it in the Trailer Callback and the GUCCI trailer just arrived two days ago. So, we’ll have to wait another week to find out how the scores for GUCCI have changed.

What we do know is that GUCCI has dominated the movie headlines since the trailer and poster were unveiled last week, while DUEL barely made a blip on the cultural radar.

Let’s get to the numbers. We got four new trailers on July 20th and 21st. As we always do, let’s begin by looking at the change in awareness. Of the four films, JACKASS FOREVER and MALIGNANT saw the biggest gains. Both saw awareness climb four points. The advantage goes to JACKASS since overall awareness for MALIGNANT is a paltry 13.

Back to Scott, the trailer for DUEL led to a minuscule one-point gain. Awareness just barely broke double digits. The trailer for Hulu’s VACATION FRIENDS didn’t have any gain in awareness at all. These were two largely ineffective trailer drops.

On the interest side, again it was JACKASS that was the big winner. Interest climbed from 4.2 to 4.7 for a very healthy 0.5 point gain. MALIGNANT had 0.3 point gain, while DUEL was up 0.2 points.

VACATION FRIENDS may have had no gain in awareness, but interest among those that do know inched up a tiny 0.1 point.

So, while the GUCCI rollout has to have Scott feeling bullish, at the same time, DUEL is going to need to steal away some of the media spotlight from GUCCI. Let’s also give props to the JACKASS team, as it seems clear there is still an appetite for cringeworthy antics 20 years after its debut.