Trailer Callback: THE MATRIX: RESURRECTIONS

Awareness may not have moved, but interest went through the roof.

We got our first look at the upcoming MATRIX movie when Warner Bros. dropped a teaser on September 9th. Ten days have passed, so it’s time to see how the trailer has impacted the numbers.

On the awareness side, MATRIX didn’t get much of a bump, climbing from 36 to 37. Keep in mind that we don’t really see much of a lift in awareness from trailers if awareness was already above 30, to begin with.

You can see that below. The trailer for VENOM: LET THERE BE CARNAGE added two points while GHOSTBUSTERS: AFTERLIFE, like MATRIX, got a one-point gain. All had awareness above 30 prior to their trailer.

The real impact can be seen on the interest side. Below you can see that interest in MATRIX shot up to 6.2 this week, up from 5.5.

MATRIX is in the rare position of having interest outpacing awareness. You can see that by looking at the rankings in each metric. When we look at all the films currently being tracked by The Quorum, MATRIX ranks 14th in awareness…

…but it ranks 2nd in interest behind only SPIDER-MAN: NO WAY HOME.

This is not an unenviable position. It’s better to have lower awareness and high interest than the other way around. Basically, this means that the universe of people who know about the film may be relatively small, but that group really want to see it. As a film gets closer to release, it’s much easier to grow awareness than interest.

Going forward, we will be watching to see if interest stays at that elevated level as more people learn about the film.