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A series by DR
(The Danish Broadcast Corporation)
Case Study:
The case study was performed on a new crime series aimed towards young adult and teens, in collaboration with Trailerhouse and DR.

The trailer for the series was evaluated during production, which resulted in 3 iterations of the trailer.
 
Below are the three trailers, with the software evaluation overlayed on top of the first two test trailers. 

Results

User insights drastically improved the impact of the TV trailer!
 

The final trailer showed a significant increase in the viewer's experience of the trailer, with an increase in "Want-to-watch", impact, recall and social media engagement.

All:  32 %
Women:  15 %
Recall: 32 events
SoMe Activity on DR
+ 62 %
+ 290%
+ 60%
+ 380 %
All:  + 52 %
Women: 60 %
Recall: 56 events
Some Activity on DR

First trailer cut

Findings from first iteration
Viewers reported that the series was to “spooky”, with too many horror elements. The series itself focused on crime and drama elements.

The shot between the father and son was found confusing by the test viewers. It was identified that this problem was worsened by not building their relationship properly throughout the trailer.
 
In the last part of the trailer, many characters were introduced. The rise in the viewer’s arousal curve can be explained by increased stimuli quantity via faster-cutting paste and intensified sound design. The viewer impact resulting in the biometric measurements can in this case be seen as saturated stimuli.
 
Some characters were cut from the trailer, while some were more deeply defined.
The relationship between the father and son was not fleshed out enough

Workflow

1

2

3

4

5

A DR producer made the best possible version of the trailer (within normal restraints).

We tested the trailer on 30 viewers and gained insights into their emotional experiences.

A new updated version of the trailer was made based on the learnings from the test.

The updated trailer was tested on 30 new respondents (within the same target group).

A final trailer, with minor finishing touches, was released on social media. 

Second trailer cut

The sudden change of scenery and color did not respond in a satisfying GSR-reaction

Findings from second iteration

Most of the findings from the first iteration are now solved. The viewers identified the trailer as less spooky, more coherent understanding of the
father-son relationship, and the characters makes more sense to the viewers.
 
The GSR-curve sees more movement. It moves in a larger amplitude, which is what we associate with higher levels of excitement. The GSR amplitude is 123 % higher in the second iteration rather than the first iteration.

The first iteration highlighted narrative obstacles and presented a setting and genre which was not ideal in regard to the series.
The second iteration showed smaller obstacles, and highlighted problems with fewer shots. This was on a more detailed oriented.

Study highlights

Female Presentation

From the first iteration, female excitement was measurably lower than that of male viewers. This was addressed in the later trailers

Confusing elements

Some shots was found to be confusing to the viewers, and was measurable in the test

Recognition

The test participants was able to clearly recall the actor, and a measurarble reaction was visible.

Audience Disappointment

Certain shots were leading away from action and intrigue, thus creating a measurable response

Final trailer cut:

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