Mission possible: Targeting trailers to movie audiences

Abstract

The effectiveness of using genre preference segmentation and behaviour segmentation to target movie trailers is explored. Participants from two samples watched trailers and were surveyed. They reported their movie genre preferences and the expected entertainment value of the advertised movies. The data indicate that moviegoers with similar genre preferences have similar reactions to trailers, making effective preference and behaviour segmenting possible for use as a method to target movie trailers.