This presentation showcases some of the results from a 45-minute Real-Time Large-Scale Focus Group™ run on March 26th at the Qual3670 Conference in Atlanta, GA to understand their pgeneral preferences and expectations regarding the films they watch, their thoughts on the upcoming summer movie season and their feedback on 1 of 2 trailers for the upcoming Avengers: Age of Ultron movie In addition to asking general questions about the films they watch and the upcoming summer movie season, respondents were also randomly exposed to 1 of 2 different trailers for the upciming Avengers sequel and asked to use a Dialsmith Perception Analyzer to indicate interest on a moment-to-moment basis. Then these respondents were asked a series of questions to gain more depth. Results were also analyzed by age and gender to understand how this plays into attitudes and perceptions.

1. An Invoke Xperience Takeaways Report
Presented at Qual 360 North America
March 2015
Uncovering the DNA of an
Effective Summer Movie Trailer

2. © Invoke Solutions - Confidential| Introduction to Invoke2
 Why did we do this research?
 Understand moviegoers’ preferences and expectations when it comes to the movies
they watch.
 Gauge expectations for the upcoming Summer Movie 2015 season.
 Uncover what might make one trailer more interesting than another for moviegoers.
 What did we do?
 Live 45-minute real-time Large-Scale Focus Group™ (102 participants).
 Coupled with Dialsmith’s Perception Analyzer Online® for online, moment-to-moment
“dial testing” of two different trailers for the upcoming Avengers: Age of Ultron film
(explained more in-depth on slide 12).
 Who did we talk to?
 Mix of genders
 Even split between age groups (Millennial: 18-34; GenX: 35-49; Boomer: 50-64)
 Goes to the movies at least once every 3 months
 Positive to the action/adventure genre
Methodology

3. © Invoke Solutions - Confidential| Introduction to Invoke3
How Engage Live Works
Participants
• Take part from the
privacy of their homes
or offices
• Answer anonymously,
proving candid,
unbiased responses
• Experience a fun and
highly engaging
process!
Observers
• Watch sessions from any
location with an Internet
connection
• Analyze live feedback
using a dashboard with
built-in analytical tools
• Discuss and react to
results with rest of the
decision-making team
Host
• Controls the session and leads back-room
discussion about the results in real-time.
• Sends out questions and stimuli to participants
• Adds additional questions on the fly if necessary
Engage Live brings research to a higher level by creating an event that involves decision makers,
researchers, and current and potential customers
3

4. • Tools and services for the collection of continuous, moment-to-
moment feedback
• Develop, market and sell the Perception Analyzer® line of dial-
based solutions
For offline (focus groups, live events)…
…and online (surveys, online focus groups)

5. © Invoke Solutions - Confidential| Introduction to Invoke5
 Moviegoers are optimistic about the 2015 Summer Movie season. 63% expect this
upcoming season to be better than Summer Movie seasons of the past. The list of
movies being released this summer has moviegoers excited about this summer’s
potential. Specifically, Jurassic World and Avengers: Age of Ultron are highly
anticipated titles.
 Often, these movies (as well as films such as Ted 2 and Pitch Perfect 2) are well-liked
because of an existing affinity for and/or familiarity with these franchises.
 Action in a trailer may grab initial attention, but connections to story help it grow.
After a cursory look at two recent Avengers: Age of Ultron trailers, each score similarly
across key measures on top-two box. However, upon closer examination, Trailer 3
(which focuses more on storyline than Trailer 2) scores higher on top-box measures
such as Likability, Likelihood to talk about and Likelihood to share online. Additionally,
looking at Perception Analyzer dial data, Trailer 3 shows a steady increase in interest
throughout the trailer.
 Trailer 3 is often well-liked because of its balance of action and story. This is not all that
surprising as moviegoers indicate storyline and plot as key pieces of what makes a movie
great.
 Trailer 3 shows similar interest levels across genders. Both Males and Females show a similar
interest level trajectory throughout Trailer 3 and end at similar levels after the entire trailer
has been viewed. Trailer 2, meanwhile, is less interesting to females.
 It should be noted that some Females are looking for more exposition in Trailer 2,
which could explain their lower level of interest.
Research Highlights

6. 6
THE MOVIEGOER:
WHAT MAKES A MOVIE GREAT?

7. © Invoke Solutions - Confidential| Introduction to Invoke7
Story and plot matter most when it comes to a great movie
 When asked what they think makes a movie great, moviegoers often point
to the storyline/plot of the movie.
 Several also talk about the quality of acting as a main contributor to
movie greatness.
Q) What is most important to you when it comes to the movies you see? What makes a movie really good in your opinion? (n=102)
What makes a movie great?
• “I think the story or dialogue is most
important. A movie is nothing without a good
script. A really good movie requires a good
script and superior actors.” (Male, Millennial)
• “Love a good plot- I get annoyed when partly
thru the movie I know the ending or how things
are going to unfold.” (Female, GenX)
• “Probably the actors/actresses involved. There
are certain people that I really enjoy the work
of. Also, the storyline is important. It needs to
be intriguing and stimulating.” (Male,
Millennial)
• “First of all, the plot, especially something
original. I also will be interested in a movie if it
has an actor I like.” (Female, Boomer)

8. 8
THE SUMMER MOVIE SEASON:
EXPECTATIONS AND PREDICTIONS

9. © Invoke Solutions - Confidential| Introduction to Invoke9
Moviegoers are optimistic about Summer 2015’s movies, especially Jurassic World and
Avengers: Age of Ultron
Q) Thinking about the upcoming summer movie season, how do you think it will compare to summer movie seasons of the past?(n=103)
Q) Why do you say that? Top 2 box. (n=65)
63%
18%
45%
31%
4% 2% 6%
Top 2 Best Better Average Not as
good
Worst Bottom
2
How will this summer movie season compare to
others?
63% of moviegoers think the upcoming
2015 Summer Movie Season will be better
than other summers of the past (top 2
box).
Often, this optimism is
based on the appeal of
specific movies slated for
summer release (such as
Jurassic World and
Avengers: Age of Ultron…
“There are two movies
that I'm dying to see,
which is very rare for me.
Jurassic World and Ted
2. Can't wait to see
those.” (Female, GenX)
“With Jurassic World, Ted 2, and
the Age of Ultron, I think it will be
pretty hard to beat.” (Female,
Millennial)
“There are 3-4 films I'm really looking forward to
seeing...usually there are not that many in one summer.”
(Female, Millennial)
“Because Jurassic
World is out!
Woohoo!” (Female,
Boomer)
“Starting with Avengers, I think
movies are headed in a great
direction this year.” (Male, Millennial)
“Avengers is probably the
main reason, but there are
a few other good movies
on the list from earlier that
I'm excited to see.” (Male,
Millennial)
“There are a lot of films I'm
interesting in seeing this
summer.” (Female, GenX)

10. © Invoke Solutions - Confidential| Introduction to Invoke10
Sequels (for the most part) often rank high in terms of interest,
often due to an existing affinity for these franchises
27% of moviegoers say they are most interested in
seeing Avengers: Age of Ultron out of the 10
movies listed and 24% say this for Jurassic World,
making these the two most anticipated movies.
Q) Looking at that same list of movies, please rank them from 1 to 10, with 1 being the movie you are MOST looking forward to seeing this summer and 10 being the movie you are LEAST looking forward to
seeing this summer. (n=100)
Q) Thinking about the movie you selected as #1 in the last question, why are you most looking forward to seeing that movie this summer? (n=103)
Avengers: Age of Ultron and Jurassic World
both rank high often because of affinity and/or
familiarity with their respective franchises.
“I'm familiar with the background. I've read comic books of the
Avengers and the first movie was awesome.” (Male, GenX)
“The first Avengers is my favorite movie, so I am looking forward
to this one to see what happens.” (Male, Millennial)
“Every Jurassic Park movie that come out is always great and I'm
always looking forward to more.” (Female, Millennial)
“Loved the previous Jurassic Park movies - very cool.” (Female,
Boomer)
Ted 2 and Pitch Perfect 2 are also often ranked
#1 because of an existing positivity towards
previous entries.
“I loved the first Ted movie and love Seth McFarlane as the voice
of Ted.” (Female, Millennial)
“Saw the first [Pitch Perfect] and loved it-the cast, music, theme –
everything.” (Female, Boomer)
Ranking the Summer 2015 releases: Film MOST
interested in seeing
4%
2%
4%
2%
4%
14%
22%
12%
25%
12%
0%
4%
0%
6%
8%
0%
2%
13%
23%
44%
2%
3%
3%
4%
6%
7%
12%
12%
24%
27%
Tomorrowland
Mad Max: Fury Road
Inside Out
Entourage
Terminator: Genisys
Minions
Pitch Perfect 2
Ted 2
Jurassic World
Avengers: Age of Ultron
Total (Rank 1) Male (48) Female (51)

11. 11
WHAT MAKES A SUCCESSFUL SUMMER MOVIE
TRAILER?

12. © Invoke Solutions - Confidential| Introduction to Invoke12
 Each respondent was randomly exposed to 1 of 2 different trailers for the
upcoming Avengers: Age of Ultron film:
 Marvel’s Avengers Age of Ultron Trailer 2 (released January, 2015) – focusing strongly
on action, teasing at plot (https://www.youtube.com/watch?v=MZoO8QVMxkk).
 Marvel’s Avengers Age of Ultron Trailer 3 (released March, 2015) – focusing more on
storyline (https://www.youtube.com/watch?v=JAUoeqvedMo).
 While viewing each clip, respondents were asked to use a mouse-controlled slider to provide
continuous, moment-to-moment feedback. The slider gave respondents the ability to rate
their interest level for what they were watching at that moment on a scale from 0 to 100
with 100 indicating “Extremely interested” and 0 indicating “Not at all interested”.
Methodology…Assemble!
 They were also given an “amazing” button to
indicate the moment when they felt this
movie became a “must-see.”
 Results from the moment-to-moment testing
were seen and shared in the Live session, as
well as on the back-end to aid in reporting.
 After watching each video, respondents were
then asked questions to gather closed-end
and open-end feedback.
 Each video was shown to a similar breakout
of ages, genders and parents/non-parents.

13. © Invoke Solutions - Confidential| Introduction to Invoke13
Trailer 3 does show some slightly higher scores on key measures
 While both trailers score similarly across top-two box key measures, differences do show when top-box scores
are taken into account.
 Trailer 3 scores higher than Trailer 2 on top-box Likability, Likelihood to talk about and Likelihood to
share online.
 Trailer 3 also does a better job of explaining what Avengers: Age of Ultron is about to moviegoers, at
least in terms of top-box.
Key Measures
(Top 2 box/Top Box)
(A)
n=51
(B)
n=52
Top 2 Box Top Box Top 2 Box Top Box
Likability 77% 52% 81% 71%A
Interest in seeing 71% 55% 81% 69%
Likelihood to talk about 61% 31% 75% 54%A
Likelihood to share online 45%/ 29% 58% 46%A
Good idea of what this movie Is about 88% 39% 91% 58%A
Trailer 2 Trailer 3

14. © Invoke Solutions - Confidential| Introduction to Invoke14
Trailer 3 also shows a more positive interest trajectory
 Looking at Perception Analyzer data,
Trailer 2 hits its peak at an interest level of
77 but ends at 71 (out of 100).
 Additionally, halfway through this trailer, it
plateaus with an interest level of 71.
 Trailer 3 shows a more positive and
steadily rising interest level trajectory,
hitting its peak at 82 and ending at 80 (out
of 100).
 From its halfway point, Trailer 3 rises from
an interest level of 75 to an interest level
of 79 (out of 100)
Trailer 2 – Interest Trajectory
Trailer 3 – Interest Trajectory
Essential plateau

15. 15
TRAILER 2:
MORE ACTION, LESS STORY

16. © Invoke Solutions - Confidential| Introduction to Invoke16
Trailer 2 delivers on action, but some are looking for more
exposition
Q) What, if anything, do you LIKE most about this trailer? (n=51)
Q) In your opinion, what (if anything) would make this trailer better? (n=51)
While many nothing would make this
trailer better, some (specifically, non-
Millennial Females) are asking for more
explanation or details about the story.
“Show more of the characters in the movie and their
relationships.” (Female, Boomer)
“A tiny bit of back story about what caused the
conflict.” (Female, GenX)
“I would have to see it again to be sure, but I think the
plot should be better communicated. Or - maybe it
was and I just missed it.” (Female, GenX)
“Explain more about the movie so it is more
interesting or moving. The music needs to be more
upbeat and exciting.” (Female, Boomer)
Often, moviegoers like the action and/or
visuals on display in Trailer 2. Some
mention the characters/actors as
positives.
“The trailer promotes the movie with lots of action
and excitement. The special effects are amazing.”
(Female, Boomer)
“It was intense the whole way through.” (Male,
Millennial)
“I can objectively appreciate the special effects. The
costumes are very elaborate and interesting as well.”
(Female, GenX)
“Fast paced, and good special effects. Familiar
characters.” (Male, Boomer)
“Like all the actors and their characters and the action
looks good.” (Male, GenX)

17. © Invoke Solutions - Confidential| Introduction to Invoke17
Males show higher interest levels than Females in Trailer 2
 As mentioned previously,
total interest levels for Trailer
2 end at the same level as at
the midpoint (71).
 This trailer also shows some
gender differences as Males
show higher overall interest
levels in this trailer than
Females.
 Males show an average
interest level score of
73 versus a Female
average interest level of
64 (out of 100).
 At second 71, Males
and Females are most
separated in their
interest levels with
Males indicating an
interest level of 84 and
Females indicating a
level of 65.
Trailer 2 – Interest Trajectory
Seconds 69-73 show a fight
between Hulk and Hulkbuster,
a suit designed by Iron Man
to combat the Hulk.

18. 18
TRAILER 3:
MORE STORY-DRIVEN

19. © Invoke Solutions - Confidential| Introduction to Invoke19
The combination of action and story in Trailer 3 works for
moviegoers
Q) What, if anything, do you LIKE most about this trailer? (n=51)
Q) In your opinion, what (if anything) would make this trailer better? (n=52)
Many say nothing would make this trailer
better but some and a few say more story
would give too much away. A few would
get rid of the narration at the beginning.
“I think this trailer was fine. If they will give away so
much about what happens in the story people will no
longer watch it because there is nothing more to
watch.” (Female, Millennial)
“Showing us a little bit more, but I'm sure they will
keep some parts for the release of the movie.” (Male,
GenX)
“Any more would negate the necessity to actually see
he movie - what is the fun in that?” (Female, Boomer)
“More action in the beginning. There's too much
talking in the first 30 seconds which doesn't mean
anything to people that don't know the Ultron story.”
(Male, GenX)
Moviegoers often still like the action on
display in Trailer 3, but the trailer’s focus
on the story is also a positive.
“The action looks to be off the chart.” (Male, GenX)
“The excitement and action it shows me.” (Female,
GenX)
“I like that it actually explains part of the plot line and
shows some of the relationships between characters
and the lack thereof which fuel the plot even more.”
(Male, Millennial)
“it looks like there is an actual story and not just
action.” (Female, GenX)
“it gives you a good idea of what the movie is about
without giving away to much of the movie.” (Female,
Millennial)

20. © Invoke Solutions - Confidential| Introduction to Invoke20
Males and Females show similar interest trajectory in Trailer 3
 Again, Trailer 3 shows a
steadily growing interest
level trajectory overall,
ending at an interest level of
80 (out of 100).
 Males and Females show
relatively similar interest
levels throughout, with
Males ending at an interest
level of 80 and Females
ending at 81.
 Male and Female interest
levels first intersect between
seconds 119 and 120 with an
approximate interest level of
80 and stay relatively
consistent through the end
of the trailer.
Trailer 3 – Interest Trajectory
Seconds 119 to 124 show the Avengers:
Age of Ultron title as well as show a
glimpse of the Vision, a Tony Stark-
created android.

21. © Invoke Solutions - Confidential| Introduction to Invoke
“Thanks for looking through the results. I hope you
find this data as interesting as I do. Please let me
know if you have any further questions about
Invoke or our services.”
Wayne Goodreau
21
ABOUT INVOKE
Since 1999, Invoke has helped
its clients better understand
their customers’ perceptions of
their brands, advertising and
communications.
2013 Ogilvy Award for Excellence
in Advertising
2013 “Hottest Companies in
Boston” Award
Wayne Goodreau
Vice President, Research & Insights
If Wayne could only choose 5 movies to watch for the rest
of his life, he would choose (in no particular order)
Goodfellas, Almost Famous, Jaws, Empire Strikes Back
and It’s a Wonderful Life.