Movie trailers are a curious offering. Do viewers like them? Do theater owners want to show them? Some theater owners might even say they’re too long. And with summer blockbusters rolling in, do they get in the way of the main attraction?
But the results from a recent Nielsen NRG survey will likely clear up any questions about their likability. In fact, a whopping 90 percent of the moviegoers Nielsen surveyed indicated that they arrive at theaters early so they’re there in time to catch the previews.
Studios recognize that moviegoers are on the edge of their seats for the previews and are investing heavily in this captive audience. In just the first quarter of this year, they spent more than $700 million in advertising expenditures across all media types.
Nielsen NRG’s 2012 American Moviegoing report found that 64 percent of moviegoers were inclined to watch movie previews in theaters in 2012, a slight decline from 2011. On the flipside, more moviegoers tuned in to trailers online via computer or mobile phone than in years prior. Fifty-three percent of moviegoers indicated they watched previews online via computer in 2012, up from 47 percent in 2010. In 2012, watching trailers via mobile phone jumped to 15 percent, up from 6 percent in 2010.
An analysis of popular movie websites found that U.S. video viewers streamed the most videos on Yahoo! Movies—11.6 million videos during April of this year. Viewers streamed 8.4 million videos on IMDb and spent an average of 9 minutes watching per person—the most out of the sites analyzed. Flixster’s viewers were also highly engaged with video content during April, as they spent about 7-and-a-half minutes watching and streaming 1.1 million videos.
Consumers also continue to show more interest in using apps to get information on movies, as usage increased substantially on a year-over-year basis for the IMDb Movies and TV app (46%), the Movies by Flixter app (17%) and the Fandango Movies app (26%).