Abortion Drama “Never Rarely Sometimes Always” Produced Best Trailer This Week
This week, “Trolls World Tour” will become the first movie destined for wide theatrical release to go straight to a streaming service. This marks a big change for Hollywood.
But people at home still watch movies, and movie trailers still help viewers decide what to watch. Trailers can often help a movie generate more interest, and “Trolls” seems to be one of those movies with an effective trailer.
Every week, YouGov Direct asks a group of its members to watch movie trailers. We then report what they say. YouGov Direct surveys look at the effectiveness of movie trailers in persuading people to consider going to see a movie, what they think of the content of the trailer and how much they expect to see whether the film is good or bad. Thousands of people provide immediate feedback on movie trailers using the YouGov Direct platform.
Learn more about YouGov Direct and find YouGov Direct on the App Store and Google Play.
Initially, users didn’t seem keen on seeing “Trolls World Tour,” an upbeat animated comedy that follows Poppy and Branch on another musical adventure through Troll World. Not for lack of notoriety, however: 94% had already heard of the film.
But the trailer for the family-friendly animated film resulted in a 15 percentage point increase in intent. Before the trailer, 6% said they were likely to see this movie. After the trailer, that number jumped to 21%.
The film is a sequel to “Trolls” (2016) and the trailer features the film’s Oscar-nominated original song “Can’t Stop this Feeling”. Viewers certainly reacted well to the song. When asked what they liked most about the trailer, 40% said the music or the score. Another 30% said they liked the look of the confetti-colored trailer.
YouGov Direct also asks respondents to tell us how good or bad they think a movie will be, based on the trailer. “Trolls World Tour” outperformed the rest of the movies this week, scoring 3.5. This is out of a possible 5.0 and compared to a median score of 3.5 for all trailers tested to date.
The trailer for the limited-release movie “Never Rarely Sometimes Always,” by comparison, scored less than 3.3.
“Never Rarely Sometimes Always” is a hard-hitting drama that follows a pair of teenage girls from rural Pennsylvania as they travel to New York City seeking medical help after an unwanted pregnancy, and has garnered plenty of attention. . It was awarded this year at the Sundance and Berlin film festivals.
Before seeing the trailer, 16% of YouGov Direct users said they were likely to see this film. But after watching the trailer, 25% said they wanted to see it. What did respondents like about the trailer? Over a third of respondents said they liked the story or theme (36%). Another 30% said they liked that the trailer communicated the storyline without saying too much.
Many moviegoers have warmed to the idea of watching the new releases at home rather than at the cinema. This was certainly the case for “Never Rarely Sometimes Always”. Of those who said they were likely to see the film, only 34% said they would rather wait a few months to see it in theaters. Meanwhile, two-thirds (66%) said they would prefer to watch the film via streaming or download services.
The other limited release that turned heads this week was “Sea Fever.” The film, which stars Connie Nielson (“Wonder Woman”), tells the story of an Irish trawler crew, abandoned at sea, fighting for their lives against a growing parasite in their water supply.
Almost one in five users (17%) said they were somewhat or very likely to see this grim tale of survival at sea before watching the trailer. This number increased to 25% after viewing. That’s an increase of 8 percentage points, 1 percentage point less than “Never Rarely Sometimes Always”.
The film’s timely subject matter may have appealed to potential viewers: 37% said the story or theme was the best part of the trailer. This is perhaps unsurprising given the similarities between “Sea Fever’s” antagonistic creature and the current global health crisis.
Another limited-release film, “The Other Lamb,” a psychological thriller about a girl born into an all-female cult led by a Manson-esque man, caught the attention of YouGov Direct users. As the young girl grows up in this close-knit community, she begins to question the cult leader’s teachings as well as her own reality.
Before watching the trailer, 13% of respondents said they would watch the film. After viewing, 23% said they were likely to. Of those who said they were likely to watch the film, 45% said they would rather wait a few months to see this gripping film on the big screen. 55% said they would prefer to watch via download services.
However, not everyone liked the trailer for this feminist fable: 26% of YouGov Direct users said they didn’t like the trailer. The film, which stars Michiel Huisman (“Game of Thrones”) is now available on niche streaming service IFC Midnight.
Methodology: Data is based on 4,000 interviews, including a minimum of 400 responses for each movie trailer tested.