1. Problem Statement
In marketing their movies, studio executives are faced with the problem of understanding the unique challenges and opportunities of online movie trailer reception.

2. Discipline One: Cultural Studies
Why?
Provides a framework to discuss and understand the cultural placement of online trailers
Research Gap
Need for up-to-date study because of the rapid evolution of the phenomenon
GREG
Talk about Johnston article: lack of youtube, latest cases were early 2000’s, pre- HD trailers,

3. Discipline Two: Business (Marketing)
Why?
Addresses the key purpose of movie trailers as marketing tools for the film industry
Ensure profit-maximizing response to cultural shift
Research Gap
Need to understand loss of producer control in consumer-driven culture
JULIA AND FAREN!!!

4. Research Questions
What aspects of reception play a role in successful online trailer marketing?
How are trailers being viewed? Are they being discussed? Shared? Where? How?
What is the balance between offline and online? How can studios capitalize on that?
JULIA
Aspects = age, frequency of going online, routine movie viewers,
Go from vagueness into what that can mean.

5. Methods/Research Plan
Group Presentation: Movie Trailers
Methods/Research Plan
SURVEYS
Consumer Demographics
Trailer viewing statistics
- Follow up interviews
ANALYSIS
Cultural shift
Impact, Trends, Magnitude
Capitalize on shift
MATT AND FAREN!!!
Cultural Studies
Content analysis of popular trailer sites, comments
Interviews – frequent/casual viewers, studio execs
Marketing
Survey online and offline viewers
Collect viewing statistics
Analyze consumer demographics, behaviors, habits

6. QUESTIONS?