You will be redirected back to your article in seconds

Trailer Fatigue: Moviegoers Less Thrilled With In-Theater Previews

At the same time, viewing of trailers on mobile devices and usage of movie-info apps are on the rise, Nielsen NRG says

American movie auds are substantially less likely to watch trailers in theaters than they were two years ago, while trailer viewing online and on mobile devices has jumped over the same time period, a Nielsen National Research Group study found.

In 2012, 64% of moviegoers were inclined to watch in-theater movie previews, down from 66% in 2011 and 74% in 2010, according to Nielsen NRG’s 2012 American Moviegoing report. Theater owners have complained that trailers are too long and cause audiences to tune out: Last month the National Assn. of Theatre Owners proposed to studios cutting the length of movie trailers from 2 1/2 to 2 minutes.

At the same time, 53% of moviegoers watched trailers online via computer in 2012, up from 47% in 2010, and trailer viewing via mobile phones more than doubled to 15%, up from 6% in 2010.

Consumers also continue to show more interest in using mobile apps to get info on movies. As of April 2013, the number of unique users increased substantially year over year for Amazon’s IMDb Movies and TV app (up 46% to 12.8 million users), Time Warner’s Movies by Flixster app (up 17% to 8.2 million) and Comcast’s Fandango Movies app (up 26% to 5.4 million).

Trailers remain Hollywood’s core marketing vehicle. In the first quarter of 2013, studios spent more than $700 million in advertising across all media, Nielsen estimated.

Nielsen released the movie-trailer research Thursday. The NRG 2012 American Moviegoing report is based on a survey of 3,000 U.S. consumers last fall who had seen at least one movie in a theater in the previous 12 months.

More Digital

  • View of the Public Library on

    New York City Public Libraries Drop Kanopy Free Movie-Streaming Service

    Kanopy suffered a blow with the decision by New York City’s three public library systems — collectively the biggest library system in the U.S., with some 210 branches across the Big Apple — to drop the free movie-streaming service, citing high costs. As of July 1, the New York Public Library and the Brooklyn and [...]

  • Cameo

    Celebrity Video Greetings Service Cameo Raises $50 Million

    Cameo, a service that works with celebrities to sell personalized video greetings to fans, has raised a $50 million Series B round of funding led by Kleiner Perkins. The Chernin Group, Spark Ventures, Bain Capital and Lightspeeed Venture Partners participated in the funding as well. Cameo wants to use the cash infusion to grow both [...]

  • Gena Konstantinakos - Topic

    Topic Hires Viceland's Gena Konstantinakos as VP, Development and Video Programming

    Topic, First Look Media’s entertainment studio and digital destination for original content, hired veteran producer Gena Konstantinakos as VP, development and video programming. Konstantinakos hails from Vice Media’s Viceland cable channel, where she was executive producer, development and current series. At Topic, she reports to Ryan Chanatry, general manager of Topic. Konstantinakos is tasked with [...]

  • Martin Kon - YouTube

    YouTube Hires Consultant Martin Kon as VP of Strategy

    Google’s YouTube tapped Martin Kon, who has worked as a tech, media, and telecoms consultant for more than two decades, as VP of strategy. Kon, based at YouTube’s headquarters in San Bruno, Calif., reports to chief business officer Robert Kyncl. Kon will work with YouTube senior execs to help formulate the long-term vision of the [...]

  • Sonos One

    Sonos Sues Competitor Bluesound for Patent Infringement

    Smart speaker maker Sonos has sued Lenbrook Industries, the company behind the audio brand Bluesound, for patent infringement. It’s the second such lawsuit from Sonos against a competitor, which has also been using its patents to gain concessions from the makers of voice assistants. In the lawsuit filed late last week in a California court, [...]

  • tubi tv roku

    Ad-Supported Video Service Tubi Tops 20 Million Monthly Active Users

    Ad-supported video service Tubi broke its own audience records in May: Tubi, which positions itself as a free alternative to Netflix, surpassed 20 million monthly active users last month, the company said Monday. The service’s users viewed more than 94 million hours of programming in May, according to Tubi, which also claimed to have brought [...]

More From Our Brands

Access exclusive content