With Movie Trailers, Not All “Views” Are Created Equal

October 28th, 2009

Recently, we released research concluding that movie trailer “views” are a terrible predictor for box office receipts. Given that we are in the business of video promotion, one might wonder why we released such damning data about the medium (other than lack of bias .

Here’s the answer: when studios use TubeMogul Promotion to promote a trailer over mediums (i.e. paid search, YouTube ads), the correlation between views and receipts shoots up 94.9%, to a statistically significant value (1.0 instead of .05). Why? Not all “views” are created equal, it turns out (see our research here, here), and TubeMogul targets viewers and gets videos featured in ways others can’t. To date, we’ve worked on campaigns for Lion’s Gate, 20th-Century Fox and other studios, and the movies have all been box office successes.

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