Trailer Teardown: Star Wars: The Last Jedi
How did audiences react to the trailer compared to a reactionist?
Trailer Details
Producer: Lucasfilm
Runtime: 2:34 Seconds
Published: Oct 9, 2017
This week we decided to change things a bit. While RefineAI allows us to see how people emotionally engage with ads, we can also test with other types of video content.
In this case, we’re looking at the Star Wars: The Last Jedi trailer and comparing key moments from reactionist @GraceRandolph against the general public.
In this corner: Professional Reactionist Grace Randolph
Test Results
- Predominant emotion evoked: 😂 Joy
- Overall engagement: 👀 84%
Key (Trailer) Moments
- 0:37 secs: Rey hands a lightsaber over to Luke and he’s seen holding it
- 1:11 secs: Kylo Ren is in a mission to kill his past
- 2:12 secs: Kylo Ren extends his hand to Rey
She also goes into a shot by shot analysis of the trailer which is pretty great:
In this other corner: The general public
We tested the Star Wars: The Last Jedi trailer with our US panel ranging from 18–54 years old — expanding through pretty much the entire possible Star Wars fanbase.
Test Results
- Predominant emotion evoked: 😂 Joy, 😲 Surprise
- Overall engagement: 👀 84% — Same as Grace’s
Key (Trailer) Moments
- 0:50 secs: Rey’s powers are shown and Luke seems impressed/terrified
- 1:33 secs: A porg imitates Chewbacca after he growls
- 2:08 secs: Rey says “I need someone to show me my place in all this…”
What did people like the most?
I mean… it’s Star Wars.
What did people like the least?
The porg — People are afraid of another Jar Jar Binks scenario.
Tell us what you thought
What were your favorite moments in the trailer?
Are you excited about the 8th episode in the saga?
Let us know your thoughts in the comments.
RefineAI is a real-time market research tool for video creators.
Measure the emotional appeal of any video without the need for a lab.
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