Abstract
The first movie trailer was produced in 1913 for the musical ‘The Pleasure Seekers’ and was shown at the end of the main films. One hundred years later, the movie trailer itself has become part of the art form and is a highly anticipated part of the experience. Trailers have their own reviews, specially-composed music and are nominated for awards (Doperalski 2012). However, in recent years, trailer makers have had to adapt to one of the Internet’s most disruptive influences: the ‘social’ revolution, where the Top 10 Trailers viewed on YouTube in 2012 exceeded 200 m and with much viewer-generated discussion (e.g. Skyfall 21 m views 16 k comments).
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© 2016 Academy of Marketing Science
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Archer-Brown, C., Kampani, J., Marder, B., Bal, A. (2016). Celebrating the Pleasure Seekers: A Centenarian Faces the YouTube Generation. In: Obal, M., Krey, N., Bushardt, C. (eds) Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11815-4_65
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DOI: https://doi.org/10.1007/978-3-319-11815-4_65
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