And that is borne out in the rigorous focus testing that studios perform. As much as people complain that trailers give away too much, says Brubaker, nine times out of 10, the more of the plot you give away, the more interest you garner from the audiences. Audiences respond to the trailers with more of the movie.
We prefer to be mysterious, says Dan Asma, co-owner of trailer company Buddha Jones. Thats what good marketing is. But what can we do when testing and focus grouping consistently say that numbers spike when you give away more of the story.
Trailer maestro Mark Woollen, who cut acclaimed spots for The Social Network and Boyhood and the recent preview for Alejandro G. Inarritus Birdman follow-up The Revenant, also confirms that audiences prefer spoilers but suggests that there are signs of a generational split. He mentions an as-yet-unreleased trailer for an upcoming movie and points to the two opinions that emerged after it was focus tested by the studio. Older audiences seemed to want more plot, he says, and younger audiences were like, Nah, its cool.