PT - JOURNAL ARTICLE AU - Archer-Brown, Chris AU - Kampani, Julia AU - Marder, Ben AU - Bal, Anjali S. AU - Kietzmann, Jan TI - Conditions in Prerelease Movie Trailers For Stimulating Positive Word of Mouth AID - 10.2501/JAR-2017-023 DP - 2017 Jun 01 TA - Journal of Advertising Research PG - 159--172 VI - 57 IP - 2 4099 - http://www.journalofadvertisingresearch.com/content/57/2/159.short 4100 - http://www.journalofadvertisingresearch.com/content/57/2/159.full SO - J Advert Res2017 Jun 01; 57 AB - Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres. When viewers perceive greater understanding of the movie from the trailer, the prospect of liking it is significantly increased. This leads to a substantial increase in viewers' intent to generate WOM and, ultimately, their willingness to pay to see the movie. These novel findings lead to practical implications for studios hoping to stimulate consumer interest, with wider contributions to advertising theory.