TY - JOUR T1 - Conditions in Prerelease Movie Trailers For Stimulating Positive Word of Mouth JF - Journal of Advertising Research JO - J Advert Res SP - 159 LP - 172 DO - 10.2501/JAR-2017-023 VL - 57 IS - 2 AU - Chris Archer-Brown AU - Julia Kampani AU - Ben Marder AU - Anjali S. Bal AU - Jan Kietzmann Y1 - 2017/06/01 UR - http://www.journalofadvertisingresearch.com/content/57/2/159.abstract N2 - 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. ER -