Spider-Man: Homecoming Tops Unruly’s Movie Trailer Effectiveness Chart

Creating a movie trailer that will drive box office ticket sales is far from easy.

After all, you want to whet the appetite of viewers enough to get them ready to part with their hard-earned cash. But you don’t want to give too much away. How many times do you watch a trailer in the cinema and feel like you have already watched the whole film? It’s a difficult balancing act.


Theatrical box office sales in the US alone have plummeted 8.8% year-over-year, showing a $1 billion loss. Generating a profit is further complicated by the short theatrical window, making it crucial to maximize opening weekend box office revenue.

To help, we recently released our Science of Sharing: Movies Promos white paper, in which we found that movie trailers and promotional videos are the fastest form of branded content. Sharing activity peaks within 24 hours of video launch.

That doesn’t leave a lot of time to get it right. To further issues, people are experiencing content shock. Every day, there are 4.75 billion pieces of content shared on Facebook and 1 million video URLs tweeted.

So how can a movie studio break through the clutter?

Here are 10 tips studios can use to outsmart the competition and utilise the science of sharing to maximize online buzz and drive sales at the box office.