Document Type

Working Paper

Date of this Version



Shiri Melumad


Trailers have been recognized by marketers as one of the most crucial components in marketing movies or music videos. This paper examines the implications of screen size and screen shape in the reception of trailers. Two experiments were conducted to investigate if screen size and screen shape rendered a music video trailer and the music more favorable. Participants’ willingness to spread positive word of mouth regarding the trailer was also studied. Furthermore, a field study was conducted to examine whether two movie trailers with different screen shapes affected the degree to which people favored the trailer. Results suggest that screen size and screen shape affected viewers’ perception of the music video trailer and their willingness to spread positive word of mouth.


Trailer, Screen size, Screen shape, Word of Mouth

Included in

Business Commons



Date Posted: 09 October 2020


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