“Interactive Trailers and Posters That Enhance Viewing Intentions Through ‘Breaking the Fourth Wall’” by Lim and Kim
Conference:
Type(s):
Title:
- Interactive Trailers and Posters That Enhance Viewing Intentions Through ‘Breaking the Fourth Wall’
Session/Category Title:
- Interactive Techniques
Presenter(s)/Author(s):
Abstract:
This study demonstrates that proposed interactive posters and trailers breaking the “Fourth Wall” significantly boost movie anticipation and viewing intentions, offering an effective promotional strategy for mobile-based video streaming platforms.
References:
[1] Tom Brown. 2013. Breaking the fourth wall. Edinburgh University Press.
[2] Ashok Chandrashekar, Fernando Amat, Justin Basilico, and Tony Jebara. Artwork Personalization at Netflix (The Netflix Tech Blog, Dec. 7, 2017). Retrieved March 8, 2025 from https://netflixtechblog.com/artwork-personalization-c589f074ad76.
[3] Shayn Davidson. 2018. A Multi-dimensional model of enjoyment: Development and validation of an enjoyment scale (ENJOY). Dissertation. Embry-Riddle Aeronautical University.
[4] Andrew Glassner. 2017. Interactive storytelling: Techniques for 21st century fiction. CRC Press.
[5] Tilo Hartmann and Charlotte Goldhoorn. 2011. Horton and Wohl revisited: Exploring viewers’ experience of parasocial interaction. Journal of Communication, vol. 61, no. 6, pp. 1104-1121.
[6] Hyunsook Jung. 2017. A study on emoji communication effect for visual storytelling. Master’s Thesis. Hongik University, Seoul.
[7] Ramya Neelamegham and Dipak Jain. 1999. Consumer choice process for experience goods: An econometric model and analysis. Journal of Marketing Research, vol. 36, no. 3, pp. 373-386, 1999.
[8] Nick Nelson. 2016. The Power of a Picture (Netflix Web Site, May 3, 2016). Retrieved March 8, 2025 from https://about.netflix.com/en/news/the-power-of-a-picture.
