SJR, WPP's content shop, used its Strategic Storytelling Index, which measures the emotional and intellectual magnetism of brand stories, to correctly predict that “Green Book” and “Bohemian Rhapsody” would have a big night at Sunday’s Oscar ceremony.
SJR conducted an online survey of 200 adults to administer the SSI to trailers for each of the nominated movies. Participants were asked to rate each trailer in terms of Wonder (How inspirational was the trailer?), Wisdom (How educational or informative was the trailer?) and Delight: (How entertaining was the trailer?).
The trailers for “Green Book” and “Bohemian Rhapsody” racked up the highest SSI scores, generating a total score of 83 and 82, respectively. “BlackKKlansman,” “A Star is Born,” “Black Panther” and “VICE” all received scores in the 73-74 range with “The Favourite” and “Roma” only registering scores in the 60s.
“Green Book” stood out for its high Wonder rating and “Bohemian Rhapsody” received the highest Delight rating.
“A movie trailer is really the marketing and communications foundation for a movie. A compelling trailer sets the right tone, creates buzz and word of mouth for a movie, and is the one element those interested will see, even if they never actually watch the entire movie,” said Alexander Jutkowitz, SJR CEO. “That’s why the Strategic Storytelling Index is such a useful tool—and, beyond trailers, can serve as a helpful guideline for any story that today’s content creators are hoping to gain traction.”