When it comes to trailers, the Peak-End rule is very important. People are likely to remember the most emotionally engaging and most recent moments more than all the others. Here’s a video showing how our participants responded to the peak moment of the trailer that performed the best. Note how many of the sensors show increased activity simultaneously.

When we compared these posters, women had an agnostic response, but men showed significantly more “approach activity” via EEG measures indicating they liked the one on the right far more.

This is likely because the poster on the right featured Zendaya.

We also noticed that some product placement strategies in these trailers were particularly effective. Notice how men looked at Zendaya’s face and Tom Holland’s shoes, while women looked at Tom’s face and Zendaya’s shoes.

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