Background

Describe the scenarios in which you currently seek out and watch trailers.

• She said that she would type in the name of the theater and then go to the movies that are playing there.
• She has often heard of the movies she would look into.
• She said that she would often just decide on the movie based on the title image not on the trailer.
  • She smiled when she said this... guilty smile
• She said that she might watch a trailer in the theater website
• She said that she has noticed when a site doesn’t have trailers and that is kind of disappointing
• She said that she would watch part of the trailer and move on to the next one.
  • Sometimes she gets the gist in the first minute of the trailer.
  • She said that she would move on to the next trailer by going back to the different movies and then select another movie.

Where do you currently watch trailers?

• She said on TV
• Or on the AMC, Cinemark, or other theater websites

How often do you look for a movie on the theater website vs. already have an idea of what you will see when you go to the theater website?

• Every time she goes to a movie in the theater she looks to see what is playing
• She would occasionally know what she was going to see before she bought tickets
  • She said even in these cases she would still watch the movie trailer... often just to get hyped

What do you do when you have planned to go see a movie, but you are not sure of which one? How do you research movies?

• She always watches trailers prior to seeing the movie
  • She again said that she wouldn’t necessarily watch the whole trailer
• She would ask friends and family for recommendations

What websites would you use?

AMC, Cinemark, etc.

She would use a google search “theaters near me”

Then she might end up going to the theater websites

What theaters would you want to go to?

Proximity and safe location is a big reason.

If she knows a theater or if she likes the experience

She would like the one’s that do dinner and a movie

If there is a movie worth watching on IMAX/ 3D she would do that

Based on the trailer she would decide wether it was worth seeing in IMAX/ 3D.

She looks for the IMAX or Dolby tags, doesn’t weigh in the most heavily but it does weigh in.

Would you use the theater’s website?

She always uses the theater’s website

Have you gone to a high-end or trendy theater? Describe the experience of planning that trip?

• Warren
  • Dinner and a movie and the recliner + swiveling chairs

Competitive Website Walkthrough (Desktop)

Nitehawk Cinema Desktop:

From the homepage either navigate to “the Batman” or “the Lost City” and start the trailer.

• She clicked on coming soon from the sidebar first.
  • It was interesting that she navigated away from the homepage which had the movies on it.
  • She then looked through the coming soon options to find the movie.
  • Started the old Batman trailer and started watching that
    • She did open the trailer and then made it full screen.
      • She had trouble getting out of the full screen at first
  • Some confusion about where to look for these films
    • She did say that she would try anything if she was looking for these.
• She noticed some movies on the homepage and then said that she got distracted by the sidebar
• She scrolled past the lost city to get to the batman
  • She puts the movie in full screen after watching the trailer for a couple of seconds in the smaller window

How did that process feel?

• She said that the process felt simple and not too complicated
  • After probing about getting lost she said that it doesn’t give an indication of what she is looking
  • She was thrown by the fact that there were dates and that there movies with dates and that Batman wasn’t in those movies
    • Still confused by the date selector
      • “It’s not clear for a person who doesn’t do this all the time”
      • She couldn’t tell what was releasing when
• She said that she noticed the tags (after probing) and said that they were a good thing... but started talking about the specifics of each tag

What would you want to change about that process (if anything)?

• She would want all the movies that are playing on a certain day to be listed near the top where the highlighted movies are now
  • Or we should be able to remove that top bar thing with the highlighted movies

What did you think about the way the trailer was displayed on the screen?

• She said something about the trailer being too dark... but was focused on the way the trailer looked.
• Didn’t worry about the size of the trailer window since she could full screen it.

Would you rather have looked up the trailer on a separate website?

• No not really, she actually prefers to look at it on the trailer website.

Nitehawk Cinema Mobile:

From the homepage either navigate to “the Batman” or “the Lost City” and start the trailer.

How did that process feel compared to the desktop site?

• She liked the fact that she could see the blurb above the trailer on the mobile
  • But it doesn’t matter to her that the trailer is above or below the blurb
    • She said that you could put the trailer above the blurb too
  • But she would like the blurb
    • The blurb being side by side with the trailer: “Oh that would be nice”
• She started the trailer and it played in the page

What would you want to change about that process (if anything)?

• She wishes the trailer would auto go sideways full screen; “why can’t it just do it by itself”

What did you think about the way the trailer was displayed on the screen?

Would you rather have looked up the trailer on a separate website vs. the mobile version?

• No need to go to another site

Cinepolis Desktop:

Cinema name mobile: