Ensure Viewers Know SHAFT

The results

Overall, the trailer was well-received by three-quarters of viewers, especially by men. Older women and non-African American viewers of color were most likely to poorly rate the trailer, this finding being primarily driven by Asian/Indian viewers. Viewers enjoyed the blend of action and comedy in the trailer as well as the fact that it paid homage to the original SHAFT. However, some viewers felt the misogyny and name-calling could have been downplayed, while others not familiar with the SHAFT franchise weren’t sure they quite understood enough about the story to go see it in theaters.Samuel L Jackson remains a cultural icon and is instantly recognized by almost every viewer. Most viewers love or like him very much as an actor. Regina Hall, who appears in the trailer as his ex-wife, is also recognized and loved, but as a distant second. Samuel L Jackson’s screen time helps to carry the attention of those not familiar with the SHAFT franchise and engages viewers in general.The strongest scene of the trailer was the ending, when Junior tries to crash through the window to join an action scene. Viewers indicated that it was the most enjoyable and comedic scene.

The position of this scene in the trailer coincides with the trailer being well-received because the most impactful moments of this type of creative should be at the beginning and the end. Samuel’s star power helps establish interest to start, this scene creates a strong end.The only recommendation was to potentially remove the STD joke from the trailer, or find a different point of interaction to cut in that is less misogynistic, for the goal appealing to an even broader audience. Overall the trailer was moved forward at the discretion of the creative team, guided by the insights Pilotly provided.