Trailer Impact: ‘Hotel Transylvania 3: Summer Vacation’ Most Remembered Trailer of the Week, ‘Hot Summer Night’ Sparks Most Positive Interest

Welcome to Trailer Impact, a new weekly column on BoxOffice.com every Thursday.

Every week, our parent company Webedia Movies Pro surveys up to two thousand moviegoers from the past week in the U.S. and Europe. We ask two main questions:

1. Which trailers did the most respondents see and still remember, several hours or days after first being viewed? That’s the memorization score.
2. Which trailers sparked the highest percentage of positive interest among people who did see them, hopefully indicating a likely future view at a cinema? That’s the positive interest score.

Using data from our recently-launched data tool of the same name, every Thursday we’ll use the column Trailer Impact to reveal the top three for both categories, along with some analysis about what’s creating those positive marks.

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The three most remembered trailers of the week:

Hotel Transylvania 3: Summer Vacation

(Sony)

this Friday, July 13

• 34% of moviegoers saw and remembered this trailer, its highest score to date. Up from 28% last week.
• Positive interest stands at 69%. That’s down slightly from 71% last week, and down from a peak of 86% in mid-May.
• The third animated Hotel Transylvania installment, about a group of monsters trying to take a vacation from scaring humans. With the summer vacation theme fitting the season, it will be the biggest animated title released the rest of July or all of August, which should help its box office.
• We currently project an opening of $45 million / $155 million domestic total, about in line with the Hotel franchise’s two predecessors.

Mission: Impossible – Fallout

(Paramount)

July 27

• 32% of moviegoers saw and remembered this trailer, its highest score to date. That’s up from 25% last week.
• Positive interest stands at 76%. That’s up from 69% last week, and only one point behind its peak of 77% measured shortly after the trailer’s February release.
• The action-adventure trailer is jam packed full of stunts, including one creating online buzz because Cruise broke his angle during filming.
• We project the sixth installment in Tom Cruise’s Mission: Impossible franchise will open the highest of any in the series at $65 million / $200 million domestic total. (Although some of the earliest installments from the 2000s would have higher openings when adjusting for ticket price inflation.)

Skyscraper

Universal

this Friday, July 13

• 24% of moviegoers saw and remembered this trailer, its highest score to date. That’s up from 20% last week.
• Positive interest stands at 78%, also its highest level to date. That’s up slightly from 77% last week.
• Dwayne Johnson, perhaps the single most bankable star in Hollywood the past five years, is at it again with a Die Hard style thriller about a man trapped inside a skyscraper on fire.
• We forecast a $33.5 million opening / $101 million domestic total, about in line with Johnson’s April release Rampage.

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The three trailers sparking the most positive interest:

Hot Summer Nights

(A24)

July 27

• A perfect 100% positive interest score, in our first week of tracking.
• 1% of moviegoers saw and remembered the trailer.
• The coming-of-age drama stars Timothée Chalamet as a high schooler who gets himself into trouble and finds love in the summer of 1991. Chalamet’s star is rising after a Best Actor Oscar nomination last year for Call Me By Your Name and a well-reviewed supporting role in Lady Bird.

McQueen

(Bleecker Street)

July 20

• 88% positive interest score, its highest score yet and a surge from last week’s 69%.
• 2% of moviegoers saw and remembered the trailer.
• The documentary about controversial fashion designer Alexander McQueen comes amid the biggest summer season for theatrical documentaries in ages, with 4 of the top 22 titles at last weekend’s box office falling within the genre.

The Equalizer 2

(Sony)

July 20

• 86% positive interest score, exactly even from last week. The peak of 87% was in mid-June.
• 12% of moviegoers saw and remembered the trailer, its highest score yet and up from 10% last week.
• The R-rated action sequel returns Denzel Washington as a retired CIA agent who dispenses bloody justice to his enemies. Fans of the original, which earned $101.5 million in 2014, seem excited to see Washington act in the first sequel of his decades-long career.

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Trailer Impact is a service provided by Boxoffice Media parent company Webedia Movies Pro. To subscribe to the full service, which includes exclusive data about the top 25 trailers of the week, click here.

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