Interactive Trailers and Posters that Enhance Viewing Intentions through ‘Breaking the Fourth Wall’

초록

The rise of video streaming has shifted video consumption from traditional venues like theaters to mobile and social media platforms. However, promotional strategies have not kept pace—posters and trailers are still used on mobile devices without leveraging their unique capabilities. This paper presents a new approach to boosting viewing intent through interactive engagement. It introduces interactive posters and trailers that break the”Fourth Wall,” allowing characters to communicate directly with users. A prototype enabling dialog-based interaction was tested with 33 participants in their 20s and 30s. Results showed that these interactive experiences significantly increased anticipation and intent to watch the film. © 2025 Copyright held by the owner/author(s).

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