The WSJ reports on new technology which will allow more specific measurement of the effectiveness of various kinds of ads, including movie trailers. One company, IMMI (rhymes with ‘gimmie,’ I assume) uses technology which– I kid you not– uses peoples’ cell phones to sample the noise around them, and then transmits those samples to a database where they are identified so as to discern what song the respondent is listening to, or movie he/she is watching. So basically it’s consumer research via electronic eavesdropping. (Anthony Pellicano, we have a job for you!)
Anyway, IMMI tested their technology in Sacramento recently and found that respondents “who were exposed to a particular trailer for the movie ‘King Kong’ went to see the film more than twice as often as those who saw an alternate trailer for the movie.”
I guess if this kind of ultra-targeted market research helps save the movie business from economic ruin, I’m all for it. But it still gives me the willies.