Trailer Impact: ‘Mission: Impossible – Fallout’ Most Remembered Trailer of the Week, ‘Equalizer 2’ Sparks Most Positive Interest

Top Three Trailers with Highest Memorization Score Among Moviegoing Audiences

Moviegoers tell us the trailers they most remember seeing at their most recent visit to a cinema.

Mission: Impossible – Fallout

Paramount

July 27

  • 33% of moviegoers (391 respondents) saw and remembered this trailer, its highest score to date. That’s up slightly from 31% last week.
  • Tom Cruise returns for his sixth installment as secret agent Ethan Hunt, in an action-adventure trailer jam packed full of stunts, including one creating online buzz because Cruise broke his ankle during filming.

Disney’s Christopher Robin

Disney

August 3

  • 26% of moviegoers (310 respondents) saw and remembered this trailer, its highest score to date. That’s up from 22% last week.
  • Positive interest falls to 65%, its lowest level to date. That’s down from last week’s peak of 78%.
  • Ewan McGregor stars as a fatigued grown-up Christopher Robin, when his childhood friends Winnie the Pooh and the rest of the gang from the Hundred Acre Wood visit him again for the first time in decades.

Mamma Mia!: Here We Go Again

Universal

this Friday, July 20

  • 23% of moviegoers (278 respondents) saw and remembered this trailer, tied for its highest score to date along with last week.
  • Positive interest stands at 58%, tied for its lowest level to date. That’s down slightly from 60% last week.
  • Lily James and Meryl Streep star in the musical sequel Based on the songs of 1970s supergroup ABBA, a decade after the original 2008 Mamma Mia! which was a leggy hit despite opening the same weekend as The Dark Knight.

Top Three Trailers with Highest Interest Among Moviegoing Audiences

Moviegoers tell us the wide release titles they’re most likely to see at a cinema, based on trailers recently played at theaters.

The Equalizer 2

Sony

this Friday, July 20

  • 86% positive interest score, exactly even from last week. The peak of 87% was in mid-June.
  • 58% this week said they were “definitely” interested.
  • 15% of moviegoers (178 respondents) saw and remembered the trailer, its highest score yet and up from 13% last week.
  • The R-rated action sequel returns Denzel Washington as a retired CIA agent who dispenses bloody justice to his enemies.

Mission: Impossible – Fallout

Paramount

July 27

  • Positive interest stands at 77%, tied for its peak along with a week measured shortly after the trailer’s February release. It’s also up slightly from 75% last week.
  • 6% this week said they were “definitely interested.”

Disney’s Christopher Robin

Disney

August 3

  • Positive interest falls to 65%, its lowest level to date. That’s down from last week’s peak of 78%.
  • 37% this week said they were “definitely” interested.

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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