A new research has revealed that movie trailers aren't most-shared movie content.
According to the Hollywood Reporter, the social video advertising platform Unruly's study showed that the prank-based viral videos or "prankverts," stand-alone micro-movies and music videos are the most-shared types of movie content over the past 12 months.
Unruly's U.S. president Richard Kosinski said that Consumers are also experiencing "content shock" as the smart advertisers are creating memorable content by generating intense emotional responses in viewers and breaking away from traditional trailers.
Kosinski added that the top three most-shared videos of the past 12 months are prankverts or, in the case of Frozen, a trackvert or a video based around a song, like Frozen's ubiquitous 'Let It Go.'
The study found that films that go beyond the trailer are generating cut-through and social buzz in a competitive, trailer-heavy media landscape.