Film-Tech Forum ARCHIVE: 'Cloverfield' may have killed the subwoofer

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Topic: 'Cloverfield' may have killed the subwoofer

Tom Mundell
Expert Film Handler

Posts: 120
From: Silver Spring, MD, USA
Registered: Nov 2007

posted 01-22-2008 09:39 PM

I get the impression a lot of research is/has been done on trailers, has anyone ever done any studies to determine if a trailer really is that much more effective if it's louder?

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Mike Blakesley
Film God

Posts: 12767
From: Forsyth, Montana
Registered: Jun 99

posted 01-22-2008 10:35 PM

A thing is more effective if people notice it. People notice things that are loud because they "stand out" from other things. Hence, loud trailers. The same goes for TV commercials.

Whether the thing in question is annoying or not has no bearing, of course.

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Tom Mundell
Expert Film Handler

Posts: 120
From: Silver Spring, MD, USA
Registered: Nov 2007

posted 01-22-2008 10:58 PM

I've often heard that, but has anyone really done anything to show it really is the case a louder trailer/commercial does stand out and is more effective and remembered?

I'm just curious because I don't think a louder trailer has ever stood out for me because it was loud; I don't think I could even name a single trailer I've seen recently that was louder than the rest (and at some theaters I have seen some inconsistent trailer volumes). So I've wondered if that was just something that seemed to make sense (regardless of reality) and thus is adhered to, if loud trailers do stand out to me and I just didn't attribute it to loudness, or what stands out to me is different than most people...I guess I've also just been amazed that annoying advertising isn't counterproductive.

[ 01-23-2008, 03:11 AM: Message edited by: Tom Mundell ]

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Peter David Bruce
Expert Film Handler

Posts: 187
From: East Anglia -England
Registered: Aug 2007

posted 01-24-2008 05:10 AM

We always play ads and trailers at volume 4, and the feature at 4.5.

just seems to make sense.
however also, some adverts and trailers have audio that just peaks alot. or certain frequencies like boomy voices etc that stand out naturally.

i dont think its a case of volume differences but however different frequencies of the audio that are different from those used in the film itself.

my theory anyway

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Louis Bornwasser
Film God

Posts: 4441
From: prospect ky usa
Registered: Mar 2005

posted 01-24-2008 09:07 AM

Remember trailers are mixed by the same guy who does toothpaste commercials. He thinks we are a giant TV set! Louis

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