Measuring Viewer Engagement Insights using Emotion AI Featuring Captain Marvel’s Trailer

Posted by zonun | December 5, 2018 | Articles,Case Study


Fans of the Marvel Cinematic Universe are in for a real treat with this one. When Marvel Studios launched the first trailer of Captain Marvel movie, it almost broke the internet with 109 million views worldwide within the first 24 hours of its release – beating the viewership received in the same time frame by trailers of earlier box office successes such as Captain America: Civil War with 94.7 million, Black Panther with 89 million, and Guardians of the Galaxy Vol. 2 with 81 million.

Encapsulated with cryptic teases, the Captain Marvel trailer intrigues viewers with speculation and delight. Enthusiastic fans took to social media to express their puzzlement, while some, trying to enlighten their fellow fans, came up with comic book references.


With excitement around the 1st Captain Marvel trailer having reached a fever pitch and gone viral when it was first released, we decided to look within the subconscious minds of viewers to understand the deep secret sauce that gives it a viral element.

In this article, we cover the three most popular emotional parameters, viz. Enjoyment, Activation and Positive Emotions and we invite you to leave a comment below to read the in-depth analysis, complete with more emotion metrics and recommendations. In the full report, we provide answers to these questions as well:

What do people feel about Captain Marvel?

Did the users create an emotional connect with the story?

Which were the most and least engaging scenes?


We used our Emotion Recognition Platform, Affect Lab, to run the trailer and derive Emotion Analytics from 30 test subjects who are ardent Marvel Comics’ fans, belonging to the millennials age group, using Brainwave Mapping Technology & Facial Coding to quantify their attention and emotional reactions to the trailer.


Captain Marvel is MCU’s first woman-led superhero movie which is also co-directed by a woman – adding a few more reasons for the fans to be super excited for its upcoming release in March of 2019. The trailer portrays Carol Danvers aka Captain Marvel as a uniquely strong character to watch out for, with undeniably powerful superhuman abilities while also offering bits and pieces of glimpses into her past life on earth, which could be hinting about Carol Danvers life before she became Captain Marvel. The preview also features the younger version of Nick Fury and Phil Coulson.





Here we measure the level of pleasure experienced by viewers while watching the trailer


As the trailer begins, the opening scene starts with a loud bang and a person falls at high speed from the sky, viewers’ delight is apparent as the ‘Enjoyment’ graph climbs and peak first at 0.26 seconds when the movie lead, Brie Larson as Captain Marvel turns to show her face for the first time.

At 0.44 seconds it peaks the second time when Captain Marvel projects energy from her hands.

At 1.13 second we see the lowest dip of the trailer when the Superhero vulnerably falls to the ground in her memory flashbacks.

A high-speed collage of scenes with the protagonist rising back up gets the highest peak of the trailer at  1.42 seconds.


This plot shows how well entertained are the viewers of Captain Marvel movie trailer.

The trailer opens, and Captain Marvel falls from the sky at an enormously high speed, she hits the ground with a bang. 0.18 seconds, when the scene depicts her rising and standing up after the fall and defying nature, activation peaks, indicating excitement

At 0.50 seconds, when the scene introduced the fans’ favourite Nick Fury as a young man without an eye-patch, we see another spike

At 1.31 seconds, as a pleasant looking old lady looks up at Captain Marvel with a smile and the superhero punches her hard, shocking the viewers and causing a sharp rise in the graph as it activates them with curiosity and surprise.


Here we plot the ups and downs of happiness and relaxation.

At 0.26 seconds, when a female superhero, a ‘renegade’ soldier as described by the narrator, comes from above and turns to show her face for the first time, viewers happy emotion first reaches its peak.

The sight of a young Nick Fury without any physical impediment at 0.50 seconds engages viewers positively as the graph climbs, indicating an increase in happy emotion.

At 1.28 seconds, Captain Marvel is officially introduced as a ‘Hero’ with a scene that flashes the word ‘Her’ and morphs it into a phrase that reads  ‘A Hero’ – all in a split second and viewers’ positive emotion reaches another highpoint.

At 1.40 seconds, the scene enacts Captain Marvel’s flashbacks from various stages of her previous life where each of her former self decides to get up from the ground with a clenched fist. A likely indication that she is gaining the courage to face her opponent with all that she has got – another moment that leaves the viewers happy and contented.

Meanwhile, negative emotions peaked at the sight of members of the alien race ‘Kree’ and the background voiceover stating, “you have no idea what treats are out there,” at 1.30 seconds.

Captain Marvel is currently one of the most anticipated movies for the upcoming year, and the preview has successfully managed to engage a lot of fans to go online and share their curiosity and excitement on social media.

To know how the trailer stacked up against the other marvel trailers or to learn how Captain Marvel’s trailer benchmarked against DC’s Wonder Woman’s – leave a comment below and get a full report in your inbox.

At Entropik Tech we decode consumers’ unarticulated, subconscious emotional responses to various creatives including Ads, trailers, UI & UX designs, contents & promos, among others and help marketers test their promotional assets before launch.

Our Media Testing Metrics & Recommendations allows you to understand if the ad creates an emotional pull for the user or which demographic reacts most positively to the content.

If you would like to have Emotion Analytics work its magic on your content, sign up for a free trial here


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