Horror Fans React to the Official Trailer in Lumiere
Content Testing
28 Years Later
Horror Fans React to the Official Trailer
We recruited an audience of 100 horror movie enthusiasts, including 50 fans of 28 Days Later, to watch and react to the official 28 Years Later trailer in Lumiere.
Capturing Fan Anticipation with Lumiere
To measure excitement and emotional impact ahead of the June 2025 release of 28 Years Later, Latitude used Lumiere to test the official trailer with a curated panel of 100 horror fans.
Half of the audience self-identified as fans of the original 28 Days Later (2002), making it an ideal opportunity to understand how franchise familiarity influences engagement. As participants watched the trailer inside Lumiere, they left real-time comments, submitted emotional reactions, and answered post-exposure survey questions—all in a seamless, single-viewing experience.
With Lumiere, we didn’t just collect opinions. We collected context, emotion, and actionable insight.
Capturing Fan Anticipation with Lumiere
To measure excitement and emotional impact ahead of the June 2025 release of 28 Years Later, Latitude used Lumiere to test the official trailer with a curated panel of 100 horror fans.
Half of the audience self-identified as fans of the original 28 Days Later (2002), making it an ideal opportunity to understand how franchise familiarity influences engagement. As participants watched the trailer inside Lumiere, they left real-time comments, submitted emotional reactions, and answered post-exposure survey questions—all in a seamless, single-viewing experience.
With Lumiere, we didn’t just collect opinions. We collected context, emotion, and actionable insight.
Capturing Fan Anticipation with Lumiere
To measure excitement and emotional impact ahead of the June 2025 release of 28 Years Later, Latitude used Lumiere to test the official trailer with a curated panel of 100 horror fans.
Half of the audience self-identified as fans of the original 28 Days Later (2002), making it an ideal opportunity to understand how franchise familiarity influences engagement. As participants watched the trailer inside Lumiere, they left real-time comments, submitted emotional reactions, and answered post-exposure survey questions—all in a seamless, single-viewing experience.
With Lumiere, we didn’t just collect opinions. We collected context, emotion, and actionable insight.
Measuring the Fear Factor
We placed a question near the very end of the video in Lumiere to ask each viewer to submit a slider rating indicating how scary they thought the movie would be based on what they saw in the trailer. After answering, Lumiere's conversations feature prompted each viewer for more information on why they submitted that 'scare' rating. Viewers rated the movie a 8.4/10 on the scare scale, mentioning the jump scares, atmosphere, gore, and suspense as top elements that influenced their response. Thanks to Lumiere's conversation feature, we not only captured the quantitative scare score, but also the qualitative information to understand what led to that score.
Measuring the Fear Factor
We placed a question near the very end of the video in Lumiere to ask each viewer to submit a slider rating indicating how scary they thought the movie would be based on what they saw in the trailer. After answering, Lumiere's conversations feature prompted each viewer for more information on why they submitted that 'scare' rating. Viewers rated the movie a 8.4/10 on the scare scale, mentioning the jump scares, atmosphere, gore, and suspense as top elements that influenced their response. Thanks to Lumiere's conversation feature, we not only captured the quantitative scare score, but also the qualitative information to understand what led to that score.
Measuring the Fear Factor
We placed a question near the very end of the video in Lumiere to ask each viewer to submit a slider rating indicating how scary they thought the movie would be based on what they saw in the trailer. After answering, Lumiere's conversations feature prompted each viewer for more information on why they submitted that 'scare' rating. Viewers rated the movie a 8.4/10 on the scare scale, mentioning the jump scares, atmosphere, gore, and suspense as top elements that influenced their response. Thanks to Lumiere's conversation feature, we not only captured the quantitative scare score, but also the qualitative information to understand what led to that score.
Predicting Box Office Interest
Using Lumiere’s custom variable tagging, we segmented viewer responses by their familiarity with the original film—without ever needing to ask additional questions mid-viewing. As expected, fans of 28 Days Later showed a higher intent to see the sequel. But the surprise? 90% of non-viewers of the original still said they were likely to see 28 Years Later in theaters. With Lumiere, we uncovered a broader-than-expected audience pool—valuable insight for distribution, media targeting, and marketing strategy.
Predicting Box Office Interest
Using Lumiere’s custom variable tagging, we segmented viewer responses by their familiarity with the original film—without ever needing to ask additional questions mid-viewing. As expected, fans of 28 Days Later showed a higher intent to see the sequel. But the surprise? 90% of non-viewers of the original still said they were likely to see 28 Years Later in theaters. With Lumiere, we uncovered a broader-than-expected audience pool—valuable insight for distribution, media targeting, and marketing strategy.
Predicting Box Office Interest
Using Lumiere’s custom variable tagging, we segmented viewer responses by their familiarity with the original film—without ever needing to ask additional questions mid-viewing. As expected, fans of 28 Days Later showed a higher intent to see the sequel. But the surprise? 90% of non-viewers of the original still said they were likely to see 28 Years Later in theaters. With Lumiere, we uncovered a broader-than-expected audience pool—valuable insight for distribution, media targeting, and marketing strategy.
AI-Powered Feedback at Scale
When viewers leave comments in Lumiere, they don’t just speak—they converse. Lumiere’s built-in AI automatically asks personalized follow-ups, turning every comment into a mini-interview. As a result, we didn’t just gather raw text—we extracted structured data on sentiment, emotion, and theme. From the Viewer Comment Analysis: Top Themes: Suspense, Characters, Setting Most Mentioned Keywords: Interesting, Love, Movie Dominant Emotions: Appreciation, Excitement, Curiosity Comment Sentiment: 69% Positive · 22% Neutral · 10% Negative This kind of feedback gives creative teams a powerful tool to optimize trailers, messaging, and even story elements based on what’s resonating—and why.
AI-Powered Feedback at Scale
When viewers leave comments in Lumiere, they don’t just speak—they converse. Lumiere’s built-in AI automatically asks personalized follow-ups, turning every comment into a mini-interview. As a result, we didn’t just gather raw text—we extracted structured data on sentiment, emotion, and theme. From the Viewer Comment Analysis: Top Themes: Suspense, Characters, Setting Most Mentioned Keywords: Interesting, Love, Movie Dominant Emotions: Appreciation, Excitement, Curiosity Comment Sentiment: 69% Positive · 22% Neutral · 10% Negative This kind of feedback gives creative teams a powerful tool to optimize trailers, messaging, and even story elements based on what’s resonating—and why.
AI-Powered Feedback at Scale
When viewers leave comments in Lumiere, they don’t just speak—they converse. Lumiere’s built-in AI automatically asks personalized follow-ups, turning every comment into a mini-interview. As a result, we didn’t just gather raw text—we extracted structured data on sentiment, emotion, and theme. From the Viewer Comment Analysis: Top Themes: Suspense, Characters, Setting Most Mentioned Keywords: Interesting, Love, Movie Dominant Emotions: Appreciation, Excitement, Curiosity Comment Sentiment: 69% Positive · 22% Neutral · 10% Negative This kind of feedback gives creative teams a powerful tool to optimize trailers, messaging, and even story elements based on what’s resonating—and why.
Trailer Favorability Insights
We used Lumiere’s star rating question to capture overall sentiment toward the trailer—and then analyzed those scores across different audience groups. Viewers familiar with 28 Days Later gave the trailer a slightly higher average rating. Why? Lumiere’s follow-up conversations revealed that fans appreciated the continuity of characters, tone, and narrative style from the original film. Instead of guessing what worked, Lumiere told us exactly what elements drove favorability—and for which viewers.
Trailer Favorability Insights
We used Lumiere’s star rating question to capture overall sentiment toward the trailer—and then analyzed those scores across different audience groups. Viewers familiar with 28 Days Later gave the trailer a slightly higher average rating. Why? Lumiere’s follow-up conversations revealed that fans appreciated the continuity of characters, tone, and narrative style from the original film. Instead of guessing what worked, Lumiere told us exactly what elements drove favorability—and for which viewers.
Trailer Favorability Insights
We used Lumiere’s star rating question to capture overall sentiment toward the trailer—and then analyzed those scores across different audience groups. Viewers familiar with 28 Days Later gave the trailer a slightly higher average rating. Why? Lumiere’s follow-up conversations revealed that fans appreciated the continuity of characters, tone, and narrative style from the original film. Instead of guessing what worked, Lumiere told us exactly what elements drove favorability—and for which viewers.
Final Takeaways
This case study showcases how Lumiere transforms trailer testing into a full-spectrum audience insight engine. From quantifying fear to segmenting interest and extracting emotional resonance, Lumiere delivers the depth modern studios and agencies need to fine-tune creative, target the right audiences, and predict performance—before opening weekend hits.
Final Takeaways
This case study showcases how Lumiere transforms trailer testing into a full-spectrum audience insight engine. From quantifying fear to segmenting interest and extracting emotional resonance, Lumiere delivers the depth modern studios and agencies need to fine-tune creative, target the right audiences, and predict performance—before opening weekend hits.
Final Takeaways
This case study showcases how Lumiere transforms trailer testing into a full-spectrum audience insight engine. From quantifying fear to segmenting interest and extracting emotional resonance, Lumiere delivers the depth modern studios and agencies need to fine-tune creative, target the right audiences, and predict performance—before opening weekend hits.
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Want to know even more about what audiences found compelling in these clips? Or what they might find particularly engaging in your content? Reach out to us!
Want to know even more about what audiences found compelling in these clips? Or what they might find particularly engaging in your content? Reach out to us!
Want to know even more about what audiences found compelling in these clips? Or what they might find particularly engaging in your content? Reach out to us!
