Content Testing
Transformers: One
Audience Intelligence in Action: Trailer Testing 'Transformers: One' with Lumiere
With the debut of Transformers: One, Paramount took a bold step—shifting from the high-octane live-action format the franchise is known for to a fully animated prequel. To explore how fans responded to this change, Latitude used Lumiere, our proprietary video insights platform, to capture real-time viewer reactions, emotional themes, and key perception shifts.
Capturing Fan Anticipation with Lumiere
We recruited a targeted sample of Transformers fans and general moviegoers to watch the trailer within Lumiere, where we gathered both quantitative responses and open-ended comments, which our platform automatically grouped into themes and summarized with AI-driven insights. The result? A deep understanding of how humor, action, character affinity, and format changes shaped viewer perception.
Capturing Fan Anticipation with Lumiere
We recruited a targeted sample of Transformers fans and general moviegoers to watch the trailer within Lumiere, where we gathered both quantitative responses and open-ended comments, which our platform automatically grouped into themes and summarized with AI-driven insights. The result? A deep understanding of how humor, action, character affinity, and format changes shaped viewer perception.
Capturing Fan Anticipation with Lumiere
We recruited a targeted sample of Transformers fans and general moviegoers to watch the trailer within Lumiere, where we gathered both quantitative responses and open-ended comments, which our platform automatically grouped into themes and summarized with AI-driven insights. The result? A deep understanding of how humor, action, character affinity, and format changes shaped viewer perception.
Viewer Voice: Comment Themes
Top Theme: Humor & Comedy One of Lumiere’s standout features is its ability to automatically detect dominant comment themes across trailers. For Transformers: One, the top theme was humor—highlighted in 30 unique viewer comments. Audiences responded enthusiastically to the film’s comedic tone and character dynamics. This thematic data gave the studio early confirmation that the film's lighter tone resonated with audiences—and that humor could become a major pillar of the marketing narrative.
Viewer Voice: Comment Themes
Top Theme: Humor & Comedy One of Lumiere’s standout features is its ability to automatically detect dominant comment themes across trailers. For Transformers: One, the top theme was humor—highlighted in 30 unique viewer comments. Audiences responded enthusiastically to the film’s comedic tone and character dynamics. This thematic data gave the studio early confirmation that the film's lighter tone resonated with audiences—and that humor could become a major pillar of the marketing narrative.
Viewer Voice: Comment Themes
Top Theme: Humor & Comedy One of Lumiere’s standout features is its ability to automatically detect dominant comment themes across trailers. For Transformers: One, the top theme was humor—highlighted in 30 unique viewer comments. Audiences responded enthusiastically to the film’s comedic tone and character dynamics. This thematic data gave the studio early confirmation that the film's lighter tone resonated with audiences—and that humor could become a major pillar of the marketing narrative.
The second most frequently detected theme revolved around the action sequences and visual quality, with 25 viewer comments noting excitement about the animation, effects, and fight scenes. Lumiere’s theme tagging allowed us to not only isolate viewer interest in these technical aspects but also understand how audiences are reacting to the animated style in a genre traditionally grounded in live-action effects.
The second most frequently detected theme revolved around the action sequences and visual quality, with 25 viewer comments noting excitement about the animation, effects, and fight scenes. Lumiere’s theme tagging allowed us to not only isolate viewer interest in these technical aspects but also understand how audiences are reacting to the animated style in a genre traditionally grounded in live-action effects.
The second most frequently detected theme revolved around the action sequences and visual quality, with 25 viewer comments noting excitement about the animation, effects, and fight scenes. Lumiere’s theme tagging allowed us to not only isolate viewer interest in these technical aspects but also understand how audiences are reacting to the animated style in a genre traditionally grounded in live-action effects.
Hotspot Highlight: Autobots vs. Decepticons
Lumiere’s interactive hotspot feature allowed us to embed a playful moment of engagement directly into the trailer. At the 1:33 mark, we placed clickable hotspots over Optimus Prime and Megatron, asking viewers to choose: Autobots or Decepticons? This not only reinforced brand affinity for the heroes of the franchise, but also gave our client an easy, visual way to validate existing audience loyalty and character alignment.
Hotspot Highlight: Autobots vs. Decepticons
Lumiere’s interactive hotspot feature allowed us to embed a playful moment of engagement directly into the trailer. At the 1:33 mark, we placed clickable hotspots over Optimus Prime and Megatron, asking viewers to choose: Autobots or Decepticons? This not only reinforced brand affinity for the heroes of the franchise, but also gave our client an easy, visual way to validate existing audience loyalty and character alignment.
Hotspot Highlight: Autobots vs. Decepticons
Lumiere’s interactive hotspot feature allowed us to embed a playful moment of engagement directly into the trailer. At the 1:33 mark, we placed clickable hotspots over Optimus Prime and Megatron, asking viewers to choose: Autobots or Decepticons? This not only reinforced brand affinity for the heroes of the franchise, but also gave our client an easy, visual way to validate existing audience loyalty and character alignment.
Format Shift: Reactions to the Animated Style
To address the elephant in the room—the switch from live-action to animation—we placed a slider question at the end of the trailer asking viewers: "After years of live action, what do you think about Transformers releasing an animated film?" On average, viewers liked the style change and looked forward to seeing the new adaptation. Thanks to Lumiere’s conversation engine, we didn’t just collect the score—we captured the why. Our platform generated automated follow-up questions for each viewer, allowing us to summarize nuanced opinions at scale: "Viewers have mixed opinions on the Transformers animated film style. Some appreciate its humor, nostalgia, and unique character designs, while others criticize its quality and lack of originality compared to live-action films." This depth of insight helps studios make informed decisions about how to position major stylistic shifts, and whether to lean in or course-correct future messaging.
Format Shift: Reactions to the Animated Style
To address the elephant in the room—the switch from live-action to animation—we placed a slider question at the end of the trailer asking viewers: "After years of live action, what do you think about Transformers releasing an animated film?" On average, viewers liked the style change and looked forward to seeing the new adaptation. Thanks to Lumiere’s conversation engine, we didn’t just collect the score—we captured the why. Our platform generated automated follow-up questions for each viewer, allowing us to summarize nuanced opinions at scale: "Viewers have mixed opinions on the Transformers animated film style. Some appreciate its humor, nostalgia, and unique character designs, while others criticize its quality and lack of originality compared to live-action films." This depth of insight helps studios make informed decisions about how to position major stylistic shifts, and whether to lean in or course-correct future messaging.
Format Shift: Reactions to the Animated Style
To address the elephant in the room—the switch from live-action to animation—we placed a slider question at the end of the trailer asking viewers: "After years of live action, what do you think about Transformers releasing an animated film?" On average, viewers liked the style change and looked forward to seeing the new adaptation. Thanks to Lumiere’s conversation engine, we didn’t just collect the score—we captured the why. Our platform generated automated follow-up questions for each viewer, allowing us to summarize nuanced opinions at scale: "Viewers have mixed opinions on the Transformers animated film style. Some appreciate its humor, nostalgia, and unique character designs, while others criticize its quality and lack of originality compared to live-action films." This depth of insight helps studios make informed decisions about how to position major stylistic shifts, and whether to lean in or course-correct future messaging.
Conclusion: The Lumiere Advantage
This Transformers: One study illustrates how Lumiere transforms passive viewing into actionable insight. From real-time comment themes to interactive hotspots and qualitative follow-ups, Lumiere equips studios with a full diagnostic read on trailer performance—down to how viewers feel about format, tone, and character dynamics. By capturing the what, why, and how of audience reaction, Lumiere gives content teams and marketers the tools they need to create smarter strategies, refine messaging, and better connect with fans.
Conclusion: The Lumiere Advantage
This Transformers: One study illustrates how Lumiere transforms passive viewing into actionable insight. From real-time comment themes to interactive hotspots and qualitative follow-ups, Lumiere equips studios with a full diagnostic read on trailer performance—down to how viewers feel about format, tone, and character dynamics. By capturing the what, why, and how of audience reaction, Lumiere gives content teams and marketers the tools they need to create smarter strategies, refine messaging, and better connect with fans.
Conclusion: The Lumiere Advantage
This Transformers: One study illustrates how Lumiere transforms passive viewing into actionable insight. From real-time comment themes to interactive hotspots and qualitative follow-ups, Lumiere equips studios with a full diagnostic read on trailer performance—down to how viewers feel about format, tone, and character dynamics. By capturing the what, why, and how of audience reaction, Lumiere gives content teams and marketers the tools they need to create smarter strategies, refine messaging, and better connect with fans.
MORE CASE STUDIES
joker-folie-à-deux
TV + Streaming
transformers-one
Best Pictures
28-years-later-content-study
Sci Fi
Horror Fans React to the Official Trailer in Lumiere
advertising-and-digital-fluency
Advertising
Hulu
MORE CASE STUDIES
joker-folie-à-deux
TV + Streaming
transformers-one
Best Pictures
28-years-later-content-study
Sci Fi
Horror Fans React to the Official Trailer in Lumiere
advertising-and-digital-fluency
Advertising
Hulu
MORE CASE STUDIES
joker-folie-à-deux
TV + Streaming
transformers-one
Best Pictures
28-years-later-content-study
Sci Fi
Horror Fans React to the Official Trailer in Lumiere
advertising-and-digital-fluency
Advertising
Hulu
MORE CASE STUDIES
joker-folie-à-deux
TV + Streaming
transformers-one
Best Pictures
28-years-later-content-study
Sci Fi
Horror Fans React to the Official Trailer in Lumiere
advertising-and-digital-fluency
Advertising
Hulu
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!
