Melbourne International Film Festival: Emotional Trailer

This case study shows how the Melbourne International Film Festival (MIFF) increased ticket sales in Australia by creating film trailers that depicted emotional expressions of viewers rather than the movies.

Advertiser: Melbourne International Film FestivalAgency: McCann MelbourneCountry: Australia


Festival Overview.

The Melbourne International Film Festival (MIFF) is one of the oldest film festivals in the world, showcasing the best in current global cinema in more than 60 languages, as well as retrospectives, tributes and discussion programs.

Competitive Forces.

Melbournians are spoilt for choice when it comes to arts and entertainment. MIFF is a three week festival, running in a city where residents can also choose from a plethora of film options:

  • Other film festivals (St Kilda, Gay & Lesbian, Italian, Greek, Jewish).
  • Mainstream and...

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