Case Study: Social Media and Psychological Marketing in Movie Trailers

The Modern Move Trailer as a Marketing Ecosystem

On September 23rd, 2025 the trailer for Wurthering Heights starring Jacob Elordi and Margot Robbie was released. In the background, a remixed version of Gen-Z pop icon Charli XCX plays and scenes flash in quick and moody cuts. There is very little dialogue aside from a few impactful statements from the leads. This one minute and thirty second trailer garnered almost 12 million views on YouTube, 23.3 million on TikTok and 2.7 million views on Instagram reels. 

What’s so impactful about not only this movie trailer, but trailers in general, is how they create a nearly complete content marketing ecosystem while acting as perfect tools to build anticipation and create emotional connection to ultimately convert viewers into paying customers. 

Movie Trailers as Content Marketing 

In the most basic sense, a movie trailer is an advertisement. The goal is to generate awareness and interest in a film to ultimately drive people to the box office. But there is something special about movie trailers that makes them different from the Airbnb ad you see on TV or the Target ad you scroll past on TikTok. Trailers set themselves apart by being some of the strongest advertisements that leverage storytelling and emotion. 

A great trailer will hit multiple stages of the content lifecycle: planning, creating, distributing, assessing, and updating. Releases are formatted for various platforms and audiences to embody “marketing without selling.” Trailers entertain, pulling audiences into a story while leaving them wanting more. 

Social Media and Format Strategy 

I used Wuthering Heights as an example earlier because of interesting factors that extended its lifespan as content. It was shared in a vertical format on social media (aside from YouTube), despite the fact that you can share horizontal videos that have black borders. While this is a nice option to have, at the end of the day it’s not as visually appealing. WarnerBros shows an understanding of digital consumer behavior by knowing that engagement heavily depends on ease of consumption and visual appeal and adapting to that. Additionally, they are balancing promotion and place in the 4Ps marketing mix by meeting audiences where they are- social media. 

Engagement and emotional resonance heavily depend on how easy it is to consume the content effectively due to short attention spans. The trailer’s quick cuts and pace mimic the editing style of fan edits on TikTok, a style that instantly appeals to a wide audience and feels natural rather than promotional. 

Another effective tactic was the song used in the background by popstar Charli XCX. The remix went viral and extended the life of the content beyond even the film itself, people were begging for the remix to be released and user-generated content about the movie was naturally created without WarnerBros having to pay anyone. This highlights the impact that multi-sensory storytelling and social proof can have, driving the trailer from being just an advertisement to a moment in culture. 

Mini Case Study: The Barbie Movie 

When The Barbie Movie Trailer came out in 2023, it was immediately apparent that the audience was clearly understood by WarnerBros. A female audience knows the bright pink and blonde hair that is the Barbie brand like the back of their hand, and there is a tie in of mature concepts that many women who grew up playing with barbies can connect to. 

By establishing connection with their audience, WarnerBros was able to achieve what is called “marketing without selling.” After watching the trailer, most people won’t feel like they just walked out of the abysmal used car dealership talking to a persistent salesman. They will feel entertained, spoken to, and like they are taking part in a cultural conversation, naturally flowing into that state of experiential decision making. They are already somewhat emotionally invested in the Barbie movie and have most likely subconsciously or consciously thought, “I should see this when it comes out.” Without ever having felt like they were a victim to a sales tactic. 

The marketing strategy framework AIDA (Attention, Interest, Desire, and Action) is in play as well:

Attention: Eye-catching visuals in the trailer as well as the inclusion of humor

Interest: Nostalgia paired with modern themes surrounding a childhood toy 

Desire: Emotional resonance and identity connection drives an urge to see more 

Action: Excitement translates into huge movie ticket sales

Mini Case Study: Weapons 

In August 2025, Weapons was released and quickly became one of the most successful horror films of 2025, grossing $268 million worldwide. The trailer is a perfect example of how trailers can tap into consumer behavior and emotional decision-making principles. 

The trailer opens with an attention grabbing line: 

“Every other class had all their kids, but Mrs. Gandy’s room was totally empty. And you know why? Because the night before, at 2:17 in the morning, every kid woke up, got out of bed, walked downstairs, and into the dark. And they never came back.” 

This quote immediately puts the viewers into a curiosity gap, the psychological trigger that compels an audience to seek closer. Why did the kids leave? Where did the kids go? Why were they only in her class? Are all questions that go unanswered in the trailer, naturally compelling viewers to seek answers that can only be solved by watching the movie. 

Once released, this trailer was trending on multiple social media platforms accumulating to millions of views. A form of social proof was reinforcing the perceived value of the movie to its target customer. Seeing others talk about it and anticipating the release date makes others compelled to join the conversation. The trailer functions as a marketing pillar in content shared on all social media platforms. 

Similarly to Barbie, we see how Weapons followed the AIDA framework:

Attention: Eerie music and visuals to create drive emotion

Interest: Psychological storytelling and mystery 

Desire: familiar casting and high production quality 

Action: Ticket sales and box office success 

Conclusion: Emotional Marketing in a Digital Age 

Movie trailers are far more than an ad or just a preview, they are strategic digital marketing tools that are rooted in storytelling, psychology, and social media. Wuthering heights uses visual trends and trendy music, Barbie uses emotional nostalgia, and Weapons evokes fear and curiosity to make their content appealing and emotional. What marketers can take away from this is that emotional storytelling combined with an intelligent platform strategy will turn your marketing into an experience. At the end of the day, any advertisement that wins online isn’t just selling a product, they’re selling a feeling.