Marvel and DC both have their own sets of strengths and weaknesses, but it's pretty hard to deny that the Marvel Cinematic Universe still tops the newly established DC Extended Universe.
Though some would say that the MCU was built much better than Warner Brother's burgeoning superhero franchise, a new study by tech provider ZappiStore (via Adweek) gives another answer.
According to the study, Marvel's success can actually be linked to the emotional engagement fans have with the franchise's superheroes during their trailer. Using Affectiva, a facial coding and emotion recognition platform, ZappiStore was able to test viewers emotional engagement while watching a series of Marvel and DC film trailers.
The results of the study show that 78 percent of the respondents felt strongly for Guardians of the Galaxy 2 because of its use of a popular 70's song and of course wisecracking humor. Civil War also fared well among the respondents, with 75 percent of the group loving the trailer. Justice League came in next at 71 percent while Batman vs. Superman lagged behind at 60 percent.
"We were surprised to see, across all trailers tested, that the emotional response was lower than expected for set pieces and special effects, particularly in the genre we were looking at. The results indicate the way DC can reboot and change characters across trilogies or between TV to film might be having a detrimental effect on how well the public connects with those characters."
Of course, it doesn't help that the productions for most of DC's films have been chaotic. There's been a lot of talk about how Warner Brothers has been meddling in with director's creative direction, making changes here and there after they hear criticism from fans.
There's still hope though. The DCEU did pretty well with Wonder Woman. If the studio could just keep that up.
The DCEU's next film, Aquaman, premieres on December 21, 2018. Meanwhile, Marvel's next movie, Black Panther, premieres on February 16, 2018.
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