This document contains the results of trailer tests for the film Extremely Loud and Incredibly Close. It includes mind maps showing what topics related to or were enjoyed by test audiences from seeing two different teasers for the film. The main topics included the love of family, dealing with loss from tragedy, and the importance of relationships. It also breaks down the responses by gender and age groups. The key findings were that the love of family was the most commonly mentioned topic overall and across all demographic groups.

1. Extremely Loud and Incredibly Close
TRAILER TEST Report
prepared by
Howard Ballon

2. MIND CLOUD – Teaser V4a (Mojo)
Value and
importance of life
and family
13%
The Love of a
parent for their
child
12%
My
relationship
with my own
Dad
8%
Journey
of
discover
y
2%
Family
Coming
Together
The agony of and
dealing with Loss
12%
Above average personal relevance;
Importance of
Family/Family
Bonds
The Closeness
we have with
Family
10%
Importanceof
Friends
4%
The
importance of
time spent
with family
7%
Remembering
the 9/11 Tragedy
12%
The love of
your Family
64%
2
Special Father
and Son
relationship
12%
People and how
they are affected
by the tragedy
stands central to
it all
13%
N=398; Unclassified=8%
Tragedy of
9/11
Complexity and
importance of
family
relationships
11%

3. Trailer Test – By Gender/Age
Teaser V4a (Mojo)
“ C A R E A B O U T ” o r “ E N J OY ”
Percentage Of Mentions
T O P I C
GENDER
AGE
Total
Males
Under 30
30 and older
The love of family
63.6
68.1
57.6
67.9
59.6
Value and importance of life and family
13.1
10.6
16.3
11.6
14.4
People and how they are affected by the tragedy stands
central to it all
12.8
15.5
9.3
11.6
13.9
Special father and son relationship
12.3
13.7
10.5
10.5
13.9
The love of a parent for their child
12.3
14.2
9.9
10.0
14.4
Remembering the 9/11 tragedy
12.1
15.0
8.1
14.2
10.1
The agony of and dealing with loss
11.6
13.3
9.3
13.7
9.6
Complexity and importance of family relationships
11.3
12.4
9.9
10.0
12.5
The closeness we have with family
10.3
9.7
11.1
10.0
10.6
My relationship with my own dad
8.3
5.8
11.6
8.4
8.2
The importance of time spent with family
7.0
8.4
5.2
7.9
6.3
Importance of friends
4.0
4.4
3.5
6.3
1.9
Family adventure
3.0
3.5
2.3
4.2
1.9
Journey of discovery
1.8
2.2
1.2
2.6
1.0
New York
3
Females
1.8
1.3
2.3
1.6
1.9

4. MIND CLOUD – Streets V10 (Wildcard)
Not taking
relationships for
granted
9/11
4%
Pain of Loss
24%
Cherishing
loved ones
19%
Compassion
ate
interactions
with people
12%
Closeness of family
bonds
31%
Focusing on the
important things
24%
The
importance of
family
50%
Spending
time with
family
7%
Personal
feelings and
memories of
my family
18%
A good
story
11%
4
Above average personal relevance;
N=546; Unclassified=5%
Perseverance
Never
giving
up
1%
Keeping memories
alive / Leaving
part of you behind
Memories
we care
about
6%
Legacy of
the father
for the son
12%
Journey of
discovery
18%
Facing
your
fears
4%
Hopes
and
Dreams
5%

5. Trailer Test – By Gender/Age
Streets V10 (Wildcard)
“ C A R E A B O U T ” o r “ E N J OY ”
Percentage Of Mentions
T O P I C
GENDER
AGE
Total
Males
Under 30
30 and older
The importance of family
49.6
51.7
47.3
48.7
50.5
Closeness of family bonds
30.8
28.6
33.2
31.2
30.4
Focusing on the important things
24.4
25.5
23.1
25.1
23.7
Pain of Loss
23.6
24.8
22.3
23.2
24.0
Cherishing loved ones
18.9
22.8
14.5
18.6
19.1
Journey of discovery
18.3
21.0
15.2
21.7
15.2
Personal feelings and memories of my family
17.6
20.7
14.1
15.6
19.4
Compassionate interactions with people
12.3
15.5
8.6
11.8
12.7
Legacy of the father for the son
11.7
14.5
8.6
12.6
11.0
A good story
11.0
11.4
10.6
11.4
10.6
Spending time with family
7.1
7.6
6.6
6.8
7.4
Memories we care about
6.0
6.9
5.1
5.7
6.4
Hopes and dreams
5.3
4.8
5.9
4.6
6.0
Facing your fears
4.0
3.8
4.3
4.9
3.2
9/11
3.7
3.1
4.3
2.3
5.0
Music
2.4
3.1
1.6
2.7
2.1
Lead actors
5
Females
2.0
2.8
1.2
2.3
1.8