On: Researchers find Megaupload shutdown hurt box office revenues

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What inputs are they using to chose the best scenes. Is it based only on the movie? Audience reactions at screenings? Sounds interesting.

You could presumably then tailor trailers to particular groups to emphasise desired attributes.

Downside to that is that if you sit through a few trailers you could literally have seen a-third of the movie before you go to watch it.