Experience is personal

Dewey (2005) observes that each time a different individual views a piece of art the meaning changes, over time and between different people. When films acknowledge in their marketing that all consumers are individuals (Miller, 2012) and allows its audience to interact with the film in a different way it can prove successful. One of the better examples is the interactive trailer which was made for Snow White and The Huntsman (2012). Featured below throughout the trailer it not only provided the viewer with additional information about the film itself but also allowed them to add comments. The questions posed to them included ‘what character are you most like’ and by allowing viewers to publish their views, it allowed people to interact with the art in their own way. It also empowered consumers to enhance their identities, both social and personal, through being able to express unique views (Tian et al., 2001). This individualistic approach has been proven to create a higher perception of value to the consumer, particularly for mass marketed products (Hunt et al., 2013).