That’s right! An official study was conducted to try and explain why more fans prefer Marvel films over DC films. The study was done by an automated market research tech provider named ZappiStore. They say that the success of Marvel can be linked to the viewer’s emotional engagement with the superheroes while watching movie trailers.
What ZappiStore did was test a viewer’s emotional engagement with a series of Marvel and DC movie trailers by using a facial coding and emotion recognition platform called Affectiva. According to ADWEEK:
The respondents participating in the Marvel/DC study, and others like it, only need internet connectivity and a standard web camera. As viewers watch stimulus, Affectiva can measure their moment-by-moment facial expressions of emotions. The results for this study were aggregated and displayed in a dashboard.
They tested these people using a number of DC and Marvel movie trailers to measure viewer emotional engagement to find out which elements of the trailers impacted them most.