Features





Survey reveals increased interest in watching movies

Jan 25, 2011

A new survey by customer-intelligence firm Market Force Information reveals good news for the entertainment industry: About one in five consumers expect to watch more movies (in all media) in 2011, while just 8% of respondents said they will view fewer films this year.

The movie consumption survey also found a change in the reasons why consumers go to the theatre to watch a movie. In 2009, 32% said they would see a movie in the cinema because they did not want to wait, but that percentage dipped to 25% in 2010. This shift is likely due to the proliferation of movies available for instant download shortly after they are released.

“Despite this shift, studios and theatres don’t need to feel threatened, because our research also shows that most consumers like to go to the theatre for the experience of watching a movie on the big screen, complete with surround sound and real-life picture quality,” said Janet Eden-Harris, chief marketing officer for Market Force. “The rise of 3D movies is also drawing consumers to theatre seats.”

As kiosks become even more prevalent and convenient, consumers are flocking to them for their DVD and Blu-Ray rentals. When asked which ways they see movies aside from in the theatre, almost half of respondents—44%—reported renting movies from kiosks such as Redbox and DVDPlay. One-third said they download movies online. While both kiosks and downloads have grown over the past year, consumers report renting less frequently from physical stores. In fact, only one in four consumers said that they go to a store to rent movies, down 11% from just a year ago.

The survey also found major shifts in the ways consumers learn about new movies. In a Market Force survey conducted in December 2009, TV ads dominated, with more than seven out of 10 (72%) consumers reporting that they learned about new movies from TV ads. One year later, that percentage dropped to 62%—they are still the leading source, but much less dominant as consumers migrate to different sources for their entertainment information. Meanwhile, movie previews and reviews are playing an increasingly important role as movie information sources, growing over the past year to 47% and 41%, respectively.

The survey was conducted in December 2010 across the United States and Canada. The pool of 3,200 respondents reflected a broad spectrum of income levels, with approximately 70% reporting household incomes of more than $50,000 a year. Respondents’ ages ranged from 19 to 70. Approximately three-quarters of respondents were women—the primary household consumer purchasers—and an equal percentage work full or part-time. Half of the respondents have children at home and two-thirds are married.

Market Force Information, Inc. is a leading global customer-intelligence solutions company for business-to-consumer companies including major retailers, restaurants, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged-goods companies. For more information, visit www.marketforce.com or follow them on Twitter @MarketForce.


Survey reveals increased interest in watching movies

Jan 25, 2011

A new survey by customer-intelligence firm Market Force Information reveals good news for the entertainment industry: About one in five consumers expect to watch more movies (in all media) in 2011, while just 8% of respondents said they will view fewer films this year.

The movie consumption survey also found a change in the reasons why consumers go to the theatre to watch a movie. In 2009, 32% said they would see a movie in the cinema because they did not want to wait, but that percentage dipped to 25% in 2010. This shift is likely due to the proliferation of movies available for instant download shortly after they are released.

“Despite this shift, studios and theatres don’t need to feel threatened, because our research also shows that most consumers like to go to the theatre for the experience of watching a movie on the big screen, complete with surround sound and real-life picture quality,” said Janet Eden-Harris, chief marketing officer for Market Force. “The rise of 3D movies is also drawing consumers to theatre seats.”

As kiosks become even more prevalent and convenient, consumers are flocking to them for their DVD and Blu-Ray rentals. When asked which ways they see movies aside from in the theatre, almost half of respondents—44%—reported renting movies from kiosks such as Redbox and DVDPlay. One-third said they download movies online. While both kiosks and downloads have grown over the past year, consumers report renting less frequently from physical stores. In fact, only one in four consumers said that they go to a store to rent movies, down 11% from just a year ago.

The survey also found major shifts in the ways consumers learn about new movies. In a Market Force survey conducted in December 2009, TV ads dominated, with more than seven out of 10 (72%) consumers reporting that they learned about new movies from TV ads. One year later, that percentage dropped to 62%—they are still the leading source, but much less dominant as consumers migrate to different sources for their entertainment information. Meanwhile, movie previews and reviews are playing an increasingly important role as movie information sources, growing over the past year to 47% and 41%, respectively.

The survey was conducted in December 2010 across the United States and Canada. The pool of 3,200 respondents reflected a broad spectrum of income levels, with approximately 70% reporting household incomes of more than $50,000 a year. Respondents’ ages ranged from 19 to 70. Approximately three-quarters of respondents were women—the primary household consumer purchasers—and an equal percentage work full or part-time. Half of the respondents have children at home and two-thirds are married.

Market Force Information, Inc. is a leading global customer-intelligence solutions company for business-to-consumer companies including major retailers, restaurants, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged-goods companies. For more information, visit www.marketforce.com or follow them on Twitter @MarketForce.
Post a Comment
Asterisk (*) is a required field.
* Author: 
Rate This Article: (1=Bad, 5=Perfect)

*Comment:
 

More Movies

Col Needham
Data man: How IMDB’s Col Needham conquered filmdom with just the facts

The founder and chief executive of the world’s largest film database, IMDB.com, is every bit the movie fan one could hope for. “I’ve now seen more than 8,500 films,” chuckles Col Needham, offering what proves to be a conservative estimate. More »

Sarnos feature
Sexy and sweet: ‘A Life in Dirty Movies’ offers an endearing portrait of soft-core filmmaker Joe Sarno and his wife Peggy

In the annals of movie pitches that have worked, “Imagine your favorite grandparents, only they make sex movies” surely has a place. More »

The Equalizer Feature
Counting on ‘The Equalizer’: Antoine Fuqua reunites with Denzel Washington for movie reboot of TV vigilante series

When a TV series makes the leap to the multiplex, it's typically expected to either continue the story that was told on the boob tube or function as a big-budget repeat of the pilot episode. More »

Tombstones Feature
Scudder missile: Liam Neeson embodies Lawrence Block’s private eye in Scott Frank’s ‘Walk Among the Tombstones’

When he first tackled A Walk Among the Tombstones, a Universal release opening Sept. 19, screenwriter Scott Frank was coming off a string of successes that included Get Shorty and Out of Sight. More »

ADVERTISEMENT



REVIEWS

The Maze Runner
Film Review: The Maze Runner

Youths try to break out of a deadly maze in the latest young-adult doomsday thriller. More »

This is Where I Leave You
Film Review: This Is Where I Leave You

Siblings bond, fight and face new problems after the death of their father in an ensemble dramedy based on the best-selling novel. More »

Player for the Film Journal International website.


ADVERTISEMENT



INDUSTRY GUIDES

» Blue Sheets
FJI's guide to upcoming movie releases, including films in production and development. Check back weekly for the latest additions.

» Distribution Guide
» Equipment Guide
» Exhibition Guide

ORDER A PRINT SUBSCRIPTION

Film Journal International

Subscribe to the monthly print edition of Film Journal International and get the full visual impact of this valuable resource for the cinema business.

» Click Here

SPONSORSHIP OPPORTUNITIES

Learn how to promote your company at the Film Expo Group events: ShowEast, CineEurope, and CineAsia.

» Click Here