Independent research study for Harkness Screens shows image quality matters to moviegoers

Cinemas News

Harkness Screens announced the results of an in-depth consumer-research study conducted by National CineMedia into presentation quality, auditorium technology and the influences this has on the choices the moviegoer makes when choosing to visit the cinema.

Carried out during March and early April 2018 and with over 1,000 responses from moviegoers across the United States, this latest research showcases the requirement for cinema exhibitors around the world to look closely at presentation quality and to consider the impact that substandard presentation has on moviegoers.

“Whilst it is very clear from the research that moviegoers overwhelmingly prefer the cinema to watching a movie at home because of the immersive nature of the big screen and the shared experience, it is essential that exhibitors focus on getting the most out of their existing equipment, optimize their auditoriums, monitor presentation performance and carefully consider upgrade and replacement programs for all items including screens to ensure that movie theatres continue to differentiate from the experience moviegoers receive at home,” explained Anthony Kelly, senior VP, sales and marketing, USA, at Harkness Screens.


The research suggests that technology remains a key part of the cinema experience, with moviegoers having a distinct awareness of the technology present inside the auditorium and more than two-thirds of respondents claiming that this has a strong bearing on their decision as to which movie theatre to visit. Specific to the technology inside the theatre, 88% of moviegoers polled suggested that image quality is extremely important both in the decision to visit a theatre and also to their enjoyment of the movie. This is further exemplified by over 40% of moviegoers suggesting that they would be more willing to consider watching more movies in 3D again if presentation and image quality were improved.


“We have long championed that exhibitors need to do more to ensure that they are providing moviegoers with the best possible presentation and that it has a profound effect on the revenue line of the exhibitor. Not only does the research point very strongly towards this but it also shows the potential to create incremental box office through premium pricing on 3D movie tickets. With more than half of our panellists suggesting that improved image and presentation quality would make them more likely to visit the theatre more often, it is clear that exhibitors investing in maintaining and upgrading their presentation equipment, particularly their 3D and projection technology (where there have been enormous advances since the 3D rollout eight years ago) are creating a differentiator and driving a return on the investments they continue to make,” Kelly added.


For more information on this research, visit