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Study: TV ads are still biggest tool to affect movie choices

Lotta options out there.

Lotta options out there.

TV still dominates as the leading tool to generate awareness for films, above in-theater trailers, word of mouth and the internet.

Here’s a very interesting article from Variety about a study of filmgoing habits that breaks down age groups and how they make choices about what movies to see in the theater.

Here’s the quick shot: only old people read newspapers… TV still matters… and movies are definitely recession-proof.

Findings from the study…

  • An estimated 94% of all moviegoers are now online.
  • 73% of young moviegoers surveyed have profiles on social networking sites.
  • Social networking must be used by studios to attract young moviegoers.
  • TV still dominates as the leading tool to generate awareness for films, above in-theater trailers, word of mouth and the internet.
  • Only audiences over 50 rely on newspaper reviews, while 62% of respondents get their reviews online.
  • 75% said they trust a friend’s opinion more than a movie critic, yet only 40% said negative reviews from their peers would dissuade them from seeing a movie. Basically, if a moviegoer, especially a younger one, makes up their mind to see a movie, nothing can stop them. (Which explains why I saw Howard the Duck opening weekend as a kid.  Oh, Lea Thompson, you siren of the 80s!)
  • 79% of those questioned said, “Going to the movies is a good escape from everyday life.”

Check out the article…

Internet influences film audiences

source: Variety

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