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…