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Audience Research - Results From Worldwide Motion Picture Group

Posted By Administration, Wednesday, July 17, 2013

Pre-Registrants of the session "Every Number Tells A Story: The Power of Research" at the Produced By Conference submitted questions they would like to see answered by movie goers.  Worldwide Motion Picture Group selected four of those questions and did the research.  Here are some of the results and what those results say.

The first slide queries the motivations for audiences to go see a film in the Theater.  What surprised many was the lack of influence from social media and critical reviews relative to word of mouth and commercials and trailers.  So audiences connect with the content itself or close friends rather than filtered through media.  Audiences are savvy enough to discern if they think a movie is bad just through a trailer.  Social media is more of a symptom of audience interest than a cause.

The second slide indicates a higher interest in though-provoking films than what might have been assumed.  This can be interpreted in a couple of ways: 1) art-house and thought-provoking films are being integrated with mainstream more regularly making discernment more ambiguous and 2) that art-house is becoming even more increasingly niche and hard to find and audience are naive or inclined to bluff their preferences.

The third slide explores feelings on blockbusters and the collective sentiment leans toward them being a pleasant but unsurprising experience.  For as much as Hollywood blockbusters are predictable they are at least as enjoyable.

In the fourth slide we see that many people are not dissuaded to go to the theaters, but for those who are, it is a combination of quality content being readily available to them in the home, including a short transition of the theater content making its way to DVD and VOD.

Lastly, the fifth slide suggests general multi-tasking for audiences during views, but quality content, the right kind of content, can grab their interest and hold their attention.

View all slides in the PDF below. 

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