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September 29, 2009

A Survey Worth Chewing On

Former New Line web guru Gordon Paddison’s new company, Stradella Road, rolled out a Theatrical Market Study of Moviegoers today in Beverly Hills. Paddison (who is also a personal friend) came up with the idea of the project, teamed up with marketing strategy consultant Linda Middleton, hired NRG to do the interviews, and got funding from a consortium of companies, including AOL, Facebook, Fandango, Google, Microsoft, MovieTickets.com and Yahoo.

They interviewed 3852 moderate (6 to 11 movies in theaters a year) to heavy moviegoers (12+) both in person and over the phone, in July of this last summer. This number is statistically significant, though it is worth noting, again, that the interviewees are moderate to frequent moviegoers, not a 100% cross-section of America or the world. The study was made with movie marketers in mind and over 85% of tickets sold every year come from people who are in these two groups.

There are many interesting results… and not just because I intuitively agree with so much of the study.

Here is some of the information - I've left out a lot about TV viewing habits, which are important to advertisers targeting movie ads, but may be inside baseball for others - prioritized and separated into groupings by me…

CRITICISM:

84% of moviegoers told us that when they make up their mind to see a movie, it doesn’t matter what the critics say about it.

62% of moviegoers now get review information online; this was consistent across all demos except the 50+ group, which also relies on newspaper reviews.

45% of heavy moviegoers rely on movie review aggregation sites, placing a high value in seeing an average score.

75% say they trust a friend's opinion more than a movie critic.

80% say positive reviews from other moviegoers make them more likely to see a movie (vs. 67% who say a positive review from professional critics does).

40% say negative reviews from other moviegoers make them decide not to see a movie (vs. 28% who say negative reviews from professional critics would keep them from going).

WHO’S ONLINE?:

94% of all moviegoers are online; this is true across age groups. 88% have high speed/broadband connections.

86% of moviegoers across all demo segments go online via computer or mobile device at least once a day. They spend more time each week online (19.8 hours) than they do watching TV (14.3 hours).

90% of all ages of moviegoers have mobile phones; 32% of moviegoers no longer use a landline (44% of the 18-29 demo).

93% use Internet search to find more information about movies. Exposures that trigger online search include: Seeing a trailer (71%), seeing a TV spot (60%), someone telling you about a movie (58%).

HOW DO MOVIEGOERS FIND OUT ABOUT MOVIES?:

69% of moviegoers watch online video content; 66% of moviegoers who look at video content watch movie trailers and 55% watch movie clips.

70% credit awareness from in-theater trailers, 73% from television, 46% from word-of-mouth, and 44% from the internet… all ranking ahead of such traditional methods of advertising as billboards and newspaper advertising.

AGE GROUPS:

AGES 13-17
- Teen life focuses around customization of entertainment and maximizing socialization.
- Teens are all about sharing information and group thinking.

AGES 18-29
- They have free time and non-traditional media consumption habits.
- Place a high value on online consumer reviews and review aggregation sites.

AGES 30-39
- Weekend warriors: Time-constrained, parenthood dominates.
- Moviegoing trips are split between those with child and those with spouse.

AGES 40-49
- High use of technology but also embrace traditional media (magazines and newspapers).
- Moviegoing dominated by family occasions and influenced by teens (children are older and have a voice in the process).

AGES 50-59
- Matinees more common.
- Prefer to avoid crowds.

And this...

Movie choice is highly influenced by group decision-making. The fact that someone else in the group wanted to see a particular movie (55%) was as important to the decision process as the movie’s storyline (57%).

=========

That last one is a killer stat... not just for kids.

A recurring theme of the presentation was that moviegoers make up their minds about the movies they want to see or don't want to see and then, circumstance determines how they follow through. it could be group interest, location of the theater, whether they are going with family, friends, on a date, or other social situations, etc.

But the key decision of interest in going is made, it seems, long before influencers like reviews or word of mouth can be accessed. And in the stat about going or not going based on friends or critics, we see that people are more likely to embrace positive support - from friends or critics - on a film than to be pushed away from a film by negativity from either group, by a percentage of more than 2 to 1.

So perhaps it is time for studios to start being less paranoid about bad reviews and more aggressive of finding heroes for their films, in real life and in criticism circles.

Posted by dpoland at September 29, 2009 05:02 PM

Comments

Just read that twice. Interesting stuff, some of it confirming what might be intuitive, some other surprises (I am 32 and the Arts & Leisure section still dictates to me when it comes to the smaller films, some times), but all really cool when put together like that.

And if I'm remembering right from my time as an online journo, Paddison was the first one to really understand how to use (and far more importantly, how to NOT use) the internet anyway, so cool that he's still at it.

Posted by: SJRubinstein [TypeKey Profile Page] at September 29, 2009 07:09 PM

The teens are all about sharing and group-thinking? What the hell? That's a freaky freakin statement.

Posted by: IOIOIOI [TypeKey Profile Page] at September 29, 2009 08:56 PM

People always complain that movies are aimed to the lowest common denominator. That last statistic points out why. In a group environment, preference is driven by choices that the majority of people will agree with.

Posted by: Wrecktum [TypeKey Profile Page] at September 29, 2009 10:14 PM

You could also take that stat as meaning, that people are scared to make a decision, and like to have their decisions made for them. Which has been studied, and proven pretty much true. There's always one person in a group that picks something, and the rest of the group goes with it. It's a part of the chimps we simply cannot shake.

So, if you can get people to make a decision outside of there group. You could possibly make more money on crap films! WOOO!!!!

Posted by: IOIOIOI [TypeKey Profile Page] at September 29, 2009 11:27 PM

I gotta agree about the friends/critics thing. While, for me, it's not necessarily the friends I hand around with in the real world since I'm the movie guy in my circle of friends, but it's more bloggers that I have been reading for a while and know the type of films they like. I'm more likely to take advice from them because, by and large, they're the ones paying to see these movies.

I basically tune out whenever a critic says "I had to see it twice to truly get it" or whatever. If I have to see a movie twice to get it then I won't bother wasting my money on it one time.

Posted by: KamikazeCamelV2.0 [TypeKey Profile Page] at September 29, 2009 11:38 PM

It's kind of disconcerting that the definition of a 'heavy moviegoer' is one who sees 12 or more movies in a theater in a year. I think that the last time I saw that few, I was 11 years old.

Posted by: jeffmcm [TypeKey Profile Page] at September 30, 2009 01:53 AM

In fact, I think I saw over 12 movies, or close, every year since I've been 7 years old.

Posted by: jeffmcm [TypeKey Profile Page] at September 30, 2009 02:02 AM

It'd be tough for me to answer the friends/critics thing, since the friends of mine who recommend movies tend to BE critics.

Posted by: LYT [TypeKey Profile Page] at September 30, 2009 02:31 AM

100-plus movies EVERY YEAR since 1987 in theaters.

I really should get paid for this shit.

(And props to McDouche for being the RARE L.A. dude who wants to be in the biz who actually GOES TO MOVIES. Can't tell you how many wannabe screenwriters I've worked with and known over the last 15 years who hit age 26 and never go to see ANYTHING but somehow think THEY'RE the great undiscovered moviemaker of the world.)

I'd declare that anyone who doesn't see at least 50 movies a year has NO BUSINESS being in the biz, but per his last Letterman interview, Johnny Depp doesn't go to any modern movies and barely knew who Christian Bale was, so there goes that.

Posted by: LexG [TypeKey Profile Page] at September 30, 2009 02:33 AM

I'd totally agree with LexG on that point. I feel bad when I miss a new release (I still haven't seen "Extract") and there's no rational explanation for it other than I just love going to the fucking movies. You know what an off day consists of? When I'm done with whatever writing I was trying to get done that day, am not going to start anything new until the next day, but when I scan MovieTickets.com or whatever, there's not a goddamn thing I haven't seen (except maybe a handful of flicks at the Sunset 5 that I might feel would not be diminished if I Tivo'ed them off IFC in a couple of months).

It gets sad when you show up and are like, "Yeah, I'll see 'All About Steve'" simply because you want to sit in a movie theater. It's an addiction.

Posted by: SJRubinstein [TypeKey Profile Page] at September 30, 2009 07:53 AM

Sure, if I was a lonely single guy with extra cash in pocket, I'd see 100 movies a year too. But I'm not, so I don't.

I'm lucky to see a movie a month and, you know what? I don't feel like I'm missing anything.

Posted by: Wrecktum [TypeKey Profile Page] at September 30, 2009 08:11 AM

"Lonely" seems unduly harsh. Don't want to start a flame war.

Posted by: Wrecktum [TypeKey Profile Page] at September 30, 2009 08:13 AM

I'm in the 1-2 movies per month club, and it is different when you have work, kids, etc. But along the teen group-think line, I'll be taking 11 13-year-olds to see Zombieland on Friday, courtesy of my son the organizer. Not sure I would see it anyway...in fact, hoping the time works so that I can see Whip It instead, even tho I'd be cool with ZLand.

When we lived in L.A., and were DINK, I saw a flick every week @ the Century Theaters. I know it's not the same, but when I find myself with an unexpected dividend of free time, I will watch something VOD...was wishing, for instance, that It Might Get Loud was available this way.

Posted by: jennab [TypeKey Profile Page] at September 30, 2009 11:02 AM

Heh - I'm married with a kid, just got a flexible job. I actually took a job as a film critic way back when I was single because I looked at my expenses, saw I was spending every loose nickel on movies and needed a way to see them for free 'cause I was broke.

Posted by: SJRubinstein [TypeKey Profile Page] at September 30, 2009 11:29 AM

And oh, yeah - that thing about fifty-somethings liking to avoid crowds and see matinees? You can find me seeing most movies at the first screening of the day at the Arclight/Grove. I don't just like avoiding crowds, I like being the only motherfucker in the entire theater.

Posted by: SJRubinstein [TypeKey Profile Page] at September 30, 2009 11:40 AM

Warning... this ended up longer than I intended.

Before I became a parent, I was dead-set against the whole 'same date for theater/video/on demand' release ideas that were being floated around. Now, I'd kill for that option. I still love the movies and the theater experience, but with time commitments and the inconvenience that comes with having a family, I must concede that the primary reason I go to a theater anymore is merely to see a given movie as soon as possible so as to participate in the discussion with peers and on sites like this. But with that comes the occasional feeling of going to the movies as homework if you will.

Do I still enjoy the experience of sitting in a theater and watching a new movie on opening weekend? Yeah, and I miss being able to do it without the inconvenience. But it's usually a hassle especially when it's something that the spouse wants to see too (so I can't sneak off on a light work day, but we actually need to make plans with a babysitter and what not). For movies that don't specifically demand a big screen experience (like Extract for example), I'd gladly pay 'full ticket price' to see it on my home system on opening weekend or even a few days after if that was the trade-off. For now, I'll just wait for the Blu Ray and rent it via Blockbuster Online.

The Air Up There may be one of the best films of the year, but the character-driven drama will probably be just as good (if not better I wouldn't feel the burden of hassle and lost time) if I were to watch it at home on my 56" DLP on its opening weekend. I probably shouldn't admit this, but there are at least a few movies that I saw on screeners where I was kinder critically than I probably would have been had I had to go to downtown Hollywood on a weeknight during rush hour to see just days before the theatrical release.

There will always be movies that demand a theater experience, but even those are in shorter supply, as seemingly every horror film, comedy, and action film has an 'unrated director's cut' on the eventual home video release. And really, why would anyone see a documentary in a theater when they can wait for the DVD and basically see another hour or so of extra footage that could have made up a quasi-sequel to said film? For example, No End In Sight on DVD is basically two separate 105-minute features. So many studios are almost mocking the audiences' willingness to throw down $10 for an arbitrary cut of a film when they know full well that the 'real version' will be available in just four months in the home format.

I used to see 50-60 movies in a theater in a given year. Now I probably see around 20-30. And I genuinely do miss it. I can't wait until the two-year old is able to sit through more than just second-run animated films. A slight digression, but if every bloody kids film weren't in 3D, I'd be more willing to try first run. When the time comes, I'll gladly take her to whatever craptastic kids film she wants to see. I can't wait till she drags me to the midnight screening of Twilight part 6 or Sex & The City 3. But until then, I only see what I absolutely must see in theaters, along with ones whose theatrical runs coincide with slow work days.

Finally (sorry about the length) being a parent has taught me two very specific things about moviegoing (well, I thought I already knew these things, but I didn't truly 'get it'). First of all, parents drag their kids to every terrible kids film because they don't care if they enjoy it. Yes, G-Force in 2D second run was a terrible movie, but the kid loved every stupid second of it, so I was more than content watching her point at the screen and cackle. Second of all, there is a reason that dramas and 'nutritious' films don't do as well as us film-snobs think they should. When you're married with kids, do you really need to take time out of your life to learn what you already know? Do you really spend time away from your wife to learn that relationships are complicated and require hard work? Do I really need to spend money on a babysitter and not spend time with my daughter so I can go to the movies and learn to appreciate my family? It's not so much theatrical experiences as 'an escape' so much as the need to justify spending the time and money to see or view something that you can't get in your own life.

Posted by: Scott Mendelson [TypeKey Profile Page] at September 30, 2009 11:53 AM

I hate to say this, but in terms of the percentage of how many people heed film critics: I don't things have changed very much at all from 20 or 30 years ago. Seriously.

Posted by: Joe Leydon [TypeKey Profile Page] at September 30, 2009 01:11 PM

Mabye I'm not being cynical enough, but I don't think that last stat necessarily indicates sheepishness or the inevitability of reaching the LCD. People use filmgoing as a social activity and want to be able to talk about what they've seen. They could always go see X film and Google up a review or discussion of that film, but if they're already interacting with a group it makes sense to pursue a common experience so everyone has common reference points.

Posted by: J [TypeKey Profile Page] at September 30, 2009 01:59 PM

"62% of moviegoers now get review information online; this was consistent across all demos except the 50+ group, which also relies on newspaper reviews."

This is ambiguous. If I want to read a print critic from out of town, like Ebert or Edelstein, the only sensible way is to go to their papers' websites. So does that make them "print" or "online?"

BTW, Jenna, are you sure you want to take a 11-year-old to ZOMBIELAND? That R is there for a lot of reasons.

Posted by: Cadavra [TypeKey Profile Page] at September 30, 2009 06:53 PM

Yeah, plus the survey doesn't address 79-90 year old motherfuckers like Cadavra, Christian, and JBD.

Posted by: LexG [TypeKey Profile Page] at September 30, 2009 06:59 PM

"Sure, if I was a lonely single guy with extra cash in pocket, I'd see 100 movies a year too. But I'm not, so I don't."

So true. Granted, the last few years I have ended up seeing close to or over 100, but a lot of those are on DVD. This year alone, however, at the cinema I have missed Transformers 2, Wolverine, T4 and plenty of other "blockbusters". They just haven't enthused me enough to take time out of work or friends or family. And then there's the matter of money. Yikes.

Posted by: KamikazeCamelV2.0 [TypeKey Profile Page] at October 1, 2009 01:47 AM

Yeah, but don't you dudes like Mendelson, Kami, etc...

Don't you get DISTRACTED watching shit on DVD?

In a theater you're HELD CAPTIVE, but on DVD, my mind wanders SO BAD knowing I can rewind at any time or check my email or grab a beer.

Plus if I'm home, I'm drunk and thus barely paying attention. Plus TV is all small and shit and you have to keep the sound down so low you need the subtitles, if you have neighbors and thin walls.

Posted by: LexG [TypeKey Profile Page] at October 1, 2009 01:52 AM

As an example: (as if you care...)

I try to see anything I'm even remotely interested in in a movie theater. People act like that's THAT fucking hard and you must be some loner weirdo to spend that much time in a theater, but, really, here goes:

Saturday morning, wake up, catch the 11:50 matinee. Done with it at 2pm and you still have your whole day to do WHATEVER you want.

Sunday: Repeat.

There, 100 movies a year, at 8-dollar matinee prices. Rest of your week totally free to have a life, family, friends, girlfriend, kids, WHATEVER.

Also, again... I rented "I Love You Man" the other day. A movie I missed in theaters, where it would've been a breezy if mediocre painless 95 minutes.

On DVD, with distractions and Internet and doing my laundry and phone calls and texts and drinking, this slight little comedy became a grueling, miserable, rewind-and-pause heavy FOUR HOUR EXPERIENCE, which surely kills the momentum that might've been there in a theater where you can't budge.

Posted by: LexG [TypeKey Profile Page] at October 1, 2009 02:01 AM

You're bald right Lex? I have hair Geddy Lee covets.

Thanks for your input "Old Man."

Posted by: christian [TypeKey Profile Page] at October 1, 2009 01:14 PM

It's a trade-off Lex. On one hand, the DVD experience isn't as immersive, but on the other hand I'm not constantly distracted by all the other things I should be doing with my day. Since I can view it when the day is done and the kid is already in bed, I can just sit back and enjoy it. I do miss the regular theater visits, but it's a trade off I've learned to live with.

Posted by: Scott Mendelson [TypeKey Profile Page] at October 1, 2009 07:28 PM

As Wrecktum said above me, couldn’t agree more.

Posted by: right [TypeKey Profile Page] at June 1, 2010 05:50 AM

As Wrecktum said above me, couldn’t agree more.

Posted by: right [TypeKey Profile Page] at June 1, 2010 05:55 AM

"I'd declare that anyone who doesn't see at least 50 movies a year has NO BUSINESS being in the biz."

Nor if they haven't seen THE SEVEN SAMURAI.

Posted by: christian [TypeKey Profile Page] at June 1, 2010 08:56 AM

Arise, old thread.. ARISE!!!!

Posted by: Foamy Squirrel [TypeKey Profile Page] at June 1, 2010 10:38 AM

Without coffy, I stumbled upon it thinking it anew...now thread BEGONE!

Posted by: christian [TypeKey Profile Page] at June 1, 2010 10:51 AM

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