Movie Goers Relying on Film Trailers
Earlier this fall, Variety reported that box office ticket sales were 15% lower this summer when compared to 2013. Experts can’t agree if the problem is linked to a shortage of exciting movies or if the general public has lost interest. Theaters should begin targeting dedicated movie goers to increase sales. Google reports that specific types of media influence what people ultimately go to see. In Google’s study with Millward Brown Digital, analysts discovered that 68% of consumers went to the movies in 2014. For 80% of movie goers, trailers on YouTube made a difference in what they decided to see. When these consumers begin their research, 70% have more than 1 movie in mind. They make their final selection based on:
- Movie trailer 39%
- Cast information 11%
- Friend’s opinion 8%
The content of the trailer could make a difference in influencing movie goers. Consumers exhibit certain preferences about a film based on genre. For example, the top selection criteria for a drama is plot, while consumers want to know which actors are in a comedy. When parents are selecting a family film, they tend to rely on positive reviews. For action film fans, the director is key.
In terms of promoting movies, marketers likely know that consumers look up trailers most frequently right after a movie is released. Action and horror trailer viewing on YouTube also jumps in the month before release. Drama trailers have lift at release date and again between 8 and 11 weeks after release.
At least 10% of U.S. adults belong to the frequent movie going audience. These consumers, says AudienceSCAN, go to the movies more than 12 times a year. This audience is heavily male, 57%, and skews on the younger sides. Over 30% are between the ages of 25 and 34. Frequent movie goers appear to crave alternate realities as 15% also play fantasy sports – a rate which is over 100% higher than average. In the next year, nearly 40% of movie goers plan to purchase a new car/truck. This is also a much higher than average rate. Marketers may want to target this audience through ads in movie theaters. In the last year, 55% of movie goers have taken action as a result of an ad they saw at a theater.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.